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Search competitor analysis: backlinks, keywords and pages
Columnist Andrew Dennis walks through his competitor analysis process to show how you can inform your organic search efforts by unearthing competitor strategies.
In my last column on Search Engine Land, I shared tips and tricks I’ve learned over the years in regard to link prospecting.
One process for finding link opportunities that I didn’t cover is competitor backlink analysis.
Competitor analysis is fundamental to creating a link-building campaign. You’ll learn which tactics are securing links for the competition, which pages are driving search traffic, anchor text distribution, the competitive landscape and more.
Solid competitive analysis provides:
- niche insight: linking environment, competitive landscape, potential link opportunities;
- competitor tactics: sponsorships/partnerships, blogger outreach, affiliate marketing, guest posting and so on; and
- content analysis: competitor strategies, popular topics and formats, content gaps.
In this post, I’ll walk through competitor analysis, using a running example to highlight the important information you can learn by checking your competitors’ backlinks, keywords and content.
My example for this post will be 1Up Box, a monthly subscription box that delivers “epic gear for geeks and gamers.” I fancy myself a bit of a geek/gamer, and I’ve definitely toyed with the idea of purchasing 1Up Box. (They are, of course, not a client.)
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.