Quora is getting embarrassingly irrelevant

Competitive SEO Analysis: How to Find Your Competitors' Keywords

Do you sometimes feel overwhelmed when you think about search engine optimization (SEO)?

I would be surprised if it wasn't because most people shy away from search engines and their algorithms.

And when there is competition, most people give up completely.

However, in my many years as a successful marketer, I have learned two important things:

  • SEO isn't nearly as complicated as it first appears
  • You can learn a lot from your competition

What if you could analyze and copy your competitors' strategies and exploit their weaknesses to become successful yourself.

That's the nice thing about competition, the opportunity to Competitor analysis. Competitive analysis is about analyzing the strategies of the competition and then exploiting and improving them yourself in order to gain an advantage.

Analyzing your competitors is essential, especially with regard to SEO.

With all the hype and speculation about the way the search bots work and develop, one mustn't forget what they are actually intended for.

The aim of a search engine is always to provide the best possible search result in the form of relevant and high-quality content.

To be able to ensure this, we need to be a marketer Keyword research carry out.

Interestingly, most marketers have absolutely no idea where to find the right keywords.

Most marketers choose far too broad search terms and, at best, only check their competitors' websites sporadically.

Of course, this is not enough, because it leads to the following problems:

  • The difficulty level of the keyword is not taken into account.
  • The possible ROI of certain keywords is neglected.
  • The resources required to appear in search results for certain keywords are misjudged.

If you are fed up and want to finally overtake your competitors, you should be careful now, because I will show you a method to analyze the keywords of the competition with a high ROI and to use them yourself.

Here is an overview of the topics covered:

Here we go.

What is Keyword Competition?

Most people rely on a keyword tool to find out how tough or competitive a particular keyword is.

This is a mistake.

Keyword competition shows how difficult it is to get ranked in search results for a particular search term. It's a measure of how many other websites you're competing against for good rankings.

What influences the difficulty level of a keyword?

  1. General demand
  2. The demand in the respective industry

A keyword tool that only has basic functions is no longer enough. Nowadays, you have to consider all of the competition to gauge how difficult it is to appear in search results for a particular keyword.

How does the keyword competition analysis work?

The Keyword Competitive Analysis describes the process of analyzing the performance of the top search results in terms of the most important SEO factors considering the use of specific keywords.

The aim of this analysis is to get as complete an overview as possible of the competition and to identify new opportunities.

Why is the competitor analysis necessary?

Have you ever asked yourself any of the following questions?

  • How can I increase my traffic exponentially with the resources available to me?
  • How do I find keywords with high search volume that are not yet used by other websites in my industry?
  • How do I find out which keywords my competition uses to achieve the highest ROI?
  • How do I find particularly competitive keywords and use them in a targeted manner?

I bet you've already asked yourself a question or two and you can answer them with a competitive analysis.

More precisely, You find out how you compare to your competitors.

SEO is basically a competition.

You want to get higher and higher rankings, spend less money and get a better ROI than other companies, but that is only possible if you know how you compare to your competitors.

What means and resources are available to you? What progress did your rankings? What can you do to outperform the competition without spending more money?

The analysis of these factors tells you which keyword options are still unused and how you can use them to send more traffic to your website.

It allows you too Determine the opportunities with the highest ROI.

You need a good keyword research strategy to find keywords with potential that will generate the highest return on investment (ROI) with the resources you have at your disposal.

For example, it could be keywords with a low search volume but a high conversion rate.

To do this, let's take a look at the following scenarios:

scenario# 1: Low SEO awareness in your industry

Let's assume for a moment that the companies in your industry put very little work into SEO. The SEO companies aren't using the high ROI keywords you're targeting.

This is the best scenario of all, because you can claim the best keywords for yourself with relatively little effort and overtake all other companies in the search results.

But how likely is that? When you consider that 45% of all companies don't even know what SEO means, pretty likely.

However, you should keep in mind that there are very few keywords in any industry that have little competition (keywords come and go).

Scenario # 2: Large companies with large budgets dominate paid search results

Can you take on these companies?

Not really.

However, PPC competition is only one aspect of the keyword landscape. If large companies are dominating paid search results for certain keywords in your industry, there are strategies in place to work around this problem.

You don't have to be intimidated by the big companies, because with the competitor analysis you will find gaps in their strategy that you can use to your own advantage.

Scenario 3:You want to use organic keywords that are also used by your competitors

Not everyone is lucky enough to be in an industry that still has low competition keywords.

