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|
 Competitive
Positioning  Search
Engine Marketing Online
Monitoring
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| Competitive Analysis |
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| In this section we review
web sites identified as the main competitors of Activsupport as well
as sites noted for their good placement in search engines. |
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| Selection
criteria |
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The sites analyzed fall in one of the following categories:
A. Sites identified by management as relevant your market
or remarkably well positioned in search engines in comparison
to their market share
B. Sites that are known competitors of yours and use the
Internet aggressively besides pure, paid-for advertising
C. Sites that have been identified as the best ranked in
specific search engines and for selected keywords.
For each category of sites the analysis process is different. Here
is a breakdown of tasks per Category A, B and C as outlined above.
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| Category
A methodology |
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For those we look at how those sites manages to be well placed
in various search engines for the main keywords that we are targeting.
Inventory
of Meta-tags used on their main pages
Identification
of additional methods used (Robots files, Headings, Titles…)
Search
ranking overview using Web Position
Overview
of presence within relevant web directories
Competitive
comparison between those sites and Activsupport
Overview
of competitor's online marketing strategy (presence on other web
sites, advertisement, yellow pages…)
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| Category
B methodology |
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For those we want to identify what is the strategy of companies
in the same market as yours, of same or bigger size, and how they
market themselves within or beyond the realm of search engines:
Identification
of methods used (Meta-tags, Robots files, Headings, Titles…)
Overview
of competitor's online marketing strategy (presence on other web
sites, advertisement, yellow pages…)
Overview
of presence within relevant web directories
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| Category
C methodology |
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Those sites are the ones that respond well to the keywords identified
as "excellent target" for that search engine. This way
we will position your web site on very specific markets while being
highly visible in those search engines in the event of a prospect
searching for that information. Out of this analysis a specific
target page may be created for each keyword sentence and each engine,
uploaded, submitted, and monitored through time.
Selection
of the Top ranking sites per search engine and per keyword
Inventory
of Meta-tags used on their main pages
Identification
of additional methods used (Robots files, Headings, Titles…)
Overview
of presence within relevant web directories
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