Say you have a client who wants to know how their site is stacking up against the competition.
What if your client doesn’t really know who the competition is? That’s where a little digging by you – and Raven – comes in.
Let’s look at an example. My friend Evan recently started Boomer’s Groomer, a mobile dog grooming service in my neighborhood named after Evan’s dog, Boomer.
OK, stop aww-ing. It’s time to squash the competition.
How does Evan find out who his competition is in the mobile grooming marketplace? It’s all about figuring out the keywords that are drawing people to his site and following that trail to locate similar sites. Here’s how to find website competitors using Raven’s powerful Research Central.
1. Find your keywords
First, we’ll plug the site’s URL into Research > Research Central. (Or, plug in a specific page that describes the site, like an about page.)
You’ll find all sorts of great information about the health and strength of a website here. Since we want to focus on keywords, we’ll click the Keywords tab, which finds keywords based on how people are linking to this site. Our mission is to find a keyword that describes this website well.
We’ll also want to look at the Semantic tab, which find keywords based on an analysis of the page’s content.
2. Research your keywords
Once you find a relevant keyword, click Gear Icon > Research Keyword.
Click the Competitors tab once you’re in Keyword mode in Research Central and we’ll show you other websites that also have backlinks based on this keyword.
Don’t be afraid to change or add to your search. For instance, I’m not going to stack up Evan’s website up to a competitor such as ebay.com. I want more local competitors, so I’ll add a city to the search.
3. Add your competitors
Once you begin to find competitors that are relevant, click Gear Icon > Add to Competitor Manager next to them.
Now each competitor will be stored in Raven’s Competitor Manager, where you can see competitor domain data at a glance and tag competitors for categorization and reporting.
4. Compare site to competitors
The final step? See how you stack up against your newly discovered competitors. Raven’s also got a great tool for that: Site Performance. View the health of your client’s site against competitors on 20+ metrics by navigating to Campaign > Site Performance.
Use the menus to the right to select which competitor data to pull in, or add a brand-new one.
Now I have a way of setting some well-reasoned goals about where I want to take this website. Want to go even deeper into competitor analysis? Watch our Online Marketing Training class!