Competitive Analysis

Using SEMrush API, social analytics software and Google Trends, we will analyze big datasets to reveal trends that resulted in wins and losses for organizations in your industry or niche.

Search trend analysis for a Google algorithm update (like Panda or Penguin) is similar to what Van Buskirk does for industry/competitor trends. In both cases, changes to one or many websites over time are examined on a historic timeline. “Historic” can be 30 days, but is more often 1-2 years. For example, he published a data analysis on Search Engine Journal that showed how torrent websites performed in the SERP for two years before Google implemented a penalty on them (“A Thorough Data Analysis of Google’s Pirate Filter”).

Using trend analysis, we look for correlations with metrics in the SERP changing together as a group as well as for individual websites. Keyword research is conducted to discover which competitors have the most content overlap for inclusion. In addition, clients provide company websites that may not have content overlap, but are known competitors. Events and other variables that affect search performance are put together with assistance from the client.

Variables tracked for impact on competitor and industry wins and losses in search engines:

  1. Seasonality (1)
  2. Visibility scoring in major Google Local markets (2)
  3. Different Google country databases (1)
  4. Monthly AdWords budget trends over time (1) (2)
  5. The impact of important industry news or events on websites (1)
  6. Competitor website that went through a known redesign (1)
  7. How/if a Google algorithm change affected an industry/niche (1)
  8. Changes in traffic from AdWords out of synch with AdWords budgets
  9. Movements in and out of product and service markets based on AdWords spends (1)
  10. The effect on a website ranking after a change in marketing or an SEO agency
  11. User search terms for the niche/industry that become more complex/savvy over time (1)
  12. Changes in total search volume for keywords related to the niche/industry, which indicate interest level (1)

Contact Van Buskirk for a demo of competitive analysis using the below Google chart as an example. The chart looks at comparison shopping websites in the USA and Europe over a two-year period. (Be sure to use the pull-downs to “Log” instead of “Lin.”)

The logarithmic comparison works best for visualization charts. Click on the check boxes by some of the site names and click the “play button” to activate the chart. This is a highly interactive chart, so you’ll need to play with it. Also, be sure to look at the third view type which is “static” and easier to examine initially.

The variables on the X or Y axis are changed with the pull-down, and default to organic traffic on X and AdWords traffic on Y. Google Local results pull from a separate API, but Van Buskirk can produce very actionable information about the visibility of each competitor in a market. This information is less about changes over time; it scores exactly who’s capturing rankings for the industry/niche on phrases all compete for (versus other content that is outside the topic a client cares about).

The deliverable for your company or clients would be Google charts or MS Excel charts in which they can alter the raw data. He creates a report that addresses important results as well as a presentation with Q&A is critical to complement the findings.

  1. Examined using monthly data points over the past 1-2 years
  2. (No existing historic data. Shows visibility over shorter time period in Google Local markets by both Geo words in search terms, but also by sending crawlers to Google pages by local IP addresses)


Organic and AdWord Trends of Competative Shopping Websites

Please contact Van Buskirk to discuss your needs!

Published and © copyright 2011-2015 by Eric Van Buskirk 921 North 20th Street, #3 Philadelphia, PA 19130