Should you let that stop you?

Of course not, because in this case, all you have to do is figure out which keywords the competition is using, what strategy they are pursuing in order to get ranked in search results, and then come up with a plan on how to beat them. With a detailed SEO competition analysis, you can find the information you need and a lot more.

How do you find keywords and analyze their performance?

An honest question: "Do you also think that customers are becoming more and more demanding?"

Definitely, because nowadays a potential customer has to come into contact with a company several times before they even consider a purchase.

With each new contact, however, he pursues a new user intention because he is in a different phase of the sales cycle and if the keywords you use do not match the user intention, you have no chance.

But wouldn't it be great if you could find out what search terms the user was using at each stage of their customer journey?

You could use this knowledge to optimize your sales funnel.

  • Your message would be more targeted and have more impact.
  • Your click-through rate would increase because your content would finally match the intent of potential customers.
  • Your conversion rate would increase, you would get a better ROI and you could give yourself a competitive advantage.

Now you know the benefits, so we can get to work.

Here are some of the things you will need to tailor your keywords to your customers' buying cycle:

  1. The customer journey
  2. The keywords for every stage of the customer journey
  3. Information on the competition of each keyword at each stage
  4. A strategy for finding suitable keywords

Let's get started right away.

Find competitive keywords

The customer journey describes several phases that a customer goes through during the decision-making process, each of which has different interactions with your company.

Your customer has different needs and uses different search terms in every phase of the customer journey. You have to find out what search terms he uses at each stage.

However, to find these search terms, you must first understand your customers' needs and their problems. For that you should have one Buyer Persona that describes your ideal customer.

Most people don't feel like filling out a table with information about their customers and therefore don't even create a buyer persona.

That would be a mistake for the following reasons:

  • You have to offer your customers the right solution to their problems. If you don't know what problems your customers are struggling with, you have no idea what your customers would spend their money on, so do enough preparatory work and find out how the customers are looking for your company or your product.
  • Your message has to be effective. With a well thought-out buyer persona, you can address potential customers directly. You need to appeal to their emotions in order to convince them to take the actions you want.
  • You have to know your customers inside out. The customer journey not only affects keyword research, it affects every aspect of your business.

Once you have an overview of your ideal customer, you need to figure out what search queries they are entering into the search engine during each phase of the customer journey.

To do this, you should create a table in which you can enter the search terms found along with the respective phase of the customer journey and other key figures.

The table could look something like this:

awareness: The awareness phase consists of three sub-phases.

Potential customers must first recognize that they have a problem and then look for a suitable solution to their problem.

Use the users in the awareness phase informative keywords, that is, search terms that indicate that they do not have any Purchase intent to have. These users do not convert and usually still need some time.

Many companies neglect informative keywords because they have no sales potential, however this is a mistake.

Here is your chance for a breakthrough.

You can use this phase to bind your target audience to your company, address their problems and gently guide them towards a solution.

As the awareness of potential customers increases, so does competition for keywords.

How to find suitable keywords: It's best to brainstorm first and consider which terms your customers use to search for their problem and your solution.

What search terms would you enter into a search engine to find suitable content?

These keywords are mostly generic and have a high search volume and usually lead the user to the following content:

  • Guides and instructions: These are long and detailed articles with step-by-step instructions on a specific topic.
  • Thought Leadership: A thought leader is a person who is recognized as an authority in a specific area. In these articles you share your expertise, your values ​​and beliefs with your readers and speak from your own experience.
  • Expert interviews: Here you gain access to the specialist knowledge of an expert or a thought leader by conducting interviews.
  • Educational content that is fun: Teach your readers something new, but make the content interesting, because learning has to be fun.

Make a list of keywords.

Now think about which problem your product solves. What search terms would a user enter when looking for this solution?

These search terms are likely to be asked in the form of a question, written in active language, and contain additional words.

Here are a few commonly used terms:

  • Increase …
  • Do it yourself …
  • How do you…
  • How do I …
  • The fastest way to ...
  • Where is my …
  • I need …
  • What can I …
  • Solution for …
  • The best way to ...
  • The easiest way to ...
  • Help for …

Recital: In this phase the user is already aware of his problem and is looking for suitable solutions. These users ...

  • ... consider your product.
  • … Compare different products with each other.

Use users in the consideration phase Navigation keywords and actively look for product comparisons or customer ratings.

The further the user progresses in the buying cycle, the more popular the keywords become and the more competition can be expected.

This is where you can get an advantage by posting content on websites like Quora or similar platforms share.

