Competitor Analysis for Glasgow Businesses: How to Stay Ahead in SEO

Despite the widespread popularity of Search Enginge Optimisation (SEO) strategies, top-notch content, and meticulous technical SEO audits, there's no absolute assurance that your content will bask in the spotlight it truly deserves. 

Surprisingly, even with these efforts, a staggering 90% of web pages remain overlooked by Google's search traffic. Thus is the harsh reality of the oversaturated online market. 

So, if your content isn't attracting the attention it deserves, you may be wondering who's stealing your lunch. The answer? Your SEO-savvy competitors are!

In our opinion, you can view your competitors in two ways; as a hindrance or as a valuable source of insights. 

But to truly harness the wealth of information your competitors hold, it's important to integrate SEO competitor analysis into your organic search strategy. When executed effectively, this analysis empowers you to craft superior, more precisely targeted content, enhance your search engine rankings, and draw in a more pertinent, engaged audience.

Before you try to stand out in the crowd, there are a couple of key aspects you must be aware of:

• Identifying your 'true' search competitors, which may not always be the ones you initially think
• Which keywords they use that are ranking and receiving organic traffic for 

Now that we’ve covered the basics, let's explore SEO Competitor Analysis in more detail, shall we?
 

What is an SEO Competitor Analysis?

SEO competitor analysis is the method of examining the competitive field within your industry. Its purpose is to gain an understanding of your competitors' strategies and apply these insights to enhance your SEO efforts.

This analysis, commonly associated with SEO, includes a comprehensive evaluation of various aspects such as:

• keyword rankings
• SEO backlinks
• content strategies,
• Conversion methods employed by competitors.

An SEO competitor analysis allows you to:

1. Identify and emulate successful strategies employed by competitors
2. Recognise and capitalise on the weaknesses of your competitors
3. Gauge your current SEO performance by comparing it with that of your competitors
4. Gain insights into the broader competitive scenario within your industry
    

Why is competitor analysis so important?

SEO competitor analysis is a vital tool because it lets you examine the competitive landscape in your field. This, in turn, provides you with a clear picture of the level of competition you're up against.

Additionally, it can reveal fresh keywords, content concepts, and opportunities for building links that may not have crossed your mind before.

The insights gained from conducting an SEO competitor analysis can be instrumental in enhancing your website's rankings and attracting more search traffic.
 

Benefits of an SEO competitor analysis

Some of the core benfits of analysing your competitors SEO performance include:
 

1. Learn new relevant keywords

Performing a competitor analysis is like opening a treasure chest of new keyword possibilities. Imagine all the keywords your competitors are ranking for that you might have missed.

2. Enhance your grasp of the SEO landscape

A comprehensive competitor analysis offers a transparent view of the SEO terrain.

What successful strategies are your competitors employing? What tactics are yielding results for them? These insights provide the fine-tuning your SEO approach needs, giving you a competitive edge.

3. Fuel your content strategy

Have you ever felt stuck when brainstorming new content ideas? Not anymore! Analysing your competitors' content can ignite inspiration for your own. Furthermore, it allows you to spot content gaps in their strategy that you can fill, setting yourself apart from the competition.

4. Identify link-building prospects

The icing on the cake: competitor analysis is your ticket to discovering potential link-building opportunities. You can identify websites linking to your competitors and spot potential sites to target for your link-building efforts. Pretty nifty, isn't it?

We've emphasised the importance of competitor analysis, but how do you get started? Enter the SEO competitor analysis template.
 

When should you conduct an SEO competitor analysis?

Remember, your SEO performance isn't isolated. That means, it's always in relation to your competition. It's not static either. With search engine algorithms evolving, new competitors emerging, and rival digital marketers tirelessly striving to outshine you, maintaining your SEO momentum is crucial. Conducting regular competitor analyses is the key to understanding your standing compared to them. It helps you identify areas for improvement before they can adversely affect your rankings.

Here are specific scenarios and occasions when performing an SEO competitor analysis is highly recommended:

1. Content creation: It ensures your content better fulfils user search intent compared to your competitors.
2. Content planning: By examining your competitors' effective strategies and adding your unique touch, you can enhance your search engine visibility. SEO competitor analysis also helps estimate the effort required to surpass competitors on a particular topic.
3. Sudden ranking drop: Analysing your search competition can reveal how they managed to outrank you suddenly and provide insights into the current dynamics within your industry.
4. Stagnation in SERPs: If your page remains stagnant and fails to secure a top spot in search results, competitor analysis can identify optimisation opportunities.
5. SERP changes: When another website surpasses you as the top result for a specific search term, SEO competitor analysis is invaluable for uncovering its strengths, giving you actionable insights into regaining your position.
    

What keywords should I consider in my competitor analysis?

Not everyone knows this but not all keywords are worth putting equal effort into. Keywords that are relevant to your business in Glasglow, have a high search volume, and are not too difficult to rank for, are where you should focus your efforts.

