It’s a bit of a long answer, but we thought it worthwhile putting it in note form for you in case you’re interested in knowing a bit more about the thinking behind it.
Competitors Should Have Similar Audiences
This seems pretty obvious, and it is: there’s no point putting loads of research time into ‘competitors’ if they don’t actually go after the audience that is going to deliver your business conversions. So a critical part of keyword and competitor analysis is finding the actual competitors: businesses that attract the same people that would convert into clients for you.
Use Similar Keywords to the Ones That are Working Well Already
The good thing about working off an existing platform of your website is that, if some of your previous SEO campaigns have delivered good results, you can use those as a guide for the sort of things that your website delivers well on. From there, we can look at competitors that are using similar phrases and branch out off this.
Differences Between You and your Competitors
But it’s important not just to look at what the similarities are between you and your competitors – you should also be thinking of what’s different. So we’ll look at what variations in product lines or services could play a part in using similar keywords and phrases, but with slight differences to bump you up the SERPs.
And one more key aspect of word research we’ll focus on is the volume of searches for that phrase, and the difficulty of ranking for said keyword or phrase. If your competitors are using low-volume keywords that are hard to rank for, there’s no point following suit. But the programs we use can help filter through this.