Getting started with competitive analysis can be a challenge. Having a good knowledge of how to easily find relevant and actionable data will keep you a step ahead of the competition.
Understanding keywords driving the most traffic to a competitor will help you uncover keyword search strategy and guide further competitive research.
In the image below, you’ll see a broad match keyword report listing domains that receive referrals for the keyword “Running Shoes”.
In the example item #1 – I’ve filtered the list so that only sites with <20% Search Referral Share appear. This means that all the domains listed are relying on this keyword for their traffic.
I then filtered the report by Average Referrals so the highest number of referrals is toward the top. Given that the list is much shorter now I can focus my attention on pulling the keyword reports for the top sites on this list.
Let’s say for example I take the *top 5 sites, I can create a group of these sites and more easily compare the performance metrics as well as the keyword overlap.
*Remember that these domains can change ranking because this report has daily information, so ensure you’re keeping these lists up-to-date. Regardless of your role, you’re now more equip to focus in on more high value keyword lists and better understand the domains you compete on a keyword level with.
Lindsey Mark works in Client Relations at Compete and is responsible for the strategic development of client retention and support policies for compete.com, with a focus on education and training efforts. She graduated from Rochester Institute of Technology in Rochester, NY so she's a certified technology junkie and open source advocate. When she's not thinking about marketing or training digital 007's at compete, she's doing yoga & blogging about gluten-free diet and lifestyle. Find Lindsey on Twitter as @linji, Google Plus as Lindsey Mark or connect with her via LinkedIn.