Competitor Analysis
Step 1.1:
Before you begin the analysis, you need to identify the competitors you will have to compete with for search traffic. Types of competitors:
Direct competitors are sites that sell similar products or services and are aimed at the same target audience.
Search competitors are sites that may offer different products or services, but occupy top positions in search results for the key queries you want to target.
How to identify competitors for analysis?
Search for keywords related to your catalog (e.g. "buy smartphones", "samsung smartphones").
Use dedicated tools like Ahrefs, SEMrush, or Serpstat to automatically identify sites ranking for these keywords.
See also the article: How and why to conduct competitor uk email list analysis?
Example of searching for competitors in search results for a request
Step 1.2: Collect information about competitors and their directory pages
Once you've identified your competitors, start collecting data on their directory pages to understand what elements on those pages contribute to their high rankings.
Define the structure of the site:
Explore the hierarchy of catalog pages, categories and subcategories.
Pay attention to the navigation and internal link structure. A hierarchical structure with clear navigation helps users and search engines navigate the site better.
Analyze the contents of the catalog pages:
Headings and subheadings (H1, H2, H3) - pay attention to what keywords your competitors are using in their headings and subheadings.
Texts and descriptions - analyze how detailed the categories and subcategories are described. Study what keywords and phrases are present in the texts.
Call to Action (CTA) - Study how your competitors are using CTAs on their listing pages - this can increase conversions.