How to find suitable keywords: Use the following formula to find suitable keywords for this phase.

  • Experience with [brand name]
  • [Name of product] functions
  • [Name of product] benefits
  • [Brand Name / Product Name] vs. [Competitor's Brand / Competitor's Products]
  • [Brand Name / Product Name] Reviews
  • The best [product category]
  • [Specific product]

If your brand is already known and you have already built up a small fan base, you can search for keywords on Quora.

Enter the name of your brand or product in the search box and click on “Ask a question”.

For this example I entered 'HubSpot' and got the following results:

Above all, pay attention to users' questions about your company or product, as these contain valuable keywords.

decision: In this phase the potential customer makes a purchase decision and uses commercial and transactional keywords. In this phase you can convince the user to buy your product.

How to find suitable keywords: Find the terms that users who are ready to buy enter the search engine.

These search queries usually contain the following words:

  • to buy
  • Discount / discount
  • Cheap
  • price
  • delivery
  • investment

Enter your brand name on Quora, because this platform is also suitable for keyword research in this phase.

As an alternative to Quora, you have Ubersuggest to disposal.

Step # 1: Enter your keyword and click "Search".

Step # 2: Click on “Keyword Ideas”.

Step # 3: Go through the list of suggested keywords.

The program finds relevant keywords and provides the following data for each keyword:

  • Search volume - The number of monthly searches on Google using this keyword.
  • Cost per click (CPC) - The price one would have to pay for a click on an advertisement on Google Ads.
  • PD - The difficulty level for placement in paid search results.
  • SD - The level of difficulty for placement in organic search results.

Customer loyalty: You have won new customers or at least convinced the user of a micro-conversion. That would be, for example, registering for a free trial version or buying a cheap product.

This phase is often neglected, but it is the most important phase of the entire customer journey.


Because now you have the opportunity to sell additional products to your customers, minimize return rates, and turn them into loyal brand advocates. In this phase you increase it Customer Lifetime Value of the customer and promote the growth of your company.

I will go into this phase in more detail later, but would first like to show you how to find suitable keywords for the customer loyalty phase.

These users predominantly use Navigation keywords and searches to learn how to ...

  • ... uses your product.
  • ... solves problems with the product.
  • ... getting the most out of the product.

How to find suitable keywords: Find out what questions are being asked about your product or your brand.

You can find these questions here:

  • Customer care
  • Relevant Facebook groups
  • Website live chat
  • Quora and similar platforms
  • Comments in articles about your brand or product
  • Searches that contain your brand name (you can find these with Ubersuggest or in Google Suggest)

Adding new dimensions to keyword data

Now you know the search terms that potential customers use at every stage of their customer journey. Now all you have to do is find complementary data on each of these keywords to conduct a more detailed competitive analysis.

This process is very simple.

Step # 1: Enter the search terms in Ubersuggest a (as we did above).

Step # 2: Check the data for each individual keyword and transfer it to your table.

The most important data are as follows:

  • The monthly search volume
  • PPC competition
  • Average Cost per click (CPC)
  • competition

Step-by-step guide on how to conduct a keyword competition analysis

Now you have a database of keywords for every stage of the customer journey.

Well done. Very few companies go to the trouble of making such an extensive list.

However, the following questions remain unanswered:

  • Which keywords should I use?
  • What do I need to appear in search results for these keywords?
  • How do I achieve a high ROI for as little money and time as possible?

You will get the answers to these questions with a competition analysis.


PART ONE: Find out your competitors' SEO data and strategy

The first part of competitive analysis is to collect data to get an overview of the current state and strategy of its competitors.

Step # 1: Find your company's biggest competitors. Many companies make a huge mistake by not giving enough thought to who a competitor is in the first place.

When making your selection, consider the following factors:

  • The big one of the company: Do you even have a chance to take on this competitor or should you choose a different niche?
  • The type of competition: Is it a direct or indirect competitor? A direct competitor offers similar products that can replace your product. An indirect competitor offers alternative products, but these can also bring about a solution to your customer's problem.

In my experience, you should focus primarily on your direct competition, and I'll tell you why I agree with that.

An indirect competitor may offer a solution to the same problem, but if it is a different product or method, you will not have the same target group because your customers will differ in their demographic and psychographic characteristics.

And what do you have to consider when considering the size of the competitor? It always depends on the means available to you, because only you can decide whether you can compete with the large companies in your industry.

You should first collect all the data and then make a decision by evaluating the data collected.

