How not to do a website competative analysis

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Unknown Secrets of SEO
Fourteenth E-Webstyle.com SEO Podcast April 10th 2009.  First page of Transcription

Chris Burres: Hi, welcome to the unknown secrets of SEO podcast.

 

Paul Hanson: Yes, thank you for joining us once again for another fun-filled edition of our SCO podcast.

 

Chris Burres: I think I left out E-Webstyle from our title there.

 

Paul Hanson: Oh yeah. By the way, we are E-Webstyle.

 

Chris Burres: I am Chris Burres, the owner of E-Webstyle.

 

Paul Hanson: And this is Paul Hanson, sales manager of E-Webstyle.

 

Chris Burres: We have a wonderful fun-filled podcast for you today. You guys are going to love it. We’ve got lots of information. We’re making it all up on the fly today, is that right Paul?

 

Paul Hanson: Yeah, that is right. So what are we going to talk about and why today?

 

Chris Burres: Well, we didn’t select a new source today. Is there any piece of news that you’re going to talk about?

 

Paul Hanson: Oh, we don’t have a title.

 

Chris Burres: You know, here’s something very interesting. I just learned from a very good friend of mine, it’s Easter Friday. We’re the only people in here.

 

Paul Hanson: That’s right.

 

Chris Burres: And it turns out apparently that Easter comes from Ishtar.

 

Paul Hanson: I didn’t know that.

 

Chris Burres: The phrase Ishtar, goddess of fertility, etc.

 

Paul Hanson: Oh, I’ve heard of the goddess of fertility.

 

Chris Burres: Right, and the name Ishtar, Easter.

 

Paul Hanson: Easter, okay, makes sense.

 

Chris Burres: Easter, Ishtar, I just thought that was pretty cool. So, this will be our Ishtar podcast.

 

Paul Hanson: Easter podcast. Ishtar, Easter podcast. What kind of word is Ishtar?

 

Chris Burres: Ishtar is Eastern.


 

Paul Hanson: Okay, Easter, that works for me. I’m not going to debate that.

 

Chris Burres: We’ve got…it’s actually pretty cool. My neighbor has, like his entire yard is full of all the plastic eggs.

 

Paul Hanson: Like the little Easter eggs?

 

Chris Burres: Yeah, cute, yeah. It looks pretty cool.

 

Paul Hanson: As long as the kids don’t run and steal those.

 

Chris Burres: Really festive. Yeah.

 

Paul Hanson: We’ll see what’s in them.

 

Chris Burres: Our neighborhood has a history of shocking kids.

 

Paul Hanson: Okay.

 

Chris Burres: So they’re well-behaved in our neighborhood.

 

Paul Hanson: Oh wow. It’s better that I grow up in that neighborhood.

 

Chris Burres: So, a little bit about what we did last time. We talked about the Google keywords selector tool.

 

Paul Hanson: Keywords selector tool.

 

Chris Burres: And, we went in pretty good details. It’s a very powerful tool if you’re looking for good keywords or good alternative keywords, and you’re having a hard time, just kind of brainstorming and coming up with keywords, definitely try out that tool.

 

Paul Hanson: And if you’re doing any kind of business, you should be using a keyword selector tool. I would not recommend selecting keywords on the fly. Or, if you select your keywords on the fly, then go back and research them using some keyword selector tool because you could be surprised as the words might apply to your industry may not be relevant or it’s not relevant, but they may not…

 

Chris Burres: Obvious.

 

Paul Hanson: Yeah, they may not be obvious.

 

Chris Burres: Yeah.

 

Paul Hanson: You could be making a lot of searches.

 

Chris Burres: And we’re pretty creative here so we usually come up with really good keywords and then we’d like to go back to that keyword selector tool and just make sure we didn’t miss anything. And there’s a really good example of [0:02:59] and mechanical contractor…

 

Paul Hanson: Yeah, the heating contractors, the air-conditioning contractors, ADAC contractors…

 

Chris Burres: And plumbers, yeah.

