Compare and monitor your performance against your competitors across your tracked locations

Your organization operates in—and your audience searches for answers from—specific geographic locations. As a result, it's important for you to monitor  not just how you perform generally in comparison to your competition, but also how you perform in localized search.

If you track keywords in Conductor across multiple cities, using workspaces can help you visualize your local performance all in one place. This is especially useful for Conductor features like Market Share and Rank Comparisons, which show data for one location at a time.

You can build a workspace showcasing market share and competitive rank data for each city you track. You can use this workspace to compare your strengths and weaknesses against the competition in your tracked cities, so you can prioritize your optimization efforts to compete in all your target locations.

1. In Conductor, go to Workspaces↗️ and create a new workspace. Name it “Local Competitive Insights” or something similar.
2. Go to Locations↗️, and confirm that you’re viewing the appropriate domain and search engine.
3. Select all your tracked cities and click Apply.
   
4. Scroll down to the table of locations table and sort it by monthly search volume, market share, or another metric important to your reporting. Add this widget to the workspace you created above.
   
5. Name the widget “Overview: All Tracked Locations” and click Add. This widget provides a high-level overview of your tracked locations. When you track multiple cities, you can compare them in this table to understand how you perform locally overall. This is a great way to keep tabs on your search visibility over time.
   
6. Navigate back to your workspace and create a header for your first tracked city (Add > Header) in the. Give it a relevant name, such as “Competitive Insights: Atlanta”.
   
7. Go to the Market Share↗️ report.
8. In the filters at the top, select the appropriate domain, device, and city you want to focus on.
9. In the Search Results control at the top of the report, select 1st Page.
   
10. On the left side of the report, scroll down to the Web Property filter and clear the Other Top Rankers check box. Doing so shows you market share compared to only your tracked competitors. If you haven’t tracked any comparison web properties yet, here’s how.
    
11. Add the widget with the pie chart to your workspace, call it “Market Share of First Page”, and click Add. The Market Share of First Page widget shows you how much of the first page you own compared to your competitors. Compiling the market share reports for all your tracked locations will show, for each location, which competitors you’re winning against and which you need to watch out for.
12. Go to the Rank Comparisons↗️ report.
13. In the filters at the top, select the appropriate domain, device, and city you want to focus on.
14. Select competitors’ web properties to compare to your own. If certain properties compete with your brand in this particular city, include them. If you’re not sure which competitors to add, refer back to the Market Share widget you just added to find your biggest competitors.
    
15. Select the Your Exclusive quick filter and sort by monthly search volume. This reflects where you’re winning against your competition.
    
16. Add this widget to your workspace and give it a relevant name—for example, "Rank Wins against Ikea". Add a description to remember which device and city the data is for.
    
17. Click Add.
18. Click the Their Exclusive quick filter.
    
19. Add this widget to your workspace with a title such as "Rank Losses against Ikea". The Rank Wins and Losses widgets will dig deeper into specific keywords for which you have higher or lower ranks compared to your competitors. This, combined with the market share widget, allows you to identify cities with big wins and with areas for improvement—and then to take those insights to a more granular level. From there, you can identify the pages these specific keywords rank on and take appropriate action on your site, such as creating new content or optimizing existing content.
20. Repeat steps 6 through 19 for the rest of your cities and compare them in the workspace you’ve created. Note that if you track more than about 15 cities, you’ll need to create multiple versions of this Workspace. Each workspace’s title should denote which cities are portrayed. You can group cities alphabetically, by region, or another standard nomenclature you’ve come up with.

What's next?

Reviewing all these local competitive insights in one workspace allows you to synthesize this data, monitor all your locations’ competitive performance, and form an action plan more effectively. You’ll know your strengths and weaknesses against competition and which cities you need to focus on gaining or keeping your competitive edge.