With search engines, advertisers typically bid on keyword phrases relevant to their target market. Pay per click (PPC) is an Internet advertising model used on websites, where advertisers pay their host only when their ad is clicked. So how can I benchmark performance against competitors?Ĭompare the relative performance in the natural listings for different keyphrase types, eg generic / qualified.
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Competitors can be compared in a number of ways using tools that are freely available within the search engines or using paid for software or services. The second stage of competitor analysis is to compare their relative performance.
Or, maybe it is just a case of easy versus difficult. More likely, it is about short-term (versus long-term) goals. With all this in mind, it seems obvious that many retail e-commerce managers favor PPC. Retailers tend to display big conversion-friendly images and lists of features / specifications, which may be less attractive content as far as Googlebot is concerned, if more appealing to visitors. This isn’t at all surprising, given the search robots‟ love of text. Meanwhile, many media-owned sites and blogs can feature highly in the natural listings, because content is king. Retailers trying to compete on particular product phrases in the organic listings may find that it is very difficult, since handset and network providers will often feature prominently in the natural listings because of their scale (see also Mike Grehan’s „rich-get-richer‟ argument, for explanations on why top Google results can become happily entrenched in their positions).
Try to identify competitors who have optimized their sites most effectively. To assess the extent that search strategy should focus on SEO and PPC (and also to be able to compete with these different types of content providers) it is necessary to assess the relative strength of these sources, as well as the various approaches to SEM they use. For example, for a mobile phone retailer, when someone searches for a product, you will be competing for search visibility with these types of websites:īlogs and personal sites about mobile phone technology. Competitors for particular key phrases are not necessarily your traditional competitors. The first stage of competitor benchmarking is to identify your online competitor types for search traffic.
tags, tags, hyperlink tags and alt tags.ĭocument-level key phrase factors such as the inclusion of key phrases in the domain and document file name. Over the Internet, as e-mail did and does exist outside the Internet (e.g.,
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