Today Michael Knorr Director of Partnership Development will walk you through how to run a competitive analysis with SEMRUSH. This video is used for internal training, as well as use for the public on how to build a good looking competitive SEO & Paid Search analysis. If you do not have a subscription to SEMRUSH That Company is happy to help run an analysis for you, so you can better manage your marketing initiatives.
The training video shows you the following:
- How to understand SEMRUSH Data
Organic Traffic is the blue line on the graph. This is simply an estimate of the expected organic traffic your prospect’s site, or their competitor’s site is likely receiving. So how does SEMRUSH go about getting this data? They are constantly keeping track of where various sites are ranking for keywords, and they’re pulling in search volume for keywords they’re monitoring. With those 2 data points along with an industry standard click through rate based with what position you’re in for a keyword, they’re able to come up with rough estimates of the amount of organic traffic all of the various keywords are sending to the site. This is a constantly changing the game. With Google eliminating ads on the right hand side, and adding a 4th paid ad at the top of the results for “commercial keywords,” the industry standard click through rates are likely to change again.
Paid Traffic is the Orange/Yellow line (I may be slightly color blind, so hedging) – So how does SEMRUSH go about getting this data? Again, they’re constantly monitoring for who is paying for certain keywords, and they track keywords, ad copy, average position, visible URL, and final destination URL. I’ve found that the traffic data and the estimated paid spend is far more inaccurate than the organic estimates, but this is still very useful in the sense of knowing what competitors are advertising on / how they present themselves to the market.
All of this information allows the business owner to make some initial decisions.
They’re able to see the following:
- Are their competitors investing? Does digital marketing appear to be a powerful way to produce new business in their industry?
- How are their competitors presenting themselves? Can we emulate and/or do it better? Everything from the ad copy to actually visiting the landing pages that searchers will see. How do they compare / contrast? Always be 1 step ahead of your competitor.
- What should they budget / Is their budget competitive enough? They are able to see the typical CPC’s associated with their industry keywords. Do they even have a large enough budget to compete? If they have a $500 budget, and the CPC is $50 a click, well then it won’t get them very far, and they should look at other marketing channels for now.
- Are their customers even searching for their product / services? If they have invented a new product, or are bringing something brand new to the market in general, then SEO / PPC may not make sense for initial exposure (perhaps social media would be better to reach out to the target market and generate awareness). This can be determined by search volumes / breadth of keywords. Now looking at competitors may not be enough, as they may not rank for the phrases we need to be researching. You can use SEMRUSH to look at the search volume for various keywords as well.
This allows you to start the conversation focused on their particular situation, and talk intelligently about their business. Instead of letting the customer/prospect lead the conversation, you’re able to lead them into the best possible solution for their business (and thus retain a long-term client).
– Mike Knorr, Director of Sales