Weitere ähnliche Inhalte Ähnlich wie ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (BrightonSEO 2015) (20) Kürzlich hochgeladen (20) ADVANCED COMPETITIVE ANALYSIS - Three questions only the SERPs can answer (BrightonSEO 2015)6. WE LOVE TO EXPERIMENT
We tracked 3 UK websites in the google.co.uk SERPs
@STATrob
15. 4,715 COMMERCIAL QUERIES
tv shop online, LG tv, tv deals 50 inch, Samsung 22
inch led tv, cheap 42 inch led tv, 1080p television…
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18. WE FOCUSED ON THE UK
We didn’t use global search volume numbers because
we wanted accurate market data.
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19. WE WEIGHTED THE SEARCH
VOLUME
Based on the rankings, of course.
@STATrob
22. EXAMPLE: RANKING #2 WITH A
SEARCH VOLUME OF 2,400
Ranking of 2 = weight of 0.9
0.9 x 2,400 = ranking score of 2,160
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23. IMAGINE THE RANKING SCORE
LIKE POINTS IN A VIDEO GAME
And we’re going to see which site wins.
@STATrob
24. WE CREATED KEYWORD SEGMENTS
BRAND buy samsung smart tv
SCREEN SIZE 15 inch tv dvd combo
SCREEN TYPE best oled television
HD FORMAT 4k tv deals
25. TOTAL KEYWORDS PER SEGMENT
0
400
800
1200
1600
BRAND SCREEN SIZE HD FORMAT SCREEN TYPE
1,448
677
1,231
1,575
26. TOTAL SEARCH VOLUME PER SEGMENT
0
200,000
400,000
600,000
800,000
BRAND SCREEN SIZE HD FORMAT SCREEN TYPE
247,140
201,170
414,650
758,460
27. AVG SEARCH VOLUME PER KEYWORD
0
125
250
375
500
BRAND SCREEN SIZE HD FORMAT SCREEN TYPE
170.68
297.15
336.84
481.56
31. ‘SCREEN SIZE’ SEGMENT - RANKING SCORE
0
75000
150000
225000
300000
ARGOS AMAZON EBAY
169,481
187,366
278,432
34. ‘BRAND’ SEGMENT - RANKING SCORE
0
55000
110000
165000
220000
ARGOS AMAZON EBAY
60,117
211,296207,730
37. ‘SCREEN SIZE’ SEGMENT - RANKING SCORE
0
75000
150000
225000
300000
ARGOS AMAZON EBAY
169,481
187,366
278,432
38. THE ANSWER TO QUESTION #1
ARGOS AMAZON EBAY
BRAND 207,730 211,296 60,117
SCREEN SIZE 278,432 187,366 169,481
HD FORMAT 24,600 40,888 11,277
SCREEN TYPE 92,227 94,950 50,267
56. THE ANSWER TO QUESTION #2
ARGOS AMAZON EBAY
PRODUCT
PAGES
27% 38% 2%
SEARCH PAGES 69% 57% 94%
OTHER 4% 5% 4%
57. AVG SEARCH VOLUME PER KEYWORD
0
175
350
525
700
ARGOS AMAZON EBAY
566.81587.78
550.73
198.27
463.17
384.6
PRODUCT PAGES SEARCH PAGES
58. ALWAYS RANK YOUR BEST UX
User experience should inform your ranking strategy.
@STATrob
60. TOTAL RANKING SCORE PER SITE
0
250,000
500,000
750,000
1,000,000
ARGOS AMAZON EBAY
332,844
864,469
909,020
312,344
783,824
891,356
MOBILE DESKTOP
61. AVG RANKING PER SITE
0
5
10
15
20
ARGOS AMAZON EBAY
17.04
10.6110.08
17.48
11.110.51
MOBILE DESKTOP
62. AVG SEARCH VOLUME PER KEYWORD FOR
UNIVERSAL RESULTS
0
750
1,500
2,250
3,000
ANSWERS CAROUSEL IMAGES NEWS SHOPPING VIDEOS
340356
2,350
756
197
1,629
66. ANYONE CAN DO THIS
We used STAT, but it’s platform agnostic.
@STATrob