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Prepared by: Gregg Towsley
Date: 18 September 2012
Search Trends &
Competitor Analysis
Your plan to compete effectively against your online
competitors
Sunburst Bottle
2
Table of Contents
Client Information ............................................................................ 3
Executive Summary .......................................................................... 3
Competitors and Keywords Analysed................................................. 4
Data Analysed .................................................................................. 9
Search Trends ................................................................................. 4
Where Are People Searching .............................................................................11
Related Search Terms .......................................................................................11
Keyword Ranking ............................................................................ 4
Competitors and Keywords Analysed................................................. 4
Data Analysed .................................................................................. 9
Website audit ..................................................................................11
Web Scan Audit .................................................................................................11
Manual website Audit .........................................................................................12
Search Engine Positioning................................................................13
Search Engine Recommendations.......................................................................14
Content Analysis in Google ..............................................................15
Website and Blog Content ..................................................................................15
Social Reach....................................................................................16
Web Presence Effectiveness Chart....................................................17
Competitor Positioning Chart ...........................................................18
3
Client Information
ThisOnline CompetitorAnalysisisthe firststeptobuildingyourOnline Business!Implementingthese
strategieswill helpyouachieveyouronlinebusinessgoals.
BusinessName: SunburstBottle
Contact Name:
Contact Phone Number:
Contact e-mail address:
Website Address: http://www.sunburstbottle.com/
Executive Summary
Thisonline competitoranalysisprovides ABig Picture on how Sunburst Bottle&yourcompetitorsare
usingthe Internettopromote their productsandservices. We try to uncoverasmuch detail aspossible.
We uncoverthe competitionlandscape byrevealingtheironline strategiesandprovide youwithaplan
and realisticbudgettocompete effectively,almostimmediately.
Thisreportwill helpyouunderstandyourcompetitors’strengthsandweaknesses.Strategicuse of this
online businessintelligence will strengthenyourcompetitive advantage andwill improve yourbusiness
decisions.
Keybenefits:
 Identify profitable keyword and ad-copy combinations of your competitors
 Identify the most searched for keywords that provides them with online visibility
 Identify how many incoming links need to be created to gain search engine advantage
 Craft a step by step plan to achieve your online marketing objectives
4
Search Trends - Google Insights
What is the World Search For?
The above chart showsthe popularityof the searchterm comparedtothe othersearchtermsand the
trendline from2004 to 2013.
5
6
7
8
9
Competitors and Keywords Analysed
Keywords Competitors
Bottles Ebottles.com
Plasticbottles Containerandpackaging.com
Glassbottles Specialtybottle.com
Glassjars Bottlesetc.com
Plasticjars Uline.com
Freundcontainer.com
Essentialsupplies.com
Usplastics.com
Unitedstatescontainer.com
Sks-bottle.com
Data Analysed
We gatherand interpretthe followingdataanduse our findingsasthe basisof our recommendations:
 Google PayPer ClickcampaignsincludingAdcopy,LandingPages&keywords
 Organickeywordsthatrank inGoogle top 20 positions
 Social Mediastrategiesof competitors
 Numberof PagesindexedbyGoogle
 Numberof incominglinkstoeachwebsite
 Online strategypercompetitor
Includedinthisreportare the followingdocuments:
 PPC keywordspreadsheet- containsall the keywordsthatyourcompetitorsbidon. In addition,
you can view each ad copy and specific landing page and make improvements
10
 Organic keyword spreadsheet - contains your competitor’s “keyword phrases” that rank in
Google’stop20 searchresults.The actual landingpage URL’s so that you can review persuasion
& call to action techniques
11
Website audit
Web Scan Audit
The Web audit dashboard below shows how each competitor’s website stacks up against each other.
Sunburst Bottle website has the best technically score of all the competitors. The website is ideally
situated to take advantage of search visibility.
12
Manual website Audit
The Manual auditis basedonuserexperienceonunderstandingthe content,the ease of findingthe
appropriate informationonthe websiteandthe call to actionsavailable.
Sunburstwebsite iswell constructedandprovidesagooduserexperience.
13
Search Engine Positioning
 Ebottleshave goodcoverage for“bottle”productsusingbothPPC& search engine optimization
 ContainerPackagingsupplytargetalarge numberof keywordswithmanyrelatedtobottles&
jars. Biggestcompetitoronsearch.
 SKShas verystrong SEO rankings.NoneedforPPCwiththeirresults.
