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murasaki-murasame · 3 years

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Thoughts on Higurashi Sotsu Ep10

I’m kinda out of it due to a mix of toothache and painkillers, so bare with me on this one, lmao.

Anyway, thoughts under the cut. Also lots of Umineko spoilers, probably.

I’m genuinely kinda shocked that this arc STILL isn’t over, but at least it makes a lot more sense now why it ended up being longer than I expected, lol. I still think it probably could have been condensed by an episode or two, but still. It turns out that way more was going on with Satoko behind the scenes in this arc than I thought.

There’s also the whole possibility that Ryukishi might have intentionally laid out the script of Gou/Sotsu so that this whole sequence of Satoko definitively accepting that she’s a witch and killing her humanity happened on the cumulative 34th episode [24 from Gou and now 10 from Sotsu]. I’ve been wondering if anything could actually justify the extremely slow pacing this has had up to this point, but this might actually be dumb enough to make me think it was all worth it, lol.

Also, I’ve been trying to avoid saying it, but I looked at the whole batch of leaks from this arc when they got posted about a month ago, and it looks like we’ve officially covered everything that was in those leaks. I kinda regret looking at them, since it spoiled that Satoko would have an internal conflict that gets expressed literally in usual WTC fashion, but in a funny way I guess I ended up getting a misguided idea of what was going to happen just from looking at the leaks.

For one thing, I completely forgot about the leak of Satoko shooting Teppei until I double checked it a few days ago, so I was mostly just focused on the stuff about her two sides fighting against each other, and I guess I thought it would have made her seem a lot more redeemable than how it ended up actually working out, lol. I thought that it would basically go in the opposite direction and this would signal the start of her spiraling into regret and despair over the course of Nekodamashi, but basically the opposite happened.

I guess this probably answers the question I’ve had of what could stop Satoko from just immediately shooting Rika after the cliffhanger from Nekodamashi, since this raises the possibility of her ‘human side’ literally stopping her from doing it.

Though at this point I’m starting to seriously wonder if there’ll be some big meta twist about how Sotsu has actually been a separate set of loops to what we saw in Gou, and maybe Nekodamashi really did just end in tragedy and then everything got reset. I’ve been toying with that idea in my head for a while, mainly just as a way to try and make Sotsu feel like more than just a literal retread of Gou, but this is giving it a bit more validity as a theory.

For one thing, Eua already implied during Satokowashi that she had a history with Satoko, and going by something Ryukishi said in an interview, there’s already been a time where Satoko called her Eua, so it’s possible that Satokowashi onward is an entirely new loop where both Satoko and Rika have had their memories reset, but Eua still remembers it. Presumably the ‘Gou loop’ would have just ended with failure some way or another, and Eua decided to do it again. She’s given Satoko a pretty definitive failure state in Sotsu, but it’s possible that wasn’t always the case, and up until now she’s been willing to just do it over and over again until she gets the right outcome.

There’s also the theory some people have suggested that maybe the conflict between Satoko’s two halves represented a literal split in the timeline of some kind, with Tataridamashi maybe being a version of events where her human side won out, if only temporarily, and Teppei stayed alive to attack Keiichi at the end of the arc. That’d at least be one way to explain the weirdness of Satoko killing Teppei in this episode after we saw him attack Keiichi at the end of this arc in Gou. I’m not entirely sure I support this exact interpretation, though, even if I like the idea of these maybe being different arcs.

I think that for now my theory about the Teppei situation is that either 1: it was some kind of hallucination from Keiichi, 2: it was a fictionalized account of events that she fed to Ooishi to help trigger his L5 state, or 3: it’s the same sort of thing as the ‘Illusion of Witches’ in Umineko, and we as the audience were directly being shown a fantasy version of events by Satoko. Which is basically the same thing as the second option, but still. Considering how this seems to be barreling it’s way towards being some kind of Umineko prequel, I’ve been wondering if maybe they’d go that far with introducing narrative concepts here that get expanded upon more in Umineko. This would at least be a pretty straightforward example to use to illustrate the idea of how fantasy is used as a device in Umineko. And since there were infamously major issues with people not understanding what Ryukishi was trying to do with those scenes in Umineko ep2 which lead to him having to rewrite ep3 to explain it more clearly, I can see why he might go as far as to include an introduction to this idea in this series.

It’s possible that it’s just a hallucination, but I kinda doubt it at this point. For one thing, it’d feel kinda weird if THIS was a hallucination but not the whole fight scene between Keiichi and Rena, but it’d also just feel kinda weird since Keiichi didn’t really seem to be going L5 in this arc, so it’s kinda hard to imagine him jumping straight to that level of insanity on such short notice.

At least if we assume that this leads into the ending we saw in Tataridamashi, and not something entirely different, I think the real version of events is probably that after leading Keiichi to her house, Satoko attacks him with the bat [or she rigged some kind of trap to knock him out], and then when he wakes up he sees the aftermath of Satoko killing Teppei and he assumes he did it. Though tbh even at the end of Tataridamashi I’m not even sure if Keiichi acknowledged any memory of what happened with Teppei, so I’m not even sure if we need to explain how he’d end up convinced that that version of events happen. For all we know it might just be something that the audience alone was being shown, and from Keiichi’s POV he just gets knocked out and then wakes up in the hospital.