 

Paul Hanson: I mean, they all kind of do something similar and have a similar expertise, and they can all kind of work in each other’s fields. And that’s something I didn’t know until I actually went and did the research using a keyword selector tool.

 

And if you’re confused, just check out our last podcast. What is the title of that podcast? I don’t remember.

 

Chris Burres: I don’t remember the title.

 

Paul Hanson: Just go to the one before this one.

 

Chris Burres: Yeah, I know the title. It was the Unknown Secrets of SCO podcast.

 

Paul Hanson: You will be able to find that sample.

 

Chris Burres: It’s actually a podcast 13.

 

Paul Hanson: 13, okay.

 

Chris Burres: Unlucky 13.

 

Paul Hanson: Okay. Alright, we were passing on our 13th podcast. This is really awesome. We’re moving on to our podcast no. 14.

 

Chris Burres: That’s right.

 

Paul Hanson: And, this one is going to be on competitive analysis.

 

Chris Burres: Now, what is competitive analysis, and why does it matter to me little old Joe the Plumber?

 

Paul Hanson: Well, first off, aren’t you just really intrigued? We’re competitive analysis. That sounds like…

 

Chris Burres: Beat down the competition.

 

Paul Hanson: We’re going to be watching the football films before we play the team.

 

Chris Burres: I like that.

 

Paul Hanson: This is the competitive analysis that we’re doing.

 

Chris Burres: That is like football film. I like that analogy.

 

Paul Hanson: We’re going to take them out. So first, we’ve got to do a little competitive analysis.

 

Chris Burres: Well, competitive analysis, of course, could mean a whole lot of things. We did some research, and we just wanted to see what other people thought, so we Googled competitive analysis of websites, and we’ve found some frankly useless tools.

 

Paul Hanson: Yeah.

 

Chris Burres: And let’s say you’re in a huge corporate environment. So let me…I say useless because we typically are in a dynamic environment where we don’t have to create fancy and almost useless crafts so that we can prove that we need to redesign our website or that a customer needs to redesign their website.

 

So this tool really just went in and said, “Okay, give a ranking of your website on aesthetics. Give a ranking of your website on ease of usability. Give a ranking on your website of language errors.” And then you would do the same 1 to 5 analysis of your competitors, and then that would make a real pretty graph, and you can take it to your boss and say, “Look how desperately we need to redesign our website. This is ridiculous.”

 

Paul Hanson: So you mean I have to actually input all of these values and this software just graphs my values.

 

Chris Burres: But really nicely. I’m sure the graphs are really, really impressive.

 

Paul Hanson: I’m sure those graphs are worth $400. I had used that software once.

 

Chris Burres: Yeah, your boss is used to really fancy graphs. If they don’t look fancy, then the information must be useless.

 

Paul Hanson: Yeah, of course.

 

Chris Burres: Blah, blah, blah. We are talking about maybe you’re presenting to them AIG.

 

Paul Hanson: Yeah, executive. Gee, it’s looking for SCI. You know, come on…

 

Chris Burres: What is this napkin graph telling me what I need? I need paper and reams of color, printed out paper, and it’s got to be glossy, and then I’ll look at the data. So…

 

Paul Hanson: They didn’t give me my bonus.

 

Chris Burres: Because I know how to look at really good grafts…

 

Paul Hanson: Exactly.

 

Chris Burres: And make you work hard for that. Alright, so competitive analysis, that is obviously one way you could do a competitive analysis and really kind of, that’s the foundation. You want to look at other websites that are, maybe if you’re not with us, beating you on search engine optimization. So you’re in position one, you’re in position thirty, and I’m like, “Okay, why is the guy in position one? Why are we in thirty?”

 

Here at E-Webstyle, we actually take the competitive analysis another step further, which is, “Okay, position one made it great.” It’s actually potential, and this is a stretch, but let’s just use something more reasonable. Position one and say position five. It’s possible that position five could make a whole lot more money than position one.

 

Paul Hanson: I think that’s very, very possible.

 

Chris Burres: And the reason this is what we talk about in E-Webstyle everyday is great search engine placement and great traffic does not equal sales.

 

Paul Hanson: You’re 100% right on that.

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