Anything you can do I can do better - Sam Crocker

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  • Anything You Can Do, I Can Do Better
    a4uexpo 2010
    @SamuelCrocker
  • www.twitter.com/samuelcrocker
    Sam is a lead SEO in Distilleds London offices.
    He is an SEOmoz Global Associate and Distilleds resident meme expert.
    He regrets never having made any money in affiliate marketing.
  • Why Do You Want To Do Competitor Analysis?
    Are you just entering the market?
    Are you worried about new entries to the market?
    Are you just keeping an eye on a certain group of competitors?
    Are you looking for new tactics?
    Are you at the board level, looking for new opportunities/threats?
    @SamuelCrocker
  • Not Losing vs. Winning
    Patent Applications?
    Create new revenue streams
    Identify potential industry game changers
    Find Movers and Shakers
    Make your site faster than Competitors
    Monitor Job Boards
    Create links that CANNOT be duplicated
    Scrape Competitors for 404s
    Identify Sites Linking to Competitors
    Identify Subjects to avoid discussing
    Check competitors Robots.txt
    Replicate Competitors links
    Robots.txt
    Track competitors
    Figure out how to get a link from a competitor
    Monitor SERPs
    Market Analysis
    Identify Competitors
    Expand on Competitors Links
    Offence (Winning)
    Defence (Limit Losses)
    @SamuelCrocker
  • Static vs. Dynamic
    Dynamic
    Find Movers and Shakers
    Patent Applications?
    Scrape Competitors for 404s
    Track competitors
    Monitor Job Boards
    Monitor SERPs
    Identify Competitors
    Robots.txt
    Replicate Competitors links
    Identify Sites Linking to Competitors
    Identify potential industry game changers
    Check competitors Robots.txt
    Market Analysis
    Make your site faster than Competitors
    Expand on Competitors Links
    Figure out how to get a link from a competitor
    Create new revenue streams
    Create links that CANNOT be duplicated
    Identify Subjects to avoid discussing
    Static
    @SamuelCrocker
  • The Four Quadrants
    Dynamic
    Beating them at Their Own (Evolving) Game
    Stalking
    Loss Limiting
    Advantage Gaining
    Identifying Your Weaknesses & Learning Your Market
    Identifying Your Competitors Weaknesses
    Static
    @SamuelCrocker
  • The Goal: Leadership and Protection
    Defence Will NOT Win Championships...
    Simply put: our aim should be to lead the market and protect what is ours.
    @SamuelCrocker
  • Competitor Stalking
    @SamuelCrocker
  • Dynamic Stalking
    @SamuelCrocker
  • Industry News & Blogs
    Use Google Docs and Xpath to Scrape Blog & News Results
    AUTOMATED, WIN!
    @SamuelCrocker
  • Watching All of your Competitors Subdomains?
    @SamuelCrocker
  • Stupid is as Stupid Does
    Dont make these mistakes.
    Shady Tip
    Common Test/Dev Sites:
    • Dev.competitor.com
    • Playground.competitor.com
    • Test.competitor.com
    • Sandbox.competitor.com
    • Preview.competitor.com
    @SamuelCrocker
  • Turn Defensive Tactics into Offence
    Knowing your competitors weaknesses and doing nothing about it is stupid.
    @SamuelCrocker
  • Turn Defensive Tactics into Offence
    Step 1: Find 404s on a Competitors Site
    @SamuelCrocker
  • Step 2: Find Backlinks to those Pages
    @SamuelCrocker
  • Step 3: De-dupe and Outreach
    @SamuelCrocker
  • Turn Defensive Tactics into Offence
    Knowing your competitors weaknesses and doing nothing about it is stupid.
    @SamuelCrocker
  • Competitor Downtime
    @SamuelCrocker
  • Competitor Downtime
    @SamuelCrocker
  • Next-Level Defence
    Get that weak s**t out of here!
    @SamuelCrocker
  • Defence Against the Dark Arts
    IP Capture for price listings? Not in my house!
    @SamuelCrocker
  • They Climbin in Yo Windows... They SnatchinYo Data Up
    Break into my dev site? In your face!
    @SamuelCrocker
  • Defence Meets Stalking
    Keep your eye on Job-boards, Linked In and patent applications!
    @SamuelCrocker
  • Image Credits
    http://t1.gstatic.com/images?q=tbn:Ao8dGmSQtnDMdM:http://pix.motivatedphotos.com/2009/7/26/633842115949330060-NEGOTIATION.jpg&t=1
    http://a.espncdn.com/photo/2008/0324/ncb_g_green_block_300.jpg
    http://www.wdtprs.com/images/08_11_29_chickenvader.jpg
    http://anonymousradioshow.files.wordpress.com/2008/05/xenu7.jpg
    http://www.smashingmagazine.com/2009/01/29/404-error-pages-one-more-time/
    http://www.apartmenthomeliving.com/404.html
    http://madmikey.mu.nu/archives/Assknob.jpg
    http://activerain.com/blogsview/999308/be-vewwy-vewwy-quiet-
    http://flashtrue.info/wp-content/uploads/2010/08/asimo-robot_48.jpg
    http://www.giantbomb.com/magic-johnsons-fast-break/61-1725/
    http://www.wirelessfundraiser.com/
    http://www.fabbricantidiuniversi.it/universi/hpswENG.htm
    http://techcrunch.com/2010/09/21/so-a-blogger-walks-into-a-bar/
  • Resources
    Crawling/Find 404s:
    http://home.snafu.de/tilman/xenulink.html
    http://pro.seomoz.org
    https://siteexplorer.search.yahoo.com/
    https://www.majesticseo.com/
    http://www.opensiteexplorer.org
    Sitespeed:
    http://www.webpagetest.org
    http://tools.pingdom.com/
    Stalking:
    http://docs.google.com
    http://www.w3schools.com/xpath/default.asp
    Changes to a Competitor Site:
    http://www.changedetection.com/monitor.html
    http://pipes.yahoo.com/pipes/
    Downtime:
    http://monitor.finalwebsites.com
    http://pingdom.com/
    http://downforeveryoneorjustme.com
    Defence:
    A good developer!
    @SamuelCrocker
  • www.twitter.com/samuelcrocker
    Sam is a lead SEO in Distilleds London offices.
    He is an SEOmoz Global Associate and Distilleds resident meme expert.
    He regrets never having made any money in affiliate marketing.