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Benchmark SEO - Know What Your Competitors Are Doing

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It is important to benchmark SEO KPIs to others so you can see where you can improve and get the most out of your SEO campaign. Most businesses now spend money on SEO, which means that ranking changes happen more often.

Google also changes its algorithm nearly nine times a day, which is another big reason why organic rankings change and have a direct effect on organic traffic and conversions.

So, your competitors will win the race if you don't make the right changes to your SEO strategy and compare it to the most important SEO metrics. When you compare your main keywords and other important site metrics to others, you can make better decisions about how to improve your campaign.

What Is SEO Benchmarking?

JJ Grice – SEO Benchmarking How to do it properly, and why it matters

COPYRIGHT_MARX: Published on https://marxcommunications.com/benchmark-seo/ by Keith Peterson on 2022-08-31T08:14:35.095Z

The technique of comparing your website's search engine optimization metrics to those of your industry's most successful competitors is known as SEO benchmarking.

When you start your SEO campaign, you should benchmark some essential SEO metrics such as keyword rankings, domain authority, organic traffic, conversions, and so on. This will allow you to evaluate where your business website is right now in comparison to where you want it to be in the next few months or so.

For example, you might want to increase your conversion rate by 10%. Tracking your return on investment in SEO is made easier when you compare the effectiveness of your SEO strategy to the appropriate SEO benchmarks.

Why Is It Important To Benchmark Your SEO?

Analyzing competitors, analyzing key performance indicators, and calculating return on investment all involve benchmarking SEO. You should utilize SEO benchmarking in order to measure both the productivity and performance of your marketing efforts.

The use of SEO benchmarking allows you to establish campaign goals, monitor performance, evaluate what is fruitful and what is not, and then either adjust the ineffective aspects or get rid of them entirely.

By using SEO benchmarking, you can keep up with the most recent industry developments and choose the most effective performance plan to use in order to accomplish the objectives of your campaign.

This technique will keep you focused on enhancing the productivity of your SEO and your return on investment. Monitoring and monitoring outcomes enable you to uncover the opportunities that are currently being missed to improve your SEO.

How Do You Benchmark SEO Performance?

SEO For Beginners: How To Measure Your SEO Performance

Analyzing competitors, analyzing key performance indicators, and calculating return on investment all involve benchmarking SEO. You should utilize SEO benchmarking in order to measure both the productivity and performance of your marketing efforts.

The use of SEO benchmarking allows you to establish campaign goals, monitor performance, evaluate what is fruitful and what is not, and then either adjust the ineffective aspects or get rid of them entirely.

By using SEO benchmarking, you can keep up with the most recent industry developments and choose the most effective performance plan to use in order to accomplish the objectives of your campaign.

This technique will keep you focused on enhancing the productivity of your SEO and your return on investment. Monitoring and monitoring outcomes enable you to uncover the opportunities that are currently being missed to improve your SEO.

5 SEO Benchmarks To Track

8 Important SEO Benchmarks To Monitor Monthly - Top SEO Stats - SPPC SEO Tutorial #3

Topic Cluster Performance

One of the strategies we've used that is most resistant to algorithm changes is making sure the content is still relevant. Putting your content into topic clusters sends a strong ranking signal and makes it easy for search engines to crawl your site's well-organized structure.

Linking from blog posts to pillar pages and from pillar pages to blog posts is the key. Cross-linking gives your site a strong structure and shows search engines that you have a lot to say about the topic.

The page of search engine results changes all the time. Since desktop monitors had tubes in them, a lot has changed in terms of UX and interactivity. The boxes of information that show up on top of the organic search results are called "featured snippets." Here's what a featured snippet looks like:

This year, Google said that sites that show up in the Featured Snippet won't show up again on the first page of the SERP. This means you only have one chance to show your organic audience that you are the most relevant.

You can use software to measure the performance of your featured snippets, or you can do it yourself by using Chrome's incognito mode to search for your optimized blogs and see if they show featured snippets when they are looked for.

So, how do you make sure that you get a Featured Snippet? Focus your keyword research on how many times people are searching for questions. The better your chances of getting a featured snippet, the closer the phrase is to the actual search terms.

You should make it your goal for every blog to have a high-level paragraph that is highly relevant and talks about the keyword you've optimized it for.

Content Decay

Even old content can be useful. There is a lot of useful information on the internet. It's easier to make changes to these posts than to write new ones on the same subject.

We suggest starting with the content that has done the best and working your way down the list. Make sure you change between 10 and 20% of the content to give it a noticeable facelift.

Keep the original publication date, but add a note that it was updated on such-and-such a date to show the crawlers that you're taking care of your content. Make sure to link to a more recent post if you have one.

If you have posts that aren't as useful anymore, put a warning near the top that says the information isn't as useful as it used to be but that you have a more recent post that will answer their question. With this method, your older content is used to support your newer, more relevant content.

Domain Authority

Domain authority (DA), which is one of the most widely used ranking signals, will still be a top priority for digital marketers to measure in 2022. This benchmark was made by MOZ and is now used by SEO platforms as an accurate, all-around way to measure how well a domain does on SERPs.

It's important to know that search engines don't just look at a site's DA. Instead, they look at everything that goes into a site's DA. There are a number of tools you can use to measure your DA, but we use HubSpot.

