Now, we’ll ask you to use your memory and your worksheets—and a couple of
new tools and techniques—to dive all the way in:
Identify Your Top Five Competitors
Snooping Tools and Techniques
Assess On-Page Factors
Assess Off-Page Factors
Monday: Identify Your Top Five Competitors
Today you’re going to choose which competitors to review in depth. To keep this
week’s tasks manageable, we recommend that you limit the number of top competitors
you examine to five. This allows you to choose at least one from each of the three cate-
gories in the list that follows, and it leaves you with enough bandwidth to really dig in
and dissect their strategies. If one of your biggest competitors doesn’t have a website,
then give them an honorary mention on your list. But for the purposes of this week, we
want you to choose five competitors with at least some Web presence.
Your review will be the most meaningful if you select your “Big Five” from the
Even if you know who the major players in your field are, you
should check with your sales and executive team members to get the back story that
you may not be aware of. For example, there may be different competitors for different
products or target audiences. There may be a “new kid on the block” who’s poised to
enter a space that you’re currently dominating. Or your company may have just lost a
big job to someone in particular. Ask your colleagues to prioritize their competitors
based on current issues, goals, and grudges.
With last week’s rank check fresh in your mind, you should have
an excellent grasp of who’s who in the top spots. Who did you see in the top ranks fre-
quently enough to make you take notice? Whose listings were not only visible, but also
well written? Whether these companies hold a candle to your organization in real life
isn’t relevant here. Even if they’re just a blip on your business radar, if they’re attract-
ing the eyeballs that you want, you need to find out how they’re doing it.
Even though PPC and organic listings are different animals,
they are displayed in direct competition to each other in the search engine results. So if
there is a company out there who is showing up in the sponsored links for your tar-
geted keywords, you may want to add it to your Big Five.
c06. 8:07 128