It’s possible that Ooishi ends up attacking him, but I kinda doubt it, at least after how this episode went. Even in the midst of HS, he seemed aware of the fact that Keiichi was at worst just being unwittingly manipulated by the villagers, and that he genuinely thought he was helping her, so I doubt that Satoko would be able to convince him to attack him. And at this point it just seems more likely that Satoko would attack Keiichi herself instead of pointlessly relying on someone else to do it for her.

We do know that he shows up at the festival with the bloody bat, but he could have just entered the house after hearing the commotion of Keiichi getting attacked, and then Satoko told her version of events to him, and he just picked up the bat from the crime scene and took it to the festival.

It’s also worth noting that apparently in the manga version of Tataridamashi, Satoko never even leads Keiichi to her house in the first place, and he just gets shot by Ooishi at the festival, which makes it seem more likely that Keiichi himself isn’t super relevant to how this arc ends. At least in the manga version of the arc, it seems like Ooishi probably just walked in on Teppei’s dead body and then picked up the bat and went on to do his killing spree.

Now I’m also wondering what’ll happen in the next episode, since it seems like they literally only have the festival left to cover before this arc ends. I guess there might just be a lot of content related to what happens with Satoko in the fragment space between this arc and Nekodamashi, but either way it feels like it shouldn’t take long at all to reach the big climax of this arc, especially since Satoko has already steeled her resolve. I mean, I doubt that human-Satoko is gone for good, but the rest of this arc is probably just gonna be witch-Satoko putting her final plans into motion, so there shouldn’t be much to cover there.

There’s a possibility that they’ll also speedrun through all of Nekodamashi from her POV in the next episode, but I kinda doubt it’d go by that fast. In spite of it mostly being a montage from Rika’s POV, and there presumably not being much worth showing about the mechanics and reasoning behind how Satoko set up the different mini-loops there, I think there’s still a fair bit to be shown from her perspective in that arc. For one thing, we’ll probably get a reveal of what was really going on behind the scenes with how Hanyuu suddenly gave Rika a new set of powers, and the whole deal with the sword. And even after the loop montage, I think that stuff will go on behind the scenes with Satoko and Takano to lead into the scene where Takano apologizes to Rika.

At this point my main question is how long it might take to get through all of that, since we only have five episodes left. At least as far as we know. There might be some kind of continuation yet to be announced, but I don’t want to bet on it.

It just feels like there’s a whole lot of stuff left to do before we end this. Like the stuff I’ve mentioned before with the OP having scenes of the club members as teenagers wearing outfits different to their ones from Satokowashi, and the scene of teenage Rika and Satoko fighting in the fragment space.

I’m also wondering at this point if we’ll get some Bernkastel origin story stuff to go with the apparent Lambda origin story. At the very least, they never really explained why she ended up being Featherine’s miko in Umineko, aside from the vague ‘Featherine is probably some version of Hanyuu’ thing. Which has been especially weird since Eua has been using Satoko as her pawn against Rika in this series. But this episode also makes it seem even more likely that Eua doesn’t even like Satoko, and is just using her as a pawn towards a greater goal of entertainment, while probably also playing both sides, so I could see this leading to a situation where she ends up working with Bernkastel instead.

There’s still the question about if this is even a Lambda origin story in the first place, but at this point I think that it’d just be a straight up waste of time if it’s not. That basically feels like the entire purpose of Gou/Sotsu’s existence right now, so if it’s all some sort of elaborate troll, then that just feels like it’d make EVERYONE pissed off. It’d obviously annoy the Umineko fans who like the idea of this being a genuine prequel or tie-in of some kind, but for the people on the opposite end who hate that idea, I don’t think they’d appreciate being told ‘I was just spending nearly 50 episodes tricking you into thinking this was something you’d hate, lol’. It just seems like the worst of both worlds.

Also, I’m pretty open to different variants of how they could pull off the specifics of this being a ‘Lambda origin story’. Like, I still think it’d count if this ends up being set after Umineko and is some kind of elaborate reenactment of how Lambda came to be, or whatever. There’s a lot of specific ways it could be executed, but it’d basically just be the same thing at the end of the day.

I know that witch Satoko right now doesn’t have the same sort of personality that Lambda had, but like with how Beatrice went through multiple design iterations that changed her personality, Satoko might just end up going through more development that makes her closer to the Lambda we know in Umineko. There’s also the fact that the end of Umineko already implied that Bernkastel was just ‘playing the villain’ for fun, so Lambda’s whole personality there might have been somewhat manufactured.

I guess at this point I just have to wonder if we’ll see Satoko come up with the name Lambdadelta for herself, lol. Even back in Higurashi we saw how Rika came up with the name Bernkastel, so if they’re really going in this direction, it’d make sense. I know Satoko is still calling herself Satoko by this point, but just a few episodes ago she denied that she was becoming a witch, and now she’s calling herself one, so these things can change, lol.

Anyway, this whole episode ended up being more Umineko-y than I expected. Even aside from the obvious stuff with them using the term witch, the whole fight between the two Satokos in the fragment space was exactly the sort of thing you’d see in Umineko, down to the fact that it was a gun fight like the love trial was. The imagery of the red cracks on the black background, and the entire screen shattering like glass, also felt like it was lifted straight out of Umineko.

Even if it might be kinda cheesy and forced, the monkey brain part of me really likes this stuff, lol.

