Everyone has that one competitor they have been monitoring. You try to see what they have changed in their content or what they have began targeting in their SEO or PPC efforts. It can be really hard to monitor this over time and determine what they may have done in order to move in ranking. But SEMrush offers a much simpler solution to this.
Now most of you are most likely familiar with our Position Tracking tool. For those who are unaware of this tool, located in the Projects section of our website, the Position Tracking tool allows you to set a list of competitors to compare yourself with, a list of keywords you are looking to target, a specific location you would like to see results for as well as a device type to track over a given timeframe.
This can become very advantageous for you as you progress through your SEO/PPC campaign. Being able to compare your company/client to your/their competitor at the click of a button can help you manage your time more efficiently as well as give you one hub to find all of the data you need.
Do you do both SEO and PPC? No problem! SEMrush allows you to switch back and forth between both options to see where you stand in both areas.
About SEMrush's Landing Pages Report
As much of a powerful tool as this already is, another helpful feature has been implemented called the Landing Pages Report. Instead of telling you where your competitor ranks for each keyword you are targeting, this report will allow you to see what landing page each competitor you have selected is ranking for. So when you are going through the process of improving your landing pages, you now have a reference point to see what your competitors are including/excluding from their pages that you are/aren’t.
When reviewing this information, you want to carefully examine these pages. Take a close look at what these competitors are doing. What are they doing that you are not? Are they breaking their content up into multiple headings? Are they including more buzz words within this page? Take multiple factors into consideration when you are trying to improve your landing pages and explore them when trying to improve your pages. This is why the Landing Pages report can serve to be extremely valuable to you.
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Aside from seeing what pages are performing the best for your competitors, you can also review valuable information for your competitors pages including Average Position of keywords the landing page is ranking for along with the average search volume being exposed to these pages. Lets start with Average Position.
The Average Position tells you based on the keywords that this landing page is ranking for, what is the average ranking for this landing page. This can serve as helpful when you are looking for a quick analysis of your competitors' content. You may be looking to just find the top information for each of your competitors. By reviewing the Average Position metric you can easily determine what are the top landing pages that are driving the most traffic for your competitors.
The Total Volume column will provide the basic gist of how many people are exposed to your competitor’s content. The Total Volume will tell you how much search volume is coming from each landing page. Lets say for example one landing page ranks for two different keywords. One keyword brings in an average monthly search volume of 15,000 as the other keyword brings in an average monthly search volume of 54,000.
That means this particular landing page is exposed on average per month to 34,500 people. Now although the conversions are not listed in here, you can still see the exposure of your competitor’s content. This can truly help you when you are looking to improve your own content. Depending on how much a particular landing page is being exposed to, it may be able to give you an idea of what pages are more important than others to your competitor.
However, when you are analyzing this report, you will want to make sure to keep both metrics in mind. Even though a particular landing page is receiving a lot of exposure through the search volume metric, it will not mean anything if their Average Position for the landing page is atrocious. That is why when you are looking for your competitor’s most effective content you want to find a balance between both of these metrics that fit what you are looking for.
The Landing Pages report within the Position Tracking tool can truly help you improve your own content as well as track and monitor where your competitor stands for the same keywords you do.
Have you used the Landing Pages report yet? Have you been able to find the same information described above? Have you found a different use for this report? Please let us know in the comments below!
If you still have questions about any of this information, please feel free to reach out to our Customer Success Team at: (855) 814-4510 or by email at [email protected]. You can also contact us on Twitter by using the #semrushcare hashtag.