There are many companies competing to appear on the first page of Google. You can do the competitive analysis of the websites in your industry that rank well.
Competitor analysis is the process of knowing what your competitors are doing to rank higher. This type of analysis can give you long-term SEO results.
To win in the market you will have to acknowledge that you have competitors and doing competitor analysis is a step which should not be skipped.
Competitive SEO is an important part of an SEO strategy.
The following points show the importance of competitor analysis in SEO:
It can help you to identify your main and relevant competitors in the market. When you analyse them you will be able to find both your business competitors and online competitors. Your competitors are those who compete with you in the SERPs for your target keywords.
It can help you find the websites that link to your competitors but do not link to you. You can build your own links from these sites as they are already linking to your competitor. Sites that link to many competitors add value to your site. Therefore you should reach out to such sites and create guest posts. You could use tools like Ahrefs for this.
Do a keyword gap analysis to find out the keywords which you are not using but are working for your competitors. You can find keywords that a competitor is ranking high for but you are not using them. You should include these keywords on your website. You can rewrite your metadata, build links with these keywords, rewrite existing content or create new content using these keywords. This way you will find the right keywords.
You can find out if your competitor’s website is coded in CSS/HTML or tables, what primary call-to-action they are using on their website, are they tracking conversions of these CTAs, their service area and do they use videos or interactive design elements.
You can find out their primary keyword and its density and which keywords are targeted the most.
You can find the anchor text of their in-bound links, if their website is optimised for local search, if they have a social media marketing strategy and if they have a pay-per-click campaign.
You need to check whether competitors are using international SEO strategies like country wise domains, subdomain or subfolders.
You can also understand whether they are creating content in multiple languages.
Once you have identified your competitors you can do keyword research and find new keywords for which you and your competitor do not rank currently. These keywords will provide new opportunities.
Analyse their blog section to identify their blog marketing strategy including topics, keywords being targeted, length of blogs, frequency of blog post, their internal linking strategy etc.