Come to think of it, I guess this also makes it a lot more likely in hindsight that her classroom panic attack in this arc really was [at least in part] a representation of her two sides clashing. I think she always planned to do it as a recreation of that scene from Tatarigoroshi, but when it actually started her human side bled through and her genuine regret came through as well. I also assume that all the shots in this arc of her looking uncomfortable or depressed, especially around Teppei, were probably also setting up for this. Which I think is fine, but they probably should have been a little more clear about it, since it came across as her just faking everything, and this ended up feeling more sudden than it should have. I get why people would still see it as being sudden and unearned, but I don’t really think so. They probably should have included more stuff like that during the first two arcs of Sotsu, though.

I’m curious to see if I’ll end up being right about my theory that the sword will end up being used as a plot device to completely separate Satoko’s witch self, and maybe Rika’s as well, into their own beings separate from Rika and Satoko in the ‘real world’. It still feels like the only way to have this actually set up for Umineko without having things end in total tragedy for Rika and Satoko in general.

There’s probably a lot more I could say about this episode, but I think this has gone on long enough as it is, lol.

#murasaki rambles #higurashi #higurashi sotsu

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leonarsfrey1991 · 4 years

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ruthjsmithfl · 4 years

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Competitor Research - The Ultimate Search Engine Optimization Solution

If you’re designing a new online venture, or are simply sick and tired of losing to competitors in organic search, then you need to do an SEO competitor analysis.

You can learn many things from your competitor. In fact competitors are a goldmine of information that can inform you about every aspect of your SEO strategy and help to increase your website’s organic traffic.

In solid terms, performing an SEO competitor analysis lets you:

Get In Touch

Learn what works and what doesn’t in your industry.

Find competitors’ weaknesses, and capitalize on them.

Find competitors’ strengths, and replicate them.

Understand what SEO tasks to prioritize going forward.

Understand how difficult outperforming competitors in the SERPs are likely to be.

Here, I will run through the SEO competitive analysis process for a hypothetical new infographic design tool—Minimagraphic.com.

Minimagraphic.com — a hypothetical new infographic design tool launching soon (maybe).

#makeInfographicsGreatAgain

We have also added a competitive analysis template so you can follow along with your site.

Things to Keep In Mind

Getting Started

You can do this complete process with only two tools

Ahrefs (take a 7‑day trial)

This Google Sheets template (IMPORTANT: make a copy!)

It would be great if you also make a copy of the completed sheet for our hypothetical website, as that may come in handy for clarification if any of the instructions given below feel unclear. (Hopefully, they won’t!)

You can do that here.

Got it? Let’s get started

Identify Competitors

First we need to identify our main competitors than we should proceed further

These are the websites struggling for our desired keywords in organic search.

Some competitors that come to our mind are Canva, Piktochart, Infogram, easel.ly, and Visme regarding our hypothetical infographic design tool However, our organic search competitors may not be the same as our direct business competitors.

So let’s first look at how potential customers would search for our service.

I thought that this would be something like “infographic design tool,” but it appears that I was wrong as when I search for this in Ahrefs Keywords Explorer, it tells me there is no search volume.

So let’s inspect the “Also rank for” report and see if we can find a better keyword.

It seems like “infographic maker” is the most famous way people search for such tools.

Now let’s see the SERP overview to see who currently ranks in the top five.

Not an Ahrefs user?

Run a Google search instead.

It appears that our top five competitors are Piktochart, Venngage, Canva, Visme, and Infogram.

The interesting thing is, Easel.ly didn’t make the cut as they don’t rank in the top 10.

This is why you should not always rely on your instincts for direct business competitors because they’re not always competitors when it comes to SEO.

SEO is like another world, imagine that a person has a butcher business in a small town. The business that keeps him awake at night is the other small butcher down the road. However, when it’s come to SEO, they’re no competitors because they don’t even have a website.

I will note these five competitors to my spreadsheet.

PRO TIP

If you are trying to find competitors for a blog or ecommerce site, then looking for sites that rank for a single keyword may not be the best way to go about things.

That is because you are probably targeting hundreds or thousands of keywords and topics across many pages.

So it is good to see who is competing with you across the board.

For this, you can use the Competing domains report in Ahrefs Site Explorer.

Site Explorer > enter your domain > Organic search > Competing domains

Analyze the Competitive Landscape

Next, we have a high-level view of the competitive landscape.

To do that, we will pull a small number of key stats and SEO metrics which should give us an idea as to how established the competition is.

Let’s use Ahrefs Batch Analysis tool to do this for all competitors’ websites at once.

Batch Analysis > Enter competitors’ domains > Analyze

Batch Analysis will return many useful stats for each site, and I am interested in:

Domain Rating (DR)

Ahrefs Rank (AR)

Number of referring domains

Estimated organic search traffic

Estimated number of keyword rankings

Now add them to our sheet.

To explain these SEO metrics a bit more:

Domain Rating (DR):

Having a high DR score means that the website has a solid backlink profile. Instead of considering DR absolutely you should judge it relatively. For your understanding let’s take an example, suppose that your website is DR30 and your competitor is DR50, that is a bit higher. If your website is DR30 whereas yours competitor site is DR90 that is similar comparing your mom and pop store to Walmart—they aren’t your competitor.

