Knowing your Competition is half the battle

By Terrance G Kern on October 8, 2015

Marketing overview & Competitor Analysis

The following displays are going to represent the differences between WIS & LF in there marketing efforts and how they are communicating with the search engines.

  •  Sponsored Advertising Budget Comparison 

According to , a marketing and search data research company, is ranking top 100 for over 21,000 search queries and roughly allocates about $25,000 to there pay per click advertising campaigns.  For WIS is reporting that WIS is ranking top 100 for 163 keywords but, has a sponsored advertising budget of $0.00.

market overview

Suggestions:  Allocate a small budget towards very broad terms(ie- document management software) and a majority of the budget towards more granular queries(ie – document management software for attorneys or hospitals)  The necessary landing page would need to be developed for the long-tail  campaign so, we can achieve great quality scores, bring down cost per click & lower cost per conversion.   $10,000 for Google & Bing Clicks is the starting suggested budget to start gaining market share.


Competitiveness of Market and Competitor:

  • Indexed pages & Backlink profiles. has 20,4000 page being indexed and the term “document management” has 372,000 pages with that term in it’s Title Tag

site pages indexed

This is in no way going to be the norm for the entire industry but, it is good example of what we can expect on the “broad” terms of your industry.  There is no doubt that the “Scope of Work” that we will put together can achieve many successes on a more granular level.  These next examples will compare LF’s authority on the internet to WIS’s.  Backlinks and the authority of those backlinks are a “heads up” to Google to inform them what information is trusted by the user’s on the internet.  With that being said, the more authoritative your links are the more likely you are going to become a valuable result to Google’s end users.

allintitle command Backlink Profile

Here we see that LF has 19.3 Million links pointing to their website.  They have a upward trend of new links communicating with their website and their Anchor cloud is diversified with a heavy emphasis on their Brand

backlink profile 1 Backlink Profile

As we can see The WIS website doesn’t nearly have as many communications as the LF website and is trending downward for the amount of new communications that are needed to show Google the necessary trust factors for a website to become a trusted result in the Search Engines.

backlink profile 2


Go on a diversification Campaign where we will start creating multiple different urls targeting variation of the boad keywords(SEE Cost Calc’s)


In Totality:  A competitor analysis is crucial to understanding strengths and weaknesses.  If you can understand how competitive a keyword is by utilizing the alllintitle:  command for google you can determine whether or not it’s a better idea to attack that keyword immediately or put it as one of your long term goals to achieve at another point in time.  Also, utilizing tools such as or other market analysis tools that give you information about how much your competition is spending in Adwords and how they fair through their online presence can give you new ideas on other places to get marketshare from your customer.  Lastly, understanding your competitions backlink profile and how they are communicating with other site is essential to earning authoritative backlinks to your website for branding or other niche keywords.  Together all of these different factors play a huge role in which directions your should take for your Pay per click and Search Engine optimization campaigns.  Don’t forget to sort all of your data in spreadsheets and have a timeline in which to achieve different sections of your campaign

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