The world is full of competition. All products have competitors, whether direct or indirect competitors. Coke is in direct competition with Pepsi and butter is in indirect competition with margarine. The threat of new entrants is constant and if there weren’t any competitors in a market, it would probably not be worth going into anyway.
That being said, let’s look at four bulletproof strategies to hack your competition and stay at the top of search rankings.
Bloggers use metrics to quantify the competition. They look at the total number of blogs that are in their niche market. They also look at other metrics, such as the ones below, and compare them to their own website metrics.
|the number of posts published||the number of lead magnets available||the number of followers on social media accounts|
|the traffic source breakdown||the number of visitors||the post engagement|
|the number of top viewed posts||the average number of inbound links per post||the conversion rate|
Assessing key performance indicators (KPIs) and comparing them to the competition enables bloggers to obtain valuable insights on the performance of the competition.
Bloggers can evaluate the quantity of blog posts, eBooks, videos and other content of value to determine if the competitors’ content is vaster than theirs. Bloggers can also look at the quantity of post engagements, such as the average number of shares, comments or likes per post. By comparing the post engagement metrics with the competition, bloggers can determine the popularity of their content.
One of the most important metrics bloggers will look at is the conversion rate. The conversion rate is the percentage of leads that turn into buyers. Ultimately, the total number of buyers is what drives the profitability of the business. However, from a marketing perspective, bloggers are looking to see whether their copy is more effective than the competition’s.
Bloggers must post new content frequently in order to remain up-to-date. Therefore, bloggers who post more frequently than the competition demonstrate more consistency than their opponents. Moreover, bloggers posting time-sensitive information faster than the competition have a definitive upper-hand, since readers will perceive their blogs as more notorious sources of information.
Bloggers assess the quality of the competing blogs using various KPIs.
|the number of contributors||the number of topics||the value of their content|
|the quality of their website user interface||the quality of the audience response||the number of grammatical and spelling errors|
|the quality of the interactions||the depth of the coverage||the social media integration|
It is possible to analytically assess the quality of a blog. For example, bloggers assess the value of the competitor’s content by grading various attributes on a scale of 5. Attributes may include the usefulness of the eBooks or the ease of executing their step-by-step guides. Then, bloggers may compare the grade given to the competitor’s attributes to the grade they’ve given their own material. Does the competition outperform in quality? Do the competitors offer a more comprehensive coverage?
Bloggers compare their SEO performance with their competitor’s.
First and foremost, bloggers compare the performance of their keywords against the competitors. Are competitors using more popular keywords? Do they place their keywords in more strategic locations? RankScanner enables bloggers to monitor their keyword positions on Google. A smart keyword selection enables bloggers to appear within the top results of the search engine result page (SERP).
Bloggers also compare the number of links that trace back to their blog versus their competitor’s blog. More links – actually more quality links – increases the ranking of their website on the SERP. Bloggers assess their website popularity, also called authority, using the MozRank. Bloggers can improve their blogs’ MozRank by getting lots of semi-popular pages to link back to their blog or by getting a few very popular pages to link back to their blog.