Keyword Competition Metrics

It’s been a few days between posts, and I apologize to anyone who has been waiting for this one…

What I’d like to address today is how we can look at the level of competition for a search term. There are a lot of ways to look at this question, and how you see the competition can have a big impact on strategy and tactics for a search engine marketing campaign.

In my last post, I discussed the “weighted popularity” formula. I’ll get back to that in more detail soon, but for now let’s just assume that you’ve made some decisions about which search terms best reach your target audience. Now that you know this, you need some idea of how much effort it will take to get in front of that audience.

I like to look primarily at three types of competition data:
[list=1]
[*]How many sites/pages are competing?
[*]How well linked are the top ranked sites?
[*]How much are people paying for PPC traffic?
[/list]

Let me go ahead and knock those down in order…

The “traditional” way of measuring the number of competing pages is to do a search for the keyword or phrase you’re interested in, and see how many results are returned. Unfortunately, this is an abysmal way of measuring the level of competition, because common words will appear more competitive, even if they aren’t.

So, let’s look at the situation differently – how can you identify a competitor? Well, the first thing anyone in the SEO game would do, if they wanted to target a search term, is to make sure that this search term is included in the TITLE tag on the web page they’re optimizing.

If we use Google’s advanced search operators, we can actually determine how many pages have the search term in their title tag, by using a search like:

intitle:search intitle:phrase

which will tell us how many pages have both words (search and phrase) in the title.

The next thing any competent SEO practitioner will do, if they are serious about competing for a search term, is to include that term in the text of links, either on the site itself, within external (incoming) links, or both. We can see this on Google with the inanchor: search operator.

The intitle: and inanchor: searches can be combined, so that if we wanted to get a good idea of the real competition for “search phrase,” we could use a search like

intitle:search inanchor:search intitle:phrase inanchor:phrase

to measure how many pages are using the search term in both the page title, and the text of links pointing to the page.

So that’s one good way to boil the competition down to a realistic number.

The next factor we like to look is at link popularity. There are many ways to measure this, but my personal preference is to look at how many websites are linking to the website I’m worried about. This data is available from Alexa (www.alexa.com), we obtain it through their paid XML data feed so that we can automate the process. If all of the sites listed in the top 10 search results have substantially more incoming links than the site you’re working on, you will probably need to make some level of effort in order to compete effectively.

Finally, the “pay per click metric” is a useful way of determining how likely it is that there will be serious competition. The more the traffic is worth from a PPC standpoint, the more likely there will be substantial SEO effort underway as well.

However, this isn’t a universal truth. A search term that costs $5 per click on Overture might still have less SEO competition than you would think, if the term is not very popular with searchers.

This is because targeting a search term with PPC takes about 30 seconds – you just add it to your campaign and set a bid. With SEO, it can take a lot of work, and for extremely low traffic search terms, a major effort isn’t always justified.

Next time, we’ll look at ways of measuring keyword popularity in the first place, and a couple ways to assess relevance. Since popularity and relevance are the key variables in the weighted popularity and potential value formulas I discussed last time, it’s important to know that we’re doing the best possible job in measuring them.

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  • Ryan

    I am unable to find Alexa’s XML Data Feed. The link from their FAQ returns a Page Not Found error. Here’s the FAQ:

    http://pages.alexa.com/exec/faqsidos/help/index.html?index=95

    Do you have another link?

    On a related note. The “www.alexa.com” link from this article also returns a page not found because it does not begin with “http://”. This should really be fixed because I find it is a problem with almost every blog post on here.

  • http://www.lengelzigich.com maxor

    Another greate post. This is a great addition to the other blogs here. Keep em’ coming!

  • http://willoworks.com willoworks

    Sweet! I never knew you could use those parameters in advanced search. Keep ‘em coming, we love this stuff!

  • http://www.themesforge.com ct_roy

    me neither – those advanced params are great!

  • http://www.sitepoint.com Mark Harbottle

    excellent post, thanks Dan.

  • http://www.bespokesites.com bespokesites

    do you have other really useful param’s out there that can help weed out the reems of directories that mask the search results ???

  • http://percept.be Percept

    A very nice post … this blog is a great addition already.

  • Ryan

    Regarding my first comment about Alexa’s XML Data Feed, they have just replaced the feed with a new “Web Information Service”. It is free during the beta period.

    http://pages.alexa.com/prod_serv/WebInfoService.html

  • http://www.pikaflash.com Zapita

    just thought this would be updated more often (wasn’t meant to be 3 times a week? i had understad that). ;)

  • http://www.seoresearchlabs.com DanThies

    Apologies for the lack of updates… I’ve been in New York for the Search Engine Strategies conference and ‘net access was just awful. Very funny to watch 3,000 search engine marketers running around with their laptops open trying to get a good signal. I even tried to hit the Starbucks and get on T-Mobile, but it was packed with people wearing the same SES badge I was wearing.

  • http://www.yourmusicforums.com duuudie

    thumbs up Dan. Can’t wait to read your book!

    -Alex

  • Arthur Wetselaar

    May I ask why you use Alexa to determine link popularity and not google’s link: functionality?

  • http://www.seoresearchlabs.com DanThies

    Google’s link: search doesn’t show you all of the links they’ve found, and they like to change it up so you can’t compare the numbers over time. We like Alexa’s count because it’s based on the number of unique web hosts linking to a domain.