A weekly Google Hangout dedicated to discussing content marketing, search marketing, SEO and more.
Topic: Finding Competitors and Their Content for Better Marketing
This week, Erin shares some tips on how to use GinzaMetrics SEO and marketing intelligence platform to discover competitors, monitor them, and improve your own marketing efforts.
Erin O’Brien, COO at GinzaMetrics
FULL VIDEO TRANSCRIPT
Erin: Good morning. Welcome to today’s episode of FOUND Friday. I’m your host, Erin Robbins O’Brien, and I’m the COO of GinzaMetrics. FOUND Friday is a weekly web series where we talk about SEO, content marketing, digital marketing strategy, and all things involved in the space.
Today’s show is going to be a little bit different than most shows because today instead of having a Q & A or topical conversation, I’m actually going to do a screen share around something that we get a lot of questions about, which is using our Competitor Discovery feature and some of our other competitor intelligence tools to amp up your SEO and content marketing efforts. I will be doing that screen share and hopefully this will give a little bit more insight in how the product works as well as some other things that you can do in the competitor space that maybe you haven’t tried yet.
One of the things that we want to start out talking about today is why using competitor information is important. I know that a lot of times folks say, “I want to track my competitors.” This is a no-brainer. But it really goes beyond just traditional competitor monitoring and seeing what content they’re creating, what ads they have, what are they sharing on social and really needs to focus in on what is working for them and why is it working. How are they taking traffic? For what specific things are they taking traffic? This is where the real crux of usable information comes in as opposed to just so-and-so is doing better than we are.
I’m going to go ahead and share my screen and let everyone see a little bit about what it is that we are up to these days.
What you can see here in this particular screen is that we will actually discover competitors by keyword group. What’s really cool about being able to find competitors by particular keyword group is you can actually create keyword groups by things like campaigns, marketing, content type, geography, features, specific brand or product lines. You can also do it by time period. Say you just want to focus on a spring sale or the month of March, you can create keyword groups for different things and then compare them.
The other thing that you can do here with keyword groups is you can actually create mirroring content groups, so you can actually then take the keyword groups that you have and bucket in all of the specific content that’s into that specific group as well and then you can actually see corresponding keywords as well as corresponding content. Once you have these keyword groups created – and I’ll show you a little bit at the end about creating keyword groups and content groups in the platform because it’s really simple – you can click on any one of your keyword groups and see the list of competitors that are discovered for this.
A quick note here about discovering competitors. I want to talk a little bit about what a competitor is. We talked about this on last week’s show. Competitors are not just the exact brands or products that are taking sales away from you necessarily. When we’re talking about it from a search and content marketing perspective, it’s anything that is taking traffic and eyeballs and attention away from your content and your site. It may not always be just brands but may be things like blogs, new sites, reviews, video pages, all these other different things.
What’s really important about that is you want to make sure that you’re seen as a place that can create and capture attention beyond just sales pages because that’s where you’re going to create better engagement and conversion. Being able to find competitors that are taking things from you across multiple different areas is really important.
In the tool, once you actually narrow down your competitors by a keyword group, what we’re going to show you is things like Findability Score, search volume, CPC data, projected monthly traffic. This, by the way, is projected monthly traffic for the specific keywords and content that you’re competing with, not the actual site’s overall monthly traffic.
The other thing we’re going to show you is specifically the actual list of keywords and actual list of content that you’re competing for. Let’s dive in a little bit and look at how this works. We’re looking at a demo account and what we’re pulling up here is let’s say it’s search engine watch. This goes back to obviously search engine watch does not make an SEO platform but what they are doing is they’re taking away traffic or they’re creating really good content that’s garnering traffic that I might want to look into so that I can see how I might create better content for my own site. This is a listing of all of the keywords that are overlapping between my interests and search engine watch, for example.
We’ll also show you things like search volume, position, etc. You can also click in here and actually get more detailed keyword information that can really help you understand a little bit more about your rank versus theirs, what all is tracking in there, what all content you’ve created that’s being found for that specific keyword. You can also see some of theirs.
This is a list of all of the ranking pages that they have that are creating content that’s doing better than yours. One of the things that’s interesting about this page is when you’re looking at this list, it seems a little bit daunting. So the best thing to do is – I always look for the things that have multiple keywords. You can see that you can scroll through there, see how many keywords you’re matching for.
Then you can actually click in and go directly to that page. This is going to tell you: what exactly are they doing to create content that’s competing with me? What type of content? What’s on the page? Is it a video? Is it a blog post? Is it an infographic? Is it a landing page? What type of things are on there? How many images are on the page? What does the sharing data look like? That’s all really important.
Once you do that, the idea here is look at all the different discovered competitors and find their keywords and content that are really important and matching with you. Once you’ve honed down on a few of those, you can actually select to track them. Once you start tracking them, you can go in and jump in, find your competitors, and then take a look at all of their information. We’ll index all of their content and then show you things like social signals and other information. This gives you an idea of what content they’re creating that’s getting the most social shares, which is going to help you from an SEO and content perspective. Because as the search and content world merges more and includes more data from the social space, what you can really see here is obviously things that typically get a lot of social traction and stay socially relevant are typically things that search engines are going to rank higher because obviously it’s a really good match between what people are looking for and what they want to see.
