On Thursday 21st January, EAE Business School held a web conference entitled How to analyse your competition’s web positioning?, the aim of which was to give attendees some insight into various positioning techniques. At the event, we were pleased to welcome José Facchin, Content Manager at SEMrush for the region of Spain and Italy, who is also an online marketing consultant. The conference was rebroadcast on our YouTube channel, and trended on Twitter with the hashtag #eaeconference.
He highlighted the interactive nature that SEMRush offers when analysing the competition and setting business objectives. Based on this, he wanted to underline the importance of context when defining the strategy, as it is a very different matter if you are dealing with a positioned website that has been around for a while than a recently launched site. In the event of operating in a specific niche, the application gives us valuable information regarding keywords, traffic and acquisition costs.
Click on the image to access the full web conference (content in Spanish)
In the ‘Competitors’ section, we can find the landing pages that share keywords with our website, in descending order of relevance. As a result, we can identify who our potential competitors are. On occasions, we may find websites that have a greater number of matches located at lower positions, as there is a scale between the volume and relevance of the websites. Moreover, it enables us to make search predictions linked to a certain keyword, which allows us to ascertain whether we rank above or below the rival website.
In terms of new websites entering the market, in order to identify our competitors, we have to filter by market segment. Using related terms, we can find a list of rival websites.
He went on to highlight a number of auditing tools that the suite offers. Position Tracking enables us to identify the domain, sub-domain or sub-folder that has the greatest significance in terms of traffic. Meanwhile, SEO Ideas helps us to improve our organic positioning by giving us suggestions, notifying us of broken links, images without titles or keyword stuffing, which can be penalized. He also underlined the importance of knowing the state of our website’s health depending on the different devices that may be used to access it, as well as with respect to the algorithm used by the crawler.
In terms of positioning techniques, the presenter made it clear that is not enough simply to invest in advertisement on the search network or on the different social media. SEO plays a key role and it requires long-term consistency. We have to assume that Google rates relevant content above all other factors, taking care with respect to the selection of keywords and contributing information of value. In this way, we will ensure that others will link to us, which will increase our standing when it comes to achieving a better position in the global ranking.
If you missed the web conference or would like to watch it again, here is a link to José Facchin’s presentation: