Running a small business can be a challenging conquest and competitors can make the challenge even harder. While “staying in your lane” is usually the philosophical rule of thumb for dealing with competition, in the digital marketing this could not be further for the truth. While traditional market analysis is done with SWOT grids and focusing on unique selling propositions, competitors in digital marketing are scrutinized for very different things.
A digital competitive analysis is a convenient tool to use to not only determine what SEO strategies your competitors may be using but to also what keywords to avoid in order distinguish yourself from your competition. Competitors with a higher domain authority will tend to outrank sites with less link popularity for the same keywords. This forces digital marketers to consider other keywords in place of more popular ones in order to take advantage of the lack of competition and regain visibility.
Suppose you and a relevant competitor in your industry are building leads off of the same search terms. If you continuously see your competitor ranking above you in SERPs, then that means they have a found a successful SEO strategy which gives you a good measurable benchmark on where to improve your own terms. In an SEO analysis, keyword density is a metric used to determine the percentage of how often a keyword appears on a webpage.
Beyond keywords, a competitive analysis is also used for strategizing content. Different tools can open up further insightful information you probably didn’t even realize could be useful. Use link alerts to monitor when domains are linking to competitor sites for future outreach. Or even compare trending content to what your competitors post in order to get a better gauge of how content performs for your targeted audience and how to adjust. The insights that stem from a thorough competitive analysis can be totally useful when planning your personal campaign.