Ahrefs Rank (AR):

Having a low Ahrefs rank means that the website is strong. AR explains the same thing as DR but with more details. For example, if you have two competitors with the same DR like DR33 websites, you can use AR to see which is the stronger of the two sites.

Referring domains:

If your links are of good quality then having a large number of referring domains could also mean that the website is strong A high number of referring domains can also indicate a strong site—provided that those links aren’t low-quality. However, keep in mind that grabbing DR is always useful as this takes into account both the quality and quantity of links to a website.

Organic traffic & keywords:

This is quite obvious that the higher these numbers are, the better the website is performing in organic search.

In simple words the more distance between your stats and yours competitor stats, the more you have to struggle.

Still these metrics don’t explain everything about our competitors’ SEO progress.

Study Backlink Growth

We have studied approximately 930 million pages and it appears to us that link popularity is a clear SEO “ranking factor”

That is why we have to learn more about our competitors’ link building efforts.

Let’s look at the speed with which they acquire new referring domains (linking sites), as this gives us an approximate target to shoot for with our link building.

To do this, we’ll use Ahrefs Site Explorer.

Site Explorer > Enter domain > Overview > Referring Domains graph > Set to ‘One year’

For each participant, we take the number of all referring domains that today have minus the same number from a year ago, and then divide it by twelve to get the average monthly value.

Here is the calculation for Visme:

(7,603 — 5,599) / 12 = 167 new referring domains per month (on average)

Also keep in mind that this is the cumulative growth or decline in referring domains. For example, if a competitor gets links from a hundred new RDs in a month but loses links from ten existing RDs, their cumulative growth is ninety.

Let’s also inspect the growth trend for our other competitors.

We need to check if there is an element of consistency or not, In other words, do their link profiles show consistent or inconsistent growth or decline?

For Venngage, besides from a small irregularity earlier this year, their growth has been relatively consistent.

This might be natural, or it might be the byproduct of long-term link building efforts.

Whatever the case is, it would be worth following these two articles to go deeper into their backlink profile to see what we can learn… once finished with the basic competitive analysis, of course.

For Piktochart, their growth seems more inconsistent.

They have gained the experience of “hockey stick” growth between May and July last year, which may be the indication of a specific piece of content performing well, or them ramping up their existing link building efforts. It could also provide an indication of negative SEO attacks.

To get a sense of which, we can check the New referring domains report.

Site Explorer > Referring domains > New > use the date range to filter for that period

It is probably a negative SEO attack if most of the domains look like spam. (Hint: Confirm this by looking at the New backlinks report for the same date range)

It is probably down to a particular piece of content doing well if most of the links point to the same web page. If the spike happened recently, use the Best by Link Growth report in Site Explorer to help identify which piece of content attracted the links.

It’s likely the ramping up of existing link building efforts if you find lots of links from a specific type of content—e.g., guest posts, resource pages, etc.

For now, I am going to add some growth-related stats for each competitor to my spreadsheet.

Find Superfans

Those who have linked to our competitors on multiple occasions are called Superfans. These are people with whom it is easy for us to build relationships because they tend to link out to websites they like regularly.

In order to find these people, we can check the Referring domains report in Ahrefs Site Explorer.

Site Explorer > Referring Domains > add a “dofollow” filter > sort by “links to target / dofollow”

Now we will go through the list for industry blogs.

Here is just one that stood out for Canva:

If we hit the caret, we can see that this site links numerous times across many blog posts.

By just spending five seconds on the website we found that this is a single author blog by a woman named Elaine—she is the one with whom we may want to build a relationship and introduce to our product.

Now look for five superfans for each of our competitors and add them to our sheet.

Find Broken Pages

Have you ever heard the saying that one person’s junk is another person’s treasure?

That saying is true on the web too.

So now we need to see if our competitors’ websites for a specific type of junk: broken pages.

To this task we will use the Best by links report in Ahrefs Site Explorer.

Site Explorer > enter competitors domain > Best by links > add a “404 not found” filter > sort by the Referring domains column (high to low)

Sidenote: I am searching for content on a subdomain here so that I only see dead informational pages—e.g., blog posts, infographics, etc.

If we see broken pages on our competitors’ websites, that have backlinks, and are also somewhat relevant to our business, then we may be able to take advantage of such pages by:

Figuring out what the dead page used to be;

Publishing something similar, but better;

Finding everyone linking to the dead resource (use the Backlinks report in Site Explorer)

Asking them to swap out the dead link in favor of our working resource.

Learn how to carry out this strategy in our broken link building guide.

Now we are going to focus on competitive analysis and not link building, let’s just add any related broken pages from our five competitors to the spreadsheet.

Quick Note: In Following step (6 , 7 and 8) we will focus on organic traffic

By having a knowledge of which countries our competitors get the bulk of their organic traffic from can help us to understand where the opportunity lies in this niche.

For this, we will use Ahrefs Site Explorer.

Site Explorer > enter competitor’s domain > Overview > Organic search tab

Let’s add the top five countries along with their traffic percentages to our spreadsheet.

I’ll then do the same for our other competitors.

Here’s what we get:

Seems like the United States is where the bulk of the traffic opportunity lies in this niche, as this is where our competitors get approximately 31% of their traffic from on average.

There is some opportunity in other English-speaking countries like the UK and Canada too.

