There is such a saying in the website promotion arena, you are not afraid of good ability, but you are most afraid of copying. As an enterprise and product, it is impossible to stand out alone. There are more or less competitors. They are enemies and friends, and they are also role models for us to learn from. Analyzing competitor websites is an essential step in website promotion and optimization. Today, let’s talk about the 5-step analysis method we use to analyze competitor websites.
Step 1: Identify your main competitors
The first point of doing seo is to find your competitors. If you don't even know who your real competitors are, how can you know who you are? It's relatively simple to determine your main competitors. Baidu Your core keywords, a simple look at the top 5 article pages, can roughly determine your main competitor's website. For example, we are specialized in marketing websites, then we search for "marketing websites" to see which companies are the top websites.
In addition, the main competitors of the company can also be collected through the usual company business contacts.
Well, once you have identified your main competitors and collected their sites, it's time to move on to web analytics. Next, I decided to sacrifice myself to fulfill everyone. The following cases will illustrate the specific steps with specific cases.
The second step, website big data analysis
Generally, the 5118 big data platform is used for analysis: http://www.5118.com/
1. First open the 5118 big data analysis platform, enter the competitor's website address, click [Search], a comprehensive analysis of the website will appear, and the detailed SEO status of the website will be listed in detail, which will indirectly reflect the optimization status of the website :
From the weight, snapshot update time, and domain name age, you can learn about the specific strength of competitors. Baidu's favored rankings and ranking trends can learn about the rankings of all competitors' keywords.
Among them, the most useful ones are keywords, which can let us know which keywords our competitors' traffic comes from. Then we need to click on the [Data Details] of the keyword ranking trend, which will be ranked from high to low here. List all keywords, including index, search volume, and page they belong to
Next, click [Export List] to export all the keywords of your competitors, as a reference for your own website to do long-tail keywords in the future, the export format is excel, one-click export and viewing are very convenient
Of course, now that 5118 has been revised, the export data function can only be used after the invitation code is activated. I have some invitation codes in my hand. Welcome to follow our official Weibo and ask me for it.
Then open the excel document and observe the keywords of the other party. You can select some keywords with low competitiveness by observing the collection volume to start! (I sold our website, so scared~~~~(>_<)~~~~)
The third step, the basic data analysis of the website
Generally, it is analyzed through the webmaster tool to understand the basic data of the other party's website, and some friends like to use the love website.
1. Enter and open the webmaster tool SEO comprehensive analysis URL: http://seo.chinaz.com/, the webmaster tool is the most familiar one among webmasters, and the functions are also very comprehensive, used to view website seo information operations It is also very convenient to get up
2. Enter the website of the competitor you need to check. Note that there is a difference between with www and without www. The two represent different sites, and the data queried are different. Therefore, when entering, according to your own time View, then click Query
From [seo information], we can see the weight information of competitors, PR information and homepage export link, import link information, [domain name age] can see how long the competitor has been doing, combined with all the information below, we can comprehensively Learn about competitors.
We can also click on the value under [Baidu Traffic Estimate] to see the long-tail keywords of the competitor’s website, which lists the ranking of each long-tail keyword of the competitor, and each keyword brings traffic, so that the source of the opponent's traffic is clear at a glance, very powerful
Aizan.com does have a function of querying station groups. You can check whether a website holder holds multiple domain names and websites. You can check in the comprehensive query information of Aizan.com to know:
Aizhan website query website: http://www.aizhan.com/siteall/
The fourth step, website content data analysis
1. Analysis of the overall structural framework of the website: By carrying out the overall structural framework of the competitor's website, we can understand the content construction direction and proportion of the competitor's website. You can use the robots.txt file (path: www.domain.com/robots.txt ) to find the competitor's sitemap (http://www.domain.com/sitemap.xml) and then perform data cleaning to calculate the proportion of different page templates. Make a pie chart to visually analyze the proportion of each page template.
2. Analysis of website marketing power: a good marketing website is like a salesman, it understands customers; it is good at persuasion; it has very strong persuasion; it can grab the attention of visitors; it can understand the needs of users; it can It can effectively communicate its own advantages; it can remove the psychological barriers of users in decision-making one by one, and smoothly prompt target customers to leave sales leads or place orders directly, and more importantly, it is tireless 24 hours a day.
You can check whether the competitor's website has a clear positioning, advantages, online customer service, message system, qualification certificate, authoritative certification, etc. to check its website marketing power. The Internet commodifies everything, and the key to winning customers is not the product, but the user experience, and the user experience must be well laid out from the moment the user enters the website. To give visitors a sense of trust in authority, these are the basic requirements of corporate website marketing.
3. On-site optimization analysis: Another important function of the corporate website is the website promotion function, and the search engine is the most important channel for netizens to obtain information at present. Its marketing will be greatly reduced, so check the site optimization of the other party's website.
To observe the SEO optimization effect of a website, you can observe and analyze whether the page design of the website conforms to the user experience, the depth of the catalogue, the relevance of the content of each section of the website, the writing method of TKD (title, keywords, description), SEO label settings, and whether the pictures are added or not. ALT tags, whether the code is simplified, whether the column structure is clear, whether the website url is statically processed, whether the URL rules are unified, the structure of internal links, the construction of external links, etc. (this analysis is very time-consuming). Everyone knows that the current search engine crawls html pages faster than other languages such as asp and php. There are also basic reasons for the website such as whether the domain name of the website is easy to identify the brand, whether the space is stable, whether the opening speed is fast or not.
4. Analysis of off-site promotion: In addition to analyzing on-site optimization, it is also necessary to understand the investment of competitors in various channels such as major social networking sites, website navigation, self-media platforms, SEM, BD cooperation, and EDM. Only in this way can you surpass your competitors and seize the opportunity.
The fifth step, website brand name heat analysis
The number of times a user searches for a website's brand name can be a good indicator of the popularity of the website. Generally, the Baidu index is used. Of course, there are also a lot of indexes such as the Haosou index. You can check the trend changes.
Here is a list of my commonly used index queries:
Baidu Index: http://index.baidu.com/
Baidu index batch query tool: http://baiduindex.links.cn/
360 Index, Haosou Index: http://index.haosou.com/
Sogou Index: http://zhishu.sogou.com/
Taobao Index: http://shu.taobao.com/
Tmall Index: http://shu.taobao.com/
Alibaba Index: http://index.1688.com/alizs/
JD Data Compass: http://luopan.jd.com/
SEO data vane: http://www.chaoji.com/seoreport.aspx
Ali Research Center: http://www.aliresearch.com/
cnzz data center: http://data.cnzz.com/
Step 6: Analysis of website operators
With the help of major recruitment websites, such as 55.com, Lagou.com, Zhaopin and other recruitment platforms, you can learn about the division of labor and job responsibilities of competitors. Through job responsibilities, you can infer the operating strategies, staffing, and staff stability of some competitors.
Monitoring your competitors is a never-ending task. All of the actions listed in this article are relatively time-consuming, but if you don't want to leave the world around you ignorant, you need to spend time analyzing it. Even if you see that you can't beat your competitors, you will definitely learn from them that will help you be more effective in your own SEO efforts. Continuously analyze the opponent's website, constantly summarize our experience, and constantly summarize and analyze other people's optimization methods, and finally, we can get the content we finally want.
I wish you all the best on the Internet! ! !
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