There are more than 40 ingredients in the DA recipe, but the most important ones are high-quality backlinks from other sites. This brings us to the last SEO benchmark to watch in 2022.

In a perfect world, every site would have interesting content, and other sites would naturally link to them to make their own content more interesting. The truth is much more about being selfish.

Off-page SEO methods like guest blogging and backlink outreach work, but there are still black-hat services that promise backlinks in exchange for money. Google often marks these links as bad, which can hurt your reputation.

This is nothing new, and Google has been fighting it for a long time. Every time Google updates its algorithm, it adds new ways to find sites that use these services, and you don't want your site to be found with bad backlinks.

SEO tool makes it easy and quick to find sites that might hurt your domain authority by linking to you. You can tell search engines, "I don't even know that site. I don't want to be linked to it," by disavowing these links in Google Search Console. Don't penalize me."

How To Do An SEO Benchmarking?

Hands typing in a laptop with Google seacrh console
Hands typing in a laptop with Google seacrh console

An SEO benchmarking process takes a lot of work and time to complete. It's not an easy process because you have to look at a lot of different factors and aspects to get useful results that can be used to improve your web positioning.

Define What Is To Be Measured Or Evaluated

When doing SEO Benchmarking, the first step is to decide what will be measured. The quality of the information and analysis is better when more variables and factors are looked at.

Some of the things that an SEO benchmarking should cover are:

  • Keyword Research - Knowing the keywords that your competitors or well-ranked pages use to rank will help you choose better words for the web, find opportunities to rank by using derived keywords, find words that are hard to rank, etc.
  • Study of web traffic - It's important to know how much traffic your competitors' websites get so you can figure out how popular they are and compare them to your own.
  • Backlink analysis - If you know the links that lead to your competitors' sites, you can figure out how trustworthy they are and find sites where you can get good backlinks.
  • Study of the contents - If you look at the content of your competitors' sites, you can learn a lot about SEO. For example, the topics they write about, how they organize their texts, what type of call to action they use and where they put it, where they link from the content, what anchor text they use in the links, and how long their texts are usually.

Analysis Of Our Website

You also need to study and analyze your own website in depth to find out how it is optimized for search engines. This is a very important part of the SEO benchmarking process because it lets you compare your site to those of your competitors.

  • Strengths: Things that are going well need to be kept up so that people can keep getting the benefits they offer.
  • Weaknesses: These things don't work well on the web, so they need to be changed, improved, or made better.
  • Threats: The things that are being done that could hurt the ranking (like duplicate content, keyword stuffing, broken links, etc.).
  • Opportunities: Find ways or things that can help improve web positioning (a specific URL with a lot of web traffic, for example).

Who Are My Competitors?

SEO benchmarking is mostly about looking at your competitors' websites and comparing them to your own. You can also look at other websites that are doing well in terms of their web positioning but are not competitors.

Before analyzing websites, it's important to figure out which competitors are the most interesting to look into. With a good choice, you can get better results and get the most out of the resources you use (avoiding losses of time, effort, and even money).

SEO Analysis Of Competitors

Once the competing websites that will be looked at for SEO benchmarking have been chosen, certain tools must be used to speed up and make the work easier (tools based on automation).

By looking at the competition, you can figure out how to rank your website and what steps to take.

  • My Competitor's Google Positions VS My Positions - One thing that needs to be looked at and compared is how the competitors' website ranks with their own. This process should be done not only for the main web address, but also for other URLs that have content that is similar or related to the main web address.
  • Why am I not showing up for some keywords and my competitor is? - Another thing to look at is the keywords your competitors use and how they are positioned by those keywords. This will make it easier to compare which keywords you are competing on and which ones you are not in a later analysis.

Identify Your Competitor's Strategy

The SEO benchmarking process needs to be well-organized because there is a lot of data to deal with and it can become overwhelming (use spreadsheets, databases, and the like).

With a good analysis of all the information gathered, it will be possible to figure out the strategies and techniques used by competing websites and figure out what would be best to use on the own website to improve its ranking.

Keep Checking Your Benchmarking Periodically

A benchmarking process for SEO won't work if it stays the same. The web is always changing, and so are strategies and tactics for competitive positioning. Keeping SEO benchmarking up-to-date is the best way to stay competitive and put yourself in a good position over time.

People Also Ask

How Do You Benchmark A Website?

Count how many reviews are on your website at a certain time and date. Count how many reviews are on the sites of your competitors at the same time. Compare these numbers to those of your competitors to see how you stack up.

Does Bounce Rate Affect SEO?

Bounce rate is not a factor in how Google ranks a site. Bounce rate is just a metric, and Google has said many times that it has no direct effect on where a site ranks.

What Is Benchmarking In Web Analytics?

Benchmarking lets you compare your data with data from other companies in your industry that have been put together and shared.

This gives you important background information that helps you set meaningful goals, understand trends in your industry, and find out how you're doing compared to your competitors.

Conclusion

SEO is one of the most effective ways to market your business and make money in the long run. To beat your competition in every way, your website has to be perfect. Using a benchmark to check your SEO helps you stay on the right path to your goal.

Follow the steps for SEO benchmarking that are talked about in this article to compare and benchmark the most important SEO metrics and reach your marketing goals.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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