Competitive SEO Analysis: Why it’s Important

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If You Want to Get Ahead of Ottawa’s Online Marketing Curve, Get Ready to Meet the Competition

Competitive SEO Analysis: Why it’s ImportantTo boost their online marketing, Ottawa businesses need to keep a watchful eye on the local competition—especially when they’re being outperformed. When your business needs a boost, you need to find out who’s coming in first in local SEO, and figure out what’s putting them on top. This is the essence of a competitive analysis. Identify Your Competition This is the easy part. You can even do this part yourself—start by doing a local Google search for keywords related to your business. Who ranks first for each keyword? Does the same business rank well for multiple keywords? Who’s consistently on the first page? Congratulations, you’ve just met your competition! Now things get trickier. Do Your Homework In 513 BCE, in The Art of War, Sun Tzu wrote, “If you know the enemy and know yourself, you need not fear the result of a hundred .” (I may have made a slight adjustment.) To know your biggest competitors intimately, look at their strategies from every angle you can. Do they have a Google+ page? Are details like their location, phone number, and business hours listed? Now look at their website and landing pages. Do they make good use of keywords and geo modifiers, specifically in headings and page titles? Is the site well-designed, and is important information readily available? Do pages includes effective calls-to-action? Is there a content strategy (i.e. blogging)? What about social media and video marketing? Whip out your cellphone or tablet, and see if they have a well-designed mobile or responsive site. Back on Google, look for advertising (PPC) and brand mentions, too. Next, you’ll need to look at some technical SEO elements—specifically links. Ottawa’s online marketing experts use different tools to build link profiles of competitors. The question to ask is, are they being linked to by authoritative sources in the industry? Quantity is nice; quality is better. Take It to the Next Level Online marketing in Ottawa, as in other cities across the country, is an ongoing process. Once you’re familiar with what the competition is doing, then it’s your turn to do the same, only much better. And this is one reason why your competitive analysis needs to be both thorough and frequent—once a month is ideal. The other reason is that there’s a good chance the companies you analyse are analysing you too. They’ll be stepping up their game at every opportunity. If you plan to keep up, you need to be ready to do the same. Get Started Now There are online marketing tools Ottawa companies can use in their competitive analysis, but the truth is that the best analysis is done professionally. By employing experts who know how to effectively interpret the information, you will have the power to implement an action plan that covers all your bases. To start getting ahead of the curve, you can contact SEO TWIST today. The competition isn’t waiting to get started, and neither should you!

Content Team

LinkedIn Introduces New Audience Engagement Insights Through Third-Party Partnership


LinkedIn Helps Marketers Discover New Audience with Audience Engagement API

LinkedIn recently announced the launch of the new Audience Engagement Insights to its Partner Program along with the addition of five third-party analytics platforms that integrate with the LinkedIn Audience Engagement API – Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr. Today, we’re excited to announce a new category to the LinkedIn Partner Program – Audience Engagement. Launch partners including Amobee, Annalect, Hootsuite, Ogilvy, and Sprinklr have integrated the LinkedIn Audience Engagement API to create offerings that enable customers and clients to discover new audiences, better understand the types of content those audiences are engaging with and see how your content is performing against industry benchmarks. This new insight is positioned to help marketers refine their content strategy and deliver better ROI for LinkedIn ad campaigns and organic posts. The new partner category aims to provide:

  • Audience discovery that allows companies to discover new audiences who have high engagement with topics and articles related to their industry.
  • Content recommendations that can help inform marketers on what to post and who to target on LinkedIn.
  • Industry benchmarking that enables marketers to better understand the kinds of content their competitors are posting and how their engagement compares.

LinkedIn Audience profile data via Amobee
LinkedIn Audience profile data via Amobee

LinkedIn Takes The Next Step

Such news could be of significant value as Microsoft has reported that LinkedIn is currently seeing ‘record level of engagement’ with an increase in revenue by 33% and growth of 34%. In order to utilize these new insights, you’ll need to work with an approved LinkedIn partner. At the moment, the partner pool for its Audience Engagement API is limited, with LinkedIn keeping a close eye on how its data is used. LinkedIn also notes that these are “aggregated insights that do not identify our members,” ensuring that user privacy is kept in focus. LinkedIn has also made it easier for marketers to discover trending topics and content that key audiences like to engage with. These insights can help inform content marketing strategies and assist content leads in knowing what to post and who to target. LinkedIn has been testing its audience engagement features over the past few months, and two partners in the test group have since commented on LinkedIn’s blog post announcing the new insights. Hootsuite vice president of alliances, Stefan Krepiakevich said, The added capabilities will enable Hootsuite Impact customers to discover new audiences to improve campaign targeting while increasing organic and paid performance on LinkedIn. And Amobee senior VP of social sales and partnerships, Johnny Horgan added, We’re excited to blend LinkedIn insights with Amobee’s Brand Intelligence solution to give a new perspective into professional content and engagement trends. This unique collaboration allows Amobee to paint a more holistic picture for clients and provide them with expanded layers of insight that guide their marketing strategies.

