Anyone recommend seo audit/competition analysis tool for prospecting

6 replies
I am looking to call businesses, and ask them if I can send them a competition analysis/seo audit.

Ideally it would be a short marketing report that compares them to their competition, and shows what they're missing, and really presells and triggers them to want to buy seo services.

I have found some solutions but none that I really am loving that would strongly presell seo and spur the "competitive" instinct of the biz owner to want to beat their competition.

Any recommendations?
#analysis #audit or competition #prospecting #recommend #seo #tool
  • Profile picture of the author FerMagNet
    Hi there. I'm really curious to see the comments on this question as I'm contemplating targeting local business using a similar approach. Best of luck.
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  • Profile picture of the author instadigit
    Hi friend,
    Use following free tools for SEO audit:

    http://www.seoptimer.com/
    http://seositecheckup.com/
    http://nibbler.silktide.com/
    Google Webmaster Tools
    http://www.websiteanalysis.com/

    and tools for competition analysis are:

    https://www.similarweb.com/ (Limited access)
    https://www.semrush.com/ (Limited access)
    https://ahrefs.com/ (paid one)

    Good luck.
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  • Profile picture of the author Caroline Lee
    Banned
    [DELETED]
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  • Profile picture of the author MerinaMark
    Hey is there any unlimited tool for seo audit?
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  • Profile picture of the author savidge4
    Originally Posted by Web Profit Solutions View Post

    I am looking to call businesses, and ask them if I can send them a competition analysis/seo audit.

    Ideally it would be a short marketing report that compares them to their competition, and shows what they're missing, and really presells and triggers them to want to buy seo services.

    I have found some solutions but none that I really am loving that would strongly presell seo and spur the "competitive" instinct of the biz owner to want to beat their competition.

    Any recommendations?
    This idea sounds good... looks good on paper... but execution and results are not all to hot. The thing here is you hand a potential client a geek report.. and its not that they are dumb, or don't understand... you simply are not going to thrust them to the tipping point - they are not going to respond.

    There is a thread from some time in the last year that discusses the use of the map from the 3 pack as a method to show proximity in terms of competition. Something I suggest finding.

    Here is the deal... In order to produce a report that is going to get a prospective client to act... you have to create it. You have to convert the mathematical mumbo jumbo ( from a SEO report ) into something that actually means something. you have to convert that #1 position their competitor has to dollars and cents. You have to show its not just 1 competitor.. its 5 of them. You have to break down a population base and figure market share, and show them exactly how much is in it for them to gain.

    There simply is no software that I am aware of that does this.

    As an example.. you are targeting plumbers, and there are 15 of them in your geographic area. IF.. you took the time got all the numbers together you could easily at that point send the offer to all 15 of them with some minor tweaking in the end report. You could get so bold as to send the offer to all 15 noting in the attached cover letter that you will only be accepting 1 client from that sector. This takes competition to a whole new level.

    I have found that it is usually someone in a top position that takes the offer.. they want to protect what they have - they understand the value. They are also the ones that are most invested in bringing down the competition. In essence they are going to pay you, so the lessor competition doesn't have the opportunity to use your services.

    Just something to think about
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    • Profile picture of the author Ron Herman
      Originally Posted by savidge4 View Post

      This idea sounds good... looks good on paper... but execution and results are not all to hot.
      It's too, not to.

      Originally Posted by savidge4 View Post

      The thing here is you hand a potential client a geek report.. and its
      It's, not its.
      Originally Posted by savidge4 View Post

      not that they are dumb, or don't understand... you simply are not going to thrust them to the tipping point - they are not going to respond.
      Tipping point? Malaprop.

      Let's take a look at this argument. First of all savidge4, how do you know they're not going to respond? Have you tried this approach? Or, are you simply making an assumption that it will not work?

      We used to market just such a tool for consultants a few years back, it was called Analysis Generator. Some used it on the front end like you're talking about doing Web Profit Solutions. However, it was much more effective to use as a carrot to get prospects to ASK for an audit, rather than providing an unsolicited one. But, even that's a bit weak, and I'll tell you why...

      Whenever you cold-call (and even if you offer an audit, that's a cold-call of sorts), you create an incongruity. It goes like this: "If you're so good, why are you soliciting me? Why aren't business owners coming to YOU?"

      Cold-calling isn't necessarily "calling" via the telephone. A cold-call or cold-contact could be conducted in person, over the phone, or via email or direct mail.

      Originally Posted by savidge4 View Post

      There is a thread from some time in the last year that discusses the use of the map from the 3 pack as a method to show proximity in terms of competition. Something I suggest finding.
      I would suggest, rather than continuing to look for "gadgets" to assist you, that you find ways to get clients to come to you.

      Originally Posted by savidge4 View Post

      Here is the deal... In order to produce a report that is going to get a prospective client to act... you have to create it. You have to convert the mathematical mumbo jumbo ( from a SEO report ) into something that actually means something. you have to convert that #1 position their competitor has to dollars and cents. You have to show its not just 1 competitor.. its 5 of them. You have to break down a population base and figure market share, and show them exactly how much is in it for them to gain.

