Hitwise Offers Competitive Intelligence Analysis
Hitwise, one of the most credible companies reporting on competitive intelligence issues, cites some interesting stats from the past couple of months. First, if you are a part of certain industries such as automotive, sports, entertainment, business and finance, news and media, and social networking then your industry has experienced a double-digit increase in the percentage of traffic coming from search engines. The same industries also saw a double-digit increase in the amount of traffic coming from Google. These stats are a comparison between October 2008 and October 2009.
This just simply proves that search engine traffic is still good today. And it doesn’t look like any other traffic source will pass the search engines any time soon.
As far as competitive intelligence goes, the best way to use this information is as a benchmark. If you are below your industry average then perhaps you need to step up your search engine marketing. If you are well above your industry average then you can take that as a sign that you are doing well at search engine marketing. That doesn’t mean you couldn’t improve.
There is more than one way to gather useful competitive intelligence. One way is to get your hands on information that you can use as a benchmark. It may not reveal anything about any specific competitor, but if it helps you better understand where you fall within your industry then it’s good information.
How Competitive Is Intelligence?
We live in a competitive world. Everyone wants a bigger piece of pie. No one wants competition, but everyone wants to compete. Intelligence is a word we use to describe ourselves, but it really means information. We want information that makes us more competitive and our competition less competitive. The pressure is on. Some people succumb to the pressure. Then they cut corners and try to compete unfairly or cheat. When they get caught they try to figure out how it all fell apart and make a few excuses. But the world goes on.
Competitive intelligence. It’s really just information. But information for the sake of information is not good. What can you do with it? What do you want to do with it? Chances are, you won’t be able to do what you want unless you figure out how valuable that information is.
First step to being competitive in the marketplace is to know. Know yourself and know the competition. From there, all other things either fall into place or fall out of necessity. Information is the key to winning in competition no matter what the game is.
Web Design Tip: Don’t Overload With Information
You’ve heard that content is king and that is true, but you can go too far. One of the five common mistakes that many businesses make in their web design is providing too much information at once.
There are several ways you can provide too much information on your website:
- Too many irrelevant pages
- Too much information on a single page, making it too long to read
- Providing too much depth when giving an overview would do
- Elaborating on topics that need no elaboration
- Redundancy
- Duplicating content
- Adding irrelevant content to pages, watering down your SEO
Web design is very important. People will leave your site as often for a poor web design as they will anything else. An attractive site is very important to keep people interested. Even then, relevant content is what keeps visitors on your site and if you have too much irrelevant content or provide more than what people are willing to read through then you could be cutting off your own nose.
Before you build your site, learn a few web design basics. Don’t be a bore.