This is how you find your competitors: To find large companies in your industry, all you need to do is search on Google, as these companies dominate the organic and paid search results.

Just enter an industry keyword and look at the results.

Pro tip: Now you can use the keywords you found from the customer journey. Enter your customers' search terms to identify your competitors.

Take a look at the companies that are making the top search results and put them in your spreadsheet. You should use keyword variants to find all of your competitors if possible.

The identification of weaker competitors

You can use the method described above to find the big companies in your industry.

To find smaller competitors, you can enter the URL of your website into a program such as SimilarWeb or Alexa.

The program finds data about your website, but we are particularly interested in the “Similar websites” area.

Select suitable competitors and enter them in your table as well.

Step # 2: Find data and metrics on each of your competitors.

Search specifically for data on his website and analyze the online presence of each competitor.

Ubersuggest is particularly suitable for this, because the program provides you with the following information, which you can also enter in your table:

  • Organic keywords: The number of keywords this domain will appear for in search results.
  • Organic monthly page views: The estimated monthly traffic that hits this website each month.
  • Domain Score: The overall impact of the website on a scale from 1 (weak) to 100 (strong).
  • Links and referring domains: The number of domains referring to the website.

There is more data that we need for step three, but the data above is sufficient for now.

Why do we focus on the domain and link profile?

Imagine taking part in a relay race and getting the baton 100 meters behind the leading runner. At this point, you can be a good athlete, but you are unlikely to catch up with the leading runner. because of course it doesn't stop.

Link building is like a relay race that you can still win despite decency.

The number of referring domains tells you how your competitor deals with link building, how quickly they gain new links and where these links come from. This information can then be used to create a plan.

If you're lucky, the competitor doesn't even care about link building.

Step # 3: Assess the current state of your competitors' SEO.

In addition to the link profile, there are other key figures with which you can get an overview of the keywords and SEO of your competition.

Here are some of the data you should collect:

  • Average number of monthly website visitors
  • Page views, bounce rate, session duration
  • Traffic by country
  • Traffic sources
  • Referring sources
  • demographic characteristics of website visitors

You can use SimilarWeb and Follow.net to find this data.

The process looks like this:

  • Create an account on Follow.net. The free version is perfectly adequate.
  • Enter your competitor's website in the search box.
  • Collect the above data. The results look like this:

This is where the traffic comes from:

Repeat this process for each of your competitors and enter all the information in your table.

Step # 4: Find out if your competitor's customer acquisition and retention process is optimized.

You have subjected your competitors to a detailed SEO analysis.

However, the data collected is irrelevant if you don't know how it fits into his customer journey. You cannot know the customer journey of your competitors in the smallest detail, but you can analyze a few important key factors.

Of course, these factors vary at every stage of the buying process, and now I'm going to show you how to determine these factors.

Awareness phase: In this phase the user prefers informative search terms, therefore the number of contents (articles, blog posts, videos, etc.) and the interaction rate of the users are decisive factors. How to find this information:

Enter your competitor's URL in Buzzsumo a. The program finds the competitor's most popular content and shows how often it has been shared on social media.

Install Ahrefs' free SEO toolbar. If you now do a search query in Google, the search results look like this:

You have direct access to information on the pages and the top-level domain. The number of links, social shares and page authority has a direct impact on the competition.

Here are a few useful operators for searching:

  • Intitle: "Keyword" - You will only receive search results that contain your keyword in the page title.
  • site.example.com [keyword] - Replace ‘example.com’ with the URL of your competitor. with your competitor’s domain URL. You will only get search results that contain the keyword on the website.

Activate the SEO toolbar before the search so that the data for each search result is displayed. Mozbar would be an alternative, because with this SEO tool you will find the same information.

2. Consideration phase: In this phase, the potential customer is primarily interested in product reviews, product comparisons and information from third-party providers.

Quality is what counts here, not so much the data. What do customers say about your competitors? Are his products popular? Are users talking about his brand?

Here's how you can find out:

  1. Enter your competitor's website or product on Quora. Here you will mainly find information about large companies that have a lot of fans and customers.
  2. Search for your competitor's product or brand on Twitter or Facebook. Here you can find out what users think of your competition and read the discussions about their brand and products.
  3. Find websites that link to a specific product from your competitor. Use the following search query: link: [Product URL] or link: [brand url]

3. Decision phase: You can't find out what conversion rate or ROI your competitors are getting, but you could do the next best thing.

