Conduct an Online Competitive Analysis

Scott Lambert

Most people believe they know who their competitors are. Your offline competitors are often the companies that you run into at the tradeshow or in the RFP process. However, your offline competitors can be entirely separate from your online competitors.

Your online competition are the businesses that appear in the search engine results when your ideal prospect is using relevant search terms or keyphrases related to your business. These businesses may not even offer the same services you provide, however they are getting the attention of those that you need to engage. So, it’s important to identify who these companies are and evaluate them from a competitive perspective.

Once your online competitors are identified, compare their website to yours. How well do they communicate their value proposition? What incentives do they offer? What are their call-to-actions?

There are tools available that will help you identify characteristics of your competitors’ websites that are not perceivable within the user experience that impact the companys’ ability to rank among the search engines. These variables include the website’s link-popularity and site speed.

It is important to evaluate your competitor from every angle when putting together your blueprint for success. This will ensure that your plan is relevant to your market’s competitive landscape.

You can use the spreadsheet below to compare your website to those of your competitors. Input a grade into each field to see how you measure up on each category and/or element. Let us know how your website scored in the comment section below.

And don’t forget to come back to the blog next week for Part IV of this article.

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Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: SEO

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