Conducting competitive analysis

Market research aimed at explaining the proposals of its competitors - one of the most important parts of SEO-strategy. Of course, such an analysis will put you in the face of a considerable number of difficulties, the solution of which a few, and is described in this article.

Accept the fact that you can not change

As you know, life is unfair. Unjust and Google.

Although all of this is known, it is not easy to accept, seeing downright glaring contradictions in his actions. Many entrepreneurs simply lose their heads, seeing as a competitor with tatty site and shoddy products surpasses them in the search engine rankings.

Perplexing situation when the site was a weak reference to the profile gets a rating higher than you, full of useful and relevant links. There are also frequent cases when at the top of the search results page are Web sites, all of the content that is free to fit on a single sheet of paper.

This is wrong. Unfair. But that's life. And when you find yourself in such a situation, you have two alternatives: to complain or try to become better. As you know, it makes no sense to complain.

Have the courage to change what can be changed

If you know about the weaknesses in the tactics of your competitors, you already have an advantage in front of him. Examine the strengths and learned from his mistakes.

You can try to repeat his welcome with low quality links; write a few articles about these as he puts on the site (even if their quality leaves much to be desired) and so on. Of course, this risk, so do not be surprised if a similar path eventually lead you to a dead end.

Or try to, for example, to build a reference profile in the same way that uses your competitor, but try to choose more quality links than he. The main skill that you should have for the success of this method is the ability to distinguish between good and bad links. If your reference profile consists of only quality links, trust me - a positive result will not take long. Naturally, you should not rely on instant increase search engine ranking of your site - but remember that investing in the construction of high-quality reference profile, you are investing in the future of the site.

A lot of questions from experts in search engine optimization is and the impact of content on the search page ranking. Most of the questions are quite natural, but, as you know, the question "Why the web site of my competitor, filled with low-quality content, evaluated the search engine above mine?" Is not one of them.
constantly hear all appeals such as "create a lot of content," but It is often the first 10 places in the search results page does not belong to such and rich content pages.
In fact, 3 out of 5 are filled with only pictures, names and prices.

Not so rare discrepancies in the evaluation criteria of pages, but it does not mean that you have to abandon a proven strategy for years of regular placement quality content. At least, it's much better than to complain about the unfairness of the search engines and do nothing.

Be able to distinguish one from another

To date, Google provides more information on the criteria for evaluating web sites than ever. Website owners know, he wants to see Google, but some inconsistencies in his policies are still present (encourages the development of high-quality content, while appreciating the almost empty page).

It is confusing, but the rules set Google, and you have to put up with them. Least because companies that are in good standing with Google, usually earn more. Yes, no one knows what the mind of

Google at any given time, but known to the general rules that apply in most cases. It's much better than nothing.

Google tells us that he wants to see on our sites. Is it always playing by the rules is rewarded high search engine ranking? Alas, not always.
But the fact that search algorithms periodically wrong, does not mean that, once faced with unfair ratings can give up - you need to continue to work in the intended direction. When the technical capabilities of algorithms will eliminate inconsistencies between policies and Google search ranking, you need to be prepared.


Competitive analysis will allow you to find lots of ideas to improve their own marketing strategy. Results of the analysis will allow you to better navigate the selection of keywords, constructing a reference profile, selecting the type of content for publication on its website and other aspects of search engine promotion.