Find and analyze your competitors' advertising campaigns and copy.

Enter your competitor's website on SpyFu.com.

An overview with data is now created. We are particularly interested in the monthly Google Ads budget.

Now go to the “Paid keywords” area. If your competitor advertises in the form of PPC campaigns, he gets a return on investment, so you can assume that he will win new customers.

Next, check the text of the ad and landing page. You can find these in the “PPC Research” area under “Ad History”. Here you can find all current and old advertisements.

Pro tip: You can save the ads and landing pages in a file so that you can use them later as a template for your own campaigns. Subscribe to your competitors' newsletter to learn more about their strategy.

Then check your ads and performance on Facebook.

4. Customer loyalty phase: The customer lifetime value of a competitor cannot be determined. You probably won't find any new customer acquisition data either, but there are certain pointers to keep in mind.

Ask and answer the following questions to get a feel for the customer loyalty rate of your competitors:

  • Are the discussions on social media more positive or negative?
  • What do the customer and product reviews say?
  • Is there a customer loyalty referral program?
  • Is the competitor creating content to answer specific questions about the product?

PART TWO: Identify suitable keywords with a high ROI

Keywords again?

We have already found a list of keywords for each phase of the decision-making process and created a database of search terms that you can use for your SEO.

What is still missing are the keywords of your competitors, because these must also be entered in the table so that we can choose the best keywords in the end.

Step # 1: Find and collect your competitors' keywords.

I use Alexa to find my competitors' keywords and transfer them to the database.

Sign up for the free trial, then click on “keyword research by site” and enter your competitor's URL in the search box.

You can find the paid and organic keywords, as well as keyword opportunities, under “site keywords”. Transfer this data to your table.

Many of these keywords will match the keywords already found, so the selection must now be refined so that only keywords with a high ROI remain.

Step # 2: Remove inappropriate keywords.

In this step, you need to analyze your competitors' keywords and compare them to the keywords on your list.

We are primarily interested in keywords with little competition.

Choosing is difficult even for seasoned SEO professionals, so you need to rely on data to make a good choice.

First remove keywords that are too difficult because the competition is too strong, but don't delete them because we'll need them later. Instead, transfer them to a new table.

Since you already have data on every keyword, it's relatively easy to find the highly competitive keywords.

Step # 3: Intensify your analysis.

Now the list has gotten smaller. There should be about ten to 20% of the keywords left over.

Now you should go through the list again and remove keywords that do not fit your business.

Now you have a complete list, but now the work really begins.

The data such as domain and trust authority tell you that it is relatively easy to be placed in the search results for the remaining search terms.

Now you have to look at these keywords from the user's point of view.

Enter every keyword in Google and look at the first three search results. You can also expand the analysis to the first five to seven search results if necessary.

Analyze the following things:

  • How many backlinks are pointing to the page (and are they good quality)?
  • How many backlinks are pointing to the domain (and are they good quality)?
  • Would the user be satisfied with this search result?
  • Is the result from Quora or from a forum where questions are answered?
  • If the result comes from a blog on a website, e.g. B. Blogger or WordPress?
  • How fast does the website load?
  • Is the website mobile friendly?

You can of course add further ranking factors to the analysis, but then it will take longer.

Step # 4: Pick suitable organic keywords.

When the analysis is done, you need to select the appropriate keywords for your company and your product.

Unfortunately, there is no magic formula for this.

To make the right decision, consider the following factors:

  • How strong is your domain? (Take into account the domain authority and the number of referring backlinks.)
  • How easily do you build new backlinks? (Have you already gained experience with SEO? Do you have a network and contacts that you can ask for new backlinks?)
  • How regularly do you produce new content? (Do you have the experience and ability to produce high quality content on a regular basis, or do you have the budget to outsource this process?)

The page authority, the trust of the users and the relevance of the page you create for each keyword must surpass the results of your competitors at some point.

The stronger a domain, the more likely it will appear in search results.

With more high quality backlinks you get better rankings.

The more money there is to produce high quality content, the easier it is to create new content that outperforms the competition. In this way you are not only placed faster in the search results, you can also defend your position better.

These factors will help you find the best keywords.

Step # 5: analyze each page's paid keywords.

Your spreadsheet also contains your competitors' paid keywords. SpyFu tells you the CPC and the monthly costs. This data helps you to assess what would be necessary to be placed for these keywords yourself.

Ask yourself the following questions:

  • Do you have the budget to run your own advertising campaigns?
  • Is your sales funnel good enough to get enough customers to justify the cost of a campaign?
  • Can you generate enough traffic and attract enough customers every month?