 Uline PPCfocusison varioustypesof “boxes& packaging”verysmall focuson“bottles” NoSEO
for bottlesevenwiththe large numberof results
 FreundContaineruse PPC&SEO to good use andare a seriouscontenderwithverygoodsearch
visibility
 E.D Luce has a small PPCcampaignfocusingon“craft bottles&relatedkeywords” TheirSEO
coverage isgood
 SunburstBottle – we foundevidenceof PPCcampaignsthattargeta wide range of youbottle
products.Your SEO resultsare impressive foryourtargetedkeywords.These resultsshould
enable youtoreduce PPCspend.
14
Search Engine Recommendations
Search Engine Optimisation:
 The website achievesgoodsearchengine resultsandyourblogisa supportingcontributor
towardsthe way that Google now measures website keywordeffectiveness.
 Continue withcontentmarketingandincrease visitorsthroughsocial mediareferral traffic
15
Content Analysis in Google
We focuson the numberof pagesthat has contenttargetingyourkeywordphrases. Imagesand
shoppingcartentriesare not consideredastheymaynotrank well andtrafficwouldbe limitedcoming
fromthiscontent. We measure the amountof contentaddedinthe last 12 monthsagainstthe history
of the site todetermine recentactivityincontentmarketing.
Website and Blog Content
Sunburstisdoingeverythingrightwhenitcomestocontentmarketing.Keepupthe goodworkand it
will keepyouaheadof yourcompetitors.
16
Social Reach
Uline doa greatjobwithsocial but have nottakenadvantage of optimizingthe contentthatisthe
reasontheirsearchvisibilityisnotashighas the others.
ContainerPackagingisthe one towatch. Review whattheydoonsocial to see the activitiesthey
perform.
Sunburstshouldincrease theirGoogle PlusactivityasGoogle placesimportance ontheirsocial site.
Increase Twitteractivitybytweetingblogcontentandprovide linksbacktothe blogto increase referral
traffic.
17
Web Presence Effectiveness Chart
Sunburstcompetesverywellagainstthe rest.Addcontentinthe social space to catch up to Container
and Freund.
18
Competitor PositioningChart
Sunburstcompetesverywellagainstthe rest. Increase social mediaactivity,Twitter,Google +and
LinkedIn.Use LinkedIntoconnect&establishrelationshipswithotherbusinesses.
Improvingsocial signalswill increase website rankings.

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Example Detailed Competitive Analysis by Gregg Towsley

  • 1. Prepared by: Gregg Towsley Date: 18 September 2012 Search Trends & Competitor Analysis Your plan to compete effectively against your online competitors Sunburst Bottle
  • 2. 2 Table of Contents Client Information ............................................................................ 3 Executive Summary .......................................................................... 3 Competitors and Keywords Analysed................................................. 4 Data Analysed .................................................................................. 9 Search Trends ................................................................................. 4 Where Are People Searching .............................................................................11 Related Search Terms .......................................................................................11 Keyword Ranking ............................................................................ 4 Competitors and Keywords Analysed................................................. 4 Data Analysed .................................................................................. 9 Website audit ..................................................................................11 Web Scan Audit .................................................................................................11 Manual website Audit .........................................................................................12 Search Engine Positioning................................................................13 Search Engine Recommendations.......................................................................14 Content Analysis in Google ..............................................................15 Website and Blog Content ..................................................................................15 Social Reach....................................................................................16 Web Presence Effectiveness Chart....................................................17 Competitor Positioning Chart ...........................................................18
  • 3. 3 Client Information ThisOnline CompetitorAnalysisisthe firststeptobuildingyourOnline Business!Implementingthese strategieswill helpyouachieveyouronlinebusinessgoals. BusinessName: SunburstBottle Contact Name: Contact Phone Number: Contact e-mail address: Website Address: http://www.sunburstbottle.com/ Executive Summary Thisonline competitoranalysisprovides ABig Picture on how Sunburst Bottle&yourcompetitorsare usingthe Internettopromote their productsandservices. We try to uncoverasmuch detail aspossible. We uncoverthe competitionlandscape byrevealingtheironline strategiesandprovide youwithaplan and realisticbudgettocompete effectively,almostimmediately. Thisreportwill helpyouunderstandyourcompetitors’strengthsandweaknesses.Strategicuse of this online businessintelligence will strengthenyourcompetitive advantage andwill improve yourbusiness decisions. Keybenefits:  Identify profitable keyword and ad-copy combinations of your competitors  Identify the most searched for keywords that provides them with online visibility  Identify how many incoming links need to be created to gain search engine advantage  Craft a step by step plan to achieve your online marketing objectives
  • 4. 4 Search Trends - Google Insights What is the World Search For? The above chart showsthe popularityof the searchterm comparedtothe othersearchtermsand the trendline from2004 to 2013.
