how to beat your competitors - digital horizons

want to beat your competitors? learn from them!

@lauralouise90

@lauralouise90@lauralouise90

why should you care aboutyour competitors?

@lauralouise90

you’d be naive to think that your competitors don’t have a

strategy

and that they aren’t watching you….

@lauralouise90

www.yourwebsitename.com6

1.17B

40K searches every second

unique users

Brandwatch

on google alone there’s

@lauralouise90

so even the most niche of searches have a lot of competition

@lauralouise90

how do you get ahead?

@lauralouise90

alerts@lauralouise90

@lauralouise90

monitorbrand

servicesproductspersonne

l

@lauralouise90

buzzsumo alerts will

tell you if the coverage is

missing a link

@lauralouise90

what? is the coverage aboutwhere? is it featuredwhen? was it postedwhy? was it featuredhow? did they get the coverage

@lauralouise90

what? comment where? telegraph & bbcwhen? may 2016, euwhy? opinion on political eventhow? press conference held

@lauralouise90

we can now predict that dyson will get coverage with any eu news/updates.

question: could our client have an input on this topic too?

understanding where and why your competitors are featured, can create opportunities for you

@lauralouise90

rankings@lauralouise90

www.yourwebsitename.com17@lauralouise90

pick a few terms

monitor who’s on page one

you’ll notice changes

find out why

@lauralouise90

analysing why


check for new pages

indexed

site:change time to

week or month


have the meta titles or descriptions changed?

GIA added to title


has the landing page content changed?

now a hub page


it’s not always a complete science though….


tiffany has always ranked page one for engagement rings terms, despite many having too long, too short and often missing metas

if a tactic has helped the competition, try it yourself

@lauralouise90

social@lauralouise90

@lauralouise90

follow them

@lauralouise90

use tweetdeck to monitor posts

@lauralouise90

and hashtags

@lauralouise90

monitor posts and competitions….

but don’t copy

@lauralouise90

last four posts are about the hair

dryer... cordless vac is not the priority at the

moment.

we should make ours the priority

@lauralouise90

bissell are doing a lot of work

around animals and welfare.

we should avoid this topic for a

while

knowing what your competitors are posting on social, highlights their strategy and focus

@lauralouise90

content@lauralouise90

@lauralouise90

one: where is the content featured?

@lauralouise90

reverse image search

@lauralouise90

@lauralouise90

two: why was the content featured?

@lauralouise90

shock factorfamilycringe

relateresonates

take action

@lauralouise90

three: how can you get a feature?

@lauralouise90

@lauralouise90

focus on the reasons why the content was featured and use this as your hook

actionable cleaning tips, to protect your family from the germs that lurk in your home

relates | resonates | take action

learn from the success (and failure) of your competitors. apply it to your strategy

@lauralouise90

links@lauralouise90


historic links are great for an overall view

new links are the key


how to find new links


spotting opportunities

they featured stephen,

so they could

include me too!


find your competitor’s blogger list


a simple search for dyson’s newest links led to #dysonchallenge


so i googled #dysonchallen

ge

i now have a list of potential

bloggers to target

if you know the newest links your competitors have, you know what they’re targeting

@lauralouise90

takeaways

@lauralouise90

monitor brand & product mentions

be aware of new content created and where it’s featured

understand their social strategy

new links, highlight seo focusknow who’s on page one and understand movement

@lauralouise90

thank you

@lauralouise90

how to beat your competitors - digital horizons

Marketing