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For optimal online visibility, it is important to score better than your competitors in SEO. An SEO competitor analysis can help you improve your ranking. With an SEO analysis you map the activities of your competition and you can use them for your own strategy. How do you properly conduct such an SEO analysis? In this article I share a plan in 4 steps.


1. Map your SEO competitors

To know who your SEO competitors are, it is important to first have an overview of the companies that are trying to rank with their website for the same keywords as your company. Your SEO competitors are not necessarily the same companies as your competitors in the offline world. Once you know who your organic competitors are online, you can start analyzing their website to find out what they are doing better than you.

But before you can start your SEO competition research, it is first necessary to conduct a keyword research.

Start with keyword research

During this keyword research you will look for relevant keywords with a high search volume that can be competed. This also provides insight into your strong keywords (keywords where you rank better than Chief VP Operations Email Lists the competition), weak keywords (keywords where the competition ranks better than you) and opportunities. These are keywords with which your website does not yet rank, but the competition does. Keep in mind the different search intentions of users on Google.

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Search intents are categorized into 4 different types:

  1. Navigational searches
    In navigational searches, users are looking for a specific website or webpage. An example of a navigational search is ‘Frankwatching’.
  2. Informational searches
    Do surfers use an informational search? Then they are looking for information about a specific study. Here’s an example ‘How do you run an SEO competition’?
  3. Commercial searches
    Are surfers looking for a product or service to buy? Then we speak of a commercial search. This is an orienting search intention. An example could be ‘SEO agency’.
  4. Transactional search
    Unlike the commercial search, there is a clear purchase intent behind the transactional searches. ‘Hire an SEO specialist’ is an example of this.

It is important to know which search intent your target group mainly has. Then the real work can begin: look for potential keywords to base your competitor analysis on.

Focus on long tail keywords

Longtail keywords are simply the more specific (and usually longer) keywords. It’s tempting to pick general keywords with high search volume, but that’s not always better.

First, long tail keywords are much less competitive than the general keywords. It is therefore easier to rank high with it than with general keywords. In addition, long-tail keywords are more specific than shorter keywords. This increases the chance that the search query will be converted into a sale. The last benefit is that long-tail keywords make it easier to reach a niche

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