Quick And Effective Steps From Semalt For SEO Competitor Analysis



Competitive analysis is one of the most important activities you should do when you start positioning a new client's website or your own website.

It does not only help us better understand the strengths and weaknesses of competitors, but also takes the burden off of us to reinvent the wheel. We don't have to start from scratch to do better than the competition.

In our guide today, I present a typical competitive analysis process for SEO projects. In addition, you will discover the appropriate tool you should use to successfully complete the competitive analysis.

4 benefits of competitive analysis in e-commerce

  1. You will get an overall assessment of how your online store compares to the competition. You will be able to directly compare its individual areas with other e-stores that are competing for you. I would like to add that it is worth doing such a comprehensive analysis at least once every six months, because the situation can change very dynamically.
  2. You will learn and check in which areas you have an advantage over your competition and in which you are clearly losing. In short, you will learn what you need to improve at home in order not to lose to others, and on the other hand, you will know where you are strong.
  3. The e-commerce industry has had one of the greatest dynamics of development and changes in recent years, it is worth remembering. Therefore, if you do not keep an eye on what the competition is doing and / or is starting to get better than us, it may simply go a long way.
  4. What is up-to-date today in terms of standards or trends in a year or two may be useful anymore. For example, in the past, online stores were designed primarily for the desktop, i.e. desktop computers, because sales were generated there.
Currently, if you are not starting to design your store just for mobile, the so-called Mobile-first design is at the very beginning, you will have a big problem for the future, where still many agencies implementing online stores do not even create graphic mockups for mobile for their clients, focusing only on the desktop, which is a big mistake!

Why is competitor analysis important?

We analyze the competitor's site to better understand the basis of their online success. In addition, competitor analysis allows us to gather information on what is important to the competitor and what stands out. Because, many companies that have been in the market for longer have a fairly clear organic visibility and link profile. So you can quickly demonstrate what is "top" for a competitor and what may be important for your site.

In this way, we reduce the competitive analysis to only those keywords where we can create real value and sales / conversions.

Important: if we start positioning a newly created online store, which operates in a popular and competitive sector, and at the same time, there are not enough products on which to evaluate the opportunities and threats concerning the competition, it is important to do an interview that takes into account the business plans for the future.

As the average time to get SEO results is 3 months, we can coordinate the SEO activities so that the client has time to complete the product line, while working on a high position in the organic results

Which elements of the competition should be particularly analyzed?

What elements you choose for analysis depends on the specifics of your business and target group, because only on this basis you will know what is the most important to your client.

Of course, such a list can and should even be expanded with new elements. Everything at your discretion and needs, because what I have prepared for you is only a scheme that you can change and develop according to your needs.

However, I wanted to share with you the MUST HAVE elements that you should always analyze. To begin with, I will start with the elements that determine the effectiveness of sales in an online store, i.e. UX PAGE.

UX website

You will learn how your online store stacks up in terms of readability, clarity and ease of navigation compared to the competition. These are the basic elements you need to start with. Because the online store must be designed to be idiot-proof. It may not be a pretty word, but that's the point of the practice, so that everyone who goes there can easily find it and know what to do at the moment. This will allow for the pleasure and comfort of moving there and finally to a happy ending, which is the final order, the actual sale.

I add right away that this element will also be associated with the Checkout, where you separately analyze the appearance of your online store compared to the competition from the shopping cart to the final order confirmation. I mention this separately because it is one of the elements listed in the template.

Price level

The price level will allow you to estimate how you compare with your competitors. If you sell particularly standardised products, you will not avoid this area, it will be pointed out in advance so that it does not turn out that you are planning to launch your online shop, which will have the same products as many other online shops that you will not analyze.

Check your terms of purchase, see what prices are offered by the competition and analyze whether it makes business sense for you, where the margin will be at the level of 10%. I will openly say, with this margin level, think about whether it is worth doing it at all.

A similar situation will be for an online store that has been operating for many years, which has ceased to observe the competition in terms of the price level and is later surprised that the selected product range is not sold when it is more expensive than several dozen percent than the rest.

