Organizing a Competitive Content Audit

Post by Caterina Merenda, Copywriter

Competitive content audits are necessary, especially when the client is not performing well in the SERP (search engine results page) or isn’t gaining enough leads. Recently, we audited a technology client who was looking to leverage leads and rank higher in the SERP.

Here’s a rundown of how this situation could be tackled:

  1. Find out what you want to learn from this competitive content audit: Is there not enough traffic being pulled to the client’s website? What type of content is being displayed on other technology websites? How is their content different from our clients? Is it more engaging?
  2. Find the competitors: A company that provides technology solutions has numerous competitors. Find out which brands are most closely related, meaning which brands target similar consumers, have similar products, offer similar services, etc.
  3. Analyze the data: Using programs like Open Site Explorer, Google AdWords Keyword Planner, BrightEdge and other SEO tools can help with identifying what type of content competitors have, what keywords they’re ranking for and what their pages are linking to. For a company that provides technology software, this can help identify what type of articles and interactive content a consumer looking for technology software would want to read.
  4. Analyze the SERP: Search for specific keywords that your competitors are ranking for in Google. See what comes up before them and after them in the SERP, what kind of material they’re presenting and how their page ranks next to yours.
  5. Look at the competitors’ content: By looking at your top competitors’ content, you can get a feel for what they’re doing really right and what they’re doing really wrong with the help of the data you’ve analyzed. By finding out their strength and weaknesses, you can go back and find yours and see what you could do to make your page better – and what’s already great about your page.
  6. Pull content ideas: With all this information organized, you can decide what content needs to be built out, if a redesign is necessary, if your SEO optimizations are lacking, etc.

Using these steps, you can ultimately give your website better SEO content. As we researched competitors’ content for a company that provides technology solutions, we realized that competitors were creating more creative and extensive content.

Think out of the box and create new content ideas that are just as, if not more, engaging as the content on competitors’ websites. What’s so great about their content? Why is their content ranking so well? By mulling over these questions and analyzing data with available tools, you can set the foundation for ranking higher in the SERP and creating more engaging content than before.

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