Let me start with the links, and then we’ll go into the keyword.
So part of the analysis is looking at the competitor’s most valuable links. Where are those links coming from? And what are the pages that they go into?
And then, we also look and see who’s linking to multiple competitors, that’s not linking to the client. And because they’re normally the easiest ones to go after. So we take those three, four, or five competitors, and we say, “Okay, these websites are linked into these four, but not to the client.” So now we also get a link in there. That dilutes the power that all the other competitors got because we have the same link as they do now. They don’t have that over top of us. So, we use that.
And then by utilizing it and looking at what that link data is, we look and say, “Okay, here are some opportunities for us. Here are some places that we feel we can get high-value links that our competitors do not, because of their background.” This allows us, from a backlink standpoint, to create that roadmap and say, “These are the easy links that we can get, and this is where we can start to build momentum. And start to push our clients ahead of the competitors by going off and targeting these websites.”
It is a similar thing for keywords. When we talk about keywords, one thing we look at is the growth in terms of rankings. So if you use SEMrush, you can go back over two years, and you can get a sense of how the competitors get hit with a Google penalty? And are they actively in an up to the right trend in keywords that they’re ranking for? This probably indicates they’ve got an SEO consultant in-house or a high-end agency to do it. So just by looking at historical rankings, you get a really good sense about how involved the competitor is from an SEO standpoint. And that obviously plays into our plans because it’s easy then to go to the client and say, “Here are your top three competitors. They are all actively increasing their keywords and rankings. Here’s the chart from that. This is why you need us, and this is what you need to do in order to keep track.”