Benchmarking SEO: Do a competitive analysis
Ever felt that some of your keywords don’t perform as well as before? Do other companies outrank you in Google, and are you wondering why? In such a case, it often pays to do a quick competitive analysis. In most cases, it’s not necessarily your site that’s performing worse; it’s other sites doing better. Now we know you are all about content optimization and many of you our plugin. In that case, check if everything is set up properly in Yoast SEO. If all is well, we can start thinking about what else could have happened?
If you want to do a competitive analysis to optimize your SEO efforts, there’s actually quite a lot you can do yourself, without having to hire an expensive SEO consultant. Let us take you through the steps!
Step 1: Define your keywords
It’s very important to use the right keywords in a competitive analysis. If you insist on using your, possibly branded, company outing as one of the main keywords, you might not even have any competition, let alone any decent organic traffic to your website. An example: if you are offering ‘holiday homes’, but insist on using the keyword ‘vacation cottage’, you are selling yourself short. Match the words your customers use.
Proper keyword research will help, not just for this competitive analysis, but for the entire SEO optimization of your website, so please put some effort into it.
Step 2: Analyze these keywords
Once you have defined the keywords you’d like to check against your competitors, the next step is obvious: do a search for these keywords. See who your competitors are by writing down who ranks higher than you.
If you are on page two in Google and want to do a competitive analysis with the number one, there is probably a lot to gain. But you should probably accept the fact that your rankings will go up step by step, and that the high-ranking web pages, depending on the keywords, might have a higher marketing budget than you to back their ranking strategies. It could be the main reason they rank so high. Don’t give up; our mission is ‘SEO for everyone‘ for a reason. Climb to higher rankings step by step and try to increase your marketing budget along the way.
Check the keywords and make them long-tail or add local keywords (city name, region name) to them, if needed. Do a thorough analysis. Google Trends will tell you what keywords have more traffic in the target markets for your business, and (free/paid) tools like Ahrefs.com and Searchmetrics.com will give you even more keyword insights. You can even use the Semrush integration in Yoast SEO to find relevant related keywords that might attract traffic.
Climbing up in rankings a (few) step(s) at a time
Sometimes, you can achieve a big improvement in your rankings. But if your website is ranking number six, it’s easier to climb to five or four first and then target the top three. Again, that top three probably has the marketing budget to go all out, where your immediate neighbors in rankings are struggling like you. Beat them first; it’s easier. Having said that: if you have the opportunity to dethrone number one, two, or three, of course, go ahead and do so.
Step 3: Check technical differences
You’ll need to check a number of things to determine on which aspects your competition is ahead of you. The next step of your competitive analysis, after listing the keywords you’d like to perform this analysis for, is to see if there are any technical differences.
There are so many ways to check your site speed, which we have mentioned quite often already, like Pingdom and Google’s speed tools. No need for us to explain all that all over again. But, in competitive analysis, speed insights will tell you if there is a huge difference between you and your main competitors in terms of serving the website and the user experience difference that goes with that. The faster the site, the happier the visitor, and the happier the search engine.
HTTPS and SLL are about serving a secure website to your visitor. It’s now the default and for a good reason. Serving a secure website is about delivering the best user experience and gaining trust from your future customers. It is only logical to rank a secure website over a non-secure one. Again, there are multiple ways to check SLL/HTTPS in a competitive analysis. A nice overview is given by Builtwith.com, which gives you a ton of technical information, including an SSL certificate, etc. You can obviously check your browser’s address bar for this as well, but Builtwith could give you some more insights while going over all other details. Like what CMS your competitor uses (and if he/she upgraded his/her WordPress install and you didn’t?).
Mobile-first. Mobile parity. Mobile UX. It’s all about mobile these days. It makes sense, as most of today’s website traffic is from mobile devices, exceptions aside.
