E-commerce competitors can be a good source of inspiration and ideas. Analyzing a competitor's content – good or bad – can generate ideas for your own company's articles, videos, podcasts or similar.
In this post, I'm going to look at a simple way to produce content marketing ideas from your competitors' best results using Ahrefs, the search engine optimization tool.
If you don't already have a list of your store's top competitors, create one.
For example, imagine that we are launching an online store that sells advanced, used kitchen utensils.
The company's virtual shelves would include carefully used enamel coated cast iron cookers, frying pans and pots. Trademarks may include Le Creuset, Zwilling and Cristel Castel & # 39; Pro.
In order to create content ideas, the goal is to find a narrow set of competitors. For example, if you search DuckDuckGo for "Le Creuset", you can find results from the manufacturer's website, Williams-Sonoma, Sur La Table and Amazon.
Of these, the first three are probably good choices for our purposes because Amazon has too wide an inventory to be useful for finding pot-related ideas.
Then use an SEO tool, such as Ahrefs, to further identify valuable or useful competitors.
In Ahrefs, navigate to the Site Explorer tab. Enter a competitor's domain – for example, Surlatable.com.
The resulting page on Ahrefs contains information about the Sur La Table website, including Ahrefs ranking, an interest rate figure and its estimated organic traffic.
The left column contains a link to the "Competitive Domains" report, which would help us to add a list of competitive websites from which we want to get some content ideas.
Not every site in this report would be meaningful to our example. But we would be interested in those who have many keywords in common with Sur La Table. Don't be surprised if you also find some blogs or magazines online on the list. These sites can also be a good source of topic ideas.
Combine your industry knowledge with the companies we found on DuckDuckGo's search results page (or Google's) and the list of competing domains in Ahrefs should provide a significant list of competitors.
Use Site Explorer for every competitive site on the list. The results page is the same as we used to find competing domains. We now want the "Top Pages" report – some blue links above "Competing Domains" – as the next step in generating content ideas from competitors. This report shows us which pages get the most traffic for a competitor.
For example, if we use the top-page report for Williams-Sonoma, we would find that about 7,760 visitors hit the store's Le Creuset landing page from organic search results each month, making it the fifth most popular page on the Williams-Sonoma website.
However, the Le Creuset page is only supported by 32 referring domains, which can make it a relatively simple target. Maybe our used kitchen utensils shop should create some clickable content about French enamelled pots.
Similarly, we may notice that Williams-Sonoma's recipe landing page gets the sixth highest organic search traffic, with 7,196 monthly visitors. Therefore, we may want to include some important recipes.
As you repeat this process for each competitor on the list, look at the keywords associated with each of the top pages.
For example, when we reviewed the top pages of the Le Creuset site, one result was a "care and use" page, counting for 1,001 keywords, including the phrases "season cast iron pan" and "how to season cast iron pan."
Each keyword phrase in this section of the Ahrefs report is a link. Click on it and see detailed information. For example, the phrase "season cast iron pan" has a keyword difficulty rating of 34, which means that all content we created around spice boilers would need to earn about 43 backlinks to get the top 10 results in a Google search result. page.
Ahrefs offers additional help a little further down the page and shows questions related to the keyword phrase in the view. These questions can help us create meaningful content ideas.
This is especially true when we combine our industry knowledge. For example, Le Creuset's website ranked "how to flavor a cast iron pan", but its products are enameled and therefore do not need seasoning. So you might write an article or create a video titled "Why You Don't Have to Spice a Le Creuset Cast Iron Pan."