Of course, there are stores that have built an appropriate price perception, i.e. the perception that they are cheap, and in practice, it turns out that they were cheap, but 3-4 years ago. It is now much more difficult to achieve.

Total shopping experience

An extremely important element to be analyzed for every online store, because it determines one of the most important e-commerce indicators, which is CLV, i.e. Customer LifeTime Value, which is the value of the customer's life over time.

If we want our customers to come back to us regularly, we must provide them with the absolute best possible shopping experience that we can afford; from the purchasing process in the store itself to appropriate communication with the customer after placing the order, through the final delivery of the shipment to the end customer (the appearance of the package, feelings after receiving it, even how the courier behaves, are of great importance for our overall receipt, but not only for that. we already have direct influence).

In addition, I suggest you test what it looks like with the competition, as well as with you. What is the process of returning orders, as well as customer service related to it? If we call competitors' hotlines, do the same with your e-shop to see how it actually solves your customers' problems. Do they really advise and help, are they competent and kind? Remember that the devil is in the details and a lot depends on this element!

Page loading speed

An element that, from my observations, is quite minimized by many e-commerce site owners. This is a big mistake since the page load speed of your online store directly translates into a higher conversion.

You can have the best UX in the world, a great sales and marketing strategy, but if your online store loads for 20 seconds, I don't bode well for you! This is worth remembering.

Also, it's worth remembering that page speed is one of the most important ranking factors for Google's algorithms. This will increasingly affect the organic visibility of your online store in the Google search engine. In short, fast online stores with good UX will be better if the quality and uniqueness of the content are comparable.

Which tool should you use to successfully complete the competitive analysis?

You have just discovered the different factors to take into account to succeed in a competitive analysis. Please note that this analysis will not be successful without the intervention of a qualified SEO tool. Indeed, a tool allows you to go much faster, and to have the hidden information on the competitor's site.

So, which tool is best suited to do this task? If you are an SEO agency or a freelance SEO expert, you probably know some SEO tools to do the competitive analysis. But, you should know that we are in an era where competition is becoming much tougher than in the past years. So, you need to use the latest generation of tools to be able to compete with your competitors.

The experts at Semalt have thought of this. The good news is that they have developed an SEO tool called Dedicated SEO Dashboard

The Dedicated SEO Dashboard (DSD) is a complete SEO audit and web analytics platform that can be run on your domain at zero cost. Moreover, it allows you to perform advanced analytics services under your brand.

Here are some of the features of the Dedicated SEO Dashboard.

Google SERP analysis

This is a feature included in this tool that allows you to know the position of each website in the Google SERP. In addition, it reveals the TOP pages and the keywords for which they rank. This competitor analysis feature allows you to reveal the main competitors in the searched niche. This way you can know the traffic generating keywords of your competitors and get an idea of their promotion strategy.

 

Technical SEO Audit

This feature allows you to perform a complete analysis of your website. Everything from technical auditing to speed testing and plagiarism checking is now under one roof. 
 

Report Center

The Report Center feature is another special feature of our dedicated SEO dashboard that is firmly focused on innovation. It is designed to create schedules for the delivery of your reports for each client individually. The benefits of this tool to your business are irrefutable as it provides your clients with comprehensive SEO information, complete with your logo and branding.
 
You've just seen 3 features of the Semalt Dedicated SEO Dashboard. There are several other features included in this tool and I invite you to discover them yourself thanks to the 14-day free trial offered by Semalt. Please note: during this trial period, you will have access to all the features included in the standard package. This will allow you to appreciate the efficiency and speed of this tool before making a financial commitment.

So don't wait any longer! Start your free trial period today.

Conclusion on Competitive Analysis

To develop an effective marketing and sales strategy for your company, you need a regular evaluation of your competitors and of course your existing and potential customers. This is the only way to position yourself firmly in the market against your competitors and to gain competitive advantages. You should conduct a competitive analysis at least once a year. The effort for your first analysis will be much higher than for your follow-up analyses. Remember that the effort required for your competitive analysis has a decisive influence on the success or failure of your business.

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