Forewarned is forearmed. This old truth also works in a web environment where competitor sites can sometimes significantly complicate the promotion of a young web project or even completely block its path to successful development (read here what you cannot do with a site in the first 3-4 months of its existence).
How to avoid such problems? It is worth starting to analyze competitor sites even at the stage of creating your web resource, building further tactics and strategies, based on the indicators of the most successful competitors already holding high positions in SERPs.
How to identify competitor sites in the SERP? To begin with, it is worth deciding on a niche within which the search will be conducted.
Already choose a theme for the site pname com skype raider? So, you need to track sites that match the subject with yours.
How can I narrow the selection of sites? Use the requests for which you plan or are already promoting your site.
The first ten positions of issuance will become the objects of analytical research because these sites have already been able to achieve the desired using the same queries.
It is important to consider that today, in addition to the traditional webspace, there are other, no less popular segments of the Internet.
In particular, the blogosphere and social networks. And here, too, it is necessary to analyze existing thematic communities and pages that correspond to the requests by which the site is being promoted.
Competitive Sites: Where to Start
Analysis of the data of competing sites should be carried out according to the following scheme:
1. Analysis by keywords
In this case, we are talking about the analysis of used headings, descriptions, Meta tags and key queries.
Comparing the semantic core (here I wrote how to compose a semantic core) of a competitor site and its web resource, you can get an idea of the traffic received and the effectiveness of each specific request.
It will also be useful to analyze the list of keywords using the Wordstat service from Yandex, which can determine the number of impressions of similar words and phrases in the search results.
And to count the number of requests per month, you can use the Adstat service from Rambler. The popularity of this search engine is not so high, so the results will be more modest.
But by comparing the data from words that and stat, you can get the most reliable result. To do this, you need to calculate the difference between the number of impressions on the first page of Rambler’s search results and the total volume of impressions (the service gives out data when entering a request), and then get its percentage ratio (number of impressions on the main / total number of impressions * 100 = %).
And then the percentages obtained will need to be multiplied by the number of impressions on-demand in Yandex. Of course, the data obtained will be averaged, but they reflect the overall picture quite objectively.
Another way to calculate the popularity of key queries is to use web services (semrush.com, webeffector.com).
2. Search Engine Analysis – Header and Snippet
The snippet displayed in the output consists of a title – its role is played by the title tag and body – it is usually formed by the description tag, but there are exceptions.
To increase the efficiency of impressions, it is worth entering a keyword/phrase in the heading in the direct entry, using favicon – a logo icon that can distinguish a site from competitors.
In the Google search engine, the snippet is mainly formed based on the description tag, but Yandex can take the text for the snippet from the description (especially if the site is present in the directory) by finding the desired keyword in the text.
You can also find snippets made up of the first and last sentences of the text or formed according to a different principle – it’s still better to keep track of everything in practice.
3. Analysis of the text component
Important parameters for analyzing the text of the site pages:
- The density of keywords and phrases
- Placement of keys in the text
- Headings and subheadings
- Presence in the text of selections using fonts, underlines, etc.
- Use of graphic content, its size, volume, and location.
You can also use web services to analyze texts: Seopult, Webeffector, Roker.
4. Link mass analysis
The performance of any site is closely related to how good its link mass will be.
The trust of the links, the weight of each of them that is transferred to the site – all this determines the final position of the site in the issue, affects the speed and success of search page ranking.
Link mass analysis can be performed using special services (Yazzle, Seolib) and search engine tools (in particular, Yahoo, where this data is open for viewing).
And you can determine the quality of links, focusing on the following indicators of the donor site:
- PR and TIC indicators
- Age of a site or its page (via Wayback service)
- Domain zone (links with the domain gov, jobs, edu, aero carry more weight)
- Site registration in DMOZ or Yahoo catalogs
- The link itself (the presence of direct entry of the keyword and the text around is a guarantee of better indexing)
- Thematic correspondence to the site to which the link goes
- The location and presence of keywords in the headings and subheadings of the page where the link is located
- Total number of links from the page/entire site vumoo.
- Donor site domain level, age (via whois service)
- The number and availability of non-indexable links.
Also, during the analysis of a competitor site, you should pay attention to such parameters as page loading speed (checked on webo.in), the presence of a gluing of the site’s domains (can be tracked through the xseo.in service).
But, of course, the main criterion for evaluating the comparison of competing sites will be the position in the SERP.
And correctly selected analytical tools will provide information on how exactly this result was achieved and put it into practice to the benefit of your site.