Developing an Online Strategy with RivalIQ and SERPs
Let’s be honest…
Planning a marketing strategy without data is like trying to win a Formula 1 race on a bike.
Yes, it’s technically possible to win.
But how likely?
Marketing has always relied on data.
From market positioning to customer insights, data always helped to assess the industry and understand customers’ needs.
And recently that relationship grew even stronger.
Online visibility helps to assess how likely customers are to find you.
Customer engagement reveals their behaviour patterns, needs and main purchase drivers.
But data is also what many marketers lack. They have to use their best judgement when making crucial decisions instead.
Or don’t make them at all.
But how much easier your work would be if you had the most important data right in front of you?
Well, you can find out for yourself.
In this short guide I will show you how to develop a successful online marketing campaign with two data based tools – RivalIQ and SERPs.
RivalIQ is a robust marketing intelligence tool to use for an in-depth competitive analysis. It allows to compare a website with its competitors from various perspectives – design, social media activity and SEO.
But RivalIQ does it in quite intriguing way.
The platform allows you to create landscape – a competitive environment encompassing your website and whatever competitors you specify.
Once set up, a landscape will continuously display various metrics comparing your website to competitors. It’s an invaluable tool to monitor the market but also, gather market intelligence to start designing your strategies:
RivalIQ compares your online audience with other companies in your landscape.
For instance, it can reveal what social network your target audience prefers the most. And thus, where to allocate your efforts and resources.
Seeing your competitors’ posting frequency and other social activity combined with engagement data will help you define the most optimal posting schedule for your audience.
The number of your competitors’ retweets, likes or comments can help you assess what generates the highest engagement.
RivalIQ can also discover the most engaging content in your landscape. With this information you can plan content strategies for various networks.
The tool can also discover top influencers posting about companies within your landscape. There are the people you should build relations with and position your brand on their radar.
RivalIQ helps you see how your competitors describe themselves online and discover their positioning strategies. That’s invaluable information if you’re looking for factors that could help you differentiate your business.
RivalIQ also offers some basic SEO competitive insight:
Ranking Keywords. This metric compares the number of keywords you and your competitors rank for.
Domain Authority. It also compares how your website is likely to perform in search engines compared to your competitors.
Backlinks. Links pointing to your domain are a key ranking factor. RivalIQ helps you to assess the number of your and your competitors’ backlinks.
Organic Traffic. Finally, RivalIQ also estimates a website’s monthly traffic based on the amount of ranking keywords and other factors.
SERPS is a large-scale SEO reporting tool presenting various data online marketers require to monitor their campaigns:
This tool allows monitoring daily local and global rankings in the major search engines. It features a powerful dashboard giving easy access to various key SEO metrics:
- Organic traffic,
- Organic traffic share,
- Top keywords receiving traffic,
- Traffic predictions,
- Top ranking pages,
- Backlink data and more.
SEO Tests Tool
This is a unique tool allowing setting up SEO correlation tests. With it you can track the effect of various changes you make to pages, content or optimisation on your rankings and receive detailed data driven reports.
SERPs also allow monitoring how each page performs for a specific keyword. With this tool you can assess content’s performance and effect changes to content have on your organic visibility.
How do these two tools compliment each other
The secret to creating a strategy based on combined data is finding two tools that compliment one another.
And that’s the case with RivalIQ and SERPs.
RivalIQ does not include individual data but focuses on a market (or landscape to use the tool’s internal terminology) showing you your efforts in context of your competitors.
SERPs on the other hand present individual data pertaining to your efforts and thus helps assessing the success of your strategies.
How to use both tools to create and manage a successful online strategy
Conduct Market Research
With RivalIQ you can conduct a thorough market research, assessing not only your current positioning versus competition but also,
- Audience engagement.
- Market size.
- Market positioning and more.
Assess the Current Situation
RivalIQ also helps to evaluate where you are now with various online marketing strategies. It can help you pinpoint where your current strategies fell short and what aspects of your online marketing you should focus on going forward.
Analyse Social Engagement
With RivalIQ you can also define what works for your competitors and thus, where you should invest your time and resources online.
Both RivalIQ and SERPs combined can also reveal how well your site is optimised and what elements you should focus on to overcome your competition in search.
With SERPs you can assess where your site ranks now for various keywords and monitor the progress of your campaign.
Monitor Various SEO Strategies
Once you complete a situational analysis you can begin the work to improve things. SERPs will allow you to monitor and test the effect your different ideas have on your online visibility.
Monitoring Various Other SEO Metrics
Both RivalIQ and SERPs will allow you to keep track of various SEO metrics (I.e. backlinks) and put them in a context of your landscape. This will show you how close you are to reaching them.
Data has always been a core of every marketing initiative. In recent times however that relationship only grew stronger. Today, to develop a successful campaign you need access to vast amount of data. And that’s exactly what RivalIQ and SERPs can provide.