How to analyze competitors in organic? Detailed review

lina Tytarenko, Senior Outreach Specialist/Outreach Manager at SE Ranking . Author’s LinkedIn .

Organic results are the list of sites that a user sees after entering a query in a search engine. The higher the site page is in search results, the more conversions it receives.

Search engine optimization (SEO) aims

to make the site appear as high as possible and attract more visitors. In order to create an effective SEO strategy, it is important to know which resources are your main competitors and what helps them gain an advantage in performance.

Why should you analyze competitor sites?
Competitor analysis is an important stage of the company’s promotion on the Internet, which allows you to borrow the experience of successful resources and increase the number of visits to your own website.

Using search engines and SEO services, you can find out:

what SEO techniques affect your competitive advantage in Google search.
In this article, we will tell you in detail how to collect this data, what parameters to pay attention to, and how to use it for your site.

How to get data about competitors’ sites?

The following sources of information will help you find domains similar in subject matter and conduct an audit of their Internet marketing .

1. Search issue.

This is a normal search using queries

Thanks to it, you can find out which sites are the main competitors of your domain, which each the top positions and what the content of these pages is.

Issuing on request online book store

Rice. 1 – Leaders of Google output for the query “online book store”

Google search also contains data on additional ways of promoting a competitor, for example, on its pages in social networks and other platforms.

2. SEO services for analyzing the effectiveness of sites.

Today, there are various ways to obtain important domain indicators, but not all of them allow you to analyze other people’s sites. In particular, the Google Search Console and Google Analytics services show statistics only to the owner of the resource or to those who have the appropriate access rights .

The easiest and fastest way to analyze competitors is automated platforms for SEO specialists. They combine statistics from various sources and display them in the form of structured reports.

SE Ranking Keyword Research

Rice. 2 – Leaders of output in the tool “Keyword Research” SE Ranking

In this article, we will analyze sites using the SE Ranking service and its SEO competitor analysis tools.

Statistics of competitor sites. What information is useful and how to work with it?
Let’s figure out the main stages of competitor analysis, why certain domain indicators are important, and how to get them using the SE Ranking SEO platform.

1. Analyze your competitor’s traffic

Site users can come from a variety of sources. Domain traffic analysis will allow you to understand where the flow of visitors is coming from and where you should direct your efforts in your own promotion strategy.

The traffic that the site receives from search results can be divided into:

Organic Traffic . Organic, that is, non-advertising transitions from search results after entering a query.
Paid Traffic . Paid transitions from search after clicking on contextual advertising — PPC traffic ( pay-per-click ).
How to get information about competitors’ traffic sources?

This requires services that capture domain visit statistics and the channels from which the traffic comes. The “Competitive Research” tool for SEO analysis of competitors from SE Ranking displays statistics from the site’s organic and paid PPC traffic.

What data is in the “Competitive Research” report:

predicted volume of traffic for the specified domain,
all requests for which the site is displayed in Organic and Paid Search;
keywords that generate the most traffic;
share of traffic of individual pages of the site;
information about visits from other countries and search engines;

 

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Rice. 3 – Report on paid and organic traffic in SE Ranking

The report also includes a graph showing the dynamics of the main indicators for the selected period.

2. Find your competitor’s most effective keywords
Keywords in the site’s content help it appear for similar queries from potential customers and attract organic traffic. Analysis of competitor keywords will allow:

learn the most effective keywords that bring the site more impressions and conversions from Google;
compare the semantics of your site with competitors and find missing keys;
choose promising keywords for your resource.
These actions are necessary to expand the semantic core of the resource. Found keys will be useful when writing new texts for the site or updating them. Such pages can attract more traffic. Also, prospective semantics of competitors will be relevant when creating an anchor plan for external and internal optimization.

How to find out competitors’ keywords?

In this process, it is important to find the most useful traffic-driving competitors’ keywords and keep those that are missing from your semantic core.

1. Search for promising keywords

Analyzing the organic traffic of competitors will help you find out:

all keywords for which the site ranks in Google;
the frequency of keys, that is, how crypto bitcoin and ethereum often users make this or that request;
site positions by keywords and their dynamics over time;
share of traffic and number of visits by individual keywords;
of pages that are displayed on requests;
the number of new and lost keys;
the level of competition for each request and the difficulty of bringing the site to the top.
SE Ranking effective keywords

Rice. 4 – The most effective keywords

According to Search Volume and Traffic Share dy leads indicators, you can understand which keywords bring more conversions to competitors.