Analyse competitors’ content to plug content gaps, identify backlink opportunities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 18, 2022, 2:38 AM GMT+0

Going through competitors’ websites can help marketers spot broken backlinks which they can use to their own benefit.

When it comes to creating an effective SEO strategy, brands need to identify their competitors’ best performing-pages and sources of organic traffic. Additionally, analysing the competitors’ SEO performance can also help brands identify their own content, keyword and link gaps.

Marketers can look for broken backlinks on competitor websites and leverage them to their advantage. They can create content that fits the link context and try to get the broken backlink on the competitors’ site connected to their content instead.

Brands should also create useful and authoritative content like infographics, research studies, tools and expert insights. Publishers and journalists are more likely to link such brand content in their own articles. Creating content to feature under the People Also Ask section can further help brands rank twice on the first page and directly answer questions that customers are asking.

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