Competitor Analysis

What does a competitor analysis involve?

Conducting a competitor analysis (also referred to as marketplace review) is an extremely valuable exercise for any business. We can identify your main search competitors along with industry-leading rivals and extensively examine and compare share of voice in the industry, ranking signals, and outreach strategies.

Our team of digital marketing specialists has extensive experience in competitor analysis, as well as access to thousands of pounds worth of tools that help us analyse data, identify trends and delve deep into your competitive landscape.

Competitor Identification

The first step is to ascertain who your direct competitors are. Some you may be aware of, but others will be specific to certain search terms. Using industry leading software and tools, we can identify your nearest search competitors across your range of keyword targets.

Competitor analysis typically breaks down into three major parts: backlinks comparison, ranking analysis and content comparison. This is always comparable to your own business’s performance to see why and where competitors are making conversions and how you can learn from and outperform them.

Strategy Shaping

Taking all the information together we can use competitors’ strengths and weaknesses that have been identified with the understanding of your business to design and carry out a successful digital marketing campaign.

Commercial, Review & USP Reinforcement

From this analysis, we can really refine what your business’ unique selling point (USPs) are and how they make you stand out from the competition. This might be price driven, it might be about which keywords competitors target, or it could be based on the content they produce.

Why is Competitor Analysis important?

Understanding your online competition offers unparalleled guidance in shaping a digital strategy and the direction for future activities to improve your business’ performance.

Looking internally at your Google Analytics is great and as an agency, we encourage this. But to create a working, robust digital strategy, a deeper level of research is needed.

Even with a great understanding of your own website, without monitoring your top competitor’s activity, you could fall behind quickly. Your site could show traffic and conversions are increasing, with users engaging with content. However, without comparison, these numbers and results may actually be insignificant compared with the growth of your nearest competitor or seen across the entire industry.

By performing competitor analysis it allows you to see what the main players in your industry are achieving as well as those closest to your business to set realistic objectives to then sculpt a strategy around. Considering the importance of carrying out a competitor review the earlier this is carried out the sooner it can feed in and influence the digital plan for your business, ideally while this is still in its infancy.

What can you expect from a Competitor Analysis?

Following a thorough competitor review, we will produce a digital marketing strategy.

Specifically targeting some of the points identified and continually work to implement this to increase business performance and help reach objectives.

A document detailing all the work and findings will be passed over and the analysis along with strategy discussed and explained in a face-to-face meeting or phone call, whichever best suits.

This practice helps to prioritise actions identified and establish an ongoing strategy so both the client and we at Impression know exactly what needs to be done, how to do it, with a suggested timescale.

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Competitor Analysis

A comprehensive marketplace review, helping you stay ahead of the competition.

What does a competitor analysis involve?

Competitor Identification