By Helen Wilson – Monitoring SERP leaders is critical at many stages of the site development process, from site structure development to optimization. What to look for in the analysis and how to perform it properly. Competitor analysis is critical for any company, but it is especially important in e-commerce. From the development of the site
structure to its subsequent optimization, watching SERP leaders is critical at various stages. Competitor analysis is a continuous process for successful projects. It allows you to follow the logic of Google rankings and determine which SEO techniques are most effective. In our content, we will explain what parameters should be focused on while analyzing sites and how to do it correctly.
The use of semantic matrix analysis can help with a range of search ranking problems. You can utilize the previously indicated tools – SEO platforms Semrush, Ahrefs, Serpstat, and other services – for this purpose. You’ll know how full your core is and whether you need to expand it after examining the semantic profiles of competitors. You’ll also be able to observe which SERP sites are ranked for particular queries, but your pages aren’t. It makes sense to figure out what’s causing the issue and try to solve it in this case. When you compare semantics, you can see where you fall short of the range and where you should focus your efforts to grow.
From the top results, semantic core analysis provides useful information about the structure of the sites. You’ll be able to determine not only how these projects are organized in general, but also which promotion methods are most effective in a given niche. Which pages should be optimized for high-frequency queries and which should be optimized for low-frequency queries, for example. What is the ideal strategy to extend an e-commerce site’s structure: tagged pages, filters, or other options? Which areas of your site attract the most traffic and whether you have them. Examining the structure of top-ranked sites can provide answers to all of these and other SEO-related questions.
The general rules apply to the formatting of the title, description, and page headings (H1, H2, etc.). These are standard requirements, but different commercial niches may have their own variations. As a result, it will not be unnecessary to examine how the metadata of the home, categories/subcategories, tag pages, and other pages on sites near the top of the search results on your niche is formatted.
First and foremost, it makes sense to concentrate on the keywords in the Title and H1 sections. Determine whether the same or different occurrences appear in each tags, as well as the frequency, quantity, and word form of these keys written in each of the heads. By analyzing the metadata of different pages, you may see which approach competitors use to create tags: automatically produced or manually written.
When analyzing competitors, the information in snippets is equally important. We propose that you pay close attention to the characteristics of the Description, such as its size, creation process, keyword presence, and density. The introduction of micro-markup, which adds additional information to the snippet that is useful to both users and search robots, is a separate component. A thorough examination of these factors will enable you to implement successful metadata optimization tactics that are tailored to your individual commercial niche.
One of the most important aspects of search engine optimization is content. Your objective is to carefully evaluate the content of various competitors’ pages in order to determine which techniques they employ in order to attain effective rankings. There are a couple of points about content issues that aren’t immediately clear. We propose studying each group of pages separately in order to act as consistently and effectively as possible.
Home page. This page is not only the face of a website and its navigation hub, but it also plays an important role in search engine optimization. The home page focuses the majority of external connections on itself, actively creates search traffic, and spreads its significant weight throughout the site. This is where any commercial project’s optimization begins.
When examining the content of competitors’ home pages, you should look for three things: the text size, the use of headings H1, H2, and H3, and keywords (their number, frequency, specificity of occurrence). Paying attention to the usage of graphics, the quality of the text itself, and the compatibility of key inquiries with one another will not be superfluous.
Categories/subcategories/tag pages. Because search algorithms pay great attention to the text in product titles, they aim to fill these areas as thoroughly as possible. First of all, you must determine whether your competitors use text on such pages. SEO experts at WriteAnyPapers.com believe that promoting product categories is no longer necessary. If they do, your responsibility is to determine where the text block is placed on the website, check on its quality, and how it is formatted, the typical number of characters in a description, and how competitors handle keywords.
Product cards. Many SEOs also doubt the relevance of text descriptions on these pages. Examining the contents of the cards from the SERPs might help you decide whether or not you should devote resources to creating descriptions. What cannot be overlooked, however, are instructive tables with product details, high-quality photographs, and multimedia content such as video reviews.
Articles section. Another relevant cluster to check. Keep an eye on how frequently your competitors post. What is the average number of characters in their texts, what is the amount of articles on the site, is it optimized for the keywords, and what queries are used in publications?
External link profile research will show you what link building strategies your competitors are using. Simple tools, such as the browser-based SEO & Website Analysis application, can be used to determine the number of referring pages and domains. More advanced programs, such as Ahrefs or Serpstat, will be able to offer a more comprehensive set of data. They can organize referring domains by region, for example, and submit anchor lists for each site. The latter is particularly crucial because you will use anchor links to visually analyze the mechanics of their promotion. As a result of studying competitors’ link methods, you’ll learn how diverse their external profile is, what websites they are posted on, how they deal with commercial happenings, and which domains they utilize as donors.
One of the most crucial aspects of internal optimization is proper interlinking. As users actively browse across sections, correctly linking different pages with hyperlinks distributes link power across the site and enhances behavioral characteristics. All of this has a direct impact on the ranking. Your task is to figure out which linking forms your competitors use on their websites. Links can be included in the content on category pages, filter headings, cross-selling blocks, etc. Paying attention to the presence of end-to-end links and a “breadcrumb” navigation chain will not be superfluous. If your competitors are using these solutions, it’s only natural for you to consider them as well.
With the help of accessible programs, such as Google’s PageSpeed Insights tool, GTMetrix tools, WebPageTest, and others, you can find out how fast your competitors’ pages load – the home page, categories and subcategories, product cards, and other parts of the site. If your site is significantly slower than that of your competitors, you should make it a top priority to enhance it. PageSpeed Insights has the advantage of providing personalized advice for speeding up the site, rather than just calculating it.
There are tools available to help you examine your competitors’ advertising strategies. The same Serpstat’s capabilities can provide data on the most effective keywords, advertised landing pages, ad texts, and their locations. The cost per click and advertising campaign budget is calculated separately. Examining your competitors’ advertising can allow you to borrow tactics that will help you get a better commercial return on your paid traffic investment.
The study of SMM strategies will assist you in determining which channel performs best in your niche and which social network to invest in for future growth. Examine the number of subscribers and their activity on various social media platforms to discover how frequently they “like”, “repost”, and “comment” on content. After checking this, you will be able to implement effective SMM strategies and determine which content resonates the most with the target audience.
Helen Wilson – helenwilson373[@]gmail.com
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