When deciding on an advertising campaign, choose keywords with the lowest possible cost per click.

Step # 6: Divide your keywords into groups.

The use of individual categorical keywords makes little sense, because there are keywords that can be assigned to a niche or a group.

These keyword groups are particularly helpful in the consideration phase because they have a low search volume but relatively strong competition. In particularly popular industries, the search volume can be a bit higher.

However, it is very difficult to get ranked in organic search results for these keywords and they are too expensive for paid search.

Here are a few of those keywords:

  • "Content Marketing Agencies"
  • "Golf Clubs"
  • "Email Marketing Provider"
  • "Cleaning services"
  • "Sales Automation Software"

Customers in the consideration phase compare products with each other and therefore use certain terms in their search query. Often times they add their location, so you can shine in local search results.

So the customer would be looking for “cleaning services in Germany”, not the broad term “cleaning services”.

Searching with a categorical keyword does not lead directly to a purchase, but it can be clearly seen that these users' purchase intent is increasing.

Let's come back to the example above. A user looking to find a cleaning service could use the following search terms:

  • "Cleaning services in Germany"
  • "Cleaning services in Cologne Germany"
  • "Commercial cleaning services in Cologne Germany"
  • "House cleaning in Cologne Germany"
  • "Graffiti removal in Cologne Germany"
  • "Cleaning service for apartment handover in Cologne Germany"

These searches are very specific. They are not used that often and therefore have a lower search volume, so you shouldn't rely on these keywords only.

This is why keyword groups are so important, because bundled these keywords achieve a higher search volume, have higher commercial value and have a greater impact on your SEO.

Keyword groups have other advantages:

  • You reduce the cost per click
  • They increase the relevance of your ads
  • They have a positive effect on the click-through rate
  • They send more traffic to your website

How you create the groups is entirely up to you, because it always depends on your goals. Here are a few suggestions:

  • Create groups on specific topics
  • Assign the keywords to specific groups based on their profitability
  • Create groups for each stage of the sales funnel (as described above)

SpyF.u has a function for grouping keywords. Enter a website, click on "SEO Research" and then click on "Keyword Groups" in the drop-down menu.

PART THREE: Find out how to beat the competition

You have already got a very precise overview of your competition and their SEO and have learned the following information:

  • The search terms used by customers and prospects at each stage of the buying cycle.
  • The customer acquisition strategy of your competitors.
  • Your competitors' keywords, SEO data and strategy.
  • The best keywords with high ROI.

Well done, but there is a problem.

The data is very one-sided.

How do you use the knowledge gained in a meaningful way? How do you find the weak points in the strategy of your competition? How do you exploit these weak points?

Most of the work has already been done and your analysis will have revealed gaps in the content strategy and weaknesses in the SEO of your competitors.

But I want to go one step further.

Step No. 1: Compare the data collected in parts one and two of all phases of the customer journey and keyword types with the keywords of your competitors.

In this step you compare the SEO data of your selected keywords with the SEO strategy and the data of your competition.

Here are the SEO factors that need to be analyzed:

Off-page SEO factors

The number of backlinks: When a website links to another website, it is like the “vote” in an election. As is well known, backlinks are one of the ranking factors used by search engines, so they must be taken into account in your analysis.

However, we have to look at these backlinks from different perspectives and that is difficult for many beginners at first.

For one, you should always keep in mind that both page-level links (links that point to a specific page) and domain-level links (all links that point to a web page) have an impact on our results.

On the other hand, you have to be aware that not all links are worth the same, because the referring domain and the anchor text are also important.

To analyze backlinks, have to You're using a backlink tool. For a thorough analysis, I recommend Ubersuggest because it's by far one of the best backlink analysis programs out there.

Ubersuggest analyzes the backlinks of a website and checks whether all links work.

For example, if you want to analyze a specific page from the search results, all you have to do is enter the URL of that page in the search box.

Let's just assume that you like my article B.eginner’s Guide to Online M.arketing in the search results and now want to analyze this article to find out how you can place your own article above mine.

Click on “Top Pages”. As it turns out, there are already over 1,100 links pointing to the article.

You can also assess the strength of the domain by checking the domain score in the domain overview.

That's quantitative data, though how do you rate the quality?

A high quality backlink is worth more than thousands of links from inferior websites, so the number of backlinks is not always decisive.

