If you ever wonder how comparative analysis has started its popularity, it is of course driven by a stiff competition. When a certain industry or field is so competitive, it is only natural for each one in that competition to make sure where they stand.
A comparative analysis uses a specific set of criteria, usually comprised of things that are considered essential in the field. For example, in real estate, parts of the criteria include its pricing, location, proximity to important establishments, etc.
In Search Engine Optimization (SEO) marketing, there are also categories that are considered necessary to be used in a comparative analysis. They are as follows:
- The search for the freshest keywords to use.In SEO marketing, the more unique and specific your content is, the better. It is actually a must for websites to have content rich in keywords. But keywords are not enough. They should be ‘fresh keywords’. Keywords are considered fresh when they are seldom used. To achieve this, you should only post content that are as specific as they could get. Avoid using generic words to get your point across, and also score higher to make your SEO ranking improve. As an example, when you are writing a press release, instead of using ‘catering services’, it is much better to use ‘wedding catering services in Los Angeles’. You will not only score higher on your SEO ranking, but will also be able to be reached by your local customers when they search for that service (given that your business is based in Los Angeles).
The real deal here is how to know which keywords are usable for your website. This can be quite tricky, most especially if your business has a lot of competition going around even locally. If for example you are trying to promote your company’s catering services, and there are 100 more catering companies around your location, even the most specific keywords you can think of cannot be as fresh as you though they are. It is not so farfetched that your business rivals who also invest in SEO have not thought of, or are actually using them already. Luckily for you, there are now tools you can use to get a list of the keywords you can use. There is Spyfu, where you can get a list your competitors are currently bidding for. There is also Keyword Planner to have an idea about the possible keywords you can use depending on the topic of the content you will put them in.
- Take a good look at your competitors, and review them. Review their websites and see how they rank on search engines. Chances are, the answer to why and how they got to their ranks are pretty much evident on their website’s content. Most of Google’s criteria in ranking websites depend on content and backlinks. Content is king in digital marketing, as most studies have concluded. When you see how they do and how it reflects on their SEO ranking, compare it to your website and your content. You can use these questions as your guide in comparing:
- What sets their websites apart from mine? Do their websites load faster? Are their images in a higher quality? Your competitor’s website shows you what has to be improved on yours, if you know for a fact they are successful in their SEO marketing strategies.
- Do they have more backlinks? If they do, and you have lesser ones, do not get discouraged immediately. In back linking, it is always quality over quantity. A lot of backlinks would not do you any good when they are not from quality websites. If you think they have an edge against your website because of the back links, look at the quality of what you already have. Do your links come from spammy websites? Are they possible causes of negative SEO? If you think they are, research on disavowing a link, and do it as soon as you can.
- Are their contents updated regularly? To show that your website is being taken care of, it must have regular updates on its contents. It could be a weekly blog, new products, new services, promos, etc. Anything that can pique your target market’s interest is good enough to be an update.
- Review your social media and make sure they are linked to your website. Put your blog posts and other content on queue on your social networks to maximize the possible exposure it can give you. More visibility means more reach. More people can trust you. A high trust rating definitely means a higher SEO ranking. When you post great content, it will be natural for other websites to quote you or use you as source of their own content. That will create a domino effect that will result to a better SEO ranking for your business.
- Get the average differences you have found out on your comparison, and go from there. If you have found out that your competitors are ahead of you when it comes to links, then you have to focus on that first. If you know they have better, richer content, then you have to improve on that. Use your collected data from the comparative analysis to improve your ranking. Look for other areas of improvement that should be focused on your website. Even when you think you have done enough, do not stop trying to improve your ranking.
In digital marketing, online presence is the most essential thing. Make your website as visible as possible, because that is where you get your loyal following. You also have to take great care of your business’ reputation, as your business is only as good as it looks online. It is where you operate. It is where you should work hard to thrive.
Working on your SEO ranking demands skills in preventing and combatting negative SEO before it completely destroys your business. Work on it as much as you take care of it and protect it from all possible hazards.
Make SEO ranking your priority as much as growing your business is concerned. Be careful with your content, your links, and your online movement. Always consider your reputation, and everything else will follow for sure.