So we now know that we should almost certainly prioritize content creation for folks in these countries, as this is where we see the bulk of search demand.

Hardly surprising.

However, the fact that there is traffic potential in Latin America and Asia has got me thinking: perhaps it would make sense to translate our landing pages into Spanish, Indian, and possibly Indonesian?

We could even launch a multilingual blog to maximize traffic from these countries.

That’s what we did here at Ahrefs—we have a Spanish blog and a Chinese blog.

The Spanish version of the Ahrefs Blog.

The Chinese version of the Ahrefs Blog.

Many of our landing pages are available in multiple languages too.

Pro Tip:

Organic traffic is not always representative of traffic value. It might be misleading to look solely at organic traffic numbers.

For example, Visme gets roughly the same amount of search traffic from the UK and Mexico.

But if we look at the traffic value for Mexico VS UK, We see that UK traffic is worth 700%+ more!

So it probably makes sense for us to prioritize UK traffic growth.

Break it Down

What Are The Different Types Of SEO?

At Syndiket, we believe four types of SEO exist – and we have an acronym to represent those 4 types of SEO. The acronym is T.R.A.P.

“T” stands for Technical, “R” stands for Relevancy, “A” stands for Authority, and “P” stands for popularity. Search engine optimization has many smaller divisions within the 4 types, but all of them can be placed into one of these 4 buckets.

I’m Interested!

Technical SEO

Generally, technical SEO for local businesses carry the least importance for ranking. Technical SEO has a bare minimum that is required and this usually includes things like site speed, indexation issues, crawlability, and schema. Once the core technical parts are done, minimal upkeep is required.

Relevancy SEO

Relevancy is one of trivium elements of SEO. It has equal importance with popularity signals and authority signals. Relevancy signals are based on algorithmic learning principles. Bots crawl the internet every time a searcher has a search. Each search is given a relevancy score and the URLs that pop up for a query. The higher the relevancy score you attain, the greater your aggregated rating becomes in Google’s eyes. Digital marketing is a strange thing in 2020, and ranking a website requires the website to be relevant on many fronts.

Authority SEO

Google’s Co-creator, Larry Page, had a unique idea in 1998 which has led to the modern-day Google Empire. “Page Rank”, named after Larry Page himself, was the algorithm that established Google as a search engine giant. The algorithm ranked websites by authority.

Every page of a website has authority and the sum of all pages has another authority metric. The authority metric is largely determined by how many people link to them (backlinks). The aggregate score of all pages pointing to a domain creates the domain score, which is what Syndiket calls “Domain Rating”, per Ahrefs metrics. The more a site is referenced, the more authority it has. But, the real improvement to the algorithm came when Google began to classify authority weight.

If Tony Hawk endorsed Syndiket for skateboarding, it would carry a lot more authority than 5 random high school kids endorsing Syndiket. This differentiation in authority happened in 2012 with the Penguin update. Authority SEO is complicated but VERY important.

Popularity

Popularity signals are especially strong for GMB or local SEO, but popularity and engagement are used for all rankings. The goal of this signal is for Google to verify its own algorithm. You can check off all the boxes, but if your content is something real people hate, Google has ways to measure that. Syndiket has proprietary methods of controlling CTR (click-through rate) but we also infuse CRO methods into our work to make sure people actually like the content. Social shares and likes are also included in this bucket.

I’m Interested!

Continued …

Spy on Competitors’ Organic Keywords

Next, we need to find out which keywords are currently driving organic traffic to our competitors’ sites.

We can do it by running the Organic keywords report for each domain.

Site Explorer > enter competitor’s domain > Organic search > Organic keywords

Above we can see that visme.co currently ranks for 133,667 keywords in the US.

By default, the Organic Keywords report shows keyword rankings for the country that generates the most search traffic. And that is not a problem, but if you want to see keyword data for a different country, hit “more” and choose from any of the 150+ countries in our database.

Now look for some juicy keywords that might be worth targeting.

There are some that jump out right away such as “infographic maker,” “infographic creator,” etc. But there are also a lot of unrelated results muddying the waters.

So now first exclude all branded keywords with the “exclude” function.

I will also try to filter only for keywords for which our competitor ranks in the top 10 so that we only see the most relevant keywords.

Let’s keep things simple for now and note down the top five relevant, non-branded keywords sending the most traffic to our competitors, and their search volumes.

A few of those keywords would be a good match for our homepage. Others would make better blog posts (For example “what is an infographic?”).

Note: If you’re following along and are only interested in finding keyword ideas for your homepage, use the “URL” mode in Site Explorer as opposed to “*.domain/*”. That way, you will only see keyword suggestions from the homepage instead of the whole site. And don’t forget to exclude branded searches from the report!

PRO TIP

Some of the keywords that I noted down have high Keyword Difficulty (KD) scores, which mean that they will be hard to rank for without building lots of links.

For example, “infographic maker” has a KD score of 73 … and will need backlinks from approximately 235 domains to rank in the top 10.

Recommended reading: Learn more about how we calculate Keyword Difficulty.

I am not really concerned about this right now as I am looking more for “ultimate goal” keywords.

If you are following along and would prefer to find keywords that you stand a chance at ranking for in the short-to-medium-term, feel free to filter for keywords with a low KD score.

Spy on Competitors’ Featured Snippets

One additional thing you should pay attention to while analyzing your competitor’s organic traffic:

SERP features for which your competitors rank.

