Competitive Intelligence often seems like it belongs in one of the vintage “Spy vs Spy” comic strips from Mad Magazine with implied meanings and vague application. This isn’t true, because competitive intelligence actually can help you focus your strategies and learn from your competitors.
Bill Sebald’s post in the Moz Blog is a good look at Building Better Content By Improving Upon Your Competitors and the comments actually improve upon the original post by carrying the discussion further. The article “lifts the hood” on creating content with common SEO tools and an analysis of the topics a competitor’s website is targeting and figuring out their URL, Title Tag, Meta Description, H1, and Meta Keyword data. With Screaming Frog or similar tools it is possible to look at any site in many enlightening ways.
This is the launchpad of the brainstorming session, keeping track of all the rabbit trails and ideas that might be developed into something better. To quote Bill Sebald:
“At this point you should be taking notes, jotting down ideas, observations, potential content titles, and questions you want to research. Whether in a spreadsheet or the back of a napkin, you’re now brainstorming with light research. Let your brain-juice flow. You should also be looking for connections between the posts you are finding. Why were they written? How do they link together? What funnels are the calls-to-action suggesting? Take notes on everything, Sherlock!”
Utilizing the competition for inspiration is one thing, but moving your brainstorming to action that is effective takes inspiration into reality. Creating new funnels with fresh metrics, off-page content for SEO, or some focused emphasis content all are possibilities worth looking into. Figuring out how to focus your strategies by getting inspiration from the competition is one way that competitive intelligence can really pay off.
For more insight into competitive intelligence, visit http://www.reciprocalconsulting.com/competitive-intelligence.php#2.