LocalU recently conducted an advanced workshop in conjunction with MozCon Local 2016 in Seattle. A brave attendee submitted their site for us to use as a real-life example of how to conduct competitive analysis for a new client.
In a joint effort by Aaron Weiche, Ed Reese, Darren Shaw, Mike Ramsey and me (Mary Bowling), we showed how to determine the most suitable terms for which to try to rank our subject business, The Buckler, a new apartment building in downtown Milwaukee. We used this information to figure out who its real competitors are and compared what they are doing with what The Buckler is doing in an effort to identify opportunities for improvement.
I cover keyword research and determining competitors. Then Aaron Weiche takes a look at on-page optimization and how that can be beefed up to help the site rank better. Mike Ramsey takes on the task of carefully looking at the top rankers' links for inspiration and Darren Shaw examines the best citations The Buckler should try to gain. Ed Reese takes a look at the user-friendliness of the site, and Aaron comes back with his take on review strategy and what this business can do to shine in that arena.
We hope you can glean some good tips from the fat slide deck from this session, below.