Featured snippets alone show up for approximately 12% of search queries, as per our study…

… And they get approximately 9% of clicks from the results on the first page:

So let’s keep things simple and focus solely on those.

The first thing is that I need to know which featured snippets our competitors own and for that, I’ll use Ahrefs Site Explorer.

Site Explorer > enter competitors domain > Organic search > Organic keywords > SERP features filter > Featured snippets > Only linking to target

Piktochart owns 87 snippets in the US right now and gets a fair amount of traffic as a result.

Visme owns 216.

I will add these numbers to my sheet for each competitor.

To be honest, if our competitors rank for a lot of featured snippets, there could be an opportunity for us to do the same.

This can even be easy traffic because it’s not always the #1 ranking page that owns the snippet.

59.2% of featured snippets come from pages ranking in positions 2–5.

In other words, even if the SERP is competitive, there’s still a chance of owning the snippet provided that we can make it to the top 5.

Recommended reading: How to Optimize for Google’s Featured Snippets in 2020

QUICK NOTE

In the few steps (#9, #10, and #11), we’ll delve deeper into competitors’ content.

Find Content Gaps

If you look at a particular site for some information that is not there, this is what a content gap is.

Content gaps in SEO are keywords for which your competitors rank, but you don’t, that is a gap you will probably want to fill.

To find content gaps, we can use Ahrefs Content Gap tool.

Site Explorer > enter your domain > Content gap

You can see that this prefills the “But the following target doesn’t rank for” field with our domain.

Now we need to fill the other fields with competitors.

I will then set it to “Show keywords that all of the below targets rank for,” tick the “at least one of the targets should rank in the top 10” box, and run the search.

You can see that this returns some quite relevant keywords above.

Sidenote: If you are following along and don’t see any relevant keywords, feel free to loosen the settings a little and find keywords for which two, three, or four of your competitors rank, rather than all of them.

We have limited resources therefore targeting all these keywords is an impossible task.

Let’s use the filters to focus in on low/medium difficulty, high-volume opportunities.

Having low difficulty scores means that it would be easy to rank for whereas the solid search volume means that ranking will give a nice bump to our search traffic.

However, some of these keywords look to be ones we already found in the previous step.

So I am just going to add the five most relevant new keywords to my sheet.

Find Competitors’ Most Popular Content

There is no doubt that keyword search is a critical part of SEO but these days, Google’s understanding of the intent behind searches is arguably better than ever.

This is why; one page can easily rank for hundreds or even thousands of long-tail keywords.

By finding our competitors’ top pages, we can figure out which of their articles are:

ranking for a ton of keywords

pulling in loads of traffic

Then we can write about these overarching topics and earn some traffic.

For this, we can use the Top Pages report in Ahrefs Site Explorer.

Keep in mind that we are interested in finding blog posts here so if possible, we actually need to search the blog folder URL/subdomain as opposed to the entire domain.

Site Explorer > enter competitor’s domain > select “prefix” mode > Top pages

PRO TIP

If you are not sure where your competitor’s blog is located?

Check the Top subfolders report in Site Explorer and look for their blog path.

If you don’t find anything, check the Top subdomains report instead. Some websites host their blog on a subdomain.

Either way, make sure the traffic percentage for the subfolder/subfolder is in the doubt digits. If it isn’t, then it’s likely that their blog posts aren’t nested within that URL structure.

In which case, stick with a domain search.

Now one thing to note about this report is that the pages on sites with the most organic traffic often tend to have a lot of referring domains. That is hardly surprising, as backlinks are a strong ranking factor.

So let’s skim this report for each competitor and eyeball the RD column.

What we are looking for are pages with lots of traffic but not too many referring domains, as these are likely to be much easier to compete with.

I will add five relevant pages that fit the bill to my sheet, plus their traffic.

Sidenote: If you are interested in the individual keywords for which these top pages rank, click the caret in the keywords column.

Find Competitors’ Most Linked Content

Links mean referrals and often as a result, more organic search traffic.

So we know we need to build links, but where do we begin?

We will see what is working for our competitors.

The Best by links report in Ahrefs Site Explorer shows competitors’ most linked content. If it worked for them, then something similar will probably work for us.

Site Explorer > enter competitor’s blog subfolder/subdomain > Organic search > Best by links

Sidenote: If you are doing this for a competitor whose blog posts aren’t nested under a subdomain (e.g., blog.domain.com/…) or subfolder (e.g., domain.com/blog/…) then use their domain instead. You will have to be a little more vigilant when browsing the report.

Here, I will add the URLs of the five most relevant top pages from each competitor, the number of referring domains to each page, and what “type” of content it is to my sheet.

Now we can find at a glance what types of content work best for each competitor and in general.

For example, 60% of the most linked pages articles from Venngage are listicles, and it’s a similar story for Visme too.

Sidenote: Not every niche is the same. You may see that a different type of content is more popular in your niche.

On the other side, gaps can also present opportunities.

For example, Canva has a lot of links to text-heavy content. Such content could be simplified as an infographic and possibly attract even more links.

We could also use what is commonly known as the ‘skyscraper’ technique to attract links:

Create a similar but even better piece of content

Show it to everyone who links to our competitor’s now inferior content

Ask them to swap out the link in favor of our superior content

If you are wondering how we can find out who links to our competitor’s content, all we need to do is click the number under the Referring domains column, and we will be able to see all the sites linking to that page.

