Competitive SEO Analysis: Why it’s Important

author image Written by: Content Team           Categories - SEO Tips

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

How to Optimize Your Responsive Search Ads


It has become clear that the RSAs will become the only ad format that you will be able to use. Like we mentioned in one of our previous blog posts, from July 2022, you won’t be able to add new ETAs or edit and change the current ones. That is why you have to do everything you can to prepare for the RSA era. In addition to “giving Google everything it needs“, here are some tips and tricks on optimizing your RSAs.

Optimizing Your RSAs

Use all Headlines

The more headline variants you use, the better can Google offer your ad to the right person. For the same reason, adding more headlines also increases the number of impressions.

Analyze the Asset Labels

Google shows you which assets are performing well and which you should replace. These labels are based on actual performance, so it’s a good thing to keep an eye on them and make changes according to the results.

Review Combination Reports

A combination report is a magical place in Google Ads where you can check what combinations of ads are served up most often and if Google is showing any ad combinations you don’t want it to show. Here’s where to find it:

  • From the page menu on the left, click Ads & extensions.
  • Click in the bar above the table of results to add a filter.
  • In the drop-down menu that appears, click Attributes, then Ad type.
  • Select the box next to ‘Responsive search ad
  • Click Apply

Smart Bidding Automation

According to Google, Marketers who switched from ETAs to RSAs and used a combination of broad match and smart bidding see about 20 per cent more conversions. So using more RSAs is a great way to take advantage of automation in order to show your ads to more potential customers.

Some might take some time to get over the fact that the way they’re used to doing things is gone. Some might take advantage of the situation and prepare themselves in the best way possible. This transition time could be a perfect time to test your RSAs and learn how to use them in a way that best suits you and your campaigns.

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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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