1. Search Analytics and Traffic Analysis
Competitive Analytics
Pubcon South at Austin 2011
Prashant Puri
Co-Founder, AdLift.com

2. About Me.
ADLIFT CONFIDENTIAL | @puriprashant 2

3. I Can’t Think!
“The Twitterization of our culture has
revolutionized our lives, but with an unintended
consequence—our overloaded brains freeze when
we have to make decisions.”
-- Newsweek, Feb 2011 (http://bit.ly/hTDbbn )
@puriprashant
ADLIFT CONFIDENTIAL | @puriprashant 3

4. Three Important Questions You Should Ask Yourself
1. How do my competitors rank ?
2. How much SEO traffic do my competitors drive?
3. Why are they driving more traffic than I am?
(Why are my competitors out ranking me?)
ADLIFT CONFIDENTIAL | @puriprashant 4

5. Tools
RANK TRAFFIC LINKS
ADLIFT CONFIDENTIAL | @puriprashant 5

6. How Do My Competitors Rank?
• Advanced Web Ranking
– Control
– Fixed Pricing
• SEOMOZ Rank Tracker
– Online
– Bundled
• Raven Rankings Tracker
– Online
– Bundled
ADLIFT CONFIDENTIAL | @puriprashant 6

7. How much SEO traffic is my competitor driving?
Compete > Search Referrals
ADLIFT CONFIDENTIAL | @puriprashant 7

8. How much SEO traffic is my competitor driving? (Cont..)
Compete > Search Referrals
Natural Referrals
363,066
ADLIFT CONFIDENTIAL | @puriprashant 8

9. How much SEO traffic is my competitor driving? (Cont..)
Using Hitwise to Validate
Natural Referrals
363,066 From
Compete
Paid Referrals
547,718
From Hitwise
Natural Referrals
335,698
ADLIFT CONFIDENTIAL | @puriprashant 9

10. Other Opportunities?
ADLIFT CONFIDENTIAL | @puriprashant 10

11. Why is my competitor out ranking me?
• Use SEOMoz to analyze anchor text distribution
These 7 columns from SEOMoz Keyword
Difficulty Tool.
http://www.seomoz.org/keyword-difficulty/
These 4 columns from SEOMoz
OpenSiteExplorer
http://www.opensiteexplorer.org/
ADLIFT CONFIDENTIAL | @puriprashant 11

12. Why is my competitor out ranking me?
• Tracking Link Graphs via Majestic SEO
Macys
JCPenny
Nordstrom
ADLIFT CONFIDENTIAL | @puriprashant 12

13. Thank You!
Prashant Puri, Co-Founder – AdLift.com
prashant@adlift.com
@puriprashant
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