Still, that will leave you with many, many options to pick from. There are tools that you can use to search for a specific domain to reveal the top 100 keywords by search volume a competitor ranks for. Use this information to strategically work out which keywords you should be actively monitoring and optimising for. From there, you can list all the content topics that you are able to put your own unique spin on, and preferably, outrank them for.

Additionally, it's essential to note that while some brands might use random and irrelevant keywords, this strategy is far from ideal. Your focus should remain on keywords that align with your business and deliver genuine value to your audience.
 

Prioritise search intent over search volume

It's important to understand that a high search volume for a keyword doesn't automatically guarantee a substantial increase in search traffic when you rank well for it. The key is to concentrate on fulfilling search intent, also known as user intent.

Search intent represents the primary goal a user has when performing a search. This intent can be informational, like inquiring about "best restaurants in Glasgow," or navigational, when a user searches "Riverside Museum" instead of typing the URL in the browser's address bar. 

Regardless of the type of search your user is conducting, your web pages must align with their search intent by offering high-quality, optimised content that provides a valuable and relevant response to their query.

Google prioritises websites that offer a relevant and positive user experience, including boosting search results that meet users' search needs effectively. Therefore, if your content comprehensively addresses a user's search intent, surpassing your search competitors, it's likely to receive a ranking boost. 

This is significant because almost one in 10 searches results in users returning to the search results page to choose a different outcome. These are the users whose search intent you want to satisfy more thoroughly through content optimization.

Enhancing your content to better align with user search intent might involve:

• Enhancing existing content. If your competitor has listed the top 10 historical sites in your state, you can improve upon it with a top 50 best sites list

• Establishing your authority and trustworthiness as an information source. If you're an expert in your field, make sure your readers are aware of it. Consider having one of your subject matter experts create a blog post filled with tips that would benefit potential customers

• Incorporating various engaging content formats on your pages, such as step-by-step guides, infographics, or videos

• Identifying opportunities for additional content types and answers through Google's "People Also Ask" feature

• Developing valuable content that directly corresponds to the user's search intent rather than just their chosen keywords

Remember that when you prioritize addressing user search intent rather than solely focusing on keyword search volumes, you'll drive more relevant traffic to your page, move up in search rankings, and get more qualified leads.
 

Monitor your SEO competitors' paid advertisements

Although organic and paid search are typically viewed as distinct aspects of search marketing, analysing your competitors' PPC (Pay-Per-Click) keywords can provide valuable insights into the keywords they find valuable and profitable.

If your search competitors are investing in paid ads to feature in the PPC listings section of search results, it's a strong indication of their high regard for these keywords and the quality of traffic they generate. What you should specifically be on the lookout for are keywords that are relatively easy to target and have a proven track record of high conversion rates.
 

How to do a complete SEO competitor analysis

While tools are effective for analysing your competitors, it’s essential to consider what happens next. Here are the steps to maximise the benefits of your competitive analysis:

1. Identify your direct competitors

Don’t set your expectations unrealistically high. A startup coffee shop business in Glasgow with 1,000 social media followers shouldn't compare itself to industry giants like Starbucks or Dunkin'. Context matters. Begin by focusing on competitors of a similar size and with a comparable target audience.

2. Prioritise metrics

When analysing competitors, it's easy to become fixated on their messaging. However, it's wiser to take a data-driven approach initially. Collect various metrics before delving into the "why" behind their marketing. For example, determine their posting frequency, the balance between promotional and non-promotional content, and their top-performing keywords and hashtags. These metrics are as vital as understanding their messaging.

3. Translate insights into action

Ensure that the data you uncover leads to actionable insights. You might discover a new set of keywords to incorporate into your content based on your research. It's possible that you haven't been promoting your content as vigorously as your competitors. The ultimate goal of competitive analysis is to enhance your own marketing strategy. The more insights you gain from your competitors, the better equipped you are to refine your approach.
 

The 5 best competitor analysis tools

There are many methods and tools available for conducting competitor analysis. Any tool that enables you to track your brand and others can be employed to keep an eye on your competition. Some examples of these tools are:
 

1. Sprout Social

Social media is the No. 1 platform for customer engagement. For comprehensive competitor analysis, Sprout Social provides valuable insights into competitor performance across social media channels.

With Sprout, you can effortlessly assess and enhance your social strategy with detailed data points spanning Facebook, Twitter, and Instagram. Gain a competitive edge without the need for manual research or cumbersome spreadsheets.

Go even deeper with Sprout's Advanced Listening tool, tapping into public social conversations to gauge consumer sentiment about competitors and your brand's position in the industry. Identify opportunities to set your brand apart from the competition.
 

2. Google Ads Transparency

Another powerful tool for dissecting your competitors' advertising strategies is the Google Ads Transparency and yes, it’s directly from Google. This tool allows you to gain unprecedented visibility into the world of online ads. By leveraging it in combination with keywords, ad creatives, headlines, and long descriptions, you can get a comprehensive understanding of the meaning behind competitors' advertisements. 

With Ads Transparency, you're equipped to closely examine your competitors' ad campaigns, discover their tactics, and even study the messaging that resonates with their target audience. This insight serves as a valuable resource when crafting your own advertising strategy.