You could check the quality of every single backlink. To evaluate the quality of a link, you should pay attention to the following:

  • The link comes from a page that also has a lot of backlinks.
  • The link is placed relatively high up.
  • The link was incorporated naturally into the text (can be read fluently and fits the context).
  • The link is on a relevant Page.
  • The referring page doesn't point to too many other pages (because that would spread the Juice link to too many websites).

So many factors play a role in evaluating the quality of a link, which is why you cannot check every link manually, not even with a good backlink program.

Fortunately, there are programs that have found a solution for this too. These programs have an algorithm that can help determine the quality of a backlink. The solution isn't perfect, but it's a good start.

The site's domain score tells you whether it is a high-quality backlink. If the value is above 40, the link is to be assessed as high quality.

On-page SEO factors

satisfaction: User satisfaction has to do with the relevance of your content, and that can be analyzed.

This analysis has to be done manually, but we can look at different factors to find out what people like about your competitor's side.

Since we don't have access to the bounce rate or average session duration of our competitors, we have to use publicly available data.

First, check how often the page has been shared on social media. Popular pages are often shared. If a page hasn't been shared many times (but it's a topic that users aren't embarrassed about), we know that the content was likely unsatisfactory.

Many pages have a button like the one in the screenshot below, from which you can easily see the number of social shares.

We can then check the comment area if comments are allowed.

If readers leave the following comments, they're happy:

  • “Great contribution!”
  • "The article changed my life"
  • "This article is the best post on (topic) I have ever read"

However, if there are many complaints or suggestions for improvement in the comments section, then the reader was not satisfied and has likely returned to the search results to keep searching.

Pay attention to the number and content of the comments.

User experience: Google repeatedly emphasizes that you have to optimize a website for website visitors.

For example, if a website loads too slowly or is not mobile-friendly, Google will be forced to place the page in the search results even though it doesn't really want to. But if you can't find another page with better content that loads faster and is easily displayed on mobile devices, you have no other choice. You can change that.

This check must also be carried out manually, so you don't have to check every search result. Only carry out the check if you are about to make a decision for or against a certain keyword.

First, check that the site is mobile-friendly. Use the Test of optimization for mobile devices from Google:

Enter the URL and click "Test URL". Either the side passes the test or it fails.

Then check the loading speed of the page. You can use Gtmetrix or a similar program for this. Enter the URL and click "Analyze".

The program creates a report with data on the loading speed of the page. Pay particular attention to the data in the “Page Details” area.

The quality of the content: It's easy to check.

Enter a keyword on Google and then let you through the content of the pages in the top search results on Google.

This gives you an overview of the quality of the content.

Here are factors that indicate the content can be easily surpassed:

  • The keyword is hardly mentioned in the text and also not in the page title.
  • The article does not contain any supporting data
  • The article does not contain any outbound links
  • The article has no backlinks
  • The article has no pictures
  • The article is meaningless (little helpful information and few words)
  • The article has a low interaction rate (hardly any social shares or comments)

Third party websites: We already know that links from other websites play a role. The more links the better.

Links play an important role, especially in the consideration phase, because the user actively searches for product reviews and comparisons with specific keywords.

Do the following ...

Place your product on other websites. Whether your product is accepted depends on several factors.

  • Have you already established a relationship with the website operator?
  • Are you known as an expert and is your opinion valued?
  • Which criteria have to be met in order for your product to appear on the site?
  • What can you offer the website operator in return?
  • Could you possibly place advertising on the website?

Convince the website owner that your product is the best product. This is of course not that easy, especially if you want to replace a competitor's product with yours. Please note the following:

  • Do you have testimonials to prove that your product works better?
  • How can you increase the perceived value of your product?
  • Do you know the objections of potential customers and can you counter them?

[BONUS] PART FOUR: How to beat the competition

You want to beat your competitors, don't you?

Of course you want that, otherwise you wouldn’t have done so much work.

Since you took the extra trouble to conduct a competition analysis, you can now use the knowledge you have gained to outperform your competitors.

Victory is already within reach.

I will now again enumerate all the elements of each phase of the customer journey that you need to increase your performance and win.

1. Awareness phase: In this phase, the focus is on the content and the target group. Find out what is important to your ideal customers and then create content that addresses their interests.

What you need for this:

  • Your informative keywords
  • A marketing funnel (landing pages, lead magnets, newsletters)

What you have to do:

(i) Update old content. You should revise, update, and improve old content. Brian Dean increased its organic traffic with this strategy by 260.7%. To do this, he just updated a few old blog posts and shared them again.

