How to Find Your Real SEO Competitors — Whiteboard Friday

The writer’s views are totally his or her personal (excluding the unlikely occasion of hypnosis) and should not all the time replicate the views of Moz.

Aggressive analysis and evaluation is a crucial element of your SEO technique. You could have an concept of who your busines rivals are, however your actual SEO rivals are those who goal the identical key phrases, converse to the identical viewers, and clear up for a similar shopper wants. 

In at this time’s Whiteboard Friday, Lidia Infante walks you thru two approaches to discover out who these rivals are.

Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!

Video Transcription

Howdy, Moz followers, and welcome to one other version of Whiteboard Fridays. My identify is Lidia Infante, and I am the Senior SEO Supervisor at At the moment, we’re going to be speaking about how to discover your actual SEO rivals.

Competitor identification and competitor analysis is completely key to an excellent SEO technique. And so as to nail it, you want to work out who your rivals actually are. So how do we all know that somebody is a competitor in search?

Primarily, they want to meet three standards. They’re concentrating on the identical key phrases as you, they’re talking to the identical viewers, and so they clear up for a similar shopper want as you. That’s, in case your audience goes with them, they haven’t any extra want for you.

There are basically two approaches to figuring out your rivals. You’ve got obtained a top-down strategy and you have a bottom-up strategy. 

High-down strategy to aggressive analysis

So let’s start with this one. The very very first thing you’re going to do is contact different departments. Relying on the place you might be and the kind of vertical that you just’re working in, you are going to need to speak to gross sales, you are going to need to speak to help, to buyer success, to different areas of selling, and even engineering, and ask them to present an inventory of their perceived rivals. 

The following factor you are going to do is examine an viewers analysis instrument. I like to recommend, for instance, True Competitor by Moz, clearly. 

And then you definitely’re going to need to discover the overlap between the 2 lists, proper? So out of the listing that your division and your colleagues say which might be your rivals and the listing that your instrument says these are your rivals, you are going to need to discover the overlap.

The benefits of this technique is that it helps you get buy-in as a result of different departments are going to acknowledge elements of their work into the output that you are going to current and construct higher connections with them. And it is actually quick. You may get this finished in a day, even much less, will depend on how lengthy you are going to have to anticipate that info from different departments. 

There are different elements of it that aren’t nearly as good. So, for instance, it isn’t going to be probably the most correct competitor analysis that you have ever had, and you are not going to give you the option to drill into rivals by subject.

Nevertheless, that is finest for performing websites. So in case your website has been on-line for some time and also you’re rating for a number of of your goal key phrases, that is going to work very well for you. And going for the bottom-up framework could be overkill.

Backside-up strategy to aggressive analysis

However then in the event you’re beginning a brand new website, or in the event you actually, actually need to dig into who your rivals are, you are going to need to do the bottom-up approach. 

So the very very first thing that we’re going to do is we’re going to establish what your goal key phrases are, after which we’re going to cluster them into little matters. 

For every of these key phrases, we’re going to obtain the SERP outcomes, the highest 10, the primary web page. And we’re going to analyze the competitor presence for every of your matters.

So if, as an instance, Amazon exhibits up in 100% of your key phrases for X subject, you recognize that that is very key for you. After which what you are able to do is drill down even additional and establish the SERP options which might be current in every subject.

You’ve got already finished the obtain. You have already got the information. Simply dig in a bit of deeper and you will find out if you’re finest to assault these outcomes with infographics, articles, video, some other format.

That is very correct, however it may be actually sluggish. The underside-up framework is absolutely good in the event you’re beginning a brand new website, or in the event you’re undecided that the strategy that you have had earlier than is working. Because it’s a bit of difficult, I’ve supplied a free template that you will discover linked within the textual content under. And you will discover me on socials at @lidiainfante or my web site,

However earlier than you go, to level two, I used to be utilizing Moz’s True Competitor instrument, and it blew my thoughts. I just lately joined a brand new firm,, and I actually wished to work out who my rivals are. I am not an skilled in headless CMSs and the construction content material house, so I have been engaged on it for literal weeks. Simply now, I used to be hanging out with the Moz workforce. They confirmed me the instrument, and so they instantly nailed my prime 5 rivals on a click on. What’s that? Wonderful.

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