Perform competitive research with Conductor's keyword index

This lesson guides you on creating a comprehensive competitor analysis report to evaluate their performance, uncover effective keywords, and understand their content strategies. By gaining insights into what works well for your top competitors, you can refine your tactics, enhance your visibility, and ultimately drive more traffic to your website.

Topics include

  • Investigating a top competitor in Research
  • Adding comparative performance metrics to a Workspace
  • Uncovering your competitor’s keyword strengths and weaknesses
  • Identifying which of your competitor’s pages are most visible in search engines

Transcript

Researching your competitor's SEO strategy equips you with valuable insights to optimize your own approach.

Enter your competitor's domain into explorer to review their performance across the entire keyword index. Enter your own domain for a side-by-side comparison. You'll see a snapshot of how many keywords your competitor ranks for in the top 100 results and an estimate of the organic traffic those keywords are driving. Both these metrics are also trended monthly over time, and compared to your own website's performance. For a visual of who's winning and the size of the competitive gap, start building a report to investigate your competitor by adding data to a workspace

with performance by result Type investigate universal results which your competitor may be optimizing for, and add the ones you're interested in to your report.

Use the keywords tab to see the topics driving the most traffic to your competitor's domain, and focus your results by filtering out branded or other irrelevant terms throughout your investigation. Start tracking any keywords you may want to target too.

The first domain exclusive quick filter shows your competitor's comparative keyword strengths while second domain exclusive reveals their weaknesses

on first page displays keywords where you both rank well and are competing for clicks. Be sure to filter out branded and irrelevant keywords for each of these sets of topics.

Expand any keyword in the table to examine their highest ranking page for inspiration on ways to better target that topic.

Use the pages tab to review all of your competitors' top performing content here too. You can filter out branded terms to see pages getting the most traffic from non-branded keywords. Expand any page to see the keywords it ranks for.

Sort the list by greatest increase in modeled traffic to see pages they may have recently created or optimized.

Go to workspaces to review your report. Add some final touches like headers, and send it to relevant stakeholders or schedule it for monthly delivery.

Use the report you create an explorer to measure your competitor's performance, uncover the keywords they're finding success with, and understand their content strategy to enhance your own tactics and improve your visibility.

 
 

Step-by-step

Here are the steps we cover in the video, with relevant links to more information. Be sure to watch to get more context and decision support for potential choices you might have to make as you go: 

  1. In Research (Performance > Research), enter a competitor's domain and click Explore. The At a Glance tab of a domain report appears.
  2. Above the Summary bar, click Enter a Domain to add your domain as a comparison in the charts below.
  3. Review the At a Glance tab for high-level insights about your competitor's performance.
  4. Go to the Keywords tab.
  5. Review the topics driving the most traffic to your competitor’s domain and expand any keyword in the table to examine their highest ranking page for inspiration on ways to better target that topic.
  6. Go to the Pages tab.
  7. Review all of your competitor’s top performing content for inspiration and insight into how they target the topics you are about.

As you perform these steps:

  • Add widgets to a workspace so you can monitor performance or return to your investigation over time.
  • Add keywords to track when you think you might want to target and track your own performance for them.