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How can social media be used for competitive analysis in SEO?

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Social media is not only a powerful tool for engaging with your audience, but also a valuable source of information for your SEO strategy. By analyzing your competitors' social media activities, you can gain insights into their strengths, weaknesses, opportunities, and threats, and use them to improve your own SEO performance. In this article, we will show you how to use social media for competitive analysis in SEO, and what metrics and tools you can use to do it effectively.

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Julie Gorham

Senior Marketing Strategist & Operations Manager

1 Identify your competitors

The first step is to identify who your main competitors are on social media. You can start by searching for keywords related to your niche, industry, or location, and see who ranks well on different platforms. You can also use tools like SimilarWeb or BuzzSumo to find out who gets the most traffic, shares, or mentions from social media. You should focus on the competitors that target the same audience, offer similar products or services, and have similar goals as you.

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Julie Gorham

Senior Marketing Strategist & Operations Manager
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I think more holistic approach based, on customer interest is a better strategy than focusing on your competition. The goal is to create engagement - and are you prepared to engage? It's not about pushing content to beat your competitors, it's about finding ways grow your share of voice by providing great value content and connecting with your unique audience. Quantity doesn't necessarily equal quality. Becoming a brand you can trust is more important than getting tons of likes.

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Rahul Tripathi

Digital Marketing Manager | Focused on Effective Online Campaigns & Brand Growth | 14K+ Followers
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1. Audience and Demographics: Identify your competitors and analyze their audience demographics. 2. Content and Engagement: Study their content type, posting frequency, and engagement levels. 3. Follower Growth: Monitor their follower count for insights into campaign success. 4. Paid Advertising: Check if they're running paid ads and note effective strategies. 5. Influencer Collaborations: Discover influencer partnerships in your niche. 6. Sentiment and Reputation: Assess sentiment in comments and mentions. 7. USP: Determine what makes competitors unique. 8. SWOT Analysis: Evaluate their strengths, weaknesses, opportunities, and threats. 9. Feedback and Reviews: Review customer feedback and reviews.

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2 Analyze their content

In order to gain an understanding of your competitors' social media presence, you should analyze the type of content they are sharing. Utilizing tools like Sprout Social or Hootsuite, you can track their posts, stories, reels, videos, podcasts, blogs, infographics, and ebooks. Additionally, you should take note of their hashtags, keywords, captions, headlines, and calls to action. When analyzing the content your competitors are creating, you should consider what topics they cover and how those relate to their SEO keywords. Additionally, you should pay attention to the tone, style, and format they use and how that aligns with their brand voice and audience preferences. Moreover, you should analyze the types of content they use across different platforms and which content performs well for them in terms of engagement or conversions. Lastly, look for any content gaps or weaknesses that can be filled or exploited.

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Julie Gorham

Senior Marketing Strategist & Operations Manager
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Looking at your competitors first is still a reactive approach which is based on hopefully identifying gaps they are missing. A better strategy is to identify your core competencies and the nuances of your products and services, subjects that are related, that our stories of interest and relate to customers. If anything, look at the customer comments to see how they are reacting. The level of effort you get back is directly proportionate with the level of effort you invest, and social media, to get share a voice requires a significant investment of time, energy and effort.

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3 Analyze their audience

The third step is to analyze who your competitors' audience is and how they interact with them on social media. You can use tools like Facebook Audience Insights or Twitter Analytics to get demographic, psychographic, and behavioral data about their followers, fans, or subscribers. Examining comments, reviews, ratings, testimonials, or feedback can also be useful. When analyzing your competitors' audience, you should consider their ideal customers and their pain points, needs, wants, and interests. Additionally, you should assess how they segment their audience and tailor their content and messages accordingly. Furthermore, look into how they build trust, loyalty, and advocacy with their audience; what value they offer; how they encourage engagement and participation; and what incentives they use. Lastly, consider how they handle negative feedback or crises and what reputation they have.

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Julie Gorham

Senior Marketing Strategist & Operations Manager
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National brands are good examples of companies that focus on a very strategic approach in their communication. If you're going to pay attention to anyone look at the Nationals first more than the local competitors. Most local businesses don't invest into a personalized communication strategy for social media, so unless they are a corporate account with enough employees to dedicate full-time staff to social media, it's unlikely their social media will add value to your strategy. It is good to see what everyone is doing and I identify what is missing for the consumer.

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4 Analyze their strategy

The final step is to analyze how your competitors plan, execute, and measure their social media strategy in relation to their SEO strategy. You can use tools like SEMrush or Moz to compare their website performance, rankings, backlinks, and traffic sources with yours. Additionally, you should look into their social media profiles, bios, links, and CTAs. Specifically, consider their goals and objectives and how they measure success and ROI. Furthermore, examine their best practices and tactics for optimizing content and profiles for SEO. Additionally, consider their challenges and threats as well as opportunities and trends. Lastly, identify their unique selling propositions and competitive advantages to understand how they differentiate themselves from you.

By using social media for competitive analysis in SEO, you can gain valuable insights into your competition’s successes and failures. This can help you create more relevant content for your audience while also identifying new opportunities, gaps, and niches in the market. Social media can be a powerful tool for improving your SEO strategy if used properly.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can social media be used for competitive analysis in SEO?

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3

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1 Identify your competitors

2 Analyze their content

3 Analyze their audience

4 Analyze their strategy

5 Here’s what else to consider

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