The document discusses analyzing competitors from a technical search engine optimization perspective. It recommends identifying 3-5 main competitors and gathering data on their page speed, indexation, structured data, CMS and other technical metrics using tools like ScreamingFrog, SEMRush and the CoreVitals spreadsheet. The analysis looks for opportunities to improve those areas, such as fixing 404 errors or adding structured data, as case studies showed such changes increased keywords in the top search results, traffic and revenue. The process involves convincing clients of the need to address issues by prioritizing the highest impact opportunities.
39. Most recently, Google has partnered with
open-source content management system (CMS)
WordPress, arguably the largest, with market share
nearing 59 percent and an estimated 1/3 of all web
content published through the platform
Source: Search Engine Land
@nikers85 #SearchCon
49. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
@nikers85 #SearchCon
50. RECAP
Why
○ Client isn’t
implementing
○ Drop in organic
traffic
○ Decreased SERP
visibility
Process
○ Identify competitors
○ Gather data
○ Identify opportunities
Convince the Client
○ Approach the right
person
○ Prioritize
opportunities
@nikers85 #SearchCon
51. “The best place to bury a dead body is page 2 of
Google Search Results.
- Michael Corleone