By keeping an eye on the digital footprints of your rivals, you’re not just being nosy; you’re arming your business with insights that can help you outsmart, outperform, and outshine them in the crowded digital marketplace.
Think of competitor analysis as a business’s secret mission. It’s your way of uncovering the strategies that work (and those that don’t) within your industry.
- Are your competitors drawing in a significant number of customers through savvy SEO techniques?
- Have they launched a digital ad campaign that’s the talk of the town?
- Or perhaps they’ve mastered the art of engaging with their audience on social media?
Whatever they’re doing, ensure that you are not directly copying, but craft a strategy that’s uniquely yours or even better.
Technique 1: Unveiling Competitor Strategies with Google Site Search
Imagine having a tool at your fingertips that lets you peek behind the curtain of your competitors’ online strategies. That’s what Google Site Search offers—a straightforward, yet incredibly potent way to see what your rivals are up to on their websites.
How to Conduct Basic Site Analysis
First off, let’s get you started with a simple, no-fuss method to see every page your competitor has indexed by Google.
- Just head to Google and type in “site:yourcompetitor.com.au”.
- Replace “yourcompetitor.com.au” with the actual domain you’re curious about, and voilà!
- You’ll see a list of all the pages Google knows about. This snapshot gives you a bird’s-eye view of their online presence, showing you what they think is important to showcase on their site.
Let’s try it with a website like Australia’s #1 Reverse Mortgage Broker – Seniors First
In just a few seconds, you can easily see a website’s online presence including their indexed pages and landing pages that you can assess and use as a benchmark for creating your digital footprint.
Insights from Indexed Pages
Now, with the list of indexed pages at your disposal, it’s time to play detective. Look through these pages to understand the breadth and depth of your competitor’s content.
What topics are they covering?
What services are they highlighting?
How do they write their website copy?
Are they still using stock photos?
This exercise isn’t just about quantity but quality and strategy. By analysing their content, you can gauge what they’re prioritising and possibly identify gaps in your content strategy.
BONUS TIP: To learn more, refine your search by adding specific keywords or phrases after the “site:” command. For example, “site:yourcompetitor.com.au SEO tips” will show you how they’re addressing SEO tips on their site.
The best terms to search are:
- Offer
- Free
- Report
- Guide
- Download
- Sign up
- Ebook
- Event
This targeted search can unveil how they target specific markets, trends, or services. It’s like having a map to their strategy, allowing you to see where they’re focusing their efforts and how you can differentiate your approach.
Technique 2: Gaining Competitive Insights with Facebook Ads Library
Ever felt like you’re playing a guessing game trying to figure out what your competitors are up to on Facebook? Well, no need to guess any more. The Facebook Ads Library is like a crystal ball, offering a transparent view of the ads your competitors are running. It’s a goldmine for any Aussie business owner keen on sharpening their digital marketing edge.
Navigating the Facebook Ads Library
First up, let’s get you acquainted with the Facebook Ads Library. It’s easier than you might think. Head over to the Facebook Ads Library page, and you’re in the command centre. Here, you can search for ads based on keywords, topics, or even specific advertisers. Just plug in the name of your competitor, and you’ll have a front-row seat to their latest advertising efforts. It’s like having an all-access pass to their marketing playbook.
Analysing Competitors’ Facebook Strategies
Now, with a treasure trove of ads at your disposal, it’s time to play analyst. Don’t just skim through the ads; dive deep.
- What messages are they pushing out?
- What visuals are they using?
- And most importantly, what can you learn from their approach?
By dissecting their strategies, you’ll uncover what resonates with your shared audience and identify trends you might have missed.
Remember: this isn’t about copying—it’s about inspiration and innovation. By understanding their moves, you can zig when they zag, positioning your business as a leader.
Technique 3: Advanced Analysis with SEMrush
Whether you’re a seasoned pro or new to the digital scene, SEMrush offers a suite of features designed to decode your competitors’ strategies and empower your business decisions.