A good mobile website is about getting your visitor to the right page as soon as possible. This has to do with speed, with deciding about top tasks on your website, and with a clear and pleasant, branded design. Go check the websites of your competitors and see where they are clearly outperforming you. Be sure to check your Core Web Vitals as well, as Google is paying a lot of attention to these. Test this, using for instance:
- Google’s mobile-friendly test
- Mobile usability test in Search Console
- Ready.mobi Test for mobile devices (premium benchmark test available)
- A Google Lighthouse audit will give you even more insights
- Google’s Core Web Vitals test on web.dev
Step 4: Find content opportunities
Although technical optimizations are crucial, the quick wins will probably be in the field of content. What have you written about your company and products, and what did your competitor publish on their website?
Click all menu items
What are the main pages, what is your competitor trying to sell? And how did they manage to rank above you? See how focused their menu is and what pages they link to from there. We’ve found that placing ourselves in the mindset of our visitors pays off much more than writing about all the amazing SEO stuff we managed to add to our plugins, or all the knowledge we share in our SEO courses. What’s the end goal of all that SEO? It’s serving your website better to Google, which will lead to better rankings. You might not care about what structured data does, or what XML sitemaps are, but if they benefit your business goals, you probably want to add them to your website.
See if your competitor tells a better story than you. And improve your story. The main menu of your website should be targeted at your visitor, not as much at explaining all the awesome things you came up with.
Category pages or product pages
If you have a shop, it could be interesting to do a competitive analysis of your competitor’s shop structure. Is he or she trying to persuade the customer on a product page, or already on category pages? In a market where there are a gazillion products, ranking in each and every niche is tough! It’s probably better to optimize most of your category pages. Write appealing, quality content about your products, make these pages cornerstone and try to rank a lot of ’em. Here’s more on optimizing that category page of your online shop. Plus, find out if you need to improve the product descriptions as well.
Your competitive analysis will tell you which of these pages are optimized by your main competitors. Optimize yours accordingly and, obviously, better.
A sitemap can show you the site structure of your competitor, be it via an HTML sitemap or XML sitemap. It can tell you, for instance, if they are targeting certain long-tail keywords via the slugs of the pages, and a few clicks to their pages will tell you how their internal linking is done.
You can find that sitemap on most sites at example.com/sitemap.xml or example.com/sitemap_index.xml or at example.com/sitemap. Sometimes a website simply doesn’t have that sitemap, but tools like Screaming Frog and Sitebulb might help you out. Crawl the site and order by URL.
The main question here is: do you have a blog? A blog makes for dynamic content, keeps your site current and, if you post regularly, Google will find all kinds of interesting, recent ‘Last Updated’ dates. If you don’t have a blog, and your competitor has and ranks better, get a blog. Your competitor has probably woven that blog into their content strategy.
Step 5: Compare UX
Great UX makes for a better time on site, more page views, and a lower bounce rate. We’re not going into this too much here, as we think in a competitive analysis you should focus on other things first, but we wanted to highlight two things: call to action and contact pages.
Call to action
A great call to action helps any page. Regardless of whether it’s to drive sales or engagement, every page needs a proper call to action. Simply go over some of your competitor’s pages and see how they went about this. See if you can grab some ideas for this and improve your own call to action. Oh, and remove that slider and/or video background. That’s not a call to action. That’s a call to no action. (If you really must include one, make sure you at least optimize your video background in the right way).
Contact page & address details
Your contact page and your address details could be the end goal of a visit to your page. If so, check how the competition created that page. Did they add structured data, for instance? Is there a contact form? Did they make it easier to find these details than you did? Adjust accordingly, if comparing this sparks some great ideas.
Step 6: Perform a backlink analysis
Last but not least: if all seems reasonably the same, and there is no logical way to explain why your competitor outranks you, it just might be that the other website has a great deal more relevant links than you do. Or simply better ones. You’d have to check Ahrefs.com, Moz’s OpenSiteExplorer or, for instance, Searchmetrics for this.
Follow-up on your competitive analysis!
At this point, you know the main differences between your competitor’s site and your site. This is the moment where you start prioritizing optimizations and get to work. First, take care of low-hanging fruit, and fix things that are easily fixed asap. Next, determine what issues might have the biggest impact on your rankings, and solve these as well. If you are a regular visitor to this blog, you will have no problem with this. We’d go for any speed and content issues first, and try to get some more backlinks in the process.
Read more: 3 SEO quick wins to implement right now »
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