In other words, our competitor has kindly created a list of prospects for us.

Find Competitors’ PPC Keywords

Analyzing competitors’ PPC activity can be perceptive when it comes to planning an SEO strategy for one simple reason:

If they’re paying for traffic from a keyword, then that keyword is most likely profitable.

To find our competitors’ PPC keywords, let’s use the PPC keywords report in Ahrefs Site Explorer.

Site Explorer > enter competitors domain > Paid search > PPC keywords

It looks like Venngage is bidding on a lot of infographic-related terms.

Which lead me to another point:

If you look at the competitors’ PPC data, you can find small volumes of keywords with high conversion, which can be easily omitted when conducting keyword research.

For example, a keyword like “make infographics online” (70 searches per month) is likely to have a much higher conversion rate than “creator of free infographics” (600 searches per month).

If the conversion rate for a keyword of 70 search queries per month is 20%, and the conversion rate for a keyword of 600 search queries per month is 2%, what do you think is the most appropriate keyword to rank?

I’m sure you’ve already done the math. That low-volume keyword will make more money.

Following this logic, I’m going to add five PPC keywords for each participant to my sheet, but I will intentionally choose keywords that, in my opinion, can convert well.

DISCLAIMER Take this idea with a pinch of salt. Just because a competitor spends money on a checkpoint does not necessarily know what they are doing. Before using PPC, you can check any keywords you find before trying to get a ranking for yourself.

Learn From Competitors’ PPC Ads

Viewing an ad copy of PPC members can help write title tags and descriptions that increase CTR.

This is because competitors pay cold cash to attract customers with specific keywords, and Google encourages more relevant ads with lower CPCs.

So it’s in their interest to make sure their ads win the click!

To use the PPC keyword report, look again at the copy of your competitor for the keyword for which we want to assign a rating, “Infographic maker:”

Site Explorer > enter competitors domain > Paid search > PPC keywords

To preview an ad for a keyword, hover over the yellow ‘Ad’ icon.

They seem to use speed, cost (or lack thereof) and ingenuity to lure clicks.

These are all things we could incorporate into our meta titles and descriptions to generate more traffic from organic search.

Recommended reading: How to Craft the Perfect SEO Title Tag (Our 4-Step Process)

Final Thoughts

Competitive analysis is a vast field; everything mentioned above is just the tip of the iceberg.

If you are familiar with Ahrefs, then you know that there are many additional reports in which we can dive deeper into the overall strategy of our competitors in the field of marketing, content and link building.

You just need to follow the process described above and then use other reports to delve into any Ahrefs area of interest (and possibly other competitive analysis tools).

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Competitor Research - The Ultimate Search Engine Optimization Solution

If you’re designing a new online venture, or are simply sick and tired of losing to competitors in organic search, then you need to do an SEO competitor analysis.

In solid terms, performing an SEO competitor analysis lets you:

Get In Touch

Learn what works and what doesn’t in your industry.

Find competitors’ weaknesses, and capitalize on them.

Find competitors’ strengths, and replicate them.

Understand what SEO tasks to prioritize going forward.

Understand how difficult outperforming competitors in the SERPs are likely to be.

Here, I will run through the SEO competitive analysis process for a hypothetical new infographic design tool—Minimagraphic.com.

Minimagraphic.com — a hypothetical new infographic design tool launching soon (maybe).

#makeInfographicsGreatAgain

We have also added a competitive analysis template so you can follow along with your site.

Things to Keep In Mind

Getting Started

You can do this complete process with only two tools

Ahrefs (take a 7‑day trial)

This Google Sheets template (IMPORTANT: make a copy!)

You can do that here.

Got it? Let’s get started

Identify Competitors

First we need to identify our main competitors than we should proceed further

These are the websites struggling for our desired keywords in organic search.

So let’s first look at how potential customers would search for our service.

So let’s inspect the “Also rank for” report and see if we can find a better keyword.

It seems like “infographic maker” is the most famous way people search for such tools.

Now let’s see the SERP overview to see who currently ranks in the top five.

Not an Ahrefs user?

Run a Google search instead.

It appears that our top five competitors are Piktochart, Venngage, Canva, Visme, and Infogram.

The interesting thing is, Easel.ly didn’t make the cut as they don’t rank in the top 10.

This is why you should not always rely on your instincts for direct business competitors because they’re not always competitors when it comes to SEO.

I will note these five competitors to my spreadsheet.

PRO TIP

If you are trying to find competitors for a blog or ecommerce site, then looking for sites that rank for a single keyword may not be the best way to go about things.

That is because you are probably targeting hundreds or thousands of keywords and topics across many pages.

So it is good to see who is competing with you across the board.

For this, you can use the Competing domains report in Ahrefs Site Explorer.

Site Explorer > enter your domain > Organic search > Competing domains

Analyze the Competitive Landscape

Next, we have a high-level view of the competitive landscape.

To do that, we will pull a small number of key stats and SEO metrics which should give us an idea as to how established the competition is.

Let’s use Ahrefs Batch Analysis tool to do this for all competitors’ websites at once.

