How to Carry Out a Competitive Analysis | Lesson 1/8 | SEMrush Academy

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In this lesson, you’ll learn how to perform competitive research and find the gaps in your competitors’ strategies with the SEMrush Domain Overview report.
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0:22 How to do a competitive analysis
0:44 Organic rankings
1:06 Domain overview report
1:21 Organic Search section
3:13 Non-branded search traffic can be a sign of effective SEO
3:43 Summary

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Hello and welcome to our SEMrush SEO Toolkit course! My name is Ashley Ward, I’m a digital marketing strategist at SEMrush and a passionate digital marketer. I’ll guide you through this course. In this module, we’ll start our SEO journey with learning how to carry out a competitive analysis. Understanding your competition and identifying their strengths and weaknesses is an indispensable first step of building your own SEO strategy. It’s very important to always be aware of what your rivals have done, study their best practices, and learn from their mistakes to avoid making your own.

When it comes to organic rankings, you have to pay double attention to your competitive environment, as you can be unexpectedly outranked by indirect rivals who decided to target the same keywords. A perfect starting point to perform competitive research and find the gaps in your competitors’ strategies is to get the big picture by using the Domain Overview report. It provides you with a quick overview of any queried domain’s overall search engine presence.

With this report, you can:

See your competitor’s estimated organic and paid traffic, and number of backlinks
Analyze their top keywords in terms of organic positions, recent position changes, and advertising keywords
Preview other organic and paid search reports.
Domain Overview
Let’s explore the report. First, let us see what the Domain Overview report gives you. If you like, feel free to follow along in your own SEMrush account; the practice will allow you to show your proficiency later, when taking the exam. So, start by typing your competitor’s domain name into the search box. Then, choose the desired database and decide whether you want to obtain mobile or desktop data.

You will see all the essential information on a queried domain, including:

Organic and paid traffic and keywords
Keyword distribution between databases
Organic traffic cost, which is an estimation of how much it would cost if your competitor were to bid on organic keywords through Google Ads
Paid traffic cost
The number of backlinks
AdSense data
Comparison between organic and paid traffic
If you scroll down, you will see this information broken down into several sections. From an SEO standpoint, the most important is the organic search section.

It comprises several subsections of the most representative data:

The Top Organic Keywords list, which basically shows you the keywords that drive the highest amount of traffic.
The Organic Positions Distribution list, with the help of which you can judge how many of your rivals’ keywords actually hit the spot.
The Main Competitors list and the Competitive Positioning map. Here you can find the list of organic competitors suggested by SEMrush based on a percentage of common organic keywords.
The Branded Search widget, the Branded vs Non-Branded graph, and the branded traffic trend. A high amount of non-branded search traffic can be a sign of effective SEO, implying that a website gets traffic from searches that don’t have any brand loyalty or intention.
All of these subsections provide you with an overview of your competition’s strategy in organic search and presence in organic positions. You can click on each piece of data to bring you to the appropriate report in the Organic Research section, which we will review later on in this module.

#SEO #SEOtoolkit #SEMrush #CompetitiveAnalysis #KeywordResearch #SEMrushAcademy

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