Any effective search marketing strategy should combine both paid and organic data and leverage tools to glean competitor insights. This allows us to identify gaps in our own strategy and emulate and improve upon tactics used by competitors.
But which tools do we need and how can we compile these findings in an actionable, impactful way? Using powerful features and reports from SEMRush, we are able to provide a Competitors Domain Trends Analysis to help clients understand changes in the search landscape, emerging trends, SERP features, and competitor behavior.
There are a number of tools in SEMrush that our team members use daily. We can monitor keyword rankings for clients and competitors and look at paid and organic search data on an ongoing basis.
For the Competitor Domain Trends Analysis, we use two specific tools:
Let’s look at the data that fuels these tools and how we can use our findings to craft a competitive, effective marketing and content strategy that drives results for our clients.
The Organic Research Competitors Report helps us to identify search competitors. Note that search competitors aren’t always the same as business competitors. For our purposes, we want to know which websites own valuable real estate in the SERPs, which may not necessarily be the top competitors across other channels.
We simply enter a client’s website into the search bar and we’re able to see a list of the domains that rank for the same organic keywords, as well as the number of keywords, estimated monthly traffic, and estimated cost of that traffic.
Here’s an example using our own website:
Now that we have this data, we’re able to determine which 10 to 15 competitors we want to compare in our analysis. Before we move to the next step, however, it’s important to answer the following questions:
You may also want to discuss this competitor set with your client before proceeding to confirm the resulting analysis will be as useful and impactful as possible.
The Application Programming Interface (API) allows us to export raw data at scale without using the standard website interface. We can automate the process to get the data we need quickly and efficiently.
💡 For more information on how to use the SEMRush API, here is an in-depth guide.
Using the API, we export 36 months worth of historical data. This allows us to consider seasonality, shifts in the marketplace, and industry and world events (think COVID-19) that may have influenced search behavior or performance.
For our Competitor Domain Trends Analysis, we pull the following data from the SEMRush API:
Once we have all the data we need, our Data Strategy team uploads this into our data warehouse and builds visuals using Power BI. We analyze our findings and create a deck to present our findings and recommendations to our clients.
So why is all this data important to both our clients and to us as a consultant? Here’s what we’re able to learn when we analyze the data from SEMRush:
For our client in the healthcare industry, we analyzed API data for 26 search competitors over 36 months. We were presented the following findings and recommendations:
This is just one example of how organic, paid, and competitive data can help us drive strategy and results for our clients.
Understanding what competitors are doing in their own strategy can be the key to getting buy-in from stakeholders on important initiatives and budget decisions.
What tools and data collection methods do you use most often to inform your search marketing strategy and drive results?
Source: www.seerinteractive.com, originally published on 2022-03-14 10:46:54