Batch Analysis > Enter competitors’ domains > Analyze

Batch Analysis will return many useful stats for each site, and I am interested in:

Domain Rating (DR)

Ahrefs Rank (AR)

Number of referring domains

Estimated organic search traffic

Estimated number of keyword rankings

Now add them to our sheet.

To explain these SEO metrics a bit more:

Domain Rating (DR):

Ahrefs Rank (AR):

Referring domains:

Organic traffic & keywords:

This is quite obvious that the higher these numbers are, the better the website is performing in organic search.

In simple words the more distance between your stats and yours competitor stats, the more you have to struggle.

Still these metrics don’t explain everything about our competitors’ SEO progress.

Study Backlink Growth

We have studied approximately 930 million pages and it appears to us that link popularity is a clear SEO “ranking factor”

That is why we have to learn more about our competitors’ link building efforts.

Let’s look at the speed with which they acquire new referring domains (linking sites), as this gives us an approximate target to shoot for with our link building.

To do this, we’ll use Ahrefs Site Explorer.

Site Explorer > Enter domain > Overview > Referring Domains graph > Set to ‘One year’

For each participant, we take the number of all referring domains that today have minus the same number from a year ago, and then divide it by twelve to get the average monthly value.

Here is the calculation for Visme:

(7,603 — 5,599) / 12 = 167 new referring domains per month (on average)

Let’s also inspect the growth trend for our other competitors.

We need to check if there is an element of consistency or not, In other words, do their link profiles show consistent or inconsistent growth or decline?

For Venngage, besides from a small irregularity earlier this year, their growth has been relatively consistent.

This might be natural, or it might be the byproduct of long-term link building efforts.

Whatever the case is, it would be worth following these two articles to go deeper into their backlink profile to see what we can learn… once finished with the basic competitive analysis, of course.

For Piktochart, their growth seems more inconsistent.

To get a sense of which, we can check the New referring domains report.

Site Explorer > Referring domains > New > use the date range to filter for that period

It is probably a negative SEO attack if most of the domains look like spam. (Hint: Confirm this by looking at the New backlinks report for the same date range)

It’s likely the ramping up of existing link building efforts if you find lots of links from a specific type of content—e.g., guest posts, resource pages, etc.

For now, I am going to add some growth-related stats for each competitor to my spreadsheet.

Find Superfans

In order to find these people, we can check the Referring domains report in Ahrefs Site Explorer.

Site Explorer > Referring Domains > add a “dofollow” filter > sort by “links to target / dofollow”

Now we will go through the list for industry blogs.

Here is just one that stood out for Canva:

If we hit the caret, we can see that this site links numerous times across many blog posts.

Now look for five superfans for each of our competitors and add them to our sheet.

Find Broken Pages

Have you ever heard the saying that one person’s junk is another person’s treasure?

That saying is true on the web too.

So now we need to see if our competitors’ websites for a specific type of junk: broken pages.

To this task we will use the Best by links report in Ahrefs Site Explorer.

Site Explorer > enter competitors domain > Best by links > add a “404 not found” filter > sort by the Referring domains column (high to low)

Sidenote: I am searching for content on a subdomain here so that I only see dead informational pages—e.g., blog posts, infographics, etc.

If we see broken pages on our competitors’ websites, that have backlinks, and are also somewhat relevant to our business, then we may be able to take advantage of such pages by:

Figuring out what the dead page used to be;

Publishing something similar, but better;

Finding everyone linking to the dead resource (use the Backlinks report in Site Explorer)

Asking them to swap out the dead link in favor of our working resource.

Learn how to carry out this strategy in our broken link building guide.

Now we are going to focus on competitive analysis and not link building, let’s just add any related broken pages from our five competitors to the spreadsheet.

Quick Note: In Following step (6 , 7 and 8) we will focus on organic traffic

By having a knowledge of which countries our competitors get the bulk of their organic traffic from can help us to understand where the opportunity lies in this niche.

For this, we will use Ahrefs Site Explorer.

Site Explorer > enter competitor’s domain > Overview > Organic search tab

Let’s add the top five countries along with their traffic percentages to our spreadsheet.

I’ll then do the same for our other competitors.

Here’s what we get:

Seems like the United States is where the bulk of the traffic opportunity lies in this niche, as this is where our competitors get approximately 31% of their traffic from on average.

There is some opportunity in other English-speaking countries like the UK and Canada too.

So we now know that we should almost certainly prioritize content creation for folks in these countries, as this is where we see the bulk of search demand.

Hardly surprising.

We could even launch a multilingual blog to maximize traffic from these countries.

That’s what we did here at Ahrefs—we have a Spanish blog and a Chinese blog.

The Spanish version of the Ahrefs Blog.

The Chinese version of the Ahrefs Blog.

Many of our landing pages are available in multiple languages too.

Pro Tip:

Organic traffic is not always representative of traffic value. It might be misleading to look solely at organic traffic numbers.

For example, Visme gets roughly the same amount of search traffic from the UK and Mexico.

But if we look at the traffic value for Mexico VS UK, We see that UK traffic is worth 700%+ more!

So it probably makes sense for us to prioritize UK traffic growth.

Break it Down

What Are The Different Types Of SEO?

At Syndiket, we believe four types of SEO exist – and we have an acronym to represent those 4 types of SEO. The acronym is T.R.A.P.

I'm Interested!

Technical SEO

Relevancy SEO

Authority SEO

Popularity

I'm Interested!

Continued . . .