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SEO - Competitive intelligence

SEO is arguably the channel with the longest history in utilizing competitive advantage to provide a better understanding of the landscape and to provide strategic direction to increase performance.

SEO is arguably the channel with the longest history in utilizing competitive intelligence for SEO to provide a better understanding of the landscape and to provide strategic direction to increase performance. This page explains the benefits of competitive intelligence in SEO, provides examples of competitive insights and names relevant SEO metrics measured by LinkBundle.

SEO: Channel Characteristics

SEO is the channel based around organic traffic gained from ranking in search engines. Companies aim to rank as high as possible on search terms relevant to their business in order to attract as many relevant visitors to their website as possible. This is mainly done by improving three pillars, namely authority, technology and content. Others argue that there is only one word that matters when it comes to SEO, and that is experience. Whichever approach you prefer, SEO is an important channel in online marketing that when done correctly provides a strong baseline of relevant and ‘free’ traffic’.

SEO: Competitive intelligence insights

In order to make competitive intelligence in SEO tangible it is valuable to provide examples of competitive insights in SEO that demonstrate how the intelligence can be used.

  • Online experience indicator segmented by search term

Keyword rankings are based on countless indicators. Therefore, ranking higher on a specific search term than your competitors is a strong indicator that your online experience for this specific search term is superior to theirs. A low(er) keyword ranking however suggests that you need to work on your online presence and experience for that specific subject.

  • Who is taking which strategic direction?

Companies are only able to rank on search terms which they provide relevant content for. This entails that when your competition is starting to rank for a set of new keywords they are offering a relevant online experience for these search terms according to the search engine algorithm. These new set of keywords may provide you with insight into a new strategic direction your competitor is taking.

  • What kind of experience are the best in class offering?

Imagine you are currently on place 33 in Google on your most desired search term. It might be very valuable to assess what kind of experience the top 10 is offering and how this compares to your experience. What can you learn from the top performers on your desired search term?

  • Should I invest resources in technology, links or content?

By comparing the technological characteristics of and the external links to your website you can assess where your resources should be spent in order to catch up with the competition. Does your main competitor have a significantly higher amount of quality links to their site from unique domains? Perhaps you would want to start linkbuilding rather than writing yet another blog.

Examples of search engines and datapoints measured:

Search Engines:

  • Google
  • Bing
  • Yahoo


  • Organic traffic
  • Organic value
  • Organic ranking per keyword
  • Landing page per keyword
  • Authority metrics
  • Website technology metrics
  • Backlink metrics

Benefits of competitive intelligence for SEO

The first benefit of competitive intelligence for SEO is that it provides you with an understanding of your performance relative to your competitors, which can be derived from the search ranks on specific terms. Additionally, insight into the performance of your competitors can aid you in making  the right strategic decisions when it comes to which markets to focus on or where to spend your resources to improve your SEO ranking.

Interested in how LinkBundle can help you gain the benefits from competitive intelligence for SEO? Request a custom demo or get in touch.

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