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No matter what type of business you operate or where it is located, you will have stiff competition.
While the situation can seem difficult at times, keep in mind that having other, more experienced companies competing with you isn’t always bad. You can get valuable information just by analyzing their main web pages. They, like you, were in desperate need of new customers some time ago, and they found a way to get them. And you can gain the knowledge to be successful right from their web pages.
With that said, here are the six most important pieces of information you can glean from your competition’s top web pages. This information can be crucial in running a successful business, so always try to collect as much as possible.
1. The best products and services
You should always try to figure out what type of product has been successful in your main opponents. Try to learn what sells the most, what sells poorly, and what does not sell at all; analyze the type of mistakes made by your competitors and learn from them. Try to offer similar (but better) products or try not to intensify the competition by offering something special and unique to you alone.
For example, if you’re trying to sell courses or webinars, find out what knowledge is currently all the rage. Are you able to deliver high quality paid, educational, video content as well? Then by all means try to outperform your competition (remember that in order to get attention to your webpage, it needs to be properly SEO optimized.) Otherwise, focus on niche course ideas, but which are the fastest growing. If you have the knowledge and natural talent, you might be the one who qualifies as a subject matter expert in a few years.
Related: 5 ways to differentiate your products and services in an oversaturated market
2. Number of customers of your competitor
By analyzing your competition’s website, you can also learn about the number of customers they have. Try to search for pages ending in “pay”, “trial” or “free trial”. Don’t be fooled by what your competition is saying to themselves, as it’s pretty much certain that they have inflated the number of clients they work with to make themselves appear more trustworthy and professional.
You can use any well-received traffic analysis tool to get the results. A high quality analytics tool will classify traffic in different ways. For example, you will be notified of the number of unique page visits and pageviews that have been logged, and you will be notified if that traffic is coming directly from the website, a search engine, or social media. You will also see the number of page views and visits paid directly by your competitor.
3. Top blog and multimedia content
Whatever type of business you are running today, you should also start a companion blog. This will help you keep your users interested in your latest offers if you can successfully use the SEO rules to your advantage. And that’s precisely why you should focus on analyzing the types of content that your competitors are offering on their blogs and media platforms before you start your own. This will tell you exactly what your potential customers are looking for and what to write about.
Pay attention to the list of the best pages on your competitor’s blog and see what kind of posts they are sharing on social media. Note which communication channels they use the most and which they use the least. Pay attention to the types of posts they share regularly and the topics that appear occasionally (for example, during the Christmas season). This will help you plan a successful campaign on your own.
Use a traffic analysis tool to find blog-related URLs on the top page list. Analyze their unique page views and visits, their conversions, their traffic sources – count every piece of information the tool gives you if necessary. Starting a successful blog just might be the key to success. Chances are, a lot of your visitors will stay with you because of the high-quality, informative content you produce, rather than just because of your current specials.
Related: Why every brand should have a blog
4. Regional markets and most critical languages
It’s always a good idea to check which of your competitor’s top pages are popular in a particular country or region. Regional markets can be quite different from each other, so it’s essential to do this whenever you plan to expand. Likewise, if a localized page is rated in the top page list, it means that a certain region or country is very important to your opponent’s business and can prove to be a great source of customers for you too.
First, learn how many unique visitors a given regional page receives, and then try to estimate the size of your competitor’s total audience in that given region. You can also check what traffic sources your competition has used to gather as many potential customers as possible. Remember that with the help of traffic analysis tools you can learn all kinds of data individually for each country.
5. Objective of the marketing campaign
By digging a little deeper, you will find and understand the main topics of interest in your competitor’s marketing campaigns. Try to see if you can, for example, group specific URLs into categories or analyze the distribution of trends over time. Suppose you can say that many different product pages of the same type experienced unusual spikes in customer interest over a short period of time. In this case, it could very well mean that the store was promoting this category quite heavily during that time period.
Learning the direction of your opponent’s marketing campaign will help you manage yours. By using traffic tools, you can quickly find out which campaigns were the most successful (because they drove most users to the product page). Using this same method, you can analyze companies offering multiple types of services. By comparing clusters of large carriers of the same type, you will know which of these services are your competitor’s strongest selling points.
6. Lead-generating landing pages
Another piece of information you can get from the top page list is which landing pages are giving your competitor the most leads. Keep in mind that the top page list even ranks hidden Google web search engine landing pages, which are designed specifically for certain pay-per-click campaigns. Why should you visit such pages, you will ask?
Because you can learn from them, consider their general appearance. Notice how well structured and designed they are; check out all kinds of SEO metrics. Doing this research brings together basic but important dos and don’ts to successfully launching your website. You can then use this knowledge in your campaigns.
When trying to make a name for yourself in the market, that entire market is your source of learning, including your competition. The information mentioned above is a great way to structure and organize your path to success.
Related: How to write a copy of the landing page that connects with your customer