A lot has been said about search marketing and the impact of the ever changing search industry on SEO and SEM. As long as search marketers are bound by search engine algorithms and updates their organic and paid search strategies will continue to increase in complexity and inclusiveness. We all get that. We also all know that user privacy concerns and other business considerations have pathed the way for search engines’ to severely diminish the amount of information they share with advertisers and website owners.

The impact of the search industry’s transition into encrypted search, as well as the multiple SEO workarounds that developed as a result of the overwhelming amount of (not provided) data, are well documented. Search experts and marketers from various backgrounds have discussed the current state of SEO and its challenges. But, these challenges have mainly been discussed in the context of a singular website, focusing on your own website. Do you really think that this focus is enough for you to stay on top of your SEO game?

Analyzing your competitors’ inbound and outbound initiatives can ensure you don’t miss any opportunities, help you identify where to focus your efforts and supply you with ideas for future content and ad campaigns. Jumpshot CEO Deren Baker explains why SEO is no longer just about your own website and how competitive analysis of your competition’s search marketing and keyword tactics is crucial, in an article for Growth Experts.  

A successful SEO strategy requires more than internal evaluations, however; if you really want to get ahead, you need to learn your competitors’ SEO strategies and use the information to your benefit. They might use tactics that could benefit your business or outmaneuver you in your own core competency; if that’s the case, you need to know so you can shake up your strategy.

Search data is no longer just about keywords but about intent. User intent data tells you what people think about your business and what the web tells them you can provide. Knowing your competitors’ search data allows you to make educated guesses about their customers’ intentions, which allows you to market your brand more strategically. If you can beat competitors to the punch with content, email offers, polls, and social media, you’re much more likely to convert their customers into your own.

How do you uncover your competition’s SEO strategy and initiatives? What tools can help with competitive keywords research? And how do you use this information to your company’s benefit? Deren answers these questions and more in his article “How to Discover Your Competition’s SEO Strategies” on Growth Experts.  

Who knows where the search industry will be in the future, but one thing is crystal clear: the search industry will continue to be in a constant state of flux, meaning that marketers need to be creative and discover new data sources to optimize their SEO and SEM. Competitive keyword research is an important creative solution to optimize search marketing ROIs and come up with ideas for future content and marketing campaigns.