How to beat your competition in SEO

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

SEO (search engine optimization) is the systematic process of improving the volume and quality of traffic to a website from search engines via organic search results.

Without SEO, there is no success in the online world. This is the reason individuals and businesses are spending significant amount of time and money on SEO.

To succeed in your SEO efforts and to get more traffic to your site, it is important to stay ahead of your competition. In order to do that, you need to have a clear idea regarding where you stand vis-à-vis your competitors.

Many tools help you to achieve this objective. Before you embark on the task of outperforming your competitors, it makes sense to define competition. Share of voice enables you discover the entire competitive landscape for a group of keywords. You need to know the percentage of keywords in the group they rank for and the number of keywords for which they rank.

In the online world, more often you will face SEO competition from brands you may not be aware of. It is a challenge to create and manage a list of competitors. However it is important to do so.

Identifying the top SEO competitors for each keyword or keyword group that correspond to your product or service, product or service category and industry should be the first step on your endeavor to beat your competitors.

One way to do this is to map the share of voice for each segment relevant to your business. It is advisable to have an exhaustive list of competitors. You should keep track of them on a regular basis.

The next step is to analyze your competitors in order to identify where you stand. It is advisable to estimate the value and volume of all keywords that a domain ranks for.

This enables you to view the competitive field in monetary terms and also gives you value based parameters to track your competitors. You should know which company is dominating the market. You should also know the strength of the keywords.

The next step is to track the SEO performance of all keywords and keyword groups. You need to track the data by relevant logical grouping like brand, project, theme, product, etc. This analysis enables you to prioritize your efforts.

It is advisable to track organic and blended rank. Blended rank measures rank among all types of search results (text, images, video, social and local). Segment your analysis by the geography/search engines that you track.

Search engines like Google lay more emphasis on universal results (displaying social, video, etc) in an effort to make search results more relevant to the user. It is advisable to keep a track of all of these. Use Microsoft Excel.

It takes hard work to identify where you are positioned vis-à-vis your competitors across videos, images, local, mobile and social. But you have to do it because it enables you plan for the future.

The next step is to understand the social media signals. Track your competitors’ social media activity. It is important to correlate it with their rank performance. You need to do this for appropriate keywords.

This activity enables you to understand how social media is impacting your competitors’ ranking. You may take appropriate actions to enhance your social media presence.

The next step is to identify what your competitor’s focus. To achieve this, you need to build a list of your competitor’s top ranked pages. If these pages compete with any of your pages, identify the target keywords for these pages.

You need to track these keywords. It is advisable to create logical groups for such keywords. Actively track the performance of these keywords and optimize the relevant pages for these keywords.

High quality backlinks ensure high rankings. You need to map your competitor’s backlink profile. For your competitor’s top ranked pages, you need to know how many backlinks they have and which high authority domains link to them.

Check if these domains link to your pages. If they do not link to your pages, you need to work on getting backlinks from them. You need to spend time in comparing backlink profile of your competitor’s domain with that of yours (in terms of number of links and their value). Tools like Majestic SEO help you in this endeavor.

The next important step is to compare on-page factors of your pages with that of the top ranked pages for important keywords. You will find many opportunities to work on your tags, meta descriptions and titles.

By implementing the above-mentioned tips, you will be able to beat your competitors and reach the top of the SEO rankings on various search engine

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