(ii) Create new and better content. Use your new keyword profile to Pillar content containing your main keywords. This content is always up-to-date and provides helpful information on a specific topic. Guides and instructions fit into this category.

(iii) Send new traffic to your content and collect new leads. Customer care begins before the purchase, so you should collect leads (potential customers). For example, offer them a free downloadable template in exchange for their email address.

2. Consideration phase: In this phase, the potential customer considers your product, but first compares it with other products. It's your job to convince the customer that your product is right for them.

What you need for this:

  • Your navigation keywords
  • An affiliate program
  • Platforms on which users ask questions and leave customer reviews

What you have to do:

Have your product rated on different websites. Search specifically for websites that users trust, because users who are considering buying a product often look for customer and product reviews before they buy.

Collect social proof, e.g. B. Testimonials. If you want to win new customers, you have to use social proof. Strike a balance between company and product reviews.

Carry out product comparisons yourself. You don't have to rely on other people, you can also do product comparisons yourself. Compare your product with that of one of your competitors and then share the results on your product page. Of course, your product should do better in this comparison.

Implement an affiliate program. Loyal fans are a real asset for your company. Give new customers the chance to recommend your product and turn them into real brand advocates. If the customer is identified with your brand and rewarded, they will not miss this opportunity.

3. Decision phase: In this phase you can take full advantage of the information gained from the competition analysis and maximize your profit.

What you need for this:

  • Your commercial, transactional, and paid keywords
  • Your product page (s)
  • Advertisements (if you want to advertise)

What you have to do:

Improve your product pages by optimizing them with the right keywords. The product page is your best selling point, but it's also true that users who land naturally on the product page have often already made a purchase decision. However, if you want to run advertising campaigns, you have to optimize your product pages beforehand.

Create a file with contacts from potential customers. Collect the contact details of potential customers by convincing them to take smaller actions, for example to sign up for the newsletter. This is how you put together a list of potential customers who can be convinced to buy more easily and with less effort (less budget).

Offer your customers additional products. If you have complementary products or products with a higher profit margin, you should offer them now. Not every customer will take advantage of the offer, but just a few additional sales will increase your profit.

Eliminate price barriers. Objections to the price are really annoying. If you get an objection out of the way, a new one pops up again immediately. But there are also customers who simply cannot afford your product even though they would like to buy it. For these customers, you could introduce a cheaper version with fewer features, or you could offer them a discount.

4. Customer loyalty phase: Here you set the basis for increasing the purchase frequency. Customers who buy or renew your product regularly increase customer lifetime value and that should be your goal.

What you need for this:

  • Your navigation keywords
  • Additional products
  • FAQs or some other form of customer support

What you have to do:

Create content that shows your customers how to properly use your product. You have to give your customers an all-round positive experience with your company. So write articles or create videos that show your customers how to use the product properly or introduce new functions. Try to anticipate potential problems and always have an appropriate solution ready.

Offer your existing customers additional products. If you have a product that solves another problem, you can offer it to your existing customers at this stage. Identify the customers struggling with this problem and then make them an offer.


Let me know if you have the following questions in mind:

"What if I waste my valuable time?"

What if the search algorithm changes and all the effort is in vain?

"What if I still can't keep up with my competitors?"

I can understand that you have your doubts about SEO and keyword research and are wondering whether all the time and work is really worth it. The process is very laborious and your doubts are justified.

But I'm sure of one thing.

Entrepreneurs have to bite through so they don't go under.

Competing with other providers cannot be avoided, so you have to be smarter than your competitors. Find out how you can assert yourself against the competition in order to be motivated by this knowledge.

This article is easily the most comprehensive guide to competitive keyword analysis. It provides numerous insights, tools and practicals

But I'm sure of one thing.

Entrepreneurs have to bite through so they don't go under.

Competing with other providers cannot be avoided, so you have to be smarter than your competitors. Find out how you can assert yourself against the competition in order to be motivated by this knowledge.

This article is easily the most comprehensive guide to keyword competitive analysis. It provides plenty of insights, tools, and practical tips for conducting a competitive analysis that will help you better understand your competitors and use their strategies to your own advantage.

Some tips for conducting a competitor analysis that will help you better understand your competitors and use their strategies to your own advantage.

Optimizing the process obviously takes a lot of time, practice, and dedication. You will get the invested time and much more later if you choose the right keywords.

How do you keep an eye on your competitors? Do you want to change your strategy after reading this guide?