Making the Most of an SEO Competitive Analysis Performing a Competitive Analysis	Visited: 1998 Not rated Rate: Select 1 - Terrible 2 - Poor 3 - Average 4 - Good 5 - Outstanding
by Michael Murray November 01, 2005

Michael Murray

Michael Murray is vice president of Fathom SEO, a Cleveland, Ohio-based search engine optimization firm. He authored the "U.S. Manufacturers Resist Natural Search Engine Optimization (SEO) and Online Sales Leads" study and a white paper, "Search Engine Marketing: Get in the Game." michael@fathomseo.com

Michael Murray has written 14 articles for PromotionWorld.

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If you're ready to embark on a search engine optimization campaign, you'll want to take a close look at your competitors. Either they'll be ahead of you in the SEO world or you'll detect their deficiencies and rush right past them in terms of search engine visibility.

2. META Data
Do they do a good job of providing keyword-rich META descriptions? What balance do they strike between mentioning the company's value or special offers and conveying core keywords?

3. Quality of Content
How much copy is apparent in each page? Is there any emphasis on the visible text? Can you even count 250 keywords on critical pages? How are the headers organized? Does the company take advantage of text navigation?

4. Robots Text File
See what the Web site owners are telling the search engines. Are search engine spiders encouraged or discouraged by the directions listed in the robots.txt file?

5. Link Building
Find out how many places are linking to the competitor. You may not have time to determine the quality of all of the links, but see how many they have compared to your Web site.

6. Saturation
Determine how many pages of the Web site have been indexed by the major search engines. How does each competitor compare to your efforts to provide relevant content that can be crawled by search engines?

7. Site Design, Architecture and Technology
Is it professional? How would you describe the design? Is it SEO-friendly? Does the site rely on static pages or dynamic content? Are there frames or Flash with the familiar "skip intro" button?

8. Rankings
As best you can, select 10 keywords and phrases and find out how well they're ranking on the major search engines. Do they rank well? Can you catch up?

If you need help with the assessment or whether SEO even makes sense for you, start with our complimentary Keyword Marketplace Activity Report.