Eyesocket completes a competitive analysis for all of our Search Engine Optimization (SEO) customers. This consists of site, link, and Pay-Per-Click (PPC) analysis. We also use this information when designing or redesigning websites. It is helpful to design with SEO in mind. We begin this process with information from you, the customer.
IDENTIFY THE COMPETITION
Just about every company or organization has a list of companies on their "target list" of companies that they want to beat in the marketplace. We start with this list and identify other competitors throughout the process.
Below is a list of things that we will look at when evaluating the competition:
How informative is the home page? How fast does it load? Does makes sense for visitors? Does it explain what your business is about? Is it just a splash page with multimedia and no valuable information?
Is the global navigation consistent from page to page? Do major sections have local navigation? Is it consistent?
Is the site organization intuitive and easy to understand?
Links and labels
Are labels on section headers and content groupings easy to understand? Are links easy to distinguish from each other? Or are they ambiguous and uninformative ("click here" or "white paper")?
Overall, do pages load slowly or quickly? Are graphics and applications like search and multimedia presentations optimized for easy Web viewing?
Is their sufficient depth and breadth of content offerings? Does the content seem to match the mission of the organization and the needs of the audience? Is the site developing its own content or syndicating other sources? Is there a good mix of in-depth material (detailed case studies, articles, and white papers) versus superficial content (press releases, marketing copy)?
What directories are they utilizing? Can your site be included in the same directories? Are they paid inclusion or free listings?
Pay-Per-Click (PPC) Keywords
What, if any, pay-per-click keywords are they purchasing? What is the average CPC (cost per click) for this keyword or key phrase?
UTILIZING THE RESULTS
Conducting a competitive analysis is an important part web design and SEO (Search Engine Optimization). A good analysis can provide the necessary information to get you at the top of your marketplace.