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An important aspect of the SEO consultant’s job is to be the eyes and ears of his clients. Many of them ask us to be an extension of their team, so it is our responsibility to communicate information to them about their competitors or their industry, as well as how this might have an impact or a influence on our strategy.
Taking the pulse of several industries and competitors is a full-time job in itself. However, there is an easy way to get all of this information straight to your inbox. This solution is called Google Alerts .
Thanks to Google Alerts, you can stay informed about the information and topics that matter most to you, in order to adjust and feed your SEO strategy.
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What are Google Alerts?
Google Alerts sends an email to your inbox with a list of relevant articles and mentions related to a topic that interests you. For example, you can create an alert to follow “Amazon” and stay informed, by email, of articles published on the web that talk about this company.
Monitor your competitors and partners
Just as you can keep an eye out for mentions of your own brand, you can do the same for your competitors or business partners, like retailers or distributors. Keep an eye on their acquisition strategies or announcements of leadership changes. What can you learn from the changes they make to their strategies?
If your competitors are listed on the stock exchange, you will get information about their financial results and business activities. If, unfortunately, your competition is in dire financial straits, you will also be able to find out.
Thanks to Google Alerts, you can also get an idea of the PR (Public Relations) strategy of your competitors.
Identify RP and backlink opportunities
With Google Alerts, you can see where your customer is focusing their PR or communications efforts. Does he work with content creators and bloggers? Does he publish articles in specialized magazines in his industry? Does it work with affiliate partners?
From a purely SEO point of view, these alerts mainly allow you to identify the media that talk about your brand without mentioning it through a link. Therefore, this will easily allow you to get in touch with the webmasters of those sites to ask them to add a backlink to the page of your site mentioned.
Regarding competitors, beyond analyzing the press relations strategy, you can also identify opportunities to include your client or your company in media articles in which you do not appear and where your competitors are mentioned.
If you follow the general terms of your industry, you will be able to get a feel for what journalists and bloggers are writing as well as emerging trends.
Enrich your content strategy
Finally, take what you learn about your competition and your industry and apply it to your content strategy . How can you optimize the content of your blog or resources by answering questions or sensitive points covered in news articles?
For example, for a client specializing in the sale of cosmetic products, we have seen many articles published on the benefits provided by ellagic acid, in particular thanks to its antioxidant and anti-wrinkle effect. We informed our client about this trend and found that they offered several face creams and serums with this active. We therefore recommended not only to highlight ellagic acid in product sheets, but also to create guides and resources providing advice to consumers wishing to learn about the benefits of this popular cosmetic active ingredient.
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