Building a business involves various challenges and obstacles. One of the most well-known is competition. What are we doing right? Is the market already saturated? Can we form partnerships? How does our company stand out?… Comparative SEO analysis can be the answer to these questions, highlighting the importance of competitor analysis for understanding the surrounding landscape and setting tangible goals for the organization itself. In this way, you can gain valuable insights into the sector’s practices using the tools we present, which in turn will allow you to assess strengths and weaknesses, helping you to outline a concrete plan for possible differentiation in the market. This assessment not only makes it possible to anticipate and adopt trends in observable metrics, but also enables companies to adjust their approaches and innovations so that they can stand out from the competition. One of the ways to do this is through SEO. After all, we’re talking about something that is, by its very nature, comparative. In other words, it’s through SEO that we position ourselves ahead of our competitors when our potential audience performs a search on any search engine, essentially, Google.
How can you perform comparative analysis in SEO?
Consider the possibility of your site competing for the keyword “diapers,” which gets around 40,000 searches a month on average. There are several sites competing, and only one of them will be able to take first place. A bit like a Formula 1 race. Only one can have that privileged position. But which metrics should be taken into account?
Metrics and tools:
- URL: to make data analysis easier, it’s important to have our competitors’ URLs on hand;
- Title: It may seem secondary, but this is a fundamental element. After all, it’s the title that will spark the interest of those who visit the site;
- Products: if we’re dealing with e-commerce, we also need to consider the products offered by our competitors;
- On-Page: the Moz tool is very useful in this regard. After all, it analyzes the On-Page and rates it from 0 to 100, giving you a quantifiable perspective of how your site stacks up against the competition;
- Share of Search: this metric is very interesting as it measures brand recognition. In effect, it estimates the number of clicks and, therefore, the CTR.
- Backlinks: the number of links from other domains pointing to the page being analyzed;
- Domains linking to the page: quite simply, this is the number of domains linking to the analyzed page;
- Page and domain authority: rated from 0 to 100, it provides an estimate of page and domain authority.
- Page traffic: this is simply an estimate of visits to the site, or page traffic. Ahrefs is the best tool to help you obtain this data.
- Total session duration on the site: here you can see the site’s engagement or the time people spend there, you can get this metric for free through SimilarWeb:
- Word counter: as the name implies, this is simply a word counter, you can do this manually by selecting the content yourself before pasting it into the Word Counter tool.
Once all the above metrics have been evaluated, you need to cross-check the data to see which sites are performing best and try to understand why this is happening.
How to compare results?
The first step is to conduct an internal analysis and compare it with the sites that compete with your business. From there, you should compare your results with the best (we always aim for the top!). You can simply take an average of the highest-ranked sites and see where yours could improve.
Other data to consider
The coldness of numbers can hide some important data. Imagine a text of 1,000 words or more. It may have the right length to work well, but writing it just to meet the word count takes away all the associated organic traffic. In other words, it’s better to write something that makes sense rather than something that just pleases Google but not your users. Speaking of users, make sure the experience for those who visit your site is as pleasant as possible. Avoid sites that take a long time to load and make them more user-friendly.
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