Looking at competitors’ keywords and AdWords, identifying the most successful ones and using them to your advantage is a common SEO best practice for boosting organic and paid traffic, increasing conversation rates and growing revenues. A/B testing and SEO analysis are great ways to optimize your current keywords, but for finding new ones from scratch, you’ll get faster results by simply using what works best for your rivals. However few companies do this right. Take a look at the following tips to really master the process of stealing the best performing keywords and AdWords from your fiercest rivals.
3 Steps For Identifying Best-Performing Competitors’ Keywords And AdWords
The first step in this SEO tactic is to figure out who your rivals are and who performs best. You can do this easily by applying a competitor analysis framework or completing a competitor SWOT analysis. Once you’ve located your main competitors, you can focus an entirely on collecting data, crunching numbers and building your keyword list for organic and paid traffic campaigns.
1. Collecting data
After you’ve highlighted your fiercest rivals in digital marketing, it’s time to gather as much relevant and useful data about competitors’ keywords and AdWords as possible. In theory, this could be done manually or for free by taking the information provided by Google AdWords Planner and different search engines. However, in practice, going through this process for every potential keyword of your biggest competitors would take you forever. Further to this, once you complete the process, the playing field could have changed, meaning you’d end up working with outdated information. That’s why most companies prefer to use a keyword competition checker like Kompyte to automate the process and get instant access to a vast amount of data in a single click.
The metrics you’d particularly want to collect are:
- Search volume: how many times is the keyword being searched on average each day
- Search results: how many results are there in search engines for the keyword
- Keyword difficulty: how hard is it to rank highly for this keyword (takes into account amount of competition, their domain authority, etc)
- Adword competition: competitive density of companies using a specific keyword for their ads
- Costs per click: average price paid for a user click on an ad that uses a given keyword
2. Crunching numbers
Once you’ve gathered all the necessary data, it’s time to analyze it and identify the best competitors’ keywords and AdWords. To boost organic traffic, look at relevant keywords that show most promise with regard to search volume, results and keyword difficulty. It’s often useful to create a weighted scorecard in excel in which you can assign a level of importance for each factor. You can also add a minimum or maximum threshold level for specific metrics in order for keywords to make it into your ultimate keyword list.
For AdWords, it’s best to look at the bigger picture. Try to focus on high ROI for your keywords instead of just looking at a single metric like traffic volume or cost. After all, it might be better to target lots of keywords with low volume and a CPC of 2€ for a product that is valued at 100€ as opposed to targeting ones that cost 1€ per click but lead to products that are only worth 10€.
3. Building your keyword list
Finally, group all your selected keywords together and prioritize them. For example, if your domain authority is low and you want to grow your organic traffic, it might better to target long tail keywords with lower competition and search volume initially, before moving on to go after the most popular words later on. Similarly, for your AdWords campaign, you might now have a list of hundreds of keywords. Rank them according to their expected ROI and search volume and start building campaigns around the keywords at the top of your list.