The Online Competitor Analysis – what it is and how we perform one.
Manual Website Audit
This is not an automated process. It takes a human to analyse each site and evaluate with a critical eye. Grunt Work. Each website is compared against of basket of online competitors and scored – screen shots are collected from the web, numbers are crunched and fed into spreadsheets. The result is an apples for apples comparison and a document that is useful for making informed decisions.
Each site is evaluated based on content available to search engines – this includes images, blog or news posts, PDFs and includes recency. In other words, we can evaluate how fresh that content is. Overall, this score establishes a “footprint size” of your content versus your competitors.
Getting a birds-eye-view of all your competitor’s social activity can be a real eye-opener. Here we evaluate the important social channels and the activity for comparison.
How well your website is marketed on search engines is probably the most critical statistic you would want to know – compared with your competitors of course. We search for PPC keywords (paid advertising), Organic Keywords in the top 20, number of indexed pages and number of inbound links.
This matrix is a measure of how your website scores against your competitors in four important areas: Content, Search, Social and the Manual Website Audit.
To perform this part of the exercise, we do use a paid for service to extract robust figures from the web. The resulting scores are used to produce yet another view of competitor strengths and weaknesses.
Probably the most talked about chart of the Competitor Analysis review. All the resulting information is fed into this global view of your website’s position in relation to your online competitors. A very graphic view of the size of your site and its effectiveness regarding search visibility and social impact.