Using Compete.com to sell SEO

Last week I posted about Selling Your SEO Project and this week I want to expand upon that a little bit. In particular, let’s look at how a Compete.com chart can help you in making that sale. Here is our scenario:

  1. Let’s say we are tentsforsale.org
  2. Our top 2 competitors are trailtents.com and eurekatent.com.

(Note: we are not affiliated with any of these companies or anyone else in that sells tents. I also do not know who tentsforsale.org considers their top competitors, but follow me here for a bit).

Let’s see what happens when you search on the all important head term tents:

Search Results for Tents

and here are some more of the results:

More Results for Tents

What we see is eurekatents.com in the #1 position, trailtents.com in the #7 position, and tentsforsale.org in the #8 position. So for those of us in the SEO biz, the reason for working on the SEO for tentsforsale.org need no further discussion. We know that we can bring in new business to the company by doing so.

However, not every company is born with an understanding of SEO, and what it means in terms of traffic to move up in the search rankings. You can show this situation to a budget manager and they may not understand what kind of ROI you can get with that investment. So let’s show him. This is where a nice Compete.com chart can help (note you can do similar things with Alexa and Quantcast):

Compete Traffic Comparison

Looking at this chart it looks like eurekatent.com (the blue line) is getting 6 times as much traffic as tentsforsale.org (the green line) and about the same traffic as trailtents.com (the red line). You can also see a drastic shift in traffic for eurekatents.com throughout the year that suggests that they run a very hefty paid search campaign. Even adjusting for that, it still looks like eurekatents.com is getting at least 4 times as much organic traffic as tentsforsale.org.

In many cases, this will be all you need to convince a reluctant budget manager. This will be especially true if they have competitive personalities, or have reasons to dislike the competitors.

Comments

  1. phaithful says

    Are you using the free Compete charts? If so, I think you might want to caveat some of those assumptions. Because the free charts just show “overall” traffic and not the sources of traffic (e.g. Direct, SEO, SEM, Ad Network, etc.)

    I’m not saying this is true, but Eurkatent might have very the same level of search engine referral traffic as TrailTents.com and Tentsforsale.org. The inflated traffic might be from offline advertisements, ad networks, or other paid sources. Although it’s unlikely, but the dramatic differences can’t necessarily be attributed to SEM or other source without knowing the origins of the sources.

  2. says

    phaithful – agreed. I used the free charts for the graphic I showed, but obviously segregating the traffic further (which requires a paid account) would be better.

    You will note that I observed that the eurekatents.com traffic bump was likely due to large ramps in PPC spend.

    Even at this level, the data is still useful to people who don’t have access to other tools.

  3. says

    Eric, I agree with the first commenter, running with this is dangerous, but can be mitigated by using a tool like spyfu in conjunction with some kind of analysis on brand mentions, PR pushes, etc which would help further attribute the spikes to seo.

  4. says

    Very good charts to show the importance of the top spot. The client is theirs to lose with what type of website you see.

    It would be interesting to determine what makes users try and reject the #1 result and move to the others.

  5. says

    I tried many times to check my site with Compete and gives me wrong results compared with Google analytics, I don’t trust in this site too much.

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