Saturday, November 1, 2014

Fast SEO Competitive Analysis Part 2: Competing Content Comparison

1. Understanding Search Behavior and Choosing Target Keyword Categories
Continuing the example used in part one of Google Sites, which describes itself as a " and easy way to create and share webpages," it makes sense to filter out highly competitive keyword categories like business, design, and blogging. Removing these, branded terms, and unrelated terms (quick manual scan) from the pivot table from part one leaves us with an ideal list of targeted keywords, all of which Google Sites should easily be coming up in search for.
While the filtering process can definitely get tedious, it is used as a benchmark to track ongoing progress. Time well spent if it’s going to help showcase SEO efforts over time. Boiling down the relevant keywords people are using in search and having the mindset that these are the avenues in which customers will eventually find your client’s content is also rewarding!
For Google Sites, relevant keywords people are using to find content they should be coming up for in search, is as simple as customers wanting to build/create/make/start page(s)/site(s)/website(s)/webpage(s), and they want it to be free/easy/online.
Using the filtered Pivot Table (copying and pasting into a new tab) as a template, we can begin pulling other relevant metrics and creating a dashboard, to help understand the competitive landscape of these search trends and ultimately form some solid SEO strategy.

2. Competing Content Comparison

Now that we know exactly what keywords Google Sites should be coming up for in search results, we need to understand the extent to which existing content reflects how people are searching.
To do this we can look at the top ranking search result on for our target keyword. Then limit the search to a specific domain in Google and compare.
Looking at the term how to build a web page , the top ranking result is in Google search results.
Limiting the same search to the domain using how to build a web page, is seen as the most relevant in the eyes of Google’s algorithms.
As seen above, doesn’t come up in search for this example of a relevant keyword, even when the results are limited to the own domain. We can use this as a starting point to understand where our content needs to be to achieve our goal of eventually coming up for this search.

Automating Competing Content Comparison

Let’s apply the concept explained above to all of our target keywords. Using Advanced Web Ranking, we can pull the top 10 search results for all of our keywords, then pull that data into ourdashboard using VLOOKUP.


Comparing the content Google sees as most important on your site vs. the Web can help you understand where your site is lacking. For example in the image above, Google Sites is seen as the most relevant page when people are looking to build a website, but not so much when they are search how to build a web page. Subtle nuances make can make a big difference, and perhaps adding a little verbiage to the target page would be enough to begin coming up in search for a whole new category of keywords.
Making sure the page you want to come up in search is seen as the most relevant when the search is limited to your own domain should be seen as step one. The goal here is to meet and beat your competition from a content perspective for all relevant keywords. In part three we’ll be taking a look at this in more detail by slicing and dicing the ranking data, in an attempt to understand exactly which competitor pages, per category/search trend, Google likes the best and why.

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