How to Perform Website Competitor Analysis?
- By Aman Bhati
- September 14, 2023
Website Competitor Analysis is a tool used to measure the performance of your website and get to know the areas of improvement and the trends you need to discover.
Implementing SEO competitive analysis when your growth has achieved a plateau or isn’t growing as fast as you want helps you to unlock more potential that you might not be tapping in to at the moment.
Website Competitor Analysis provides a bird’s eye view of the strategies you need to implement to really shine in your industry.
How to Perform an Effective Website Competitor Analysis
Performing a thorough website competitor analysis may be overwhelming and even intimidating at first. Nevertheless, you have to go a long way and execute it to analyze the industry’s best strategies, what works for your website, and what needs to be changed.
Your content strategy will be based largely on website competitor analysis, so ensure that you do it according to your respective industry trends.
Luckily for you, we have created a roadmap that will guide you through the path of competitor analysis.
Identify and make a list of your competitors
You must start this journey by knowing what and where to measure your website. Make a comprehensive list of your competitors. This can be done in three ways:
- Known direct competitors in your industry
- Competitors who have achieved the ranking and metrics you have already achieved for better SEO analysis
- Software and tools such as Semrush, Ahrefs, and Similar Web help with a detailed SEO analysis
You can enhance this step by identifying products and services that you want to evaluate. A list of characteristics of the ideal products and services that generate the most revenue can help you envision how you will compete with them.
Analyze their positioning
After having a comprehensive list of competitors, buckle up and get to work.
Now, you have to start analyzing websites and start with positioning. Positioning involves observing the brand’s tone, identifying how they address themselves, and how they claim to add value to their customers’ lives.
You can determine a brand’s positioning based on the following criteria:
- Their tagline
- Mission statement
- Language they use
Additionally, you can also perform a keyword competitive analysis for better understanding.
Identify their target segment
Once you are done discerning the market positioning based on the list of your competitors, start identifying the target segment.
Identifying the target segments starts with analyzing their marketing efforts.
It is easier to gather this information about B2B companies as it is standard industry practice to reveal the clients for whom they have achieved results. A home page or an about page of a B2B company will have these details.
For a B2C company, you must use your discernment in their marketing efforts.
Look for some keywords they use, such as startups, renowned enterprises, and small and medium-sized businesses in the relevant industries, to get to know the precise target segment. This can also be covered under the Keyword competitive analysis.
Analyze site performance and user experience
Hereafter, you will pick up specific characteristics of your competitor’s website and analyze the performance.
Site performance is just one metric; you can focus on other metrics that matter more. Take the opportunity here to analyze the strengths and weaknesses of your competitors’ websites.
Website performance and overall user experience is a good place to start.
Other parameters that you can analyze are as follows:
- The layout of the website
- Fonts they are using for different sections
- Text formatting
- Types of images and infographics they are using
- Website’s user-friendliness
It isn’t easy to find a website with all these parameters optimized.
So, you can create a comparative list that discusses the specific details the websites have optimized. A side-by-side list will help you readily access certain parameters and what you need to work on.
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Take a trip down their sales funnel
No matter how original and authentic you are, analyzing your competitors’ marketing efforts will give you more insights into customer behavior than any other medium.
Analyze the call to action of these websites, go through the sales funnel, observe the bottlenecks you face, and fix them in your website to achieve a better user experience.
In this step, notice the:
- The type of copy they use.
- The images, videos, and audio that they use
- Their conversion strategy
- Social media strategy
- Email marketing strategy
- Trends they follow
Analyzing a competitor’s sales funnel so closely makes it possible for you to devise a suitable strategy for your brand.
Find out what stack the website is built with
There are a bunch of tools and platforms used to build websites. Some applications are optimized for a specific type of website, and some are optimized for a different kind.
Find out what stacks your SEO competition individuals are leveraging.
Consider the different types of CMS available and be ready to change to a platform that might be more sustainable for you or one that upgrades to provide competitive features.
Analyze competitor’s content strategy
Study their content strategy, the different types of topics they cover, the types of blogs and images they pick, their posting schedule, and where they are most active.
After this, you will have to segregate brands as your SEO competition for better clarity.
Perform SEO Competitive analysis
Several tools can help you execute SEO competitive analysis.
Research Ahrefs, Moz, and SemRush for keyword gap analysis and target the relevant keywords for your industry and metrics.
Based on this, you can draw multiple inspirations for your content calendar and include interesting ideas from your SEO Competition. A thorough SEO analysis can go a long way in defining a roadmap for your long term strategy.
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Prepare a List of Strengths and Weaknesses
The last step is to integrate all this information and get a bird’s eye view of the list of strengths and weaknesses of your competitors.
A pre-defined list of strengths and weaknesses that your competitors possess will help you identify the strategies you can implement to overtake them and clarify what to avoid.
Healthy SEO competition with companies will encourage you to keep improving your strategies and achieving the full potential of growth.
How Often Should You Perform a Website Competitor Analysis?
Regular website competitor analysis is crucial for growth.
Though the frequency of the website competitive analysis changes from business to business, a thorough analysis per year is recommended. Besides this, quarterly mini analysis helps you be up-to-date with industry trends.
Consistent competitor analysis helps competitors reveal opportunities to improve, increasing the efficiency and ROI of the organization.
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From SEO analysis to website competitor analysis, keyword competitor analysis and keyword gap analysis, we specialize in all the fields.
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This post first appeared on Which Is The Best CMS Platform For Inbound Marketers?, please read the originial post: here