Once you dive into one of these areas, what you can do is you can click on a specific article or page or piece of content and then we’ll give you page details about that specific thing. We’ll give you different tags and things. We’ll give you a grade. We’ll show you all the ranking keywords for that page and their changing rank over time. We’ll also show you things like social signals for that page as well as linking data so that you can see that information as well. This is all really helpful when you’re talking about looking at competitor data because what you’re going to be able to see is what specifically are they creating, who else is linking to it, how is it being shared, a little bit more in-depth information so that you can really analyze what you could be doing differently.
Once you know a little bit more about what you’re doing differently, you can dive into your Recommendation section. One of the things I always say is the Recommendation section is really great but you need to approach it with a goal in mind and the goal can’t just be “I just want to improve in rank.” You have to have, I think for most sites that are large, a little bit more of a honed-in effort because a lot of times there are multiple errors. As you can see here on our demo page – this is actually fairly common – is there may be 600 errors, 1000 errors, 100 errors in certain places so we actually break down the recommendations into keyword and content page structure and crawlability for you. We’ll also show you difficulty risk, overall importance, etc.
The way that I like to actually tackle my recommendations is what we offer now is the ability to sort your recommendations by keyword group and by content group. When you can sort recommendations by these different keyword groups and content groups, you can say, “What is it that I need to do to optimize this specific thing right now?” What you want to optimize is a campaign that’s currently in market, optimize yourself versus a specific competitor because you can make keyword groups and content groups for competitors. Maybe you want to optimize something for a particular geography that you’re rolling out into. These are all things that are possible that you may want to consider so that you can tackle your recommendations in a structured way.
I talk a lot about this keyword and content group idea and how important that is for you and making sure that you are accurately prioritizing things and really discovering competitors and dealing with your recommendations. I want to show you how that works in Ginza specifically because I think one of the reasons that people don’t do it is because this is going to take a ton of time and I don’t have time to go through 100,000 pages on my website and individually add them. You don’t have to that.
We actually have a Wizard for creating this. You can do a keyword group, you can put in different title rules, different matching URL rules. Then what you can do is when you add it, we’ll actually go out and pull everything that matches these rules into a group for you, which you can then edit, change, and take a look at from there. That’s a really helpful way and fast way to get started without having to spend tons and tons of time getting set up. We do the same thing in keyword areas which is allowing you to create groups, import, and mange your keywords that way as well.
Because we’ve been talking a lot about competitor stuff, one of the things I want to mention here is the idea of Keyword Discovery. In Keyword Discovery, which is the sister tool to Competitor Discovery, what we allow you to do is choose from a product or service category or add a landing page. I’m going to get to the landing page part in just a second. I want touch on the product or service category thing and why this is so important. Obviously, you know about the keywords that are already driving traffic to your site. But what about the things that could potentially be driving traffic that you’re not already aware of or haven’t tracked or aren’t really considering?
The reason this is important is two things. One, you want to be tracking all things that are relevant for you but you also want to be looking for other search and content marketing ideas and looking through this Keyword Discovery list is a really great place to start because it’s potentially a list of topics that you haven’t even thought of yet. The list starts fairly broad and then hones down from there.
If I click on “apparel,” I can scroll down to “clothing,” I can do children’s clothing, baby and toddler. You’ll see that it gets pretty granular really quickly. What you can do is once you discover that list, you pick a language, you can pick a location. This is great for people and companies that have a lot of presence in various parts of the world and may need different discovery options based on those things.
Now I want to talk about the landing page aspect. This is really cool because what you can do is take your own landing page or a competitor’s. Back when we were talking about discovering competitors’ ranking pages and say I picked this one because I think this is actually something really relevant and that I would want to know more about or I want to discover what all keywords are is I can actually want to click on that. I get the link to the page. I can take the link to the page and then I can put that in here, and then I can start Keyword Discovery and I’ll get a list of keywords that we find relevant to that particular page.
I can also choose to track them. Obviously, once we give you the list, you can click and pick which keywords and stuff you want to track or you can simply just look at the list, get some content ideas, just see what’s going on and choose to add it or not.
We’ll also show you suggested search information. I think where this is really cool is if you find yourself overlapping for a lot of keywords specifically like if you see a bunch of keywords in a list for a particular competitor, one of the things that you can do is you can actually select from your list of tracked keywords, pick a search engine or a device and then you can filter out the suggested searches that users will see alongside that. What you’ll see is what else are folks seeing when they’re looking for this which may also give you some additional optimization ideas.
That’s a little bit about how our Keyword and Competitor Discovery tools work together to help you not only monitor the competition but take what it is that they’re doing and what they’re doing well or not doing well and use it for yourself to make better content and search marketing decisions.
That’s it for today. Next week we’ll be back regularly scheduled programming. I hope that this helped out. If you have any questions, you can always contact us. I’m firstname.lastname@example.org. You can also contact email@example.com. We will post show notes, links, and screen shots to the blog, so if you missed anything, that information will be there for you. Until next week. Thanks.