Competitive Research

Identifying Competitors

Competitive research is the backbone of a strong marketing strategy. After all, if you can’t identify your competitors and their marketing tactics, you’ll struggle to differentiate yourself and your product from the crowd.

Finding your competitors doesn’t have to be taxing or complicated. The first step to finding your competitors is to differentiate between your direct and indirect competition.

Your customers will often evaluate both you and your direct competitors before making a purchase decision or converting. 

When identifying competitors who are in direct competition with your business, you’ll want to start with your product. A thorough understanding of your product and the value it provides to your audience or customers is crucial to identifying your direct competition.

Traffic Analytics

To measure the performance of a website, analysts and marketers look at website traffic: the total number of website visitors along with information on where they came from and how they got from there to the site.

Understanding the nature of traffic, how to increase the number of visitors, how to convert traffic into customers, and why traffic is lower on Saturday evenings is the key to your online prosperity.

Your toolbox for traffic analysis will contain a number of tools to explore your site metrics. These services are programmed to examine your website from the inside out and give you a report based on this examination.

It is vital to monitor, manage, and know your own network for uncompromised security, compliance, and performance. Knowing your own environment is of paramount importance to protect and optimize it. You often need to know the current state of the network, who is connecting, where they're connecting from, which ports are open to the internet, expected network behavior, irregular network behavior, and sudden rises in traffic.

Market Explorer

The Market Explorer is a business planning tool that allows users to analyze various export markets by looking at aggregated datasets pulling in economic, demographic, consumption, Australian wine exports, and some behavior data.

The tool does not attempt to prescribe which markets are the most attractive but rather provides businesses, either looking to export Australian wine or currently exporting, to analyze markets based on what is most relevant to their business requirements.

Organic Research

Organic search refers to the search results of a search engine that cannot be influenced by paid advertising. Organic search results are ranked according to their relevance to the search term. Organic search results, therefore, do not include adverts but can include search snippets such as maps, images, articles, or the knowledge graph.

Organic search comprises all those search results that are produced by search engines' individual algorithms. This algorithm is determined by the operator of the search engine and can vary from one provider to the other. Therefore, the search result pages from Google, Bing, or Yahoo are not necessarily the same for a given search term. Organic search differs from paid search in that the position for paid search is only determined by how much the advertiser is willing to pay for it.

Competing Keywords

Competitor keywords are the keywords the companies you compete with are targeting to achieve search engine rankings. Keyword research uncovers the keywords that drive traffic to your competitors’ websites. This gives you insight into their audience’s interests and helps you choose keywords.

Performing competitor keyword research is one of the best ways to boost your organic search optimization game. If you can figure out your competitor’s keywords, you can use that insight to guide your own SEO marketing strategy and potentially gain a competitive edge in the search results.

Backlink Analytics

Backlink analysis refers to the process of assessing all inbound links to your website with the goal of evaluating their effects on your ranking in search engines. Inbound links are the backlinks pointing from other websites to your site. The objective of the analysis is primarily to establish and understand the current quality of the domains and links that point towards your websites.

Through link-building analysis, you will get to see the links search engines are taking into consideration and have a better understanding of what can make your site rank better in these results. Links from authority websites are mostly considered effective, but a link analysis will help you understand better and make informed decisions.

The number of backlinks to a specific website (or link popularity) is one of the most important factors when determining search engine rank. This is why acquiring new backlinks or link building is one of the main aspects of SEO.

Brand Monitoring

Brand monitoring is the process of finding mentions of any given brand on social media networks, news sites, blogs, forums, and other websites.

Brand monitoring shows you what is being said about the brand and allows you to respond to these conversations. Brand monitoring is done with the help of social listening or, as it is also called, social media monitoring tools. They differ in the number of sources they cover and the level of data analysis that they perform.

Data analysis reveals the statistics and trends behind brand mentions. The user discovers the prevailing brand reputation, as sentiment analysis breaks down all mentions into positive, negative, and neutral. Brand mentions are distributed by location, language, social media source, and other factors so that you know where the people who talk about your brand are, what social networks they use, and what language they speak. Some social listening tools dig deeper and show the mentions’ authors’ demographics, psychographics, and interests.

Identify Gap in Market

A gap in the market is an opportunity to make and sell something that is not available yet. However, consumers would like to have it. The ‘gap’ refers to the difference between the supply and demand for that product. In other words, it means a consumer need that supply has not yet met.

For companies, a gap in the market represents an opportunity for them to widen their customer base. You can achieve market penetration by identifying a gap in the market and filling it.