Improve your ranking with an SEO competitor analysis

For optimal online visibility, it is important to score better than your competitors in SEO. An SEO competitor analysis can help you improve your ranking. With an SEO analysis you map the activities of your competition and you can use them for your own strategy. How do you properly conduct such an SEO analysis? In this article I share a plan in 4 steps.

1. Map your SEO competitors

To know who your SEO competitors are, it is important to first have an overview of the companies that are trying to rank with their website for the same keywords as your company. Your SEO competitors are not necessarily the same companies as your competitors in the offline world. Once you know who your organic competitors are online, you can start analyzing their website to find out what they are doing better than you.

But before you can start your SEO competition research, it is first necessary to conduct a keyword research.

Start with keyword research

During this keyword research you will look for relevant keywords with a high search volume that can be competed. This also provides insight into your strong keywords (keywords where you rank better than the competition), weak keywords (keywords where the competition ranks better than you) and opportunities. These are keywords with which your website does not yet rank, but the competition does. Keep in mind the different search intentions of users on Google.

Search intents are categorized into 4 different types:

  1. Navigational searches
    In navigational searches, users are looking for a specific website or webpage. An example of a navigational search is ‘Frankwatching’.
  2. Informational searches
    Do surfers use an informational search? Then they are looking for information about a specific study. Here’s an example ‘How do you run an SEO competition’?
  3. Commercial searches
    Are surfers looking for a product or service to buy? Then we speak of a commercial search. This is an orienting search intention. An example could be ‘SEO agency’.
  4. Transactional search
    Unlike the commercial search, there is a clear purchase intent behind the transactional searches. ‘Hire an SEO specialist’ is an example of this.

It is important to know which search intent your target group mainly has. Then the real work can begin: look for potential keywords to base your competitor analysis on.

Focus on long tail keywords

Longtail keywords are simply the more specific (and usually longer) keywords. It’s tempting to pick general keywords with high search volume, but that’s not always better.

First, long tail keywords are much less competitive than the general keywords. It is therefore easier to rank high with it than with general Armenia Phone Number keywords. In addition, long-tail keywords are more specific than shorter keywords. This increases the chance that the search query will be converted into a sale. The last benefit is that long-tail keywords make it easier to reach a niche.

Also read:  3 reasons to switch from Yoast SEO to Rank Math

An example of a general keyword is ‘shoes’. For example, the long-tail keyword is “Men’s size 44 black running shoes.”


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Take advantage of free tools

Several free tools make it easier to conduct keyword research within your SEO analysis. First of all, start with a brainstorming session: which keywords do you think are important for your company? Once you have a list, you can use tools to expand and refine that list.

Tools I recommend myself:

  1. Google Keyword Planner, with this you can not only see what the average monthly search volume is; it is also a useful tool for finding new keywords. This tool gives you an indication of the average monthly search volume and the difficulty of the competition.
  2. Google Trends is another useful search engine tool. You can use this tool to see how the popularity of specific keywords has changed over time. You can also compare two similar keywords so that you know which of the two is best for you.
  3. Google Search Console , makes it possible to analyze historical data from your own website. This way you will find out which searches the visitors of your website used to reach your site. You can find this data under the ‘Performance’ submenu.

Now that you know which keywords are important to your business, you can move on with your SEO analysis and investigate which other companies are ranking for those specific keywords as well. Those companies are your SEO competitors.

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