Competitive Analysis

Except in the rare instance when a company is a sole provider of a product or service, there are usually many more companies offering competing products or services. While these direct competitors will play an important role in the search engine optimization process, they are not always the only competitors to be acknowledged in the SEO process. There will be countless sites containing information that will be relevant in any search the company may be interested in optimizing for. Any site currently ranking in the top 20 or 30 results for specific searches that is not a direct competitor will be considered an indirect competitor. Both direct and indirect competitors will need to be analyzed critically prior to developing a proper implementation strategy.

The competitive landscape will be shaped by the market segment. Certain markets, specifically the ones supplying what would be considered commodities, will likely have an abundance of competitors. Other companies offering products or services that can be differentiated or operating in local markets could have less competition, but the competitors will be more specific. The competitive analysis will need to be tailored to meet the companies and market segment needs. Of critical importance will be to analyze the competitors marketing strategies, specifically those of the top ranking sites as they will be compared by the likely audience. It will also be essential to analyze the competitors website, use of keywords, and incoming links. All of these will play a role in determining the implementation strategy.

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