seo竞争分析表格_在计划SEO广告系列时，为什么要分析竞争对手？

seo竞争分析表格

Before offering any options of cooperation to our new client, we conducted a free preliminary analysis of competitors' strategies, as well as a review of search demand. We managed to surprise the client already at this stage.

在向新客户提供任何合作选项之前，我们对竞争对手的策略进行了免费的初步分析，并对搜索需求进行了评估。 在这个阶段，我们已经使客户感到惊讶。

真实竞争对手的网站分析案例 (Real Competitors’ Websites Analysis Case)

背景 (Background)

In summer 2019, we received a request to optimize a B2B website of a gaming equipment manufacturer. No SEO work had been done, and the site had been developed just 3 months prior to that time. As the head of the sales department explained to us, their audience mainly comprises owners of developing businesses.

在2019年夏季，我们收到了优化游戏设备制造商B2B网站的请求。 没有进行SEO工作，并且在此之前仅三个月就开发了该网站。 正如销售部负责人向我们解释的那样，他们的听众主要是发展中企业的所有者。

The client entered the market in 2014, and in a relatively short time, according to various reviews, their products ranked TOP-10 among the most popular equipment. To quote the client, this was due to the fact they “never saved money on quality, materials, or electronics. All our competitors are better than us only in terms of advertising and promotion".

该客户于2014年进入市场，根据各种评论，在相对较短的时间内，他们的产品在最受欢迎的设备中排名TOP-10。 用客户的话来说，这是由于他们“从未在质量，材料或电子产品上节省金钱”的事实。 我们所有的竞争对手仅在广告和促销方面都比我们更好。”

客户要求 (Client’s request)

网站推广目的 (Purpose of website promotion)

, which was described in the brief:

，在摘要中进行了描述：

• increasing positions in search engines, achieving the first place in the TOP-10;
  增加在搜索引擎中的位置，在TOP-10中排名第一；
• increasing sales of goods and services in Europe and America.
  在欧美增加商品和服务的销售。

Before proposing any options for cooperation, we conducted a free preliminary analysis of competitors' strategies, as well as a review of search demand. We managed to surprise the client already at this stage. It turned out that the competitors that the client considered to be their main rivals are actually operating just as poorly optimized websites, which do not attract visitors from the search engine. Who are the client’s competitors then?

在提出任何合作选择之前，我们对竞争对手的策略进行了免费的初步分析，并对搜索需求进行了评估。 在这个阶段，我们已经使客户感到惊讶。 事实证明，被客户视为主要竞争对手的竞争对手实际上只是在优化不佳的网站上运营，这些网站无法吸引搜索引擎的访问者。 谁是客户的竞争对手？

竞争对手的初步分析是决策的基础 (A preliminary competitors’ analysis is the basis for decision-making)

Client’s website had 781 indexed pages in Google, 356 of which were associated with the English version. This was a good indicator to start.

客户的网站在Google中拥有781个索引页面，其中356个与英文版本相关联。 这是一个很好的开始指标。

However, it was obvious that the pages were not optimized – Google didn’t define search queries for all these pages; there were actually no positions for any search queries.

但是，很明显，这些页面并未进行优化-Google并未为所有这些页面定义搜索查询； 实际上，没有任何搜索查询的职位。

We compared it with other sites.

我们将其与其他网站进行了比较。

竞争对手分析：1号网站 (Competitor analysis: Website No.1)

For comparison, we analyzed the indicators of a competitor website that the client provided to us: [WEBSITE1].COM

为了进行比较，我们分析了客户提供给我们的竞争对手网站的指标：[WEBSITE1] .COM

1. Not the site itself but its subdomain en.[website1].com collected the main traffic;
   不是网站本身，而是其子域en。[website1] .com收集了主要访问量；
2. Number of indexed pages in Google — 176.
   Google中被索引的页面数-176。
3. Number of visitors: about 6,000 per month.
   访客人数：每月约6,000。
4. Statistics in terms of countries: France (over 90%), Great Britain, Ukraine.
   国家统计：法国(超过90％)，英国，乌克兰。
5. Search traffic was only about 3%.
   搜索量仅为3％。
6. There were about 80 keywords in the search results.
   搜索结果中大约有80个关键字。
7. The main influx of visitors to the site came from social networks, namely – Facebook.
   网站访问者的主要流入来自社交网络，即Facebook。

As you can see, this website could hardly be identified as a real search engine competitor. In fact, it was also not optimized and didn't collect search traffic.

如您所见，该网站很难被确定为真正的搜索引擎竞争对手。 实际上，它也没有进行优化，也没有收集搜索流量。

竞争者分析：2号网站 (Сompetitor analysis: Website No.2)

Our next website

我们的下一个网站

[website2] .COM ([website2].COM)

was optimized much efficiently.

