In my previous post, I was talking about on-page activities of competitors. In this post, we’ll proceed deeper into competitor research and discuss competitor off-page activities.
- Backlinks: Learn the number of backlinks your competitor has; are they from quality, relevant and high-ranked websites? If they are, you can take your chance and send them link exchange request as well.
- Forum posting. Is your competitor active in forums or to be more precise check out how regularly your competitor updates his forum posts and how many feedbacks he gets on the website.
- Social networking/bookmarking. Keep track of your competitor’s activity in social networking and bookmarking websites. Carefully research his company pages: see if he’s registered in Facebook, Twitter, LinkedIn, also the number of likes and the audience he targets. Similarly, check out his accounts in bookmarking websites like Delicious, Digg, Stumbleupon, etc. Proceed further and see how many posts he has and how usually he updates the accounts. Remember that being active in social networks brings not only popularity but traffic increase as well.
- Blog commenting. If your competitor has a blog, the likelihood that he’ll get involved in blog commenting is high. See the blogs he comments, if they are relevant and attractive.
- Reviews. Check out if your competitor has reviews and from which sources, whether their reviews are positive or negative. Note that positive reviews, particularly from high-ranked websites will contribute to page rank increase. Negative reviews, negatively affect the website and lead to PR decrease, while the last one in its turn has other negative effects.
As you see conducting competitive analysis is crucially important; as once you know your competitor’s tricks, you can use them in your e-marketing strategy and benefit.