Home SEO SEO Competitior Analysis: Case Study

SEO Competitior Analysis: Case Study

written by Walter Ponce June 20, 2017

Before starting any online project, it is essential to do a SEO competitor analysis. They do not have to be businesses directly related to your niche, but they can be very popular sites that copy the rankings when doing a search (for example, affiliate marketing).

Analyzing competition on the Internet is as easy as conducting a Google search. If you know your market and your target, surely you have clear keywords (or at least those that define your positioning). Look up those words and take a look at the top 10 results on the first page of Google. Those are your competitors.

Let’s move from theory to practice and let’s talk about a real project to see step by step how to do SEO proficiency analysis for a specific keyword:


Our client is a balancing scooter store in Singapore and want to know if with different SEO positioning actions you can opt out in the TOP 10 for the search ‘balancing scooter‘. Steps to analyze our client’s SEO competitor analysis:

  • Analysis of results of the TOP 10 for ‘hoverboard’.
  • Evaluation of positions for other related terms.
  • Proposed SEO action plan to ‘take’ those pages of results with a budget of 5,000$.

We will start by analyzing the real estate sector in Internet, where the competition in search engines is more ferocious. The balancing scooter and Hoverboard is it’s very popular now and many stores are selling it, although there are also local  websites that are defending their niche market successfully against the great leaders of the sector.

International demand:

Google returns 1.254000 results when we search for “hoverboard”. In google.co.uk returns even more results, but if we repeat the search for example in Google.com.sg, the number drops. In languages, therefore, we find a much less “crowded” space where we compete on the Internet and go to other international targets.

The depth and specialization in content will help reach potential customers who are looking for more information before making the “purchase”.

Keyword Analysis: What are the best positioned sites?

It is a highly competitive sector, and is surrounded by very large portals. As we can see, the top 10 of Google SERPs are vertical portals with which it is practically impossible to compete at pure SEO level with a budget of € 8,000.

Competitors SEO in organic traffic (data obtained from Ferzy)

We are referring to portals with a high number of backlinks, and even millions of visits or hundreds of thousands of top keywords.

But apart from the top 10 of the SERPs, we see how in this type of search, Google returns us a format of Google Local “7 pack”, of the three existing (in addition to the format 3 pack or the combined format). This option, a priori could be much more feasible to try to position our site, instead of competing for the top positions with the large portals mentioned above.

With this strategy we would bet for a LOCAL SEO strategy: if I know that Google, when there are localized keyword searches, will return this results, maybe it is easier to fight for a position here , Knowing that at least I will be on the first page of results, and above the TOP 10.

With this option, you could work with a listing in Google My Business to position on Google while the website is being built. It allows us to include phone number, description, photos, summary of reviews, etc.

This does not ensure the click, so we will have to work very well the snippet, which if accompanied by elements such as stars and reviews (in this case would be called rich snippet), can draw much attention of the user and increase the CTR, even if the position you occupy is not one of the first.

Validating competitors in SEO

Given the high competition to position the keyword “hoverboards” in the top 10 of the SERPs, we would also work on related keywords and prioritize those that are less competitive. To do this we will use the Google AdWords Keyword Planner: we download a table with related searches and order it from lowest to highest in the index of competitiveness, discarding those that do not correspond to our search. We would prioritize those that have the most searches, among the least competitive. In this way we would try not to completely rule out the strategy of “natural SEO”, and would be a complement to the strategy of Local SEO.

Continuing with the keyword strategy (really important on the seo competitor analysis), we would move from midtail to longtail, where we also find less competition because they are very concrete searches, with little competition and mostly transactional (“rent apartment in Denia near the beach”).

To obtain this list, we use tools such as Keywordtool.io or Übersuggest, which gives us an extensive list of related keywords, debugging the list and selecting only those related to the business.

Then, with Google Keyword Planner or Ferzy we select the keywords that will have the highest priority in the list.

SEO Popularity Strategy: Linkbuilding

Since it is a brand new website, before you start ranking for these longtail terms, the page will need backlinks that point to it and these links need to have a little authority. That is why it is important to do the SEO competitor analysis and register the web in all directories important to the business and that are of high quality (to avoid the penalty). A mixture of links and high quality content is what will help us to rank.

Here we can talk about a strategy of positioning in vertical portals, which really work as search engines. We only have to register at each of the portals previously listed, and they copy the TOP 10, and work on them some good product cards, with photos, reviews, ratings, prices, etc. All the factors that the internal search engines of these portals consider important.

With this SEO action plan positioning:

  • We will gain visibility, which we will not get by working only the organic positioning.
  • We will know better the users, because in these portals they leave reviews and evaluations (like eg Tripadvisor)
  • We will control the competition, its prices, user opinions, etc, and will help us to improve in order to compete in equality.

Combining a Local SEO strategy, with a small investment in Google AdWords to help the initial positioning, will be the key to position the client in the first search results for the keyword “hoverboard”. Is important to do seo competitor analysis before to invest any penny.

SEO Tools you will need:

Ahref: to analyze the positioning and traffic of the competition, in both SEO and PPC.

Majestic SEO: to analyze the links that send traffic to my competition.

Ferzy: to see the volume of searches of a keyword and to find new related keywords. Is a good tool for seo competitor analysis.

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