schemes is to view the meta keywords tag. You’ll need to delve into the source code to
do this. Inside the tag, your competitor’s keyword list might include 500 words, it
might be ridiculously un-optimized (formatted as a sentence or full of words like
), or it might seem to be a tightly focused, relevant list from which you
can glean a hint of a strategy. While you’re in the code, look for keywords in the
HTML title and meta description too.
By the way, if you’ve never stepped through someone else’s HTML code, it can
be a little disorienting. It can help to use your browser’s find function (usually Ctrl+F,
Find in the browser menu) to search for the words
. These should
land you in the general vicinity of the tags you’re looking for.
For each of your Big Five competitors, open the home page and at least one
other page on their site to scan the copy and view the tags. You aren’t looking to
record the top 50 terms here, just the ones that seem to be in direct competition with
your own conversion goals.
As you’re sniffing around your competitors’ page content and tags, you may find
a keyword here or there that you hadn’t thought of. You might want to highlight these
terms in your Competition Worksheet; you can save them for future research.
Now, think back to the site assessment questions that you asked about your own land-
ing pages last week. We’ll have you look at a trimmed-down version of the list, which
you can use to assess the home page, and at least one interior page, of each of your Big
Five competitors’ websites:
Does the HTML page title for this page contain their target keywords?
Does the HTML text on this page contain their target keywords?
Can this page be reached from the home page of the site by following HTML
text links (not pull-downs, login screens, or pop-up windows)?
Answer each of these questions to the best of your ability. If they get two
or more yes answers, give them a yes for basic optimization on the Competition
Fill in Y or N in the Basic Optimization column on your Competition Worksheet.
Open your Competition Worksheet and list targeted keywords of note for your Big Five
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