被最有效地优化了。

It had 120 indexed pages (i.e. even fewer than that of the first competitor’s website [website1].com and that of the client), but

它有120个索引页面(即，甚至比第一个竞争对手的网站[website1] .com和客户的页面还要少)，但是

1. It had about 400 search queries (in Google for the USA),
   它有大约400个搜索查询(在美国的Google中)，
2. About 5,000 users visited the website in one month,
   一个月内有大约5,000位用户访问了该网站，

3. And in general, its search traffic was about 70% of the whole traffic.

   总体而言，其搜索流量约为全部流量的70％。

   In summary, we can conclude that the site’s pages did a better job at describing an offer, and that they were more relevant to the actual requests of users.

   总而言之，我们可以得出结论，该网站的页面在描述要约方面做得更好，并且它们与用户的实际要求更加相关。

4. In terms of countries, only 10% of users visited the site via US based search engines (i.e. about 350 users in one month).
   就国家而言，只有10％的用户通过位于美国的搜索引擎访问了该网站(即一个月内约350个用户)。
5. The greatest numbers of European site visitors were from Switzerland, Italy, Spain, Bulgaria, and Poland.
   欧洲站点访问者的最大数量来自瑞士，意大利，西班牙，保加利亚和波兰。
6. The traffic, however, was of doubtful quality (it had to be researched in more detail).
   但是，流量质量令人怀疑(必须进行更详细的研究)。
7. Moreover, traffic from Spain and Italy was brought via certain specific sites, which meant that the project team could have possibly done some work with redirecting links from third-party websites (posting articles, links, etc.).
   此外，来自西班牙和意大利的流量是通过某些特定站点带来的，这意味着项目团队可能已经完成了一些重定向第三方网站链接的工作(发布文章，链接等)。

As for specific search queries in the TOP, the following requests attracted visitors and increased the traffic of the analyzed site:

对于TOP中的特定搜索查询，以下请求吸引了访问者并增加了被分析站点的访问量：

• [key1] manufacturers
  [key1]制造商
• [key2] experts
  [key2]专家
• + queries with the following structure: [brand1]+key, [brand2]+key, and so on.
  +具有以下结构的查询：[brand1] +键，[brand2] +键，依此类推。

It is a slightly different set of words if compared to the clients’' examples like "[key1] franchise, [key2] supplier", etc.

如果与客户的示例(例如“ [key1]专营权，[key2]供应商”等)相比，这组用词略有不同。

Based on the above information, we were able to conclude that despite certain achievements, the [SITE2].COM’s strategy was also not the optimal one: it collected traffic from an incomplete pool of thematic queries, while visitors came only from a few European countries. In fact, we had some doubts about the quality of the traffic.

根据以上信息，我们可以得出结论，尽管取得了某些成就，[SITE2] .COM的策略也不是最佳策略：它从不完整的主题查询池中收集了流量，而访问者仅来自几个欧洲国家。 实际上，我们对流量质量有些怀疑。

竞争对手分析：网站3 (Competitor analysis: Website No. 3)

For comparison, we also analyzed a similar website from another region – [SITE3].RU. The client did not mention it as a competitor, but the site could definitely be used as a benchmark.

为了进行比较，我们还分析了另一个地区的[SITE3] .RU类似网站。 客户没有提到它是竞争对手，但是该站点绝对可以用作基准。

The site had a completely different promotion strategy compared to the two resources analyzed above. Additionally, it worked only with Russian regions and some CIS countries, which meant that its main source of traffic was the Russian audience and that it wouldn't be the clients’ competitor in the future.

与上面分析的两种资源相比，该网站的推广策略完全不同。 此外，它仅与俄罗斯地区和某些独联体国家合作，这意味着其主要流量来源是俄罗斯观众，并且将来不会成为客户的竞争对手。

1. The site had 41,000 (!) indexed pages.
   该站点有41,000(！)个索引页面。

2. There were separate versions of the site with local domains:

   具有本地域的站点有单独的版本：

   • [website].com
     [website] .com
   • [website3].com.ua
     [website3] .com.ua
   • [website3].kz
     [website3] .kz
   • etc.
     等等

3. In addition, for each region (city), separate subdomain sites were created: [city1].[website3], [city2].[website3], etc.

   此外，针对每个区域(城市)，创建了单独的子域站点：[city1]。[website3]，[city2]。[website3]等。

   There were several dozens of such sites with subdomains, and it was obvious that the site continued to develop.

   有数十个带有子域的此类站点，很明显，该站点正在继续发展。

4. Estimated traffic was up to 6,000 users for each subdomain.
   每个子域的估计流量最多为6,000个用户。
5. Search traffic was about 55%.
   搜索流量约为55％。
6. Moreover, each subdomain had thematic pages: [city1].[site3].ru/buy-product, [city2].[site3].ru/buy-product, etc.
   此外，每个子域都有主题页面：[city1]。[site3] .ru / buy-product，[city2]。[site3] .ru / buy-product等。

The site had several dozen regional pages for every search query with the following structure: «buy + [key1]».