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  • 9. 9 Competitors and Keywords Analysed Keywords Competitors Bottles Ebottles.com Plasticbottles Containerandpackaging.com Glassbottles Specialtybottle.com Glassjars Bottlesetc.com Plasticjars Uline.com Freundcontainer.com Essentialsupplies.com Usplastics.com Unitedstatescontainer.com Sks-bottle.com Data Analysed We gatherand interpretthe followingdataanduse our findingsasthe basisof our recommendations:  Google PayPer ClickcampaignsincludingAdcopy,LandingPages&keywords  Organickeywordsthatrank inGoogle top 20 positions  Social Mediastrategiesof competitors  Numberof PagesindexedbyGoogle  Numberof incominglinkstoeachwebsite  Online strategypercompetitor Includedinthisreportare the followingdocuments:  PPC keywordspreadsheet- containsall the keywordsthatyourcompetitorsbidon. In addition, you can view each ad copy and specific landing page and make improvements
  • 10. 10  Organic keyword spreadsheet - contains your competitor’s “keyword phrases” that rank in Google’stop20 searchresults.The actual landingpage URL’s so that you can review persuasion & call to action techniques
  • 11. 11 Website audit Web Scan Audit The Web audit dashboard below shows how each competitor’s website stacks up against each other. Sunburst Bottle website has the best technically score of all the competitors. The website is ideally situated to take advantage of search visibility.
  • 12. 12 Manual website Audit The Manual auditis basedonuserexperienceonunderstandingthe content,the ease of findingthe appropriate informationonthe websiteandthe call to actionsavailable. Sunburstwebsite iswell constructedandprovidesagooduserexperience.
  • 13. 13 Search Engine Positioning  Ebottleshave goodcoverage for“bottle”productsusingbothPPC& search engine optimization  ContainerPackagingsupplytargetalarge numberof keywordswithmanyrelatedtobottles& jars. Biggestcompetitoronsearch.  SKShas verystrong SEO rankings.NoneedforPPCwiththeirresults.  Uline PPCfocusison varioustypesof “boxes& packaging”verysmall focuson“bottles” NoSEO for bottlesevenwiththe large numberof results  FreundContaineruse PPC&SEO to good use andare a seriouscontenderwithverygoodsearch visibility  E.D Luce has a small PPCcampaignfocusingon“craft bottles&relatedkeywords” TheirSEO coverage isgood  SunburstBottle – we foundevidenceof PPCcampaignsthattargeta wide range of youbottle products.Your SEO resultsare impressive foryourtargetedkeywords.These resultsshould enable youtoreduce PPCspend.
  • 14. 14 Search Engine Recommendations Search Engine Optimisation:  The website achievesgoodsearchengine resultsandyourblogisa supportingcontributor towardsthe way that Google now measures website keywordeffectiveness.  Continue withcontentmarketingandincrease visitorsthroughsocial mediareferral traffic
  • 15. 15 Content Analysis in Google We focuson the numberof pagesthat has contenttargetingyourkeywordphrases. Imagesand shoppingcartentriesare not consideredastheymaynotrank well andtrafficwouldbe limitedcoming fromthiscontent. We measure the amountof contentaddedinthe last 12 monthsagainstthe history of the site todetermine recentactivityincontentmarketing. Website and Blog Content Sunburstisdoingeverythingrightwhenitcomestocontentmarketing.Keepupthe goodworkand it will keepyouaheadof yourcompetitors.
  • 16. 16 Social Reach Uline doa greatjobwithsocial but have nottakenadvantage of optimizingthe contentthatisthe reasontheirsearchvisibilityisnotashighas the others. ContainerPackagingisthe one towatch. Review whattheydoonsocial to see the activitiesthey perform. Sunburstshouldincrease theirGoogle PlusactivityasGoogle placesimportance ontheirsocial site. Increase Twitteractivitybytweetingblogcontentandprovide linksbacktothe blogto increase referral traffic.
  • 17. 17 Web Presence Effectiveness Chart Sunburstcompetesverywellagainstthe rest.Addcontentinthe social space to catch up to Container and Freund.
  • 18. 18 Competitor PositioningChart Sunburstcompetesverywellagainstthe rest. Increase social mediaactivity,Twitter,Google +and LinkedIn.Use LinkedIntoconnect&establishrelationshipswithotherbusinesses. Improvingsocial signalswill increase website rankings.