In the B2B space, it's important to be realistic about who your competitors are.
Keeping that rule in mind, in our last Whiteboard Friday episode before 2021, guest presenter Joyce Collardé of Obility[1] walks you through how to conduct a competitive SEO audit, helping you address your improvement areas and surpass your competition in the SERPs.
[2]
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Video Transcription
Hi, Moz fans. Thank you for joining me today as we talk about SEO competitive analysis for B2B businesses. My name is Joyce Collardé. I am the SEO Supervisor at Obility. Obility is a digital marketing agency based out of Portland, Oregon, with offices in Austin and Boston and that specializes in B2B businesses.
So I wanted to talk about SEO competitive analysis because it is a really crucial part of your SEO strategy and of your SEO success. As you know, SEO doesn't work in a vacuum. So if you want to be able to improve your SEO traffic, your click-through rate, your keyword position, and eventually your conversions, you have to be able to take the space of some existing competitors.
Today I'm going to walk you through the five phases of the competitive analysis. We'll start with how to select your competitors. Then we'll discuss the keyword distribution and what is important to understand the keyword distribution. Then we'll discuss keywords and content gaps and opportunities. Then we'll move on to technical health of your website and your competitors' websites. And we'll finish with backlink analysis.
Selecting competitors
So selecting competitors is the step that is really important, especially in the B2B space, because the B2B space is very competitive, and in this space we have a few marketing giants like Oracle,