The following notes are from the presentation titled “Spy vs Spy: Key Insights to Outperform the Competition” at SES NY from Wednesday, March 27, 2013.
Note that these are just my notes, and I am not necessarily endorsing any strategies, tactics or POVs stated therein.
Freemium content is a big threat, especially Google products. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Having the same business model does not necessarily make another brand your SEO competitor. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Watch out for "visionaries" with great content because they can easily become market leaders. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Trulia and Zillow have different business models, but have 100k+ targeted keywords in common. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Amazon ate Best Buy's lunch for DVD/TV show keywords partially due to better video optimization. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Scrape competitors' news sitemaps (typically in robots.txt) to figure out who you can outrank for a specific news item. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
If a news competitor hasn't published an article about a topic in a while, consider creating content to outrank them. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Get on your competitors' email lists so you can learn their syndication strategy. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Call out SEM competitors' double serving to get them flagged. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Quality score sniffing is black hat and grounds for removal from AdWords. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Read SEC filings and industry conference presentations to see what your competitors are planning. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Check press releases from agencies of record to see if they mention client profitability or gains they take credit for. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
Marketing plans might become part of a court record if someone files a lawsuit against a competitor. Use Pacer to search #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
iSpionage is cheap and may be more accurate than other SEM competitive analysis tools. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
MixRank and Moat are good for display ad competitive analysis with visuals. #sesny #spyvsspy
— Kenny Chung (@kennySHARKchung) March 27, 2013
