Understanding your website’s standing on search engine results pages (SERPs) is crucial for an effective SEO strategy. While tracking your own keyword performance is important, gaining insights into your competitors’ rankings is equally essential. Knowing your top SERP competitors enables you to monitor performance, identify content gaps, and refine your optimisation efforts.
This article will guide you through identifying your primary SERP competitors, tracking their rankings, and using these insights to enhance your SEO strategy. We’ll explore essential steps, from rank tracking software to detailed competitor analysis, to help you achieve success in your industry.
What Are SERP Competitors?
SERP competitors are the websites that appear alongside yours on search engine results pages for specific search terms. Although these sites may not always be direct business competitors, they compete for visibility on the same keywords. For instance, if you’re ranking on the first page of Google for “local coffee shop,” other sites on that page are your SERP competitors.
Factors That Influence SERP Competitors
Several factors influence which websites appear as your SERP competitors:
- Target Keywords: Different keywords lead to different competitors. For instance, tracking keywords like “rank tracker software” versus “keyword research tool” may yield unique competitors.
- Target Audience: The preferences of your audience affect the types of websites that appear for certain search terms. When optimising for the same audience, you often share SERP competitors.
- Location: Location-based searches result in different outcomes based on the user’s region. For example, someone searching for “SEO agency near me” in London will see different SERP results than a user searching from Manchester. Local SEO tools like Google Maps reflect these variations, making it essential to target multiple locations effectively.
Why SERP Competitor Analysis Matters
Analysing your SERP competitors provides an advantage by offering insights that can shape your SEO strategy. Here’s why it’s valuable:
- Performance Benchmarks: Rank tracking tools allow you to compare your search engine rankings with those of your competitors. This provides a clearer understanding of your competitive landscape and helps you set realistic goals.
- Content Gaps: Examining competitor pages can highlight content areas and keywords they rank for that you haven’t yet targeted. This opens up new content opportunities, improving your chances of ranking for additional keywords.
- Backlink Opportunities: SERP analysis can reveal potential backlink opportunities. By reviewing competitor backlinks, you can identify websites that may be interested in linking to your content.
- Trend Adaptation: Competitors often reflect industry trends. Observing their SEO strategies and tracking ranking data allows you to stay current with evolving SEO practices.
Steps to Identify Your Top SERP Competitors and Track Their Rankings
1. Start with Keyword Research
The initial step in identifying your SERP competitors is comprehensive keyword research. Focus on keywords relevant to your business, including primary terms, long-tail keywords, and other search terms popular among your audience.
Keyword research tools like SEMrush and Ahrefs provide data on search volume, keyword difficulty, and competition insights. These tools enable you to build a keyword list that reflects your audience’s search behaviour.
Example:
If you run an e-commerce website selling organic skincare products, primary keywords might include “natural face cream” or “organic skincare.” Expanding into related search terms like “best moisturiser for sensitive skin” can help you identify additional SERP competitors.
2. Analyse the SERPs for Each Keyword
After compiling your keyword list, begin examining the SERPs. Enter each keyword into Google and observe the websites ranking in the top positions. Look for:
- Top Organic Results: Websites on the first page are your primary competitors.
- Featured Snippets: These are valuable placements. Sites holding this position are generally well-optimised.
- People Also Ask: This section showcases related queries, offering insight into other keywords your competitors target.
- Paid Ads: Sites investing in ads for similar keywords provide clues on the terms they value.
Manual SERP analysis offers an initial understanding of your competitors. For deeper insights, consider using rank tracking tools like Moz or SERPWatcher, which automate the process of identifying and tracking competitors across multiple locations.
3. Utilise Rank Tracking Tools
SEO tools streamline the task of monitoring keyword positions and competitor rankings. Most rank tracking software offers features to identify competitors based on their ranking frequency for your keywords. Tools like Rank Tracker, Ahrefs, and SEMrush provide data on keyword positions, search volume, and average ranking position, allowing you to observe trends over time.
