I started using SEMrush back in 2012. It was a tool that helped me gain insights on SEO projects. Over the years, the tool has evolved into a powerhouse that every marketing department or agency would love to have. If you’re starting out with SEMrush, it can be overwhelming to navigate through the vast features available. Let’s dig into the tool one feature at a time. Today, I’ll focus on one of the most important factors for any business to grow – competitor analysis.
What is a Competitor Analysis report?
And how does it help me?
Competitor analysis is a marketing and strategic analysis done to compare your brand with the current and potential competitors in the market or segment. Depending on the segment you belong to, your comparison metrics will differ. This is essential if your rely on a SWOT analysis for your business. Competitors allow you to figure out your strengths and weaknesses, while giving you an idea about the opportunities and threats in the market.
How does SEMrush help me?
And what do I have to do?
Here comes the fun part. To start off, you need a SEMrush account. If you don’t have one, head over to this link and register yourself. I would suggest you opt for the free 7-day Pro trial to get a taste of what this tool can really do!
Coming back to the point, I will break it down into four sections:
You have a website. Your competitor has a website. But you don’t know how to beat them online?
It is a common problem most businesses face in the digital space. You can be doing good, but there is always that annoying someone doing better than you. Here’s how SEMrush’s competitor analysis tools can help you solve that:
Traffic Sources Report
If they are receiving traffic on their website, SEMrush will tell you the exact split of the traffic sources. This is really helpful to know the strategy your competitors are using, and modify your efforts into channels where your potential customers maybe expecting you.
Mobile Traffic Data
Right now, mobile traffic contributes to over 70% of the traffic received in most market segments. If your competitors are receiving more mobile traffic, you can adapt to that insight and get your website to be mobile-first ready.
Geographic Traffic Distribution
Geography plays an important role in strategizing marketing efforts and budgets. The geographic traffic distribution data shows which countries contribute to the traffic received by your competitors.
This one is my favourite. Google launched SERP features some time back, and have been adding on resources for various industries. The advantage this gives you? You can rank in the coveted “zero” position for starters. These are the results shown at the top of the page with. Here’s an example:
If you are out of ideas for your online ads, you can actually see the advertising copies and images your competitor use. This helps you decide on your communication lines, as well as what kind of feature you would like to use for something like a text ad.
Insights on competitor backlinks and mentions
Having insights on competitor backlinks help you to strategize your off-page SEO – an essential in competitor analysis.
You can actually set up a campaign to monitor all your competitors’ online mentions on SEMrush. Whenever a new article is out online mentioning your competitor, it will show up in your dashboard as well.
If you’ve done SEO, you’d know how important backlinks are. SEMrush allows you to analyze your competitors’ backlinks and sort them by domain authority, anchor text, and more!
So, you now that you know which websites link back to your competitors, you can analyze them for gaps using your own website. You can compare with up to 5 websites to learn about outreach options you can leverage on.
Insights on media buying and advertising strategy
A major part of competitor analysis also involves how you can optimize your return on investments, or return on ad spends.
Display Advertising Reports
With the SEMrush competitor analysis tool set, you get valuable insights on what kind of ads your competitors are running online – text, display, or HTML – along with the content being promoted.
Device Type Data
Running online ads also gives you the flexibility to target devices as well. SEMrush can offer you a segregation of the devices being targetted by your competitors with their ads.
If you really don’t like a competitor and want to take away all their traffic, here’s some good news. The SEMrush traffic analytics also tells you how much you would need to spend to convert users who visit your competitors!
Insights on generating new business and partnerships
You’re in this to earn money. We all are. And the only way to get money is to generate new businesses (unless you’ve been watching a lot of Money Heist).
Using the Organic Research tool set, you can expand your competitor analysis to learn about the market position on various metrics.
Estimate business capabilities of potential prospects based on web traffic volume and sources – and compare them directly with your competitors.
That concludes my tips on using SEMrush for competitor analysis. I’ll be doing more of these in the near future.