The tool provides an opportunity to keep a vigilant eye on the competitive landscape, enabling you to make informed decisions and refine your approach. By harnessing Ads Transparency, you're better positioned to develop ad campaigns that truly stand out and deliver results.
 

3. Crayon

Crayon offers an all-encompassing and intensive approach to gather competitor data, and here's why it's a crowd favourite.

Crayon leverages the power of artificial intelligence (AI) to continuously monitor your competitors' every move. It diligently compiles and analyses a multitude of data points, ensuring you have instant access to all the relevant information you need. This isn't all; it also harnesses machine learning to gather feedback from your internal team data while accessing external sources. It's a fusion of real-time and historical data, both from your team and the market.

With Crayon, you can track a whopping 100+ data types across a vast array of data sources. From pricing changes to messaging shifts, SEC filings, and team alterations, you're in the know about it all. Word clouds assist in deciphering your competitors' messaging, and regular reports keep you updated on progress, shifts, and more.

The best part? Every Crayon customer gets paired with a competitor analysis expert from the Crayon team. This invaluable addition helps pinpoint key insights and ensures you not only receive the data but truly understand it, offering a layer of support that sets Crayon apart from many other tools in the field.
 

4. SpyFu

For quite a while now, SpyFu has singing its praises for competitor analysis for nearly a decade. If your goal is to keep a watchful eye on the specific keywords your competitors are wielding online – encompassing both organic SEO and PPC – then this tool is a valuable asset. 

SpyFu delivers an impressive set of competitor analysis features:

• Domain comparisons: Unveil ranking insights, traffic analysis, and more.
• Insights into competitors: Gain a profound understanding of your rivals' SEO and PPC strategies, along with the keywords they're targeting.
• Identify new competition: Stay on top of emerging competitors in the market.

It's worth noting that SpyFu can be a tad more time-intensive compared to the previous tools mentioned. It's a bit more niche, focusing on specific data points. With SpyFu, you can search a single domain to uncover valuable insights like traffic analysis, targeted keywords, and their top competitors. This versatility allows you to search for your own domain to discover top competitors or delve into the strategies of your rivals. Moreover, for those heavily invested in PPC marketing, SpyFu serves as a treasure trove for unearthing your competition's high-value keywords.
 

5. Semrush

Semrush is a trusted ally that frequently finds its way into many digital marketer’s toolkits. Not only does it have a user-friendly interface, but it also equips digital marketers with the essential data required for keyword research. Plus! It offers strong competitor analytics features that have proven invaluable.

Here are the key tools within Semrush that most users utilise frequently:

• Market Explorer: This will serve as your compass in the competitive landscape. It helps you pinpoint both direct and indirect competitors in your domain. You'll be able to identify those vying for the same keywords as your brand. Market Explorer goes beyond this and reveals the market traffic share for each brand, its sources of traffic, and the strategies fuelling its traffic generation.
• EyeOn Tracking: Now this one is your automated spyglass for competitor analytics. It keeps a watchful eye on your identified competitors and continuously tracks vital data. This includes updates to their content, shifts in messaging, trends in activity, and which products and services they are promoting most actively.
• Individual competitor reports: With Semrush, you can do a deep dive into the strategies of specific competitors. Just input their domain name, and you'll unlock a treasure trove of data. Discover the sources of their website traffic and trace how visitors navigate their site. You can also investigate their backlink profile and monitor their performance across different keywords. If you're seeking detailed insights into a particular competitor, this tool is your go-to resource. 
   

How to translate analysis into actionable SEO strategies

Now that you've successfully conducted a thorough competitor analysis, gaining valuable insights into your rivals' strategies, it's time to translate these findings into actionable SEO strategies that can propel your business forward.
 

Businesses that act reap rewards

Research shows that businesses taking proactive steps based on competitor analysis insights witness remarkable results. In fact, within just six months, they can experience a substantial 48% surge in organic traffic. The path to success begins with understanding your competition, but it's the actions you take that truly set you apart.
 

Boosting conversion rates

But the benefits don't stop at increased traffic. Over 55% of businesses that regularly adapt their SEO strategies in response to competitor analysis report a higher conversion rate. By fine-tuning your approach and making strategic changes, you can turn your increased traffic into tangible results.
 

Priority on actionable insights

Here's a pointer to remember, marketers who prioritise turning insights from their analysis into actionable strategies are three times more likely to achieve their SEO goals. It's not enough to gather data; the real power lies in using that information to drive your business forward.
 

Ready to get ahead of the competitor analysis game?

The five competitor analysis tools we've introduced have the potential to boost your online visibility and drive business growth. However, gathering these insights is only half the battle. The key lies in efficient management and organisation of this valuable data. Here's where our team at Inspire comes in handy!

As a top-tier Digital Marketing agency in Glasgow, we at Inspire, specialises in curating competitor analyses and supervising the execution of your business and product strategies. With our assistance, you won't just gain a deeper understanding of your competitors—you'll surpass them!

Are you ready to move ahead of your competition and tap into your potential customers? Get in touch with Inspire today.