该网站针对每个搜索查询有数十个区​​域页面，结构如下：“购买+ [key1]”。

从竞争对手的分析中可以得出什么结论？ (What conclusions can be drawn from this competitor analysis?)

In the preliminary questionnaire, the client indicated “Europe and the USA” as the main regions for promotion. These were very large regions, especially if we take into account the approach of the [SITE3] and possible demand in each country and each city.

客户在初步调查表中指出“欧洲和美国”是主要的促销地区。 这些地区非常大，尤其是考虑到[SITE3]的方法以及每个国家和每个城市的可能需求时。

Based on an analysis of competitors, we concluded that English-speaking demand for Europe could be highly regionally dependent, while the same regional dependence was possible for particular US states and cities.

根据对竞争对手的分析，我们得出的结论是，英语对欧洲的需求可能在很大程度上取决于地区，而对于特定的美国州和城市来说，同样的地区依赖性也是可能的。

For example, the radius of New York is 30 kilometers. Approximately 20 million people live there, which indirectly denotes a possible level of competition and the orientation of the search system to display specifically regional search results in the first place.

例如，纽约的半径为30公里。 大约有2000万人居住在那里，这间接表明可能的竞争水平和搜索系统的定位，以便首先显示特定的区域搜索结果。

Accordingly, creating/optimizing general pages on the site with “the whole world” in mind may not give the expected effect (in fact, this was what happened with [site2].com).

因此，牢记“整个世界”来创建/优化网站上的常规页面可能不会产生预期的效果(实际上，[site2] .com就是这种情况)。

The client would have to either narrow the choice of regions or put great effort into preparing an optimal SEO-strategy for generating and optimizing content for each region.

客户将不得不缩小区域的选择范围，或者投入大量精力来准备最佳的SEO策略，以针对每个区域生成和优化内容。

在分析了竞争之后，我们向客户提供了什么？ (What did we offer to our client after we have analyzed the competition?)

To help the client make a decision, we suggested performing the following work on the client’s site:

为了帮助客户做出决定，我们建议在客户的站点上执行以下工作：

1. Research of real search demand – compilation/adjustment of the semantic core of the site and assessment of capabilities of the existing pages.
   实际搜索需求的研究–网站语义核心的编译/调整和现有页面功能的评估。
2. Research of real competition in search engines – an overview of the search results according to the semantic core, selection of competitors, evaluation of the performance of their sites, comparison of competitive strength according to the main pages, assessment of pages’ relevance (thanks to which factors they are in the TOP).
   搜索引擎中真实竞争的研究-根据语义核心概述搜索结果，选择竞争对手，评估其站点的性能，根据主页比较竞争实力，评估页面的相关性(感谢他们是哪些因素)。
3. Preparation of a promotion strategy.
   准备促销策略。

We suggested making a technical revision of the site and correcting all possible technical issues. We also prepared recommendations for improving the existing pages with their current content so that they could just “pop up” in some queries in the near future, without having to wait for possible strategic changes to be implemented. Our experience shows that technical website optimization always increases traffic from search engines. However, this is only an initial stage of the SEO process.

我们建议对该站点进行技术修订并更正所有可能的技术问题。 我们还准备了一些建议，以改进现有页面的当前内容，以便不久的将来它们可以在某些查询中“弹出”，而不必等待可能的战略更改被实施。 我们的经验表明，技术性网站优化始终会增加搜索引擎的访问量。 但是，这只是SEO流程的初始阶段。

preliminary competitors’ analysis allowed us to see the whole picture, outline possible strategic decisions for the client and assess their potential effectiveness. Whether or not these recommendations come to fruition is always up to the client. As to the client we described in the case, we are moving towards the defined goal slowly but surely. 初步竞争对手的分析，我们可以了解整体情况，为客户概述可能的战略决策，并评估其潜在效力。 这些建议是否能够实现始终取决于客户。 对于我们在该案例中描述的客户，我们正在缓慢但确实地朝着既定目标迈进。

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Alconost广告 (Alconost Ads)

is a digital marketing agency that offers

是一家提供

search engine optimization for multilingual websites. We conduct full SEO audits and website optimization, improve website usability, develop an international promotion strategy, analyze statistics and many others to help your website to reach top positions in search results. 多语言网站的搜索引擎优化 。 我们会进行全面的SEO审核和网站优化，提高网站的可用性，制定国际推广策略，分析统计数据等，以帮助您的网站在搜索结果中排名第一。

翻译自: https://habr.com/en/company/alconost/blog/518478/

seo竞争分析表格