Using these tools, you can:
- Monitor Competitor Rankings: Track where your competitors rank for your target keywords and identify improvement areas.
- Track Performance Across Search Engines: Different search engines display varied results, so tracking rankings on Google, Bing, and others is beneficial.
- Access Historical Data: Many tools enable you to review historical ranking data, revealing how competitors’ positions have evolved over time.
Regularly reviewing rank tracking reports provides valuable insights into your keywords’ performance, informing your SEO strategy.
4. Evaluate Competitors’ Content
A thorough content analysis can uncover the strategies your competitors use to attract organic traffic. Examine:
- Content Length and Structure: Assess whether competitors use concise posts or comprehensive guides. Pay attention to their use of sections, headers, and multimedia elements like images or videos.
- Topic Selection: Identify the topics and keywords competitors focus on. For example, an SEO agency might analyse how competitors cover “keyword rank tracking” or “SEO strategy.”
- On-Page SEO: Analyse competitors’ optimisation of on-page elements like titles, meta descriptions, and alt text. This information helps refine your content to compete effectively.
Competitor content analysis highlights areas where you can create new content or improve existing pages, boosting your chances of ranking for untapped keywords.
5. Examine Backlink Profiles
Backlinks play a pivotal role in SEO, and analysing your competitors’ backlink profiles can reveal valuable link-building opportunities. Tools like Moz and Ahrefs enable you to:
- Identify Referring Domains: Discover which websites link to your competitors. High-authority domains represent excellent link-building prospects.
- Assess Link Quality: These tools typically include domain authority metrics, helping you prioritise outreach efforts.
- Examine Anchor Text: By observing the anchor text used, you can identify which keywords competitors target on specific pages.
Using backlink analysis tools to filter by backlink type (dofollow vs. nofollow) can also help you prioritise your link-building efforts more effectively.
6. Track Competitor Ranking Fluctuations
Competitor rankings often fluctuate as search algorithms change and competitors adjust their SEO strategies. Monitoring competitor positions enables you to stay informed about significant changes in their rankings, which can signal shifts in their optimisation tactics.
Rank tracking tools like SERPWatcher and SEMrush provide daily updates on keyword rankings, allowing you to respond promptly to changes. Consistently tracking competitors ensures that you remain competitive in the dynamic SEO landscape.
Strategies to Outperform SERP Competitors
1. Optimise Your On-Page SEO
Enhancing on-page SEO is crucial for surpassing competitors. Focus on:
- Keyword Placement: Naturally include target keywords in titles, headers, and throughout your content.
- Internal Links: Link related pages on your site to improve navigation and spread link equity.
- Mobile Friendliness: Ensure your site is mobile-friendly, as Google places significant importance on mobile-optimised websites.
2. Produce Quality Content
Create valuable, relevant content that resonates with your audience. Original research, expert interviews, and unique insights can distinguish your content. Google rewards pages that fulfil its E-E-A-T (Expertise, Authoritativeness, Trustworthiness) criteria, so focus on content that offers genuine value.
3. Develop a Strong Backlink Profile
A robust backlink profile enhances your site’s authority. Reach out to websites that link to competitors and suggest valuable content they might consider linking to. Link-worthy assets, such as detailed guides or research reports, tend to attract backlinks organically.
4. Monitor Google Algorithm Updates
Google frequently updates its algorithms, impacting search rankings. Staying informed on these updates allows you to adjust your SEO tactics as necessary. Monitoring ranking data and tracking keywords in real-time helps you adapt your strategy and maintain visibility.
Conclusion
Understanding your top SERP competitors and their search engine rankings is fundamental to any effective SEO strategy. By using rank tracking tools, analysing competitor content, and building a strong backlink profile, you can enhance your website’s visibility.
For businesses navigating SEO complexities, Search Engine Ascend offers expertise and tailored solutions to elevate your search rankings. With our customised strategies, we provide the support you need to grow your online presence and thrive in a competitive digital landscape.
