There are a wide variety of great tools available for competitive analysis – for our project, we used Ahrefs to analyze top competitor pages. By analyzing our competitors' core content, we were able to identify keyword gaps on our client's site, as well as low-difficulty opportunities. For our Shadow Making client, we initially focused on larger search volumes (respective to their niche) and worked our way down from there, but there is no set search volume that Shadow Making fits every strategy. Instead, consider your niche and the potential value of capturing leads from a given search result. If a lead is potentially worth thousands of dollars, you don't need a lot of volume to justify the ranking value for that term. For Absorb, competitor content analysis would involve careful scrutiny of competitors such as: TalentLMS Litmos Bridge Docebo Growth Engineering Dokeos LMS Administer For example, looking at Bridge in Ahrefs.
I can see that some of their main pages define various eLearning terms: It looks like TalentLMS has similar pages that work well, and they also secure traffic from eLearning subtopics like [creative tool], [constant learning], and [microlearning]. From just a look Shadow Making at these Ahrefs competitors, I learned that Absorb can seize some opportunities by creating pages that define important online training terms or target tangentially related topics. Since Absorb currently doesn't have any pages like this in their top 15 pages in Ahrefs, this strategy Shadow Making should be a real consideration. If Absorb was really a client, I would analyze all of their competitors to uncover trends and find as many opportunities and gaps as possible.
But for this article, I'm going to move on to the next part of our strategy: creating linkable assets. Expand topics to create linkable items The next step is to create highly related assets. Many B2B brands work in narrow, specific niches; this was the case for our Shadow Making client. It is certainly possible to secure links in these small neighborhoods online, but you can quickly exhaust all the exciting opportunities available. We found that expanding our topics gave us the opportunity to promote them to a much wider market. To better understand this Shadow Making topic extension, consider Absorb LMS. Absorb's primary audience and buyers are in the e-learning niche. However, this is a relatively small awareness market, which can lead to limited content promotion exposure and links. Expanding, I could target broader topics like.