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SEO competitive analysis – keywords of the competition

  • SEO
SEO competitive analysis

The competition on the web for top-selling keywords can be overwhelming for site owners. SEO, therefore, requires them to invest a lot of effort and budget to ensure that they find and target the right keywords. However, this is where the challenge lies: how do site operators find keywords that bring in traffic, have little competition and thus allow a high ROI? We show you how to find out the keywords of the competition with an SEO competitive analysis!

Companies can indeed use keyword tools to uncover useful keywords. However, there is always uncertainty about how well these work in practice. This is especially true for companies that are either new to the market or have little experience with keywords, keyword planning and keyword analysis. An often-underestimated measure to find successful keywords is to look at the competition. This offers site operators a comprehensive source to uncover the right keywords, plan and build an effective SEO strategy on top of it.

We show why well-thought-out keyword planning is indispensable for good SEO results and how companies can find keywords among their competitors that generate clicks and sales.

Why keyword analysis is essential

Whether large companies, SMEs, or start-ups – many websites on the market fail to make headway in the Google rankings. The reason: they do not approach their keyword analysis strategically enough. Instead, they collect relevant search terms via common keyword tools and use the same for SEA and SEO. This type of keyword research works to a certain extent, but the approach does not produce really good results.

Site owners who want to rank on the first Google page must therefore do more than simply compile a keyword list. To uncover truly successful keywords, companies must ask themselves how competitive each keyword is and how much effort it takes to achieve a good Google ranking.

The disadvantage of common keyword tools is particularly clear here. They do show companies how many pages rank for the same keyword and thus how many competitors are ahead of them. However, they do not show how much effort it takes to overtake every single competitor for this keyword.

A detailed keyword analysis comes into play exactly here. It shows companies how much potential a keyword must deliver really good results in the shortest possible time. In other words, keyword analysis answers

  • Which keywords convert,
  • How high the competition in a niche is,
  • Whether it is possible to outperform competitors in PPC campaigns by investing heavily and at the same time get a high ROI, and
  • What users’ intentions are when they search for specific keywords.

For site owners to answer these questions and intelligent keyword analysis should also include a detailed look at the competition and thus an SEO competition analysis.

What is an SEO competitive analysis?

An SEO competition analysis gives companies a comprehensive overview of the competition that uses the same relevant keywords. Among other things, the analysis shows how

  • The competition approaches the topic of SEO in general,
  • Which keywords do they use and,
  • How much money do they invest in PPC campaigns?

These findings are of great value to site operators. They show them how competitors in a niche have placed themselves in the top Google results with their keyword strategy. Companies can simply copy this. At the same time, they also learn where the competition is leaving out potential. The result: companies can improve their Google ranking without spending a lot of time and without a large budget.

Companies should examine these competitors in their competitive analysis

Before companies begin their SEO competitive analysis, they should first determine which competitors are truly relevant. The web is full of competitors who all want to rank for a handful of the same keywords. However, companies can only copy keyword strategies if they are dealing with competitors that are similarly positioned. These criteria play a role:

Company size

The size of the company tells site operators approximately how much budget a competitor has available for SEO. Site operators should only consider companies with a similar budget as competitors. If you look at the SEO strategies of significantly larger competitors, it might be difficult to take similar measures.

Direct competitors

Direct competitors target the same audience and therefore sell the same or very similar products and services. Here, companies can get important input on how competitors get the competition on their side.

Indirect competitors

Indirect competitors have a different product portfolio but the same target audience. Sports shoe manufacturers and energy drink manufacturers, for example, have different products on the market, but they address the same consumers: active and sporty people. In practice, this means that companies cannot copy keywords from indirect competitors. But they can learn a lot about the tonality of content that appeals to the target group.

Companies that have no idea which competitors they can copy relevant SEO strategies from should resort to simple means. They can use Google to enter the keywords they know or already use and see who shows up among the first search results.

This is how an SEO competitive analysis works

The groundwork has been done; site owners have now uncovered the most important competitors. They can now carry out their SEO competition analysis. In doing so, companies should

  • Check the rankings of a competitor’s page
  • Determine the total link count of the page and
  • Determine the link count it has gained recently.

This shows companies how aggressive a competitor is and how quickly they can generate links. In addition, other metrics are important that let companies analyze the competition in more depth. These include:

  • Average traffic
  • Traffic sources
  • Most important link sources

How companies choose the right competitor keywords

To complete the SEO competitive analysis, companies need to review their competitors’ keywords. They need to find out which keywords are best suited for their own needs. This is where the big challenge lies. Because: so far, there are likely to be dozens or even hundreds of keywords to choose from. Page operators should reduce this number to about one-tenth. They should concentrate on uncovering keywords with little competition and high relevance at the same time. In doing so, companies should first remove keywords from their list that are not relevant to their business. These can be mainly keywords related to a specific model or brand that companies do not carry in their portfolio. After that, they should eliminate the keywords that do not fit the intended purpose. For this, the question arises whether the keywords should be used for organic traffic or for Google Ads.

Organic keywords

The competition for organic keywords is difficult to measure, so it makes sense to Google the words themselves and thus conclude their relevance. Page operators should pay attention to which pages are in the top positions and what number and quality of backlinks they bring. They should then compare these values with their own possibilities. They should ask themselves:

  • Can they create better content than the competition?
  • Can they produce more high-quality backlinks?
  • How long would it take to generate as many good backlinks as possible?

Answering these questions will allow companies to see if they could outrank their competitor on Google, and if so, how much effort it would take.

PPC Keywords

To determine the relevance of paid keywords, businesses can analyze the CPC and monthly budget used by their competitors. These numbers show them if they can outperform competitors with their budget. Paid keywords do come with a risk, however: At least 75 per cent of all users ignore the Google Ads on Google and devote themselves directly to the organic results. Companies should therefore think carefully beforehand about which keywords they want to invest in.

The first step after SEO competitive analysis

Companies now have the keywords with the lowest competition and at the same time with the greatest potential. They can now set about using the keywords accordingly. To do this, they can produce content with the new keywords and generate links. In other words, optimize the website and the associated channels with the new keywords.

Would you like to make anSEO competitive analysis for your business? Contact us today.

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