From tracking keyword rankings to uncovering backlink strategies, SEMrush delivers a panoramic view of the competitive landscape.
- Keyword research? Check.
- Site audits? Check.
- Advertising research and backlink analysis? Double check.
SEMrush offers these tools and more, enabling you to dissect your competitors’ strategies across various channels.
Let’s roll up our sleeves and dive into SEMrush, using the renowned PriceWaterhouseCoopers as our case study. Imagine peering into their digital strategies, seeing what keywords they target, and understanding their ad spend dynamics. It’s like having a front-row seat to their marketing brain’s inner workings.
First up, we explore the domain overview, where you can gauge a company’s digital health at a glance. But the real gold lies in the paid search data, revealing which keywords are worth their weight in gold.
For instance, discovering PwC’s heavy investment in ‘cybersecurity’ tells us where their priorities lie. And seeing ‘tax services near me’ indicates a targeted approach to local SEO. These nuggets of information are more than just data; they’re a window into your competitor’s strategy.
Beyond Keywords: Ads and Competitor Landscapes
But why stop at keywords? SEMrush lets you peek at the actual landing pages and ads your competitors are using. Imagine knowing the exact message that PwC is broadcasting to its audience through Google Ads. Now, apply this to your competitors. Powerful, isn’t it?
And there’s more. SEMrush not only identifies your main competitors but also maps out their digital ecosystem. You’ll see who you’re up against, their tactics, and how you can carve out your unique space in the industry.
Technique 4: Exploring Alternative Tools for Comprehensive Analysis
While SEMrush is a powerhouse, it’s not the only tool in the shed for savvy Australian business owners keen on gaining a competitive edge. Diversifying your toolbox can unveil even more layers of insight into your competitors’ strategies and audience preferences. Let’s explore some alternative tools that can complement your competitive analysis arsenal, offering fresh perspectives and unique data points.
Answer The Public: Understanding Market Questions
Dive into the minds of your target audience with Answer The Public, a unique tool that visualises the questions people are asking online. By inputting a keyword or topic, you’ll get a snapshot of the real-time queries circling around that subject. This insight is gold for content creators and marketers alike.
It allows you to tailor your content to answer your audience’s burning questions, often uncovering angles your competitors might have missed. With this tool, you’re not just tracking trends; you’re anticipating them.
Ahrefs: Advanced Keyword and Backlink Analysis
For those who want to delve deeper into the nuts and bolts of SEO and backlink strategies, Ahrefs stands out as a go-to resource. This tool offers an in-depth look at the keywords your competitors rank for, the sites linking back to them, and the overall strength of their SEO game. By understanding the source of their organic traffic and the quality of their backlinks, you can refine your own SEO strategy, identify new link-building opportunities, and carve out a stronger position in search engine results pages.
SpyFu and AdClarity: Budget-Friendly and Display Advertising Insights
On a budget but still want to keep a close eye on your competitors? SpyFu offers a cost-effective solution for monitoring competitors’ search marketing strategies, including the keywords they’re buying and the variations of ads they’re running.
Meanwhile, AdClarity shines a light on competitors’ display advertising tactics, providing insights into their ad placements, creative strategies, and targeting approaches. Together, these tools offer a comprehensive view of how your competitors are trying to capture their audience’s attention, giving you the intelligence to craft more compelling and competitive campaigns.
By integrating these tools into your competitive analysis strategy, you’re not just gathering data; you’re assembling a mosaic of insights that can inform smarter, more strategic decisions for your business.
Start Your Competitor Analysis Journey
Don’t sit back and wonder why your competitors are a step ahead. Take the reins and use these insights to inform your strategy, refine your marketing efforts, and connect with your audience in ways you haven’t before.
If you’re looking to ramp up your digital marketing game, WebBuzz is here to help. We’re the digital growth experts, and we’re all about helping Aussie businesses like yours thrive online. We’ve transformed hundreds of businesses through systems and skilful SEO practices. Whether you need a hand implementing these techniques or you’re looking for a comprehensive digital marketing strategy, we’ve got your back.
