Join Anson Alexander for an in-depth discussion in this video Reviewing organic keywords targeted by competitors, part of Spying with SEO Tools.
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- Let's take a look at some of the top organic keywords that our competitors rank for. Again, organic means that these are unpaid keywords. They're keywords that they naturally rank for, based on the content on their site, inbound links, social buzz, and onsite SEO, or a combination of all of these. We can look at organic keywords for our competitors using a number of different tools, including the moz tool, which we took a look at earlier in the course. To specifically look at organic keywords in this video, however, I'd like to use the SpyFu tool that I introduced earlier on in the course.
Again, a lot of these tools have overlapping features, and you can probably stick to one or two of them for most of your needs. By showing you a number of options, I hope that you find one or two especially valuable for your particular situation. To access SpyFu, we can head back to spyfu.com in our web browser and then enter one of our competitor's web addresses into the search box and click "try it free." We're focusing on organic keywords in this video, so let's scroll down to the section labeled "organic keywords." As you can see with the free version, we can only see the top five organic keywords for this website.
Again, to see more information, we'd have to sign up for a premium account. The first few keywords are to be expected. They're keywords with the actual name of the hotel in it or the name of the hotel's spa, in the case of the first one on our list here. These aren't actually keywords that we would necessarily want to rank for because they're specific to that hotel, but we do want to make sure that when we research our own site that we're ranking for the keywords that contain the actual name of our hotel, Landon Hotel. That's something to keep in mind.
To the left of each keyword in the list, we can see the actual spot that this domain ranks for each particular keyword. For example, the Courthouse Hotel ranks 28th for the phrase "Soho Hotel, London." The keywords that include the word "Soho" aren't specific to the Courthouse Hotel and actually deal with a specific district in London, Soho. If our hotel's located in that district as well, then these are some great keywords to try and compete for, whether it's by writing blog posts about hotels and travel and Soho, or just making sure that the phrase "Soho hotel London," or something similar is included in multiple places on our website.
If we're not located in Soho, we want to make sure that they keywords associated with the location that we are located in are included on our website and our own SEO efforts. Also, if you see some keywords here that you think are relevant to your website and/or business, it may be a good idea to add them to the tracking sheet under the section for this competitor in the column called "organic keywords." Now, to connect the dots, let's try to find out why and/or how the Courthouse Hotel is ranking for the Soho keywords.
To do this, we'll click on the actual keyword "Soho hotel London" on this page. On the next page, we're presented with a bunch of information related to this particular key phrase. Let's scroll down to the section labeled "organic search ranking analysis." This section lists all of the sites that rank for this keyword, in an order from first to last. We know that the Courthouse Hotel ranks 28th for this keyword, so let's scroll down to that number on the list and take a look.
What we see is the actual domain for the Courthouse Hotel. The page that is ranking for this keyphrase and then below the URL, we see the actual title of the page. Low and behold, the Courthouse Hotel page actually has the keywords "London Hotel in Soho" right within their page title. This is probably the reason that they're ranking for this key phrase, as page titles are weighed very heavily by search engines.
After discovering this, think to yourself: "What's the title of my page? "Is it descriptive enough?" You may need to contact your website administrator to get more information about your page title and to have them modify it. If we didn't see these keywords in the Courthouse Hotel page title, we could've clicked through to the actual webpage for the Courthouse Hotel and then browsed over the page to see if we can find where Soho is mentioned and why that page is ranking for that particular key phrase.
The results that you get are obviously different than the ones in this video, but you're looking at competitors for your own organization. Hopefully, however, I've shown you how to find out some raw data in terms of keywords that a competitor's ranking for, and then drill down a little further in the data to find the valuable information. In this case, that information is that one of our competitors is ranking for key phrases, including "hotels" and "Soho" because they have those actual keywords in their site title.
Author Anson Alexander explains what to look for when researching a competitor's SEO presence and website traffic. He then shows how to find both paid and organic keywords that competitors are targeting. Then learn how to find out what is driving traffic to a competitor's site, evaluate on-page SEO factors and usability, understand how competitors' social media platforms contribute, and monitor for new entries into the market.
- The benefits of researching competitor's SEO
- Researching competitors and their website traffic data
- Finding keywords targeted by competitors
- Reviewing incoming links and social media
- Checking out sitemaps
- Using competitor SEO data