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How Social Media and SEO Services Work Together


Broadcast Your Brand on Social Media and Search Engines with Help From SEO Services

Is your business active on social media? If not, get on it! Social media is an important part of digital marketing campaigns. You can reach a broad range of audiences via social media channels and increase your brand awareness. The rules that apply to successful SEO marketing also apply to social media content and campaigns. If your brand is visible, you post quality content and prioritize user experience, your web presence will increase organically. Organic SEO principles help to naturally attract visitors to both your company website and your social media pages. If your business isn’t using social media to its best potential (or at all), consider working with experts in social media and SEO services to improve your brand awareness and marketing campaigns. Here are a few ways to use social media attention to boost your Google rankings and digital marketing campaigns.

Grow Your Following Organically

Connect with your audience through social media.
Pick up your phone and connect with your audience!
The more REAL followers you have on your social media profiles, the better your search-engine rankings can be. However, Google only considers real followers gained organically, not paid-for proxy followers. Remember, you can’t buy real friendship. Keep your brand voice unique to attract followers, and use that unique brand voice to engage users daily with:

  • Updates,
  • Helpful tips,
  • Useful articles,
  • Open discussions, and
  • Direct conversation with your audience.

If you impress your current followers with how cool and engaged you are, they can tell their friends, share your posts, and help grow your following.

Increase External Links

By sharing high-quality content to your social media pages, you can gain external inbound links from sites that link to your content. These backlinks help develop site authority. We like to think of backlinks as votes; the more votes you receive, the more likely your content is to get noticed. The more external links you have, and the more diverse they are, the greater authority you’ll have with Google and, you guessed it, the better you will rank on Google and other search engines. To get your posts out there and seen, use hashtags (#), post your content on discussion forums and threads, and keep producing quality content that encourages users to share and link to it.

Optimize Posts

With the right optimization techniques, popular social media updates end up ranking high on Google’s search engine results pages (SERPs). Here’s what you need to get up there:

  • High-quality content—i.e. a useful article, video, or infographic;
  • A catchy, accurate, and detailed title; and,
  • Optimized text—i.e. keywords and queries for the intro to your post that are optimized for search.

Promote Sharing & Engagement

Smash that share button!
Sharing is a beautiful thing, especially in the world of social media. If multiple users share your posts—thus, validating you and your brand’s authority—you will gain authority in the eyes of Google and get better rankings. The more shares, retweets, likes, favourites, and replies your posts have, the better you look. To promote sharing, encourage users with incentives for sharing or liking a post, such as entry into a draw for a prize. You can also post an idea or a question, and encourage user engagement with phrases such as, “Like if you agree.” Not totally comfortable asking outright? Keep it subtle! Consider asking a general question of your audience: “What do you think?” It might seem simple, but it might surprise you to learn just how much this can encourage your audience to engage directly. If your content is good enough, this is often all you have to do to get people to interact. You might be surprised by the response you get!

Go Local

To become more visible in local searches, embrace your local community. Whenever you attend or are involved with a local event, post updates with photos, engage with local users, and don’t forget to add the location! Another way to embrace the local community is by befriending local companies on social media. You and the other local brands can do the following nice things for each other:

  • Share and like posts,
  • Participate in discussions, and,
  • Post guest blogs—and share them.

Improve Brand Awareness

Brand awareness comes down to improving the user experience. If users like your brand, they will likely share your posts, increase your audience, and search for your brand online. Branded searches on Google lead to higher rankings and ranking for non-branded keywords as well. An increase in brand awareness will lead to more users searching for your brand on Google, and Google will love you and make your brand more visible in searches. User experience is a top priority for Google when it comes to rankings, so impress users and Google, and get your brand out there.

The more, the merrier.

Maintain Multiple Social Media Profiles

You can increase brand awareness and reach broader audiences through various social media channels, such as Facebook, Twitter, Instagram, Google+, LinkedIn, and YouTube. Since Google ranks social media pages, keep your pages updated, and don’t forget to use Google+ (it will be one of the first pages that users see in a Google search). If you’re too busy to manage multiple social media accounts, consider hiring the pros to manage these accounts for you efficiently. Outsourcing your social media management to SEO service experts gives you access to a dedicated team of experts whose entire job is to handle your social media presence and help take it to the next level. In fact, if you haven’t gotten your social media presence off the ground, outsourcing to an agency is a great way to get things moving, fast.

Social Search Results

Users search on social media as they do on a search engine, so optimizing your profile and content is just as important for these searches. Check how your profiles appear on social media search results because you want users to find your official page easily. There may be several search results with your brand name, so take time to optimize how you appear in searches. Remove inactive or multiple accounts to avoid confusion. If you must use multiple accounts (i.e. for press, HR, and brand), clearly label each account with their purpose. As with organic SEO services, social media marketing is all about quality content and an enjoyable user experience. If you want Google’s approval, put your users first, post high-quality content, and regularly engage with your users and followers. Always remember: if it seems like too much work to juggle multiple profiles, social media marketers can help with their expert SEO services.

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