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Organic Search Competitive Analysis

 
Are you driving sufficient user engagement and lead generation via organic search?
 
Are potential buyers finding your digital channels – or going to your competitors instead?
  
 

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Get insights into your competitors’ strengths and weaknesses to inform your SEO and content strategies

Today’s B2B buyers largely conduct their buying process independently and online. On average, they complete more than half the buying process long before they contact potential suppliers’ sales teams. Research from Gartner reveals that of the entire time spent on the buying process, buyers allocate 27% conducting independent research online, compared to just 17% talking to the sales teams of potential suppliers. Buyers search for solutions to problems they face, and to learn which vendors can support them in implementing these solutions.


Since buyers use search engines as a major information source for their purchase decision, it is vital that you perform well in search results – and particularly, that you outperform your competitors. However, most businesses lack the time, tools, and expertise required to research their own organic search performance, let alone that of their competitors.

 
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Five common scenarios meriting an organic search competitive analysis

  1. Your competitors' content appears on the first page of search results for your priority keywords – but yours does not.

  2. Previously reliable traffic or leads from organic search are now declining.

  3. You need to prioritise where to allocate your scarce content production resources, and/or have fewer content production capacity than your competitors.

  4. You are a challenger brand competing with more well-established players.

  5. You are the established player in a market, facing emerging challengers.

Just some of the insights you will discover with an organic search competitive analysis:

  • Which topics and keywords do each of your competitors rank well for – and how do you rank for those same topics and keywords?
  • Which topics and keywords represent a relative strength for you?
  • Which topics and keywords represent a relative strength for each of your competitors?
  • What content do you need to develop to improve your performance, or to defend against competitors?
  • What high-performing content do you need to emulate and outperform – and how can you do so?
  • For what topics do you need to deploy additional marketing tactics (e.g., paid search) to support or replace your organic search efforts?

What Do You Get From Your Organic Search Competitive Analysis?

  • A list of the keywords that you rank for in the top 10 pages of search results
  • A list of the keywords that your competitors rank for in the top 10 pages of search results
  • Analysis of your performance for your priority keywords, relative to your competitors’ performance
  • A list of all your content that ranks in the top 10 pages of search results
  • A list of all your competitors’ content that ranks in the top 10 pages of search results
  • Analysis of your performance for your priority content, relative to your competitors’ performance
  • Analysis of your backlink profile and those of your competitors
  • Analysis of competitors' strengths & weaknesses and the opportunities they represent for you
  • A 1-hr presentation of key findings and recommendations
  • Results provided in Excel and PDF format
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Who Is The Organic Search Competitive Analysis Designed For?

B2B Marketing Leaders

  • B2B Marketers facing a decline in their critical organic search KPIs (e.g., sessions, conversions, opportunities)
  • B2B Marketing leaders looking to drive a greater number of high-quality leads via organic search

Search Engine Optimisation Teams

SEO Managers tasked with building their company’s digital brand presence and driving engagement via organic search

Content Marketing Managers

  • Content Marketing Managers looking for data to inform their content strategy
  • Content creators supporting entry into a new category or market
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Frequently Asked Questions

Q.Can we just do the analysis ourselves?

If you have the specialist tools required, it is possible to run an organic search competitive analysis in-house. However, even for those minority of businesses that do possess these tools, we find even with the best intentions, teams succumb to the pressures of day-to-day tasks and routinely deprioritise such audits.

We also find that many marketing teams don’t have the experience to be able to run a detailed audit and analyse the data outputs. Our experience in conducting these analyses enables us to provide deeper insight in a more time- and cost-efficient manner. We have the privilege of working with lots of marketing teams like yours so can provide a sense of your competitive context relative to other clients, as well as share best practices in how to apply the recommendations.

Q.How often should we run an organic search competitive analysis?

Every business’ competitive context changes constantly. New content is published every day. Search engines’ algorithms and presentation of results evolves. New competitors emerge; existing competitors change their strategies. Your company may shift its focus, add new products, or enter new markets. At any such pivot point, an organic search competitor analysis can inform how you shape and implement your SEO and content strategies. At a minimum we recommend an annual organic search competitive analysis to ensure you are not caught off-guard by changes in competitors’ approaches and performance.

Q.How many competitors can we analyse?

A typical analysis covers 3 competitors. We can customise the analysis if you require coverage of a broader set of competitors.

Q.Can you analyse competitors worldwide?

Our analyses are geographically-specific – in other words, we look at your organic search performance relative to that of your competitors within a single country. We often provide analyses covering additional geographies – sometimes with the same set of competitors, and sometimes with a set of competitors specific to each country. Just ask and we’ll tailor the analysis to your geographic requirements.

Complete this form and we’ll be in touch within 24 hours to discuss your audit

What our clients have to say

Audits to Consider Alongside Your Organic Search Competitive Analysis

Strategy & Planning

  1. Paid Search Competitive Analysis

Platforms & Processes

  1. Website Audit

Demand Generation

  1. Content Marketing Audit
  2. Organic Search (SEO) Audit