New gap analysis tools help marketers capitalize on their competitors’ successful search strategies.
Adding to its suite of competitive analytics tools, Alexa.com has enabled gap analyses that give marketers a shortcut for finding opportunities to help improve search performance and brand awareness. With the introduction of Competitor Backlink Checker and new updates to Competitor Keyword Matrix, marketers can now uncover and close any gaps in their keyword and backlink strategy that competitors have taken better advantage of.
The Alexa Marketing Stack already provides tools to help marketers find, reach, and convert their audience. The release of Competitor Backlink Checker and new additions to Competitor Keyword Matrix helps marketers prioritize their SEO and SEM efforts. It achieves this by unburdening the customer from the laborious task of piecing together disjointed information about competitors and the burden of discovering potential opportunities – common in legacy workflows.
The revamped Competitor Keyword Matrix provides significantly richer insights into how competitors have strategized and performed in both organic and paid search. The matrix allows marketers to uncover keywords they can capitalize on that their competitors are already using to drive traffic. The data can be used to achieve specific goals, such as finding low-competition organic keywords, long-tail organic keywords, and keywords that show purchase intent. Among the new capabilities added to the Alexa Competitor Keyword Matrix:
- Marketers can quickly see how competitors stack up against one another with a new Share of Voice visualization that summarizes high-level performance across all relevant keywords. The Share of Voice metric can be used to confirm whether the marketer’s SEO and PPC lead generation strategies have improved their position relative to competitors.
- The Keyword Clusters feature bundles keywords into related groups via an interactive visualization, making it easy for marketers to see popular topics worth targeting. Marketers can drill down into sub-clusters and keywords, providing a deeper level of granularity to drive specific ideas for content creation.
- Competitors’ paid search keywords are now included alongside organic search keywords, giving marketers insight into where their competitors are investing most—paid, organic, or both.
With the new Competitor Backlink Checker, marketers can visually compare backlinks for up to ten competitive sites at once, easily evaluating which websites are linking to most, or all, of their competitors. Furthermore, a gap filter helps them surface the sites from which they have not yet earned links. Armed with this knowledge, marketers can plan their backlink strategy and build an outreach list. Combined with Alexa.com’s website traffic statistics, marketers will know which sites are most ripe to pursue for content promotion, ads, partnerships, and/or backlinks.
“With these key product enhancements, we’re continuing to provide marketers with even deeper insights into how they can improve their share of voice in search,” said Andrew Ramm, President, Alexa.com. “By taking advantage of these competitor gap analysis tools – and combining them with our robust SEO research and site audit capabilities – marketers will be able to find, reach, and convert their target audience more effectively.”
Marketers who know Alexa.com as the company that defined website popularity through its Alexa Rank will be delighted to see the new and unparalleled depth of data about their audience and the opportunities it presents them with. Marketers can try Alexa.com for free by visiting alexa.com/plans.
Alexa.com, a subsidiary of Amazon, is a trusted source of insights into digital behavior that marketers use to win their audience and accelerate growth. Subscribers to the Alexa Marketing Stack leverage rich competitor and audience insights that help them better understand their audience, discover opportunities for growth across multiple marketing channels, and manage the day-to-day workflows of planning, creating, optimizing, promoting, and measuring the effectiveness of their content marketing.