      There simply is no software that I am aware of that does this.
      There are 3 "HAVE TOs" in the previous paragraphs. I have found, through coaching scores of marketing consultants (including SEO consultants), that there are no MUSTS or HAVE-TOs except one: You have to take action. Many approaches work, and some work better for certain types of individuals than others. There are, however, some methods that tend to consistently render better results than others for most consultants. One of my coaching students was going door to door. And, while he was having SOME success with that, I was able to show him methods that were much more fruitful.

      Originally Posted by savidge4 View Post

      As an example.. you are targeting plumbers, and there are 15 of them in your geographic area. IF.. you took the time got all the numbers together you could easily at that point send the offer to all 15 of them with some minor tweaking in the end report. You could get so bold as to send the offer to all 15 noting in the attached cover letter that you will only be accepting 1 client from that sector. This takes competition to a whole new level.
      While this approach works in the site-leasing model I'm not sure how well it would work in a SEO audit/3-pack scenario. I guess it's something that might be worth a try IF you're unable to get clients to come to you and request your expert opinion.

      Originally Posted by savidge4 View Post

      I have found that it is usually someone in a top position that takes the offer.. they want to protect what they have - they understand the value. They are also the ones that are most invested in bringing down the competition. In essence they are going to pay you, so the lessor
      You mean lesser, not lessor. A lessor is a landlord.
      Originally Posted by savidge4 View Post

      competition doesn't have the opportunity to use your services.
      I don't know that I would set out to target only #1 ranked prospects, but maybe the top 10 or 15 would be good targets. Certainly, the ones who have obviously spent some money getting ranked are displaying their willingness to spend to get results. If I were going to work a cold list I would target them first.
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      • Profile picture of the author savidge4
        Originally Posted by Ron Herman View Post

        Tipping point? Malaprop.
        Since we are being all English professor and such, it technically would be a "Dogberryism" of sorts if you read http://www.warriorforum.com/offline-...esistance.html you will see where the term came from, and why it would be used specifically on this forum.

        Originally Posted by Ron Herman View Post

        Let's take a look at this argument. First of all savidge4, how do you know they're not going to respond? Have you tried this approach? Or, are you simply making an assumption that it will not work?
        The answer here... yes I have used the approach... I got lazy and kicked out automated reports with less than lack luster results.

        Originally Posted by Ron Herman View Post

        We used to market just such a tool for consultants a few years back, it was called Analysis Generator. Some used it on the front end like you're talking about doing Web Profit Solutions. However, it was much more effective to use as a carrot to get prospects to ASK for an audit, rather than providing an unsolicited one. But, even that's a bit weak, and I'll tell you why...
        Yes this would be a trip wire. In SEO I prefer to use trip wires that down the road will assist in my efforts when they become paying clients. Such as a Google plus setup or an offline materials audit

        Originally Posted by Ron Herman View Post

        Whenever you cold-call (and even if you offer an audit, that's a cold-call of sorts), you create an incongruity. It goes like this: "If you're so good, why are you soliciting me? Why aren't business owners coming to YOU?"
        This is for sure a dichotomy. I think it depends on the reach ( geographically ) you may be making. The further away the more likely this will be the case. However, for me personally, I would contact locally - by phone or in person - that's what neighbors do. The dynamic being that of small town USA.

        The longer you are in this business.. the more you will have referral business. I think with SEO in particular referrals are minimal, because the business owner does not want to reveal their secret sauce as it were. IF I were presented with the question why are they not coming to you? The answer would be pretty quick. I research and find perfect matches to be my clients.

        Originally Posted by Ron Herman View Post

        I would suggest, rather than continuing to look for "gadgets" to assist you, that you find ways to get clients to come to you.
        You can suggest this all you want... but the reality is, you have to earn it. THIS does NOT happen over night. and regardless of the fact that it does work down the road. Getting out and doing the hussle day in and day keeps you in front of opportunity. A missed opportunity is just that MISSED.

        Originally Posted by Ron Herman View Post

        There are 3 "HAVE TOs" in the previous paragraphs. I have found, through coaching scores of marketing consultants (including SEO consultants), that there are no MUSTS or HAVE-TOs except one: You have to take action. Many approaches work, and some work better for certain types of individuals than others. There are, however, some methods that tend to consistently render better results than others for most consultants. One of my coaching students was going door to door. And, while he was having SOME success with that, I was able to show him methods that were much more fruitful.
        The OP is more than likely new to this type of selling. I am simply supplying them with an entry level point and prospective that does work. Show this this and this, and the ideals of value are getting closer to be understood. Client sees value.. Client closes.

        Originally Posted by Ron Herman View Post

        While this approach works in the site-leasing model I'm not sure how well it would work in a SEO audit/3-pack scenario. I guess it's something that might be worth a try IF you're unable to get clients to come to you and request your expert opinion.
        Ahh so the approach does work.. nice to hear. You are responding to this uestion in your NOW state of mind.... think back to the beginning.. before you were writing $27 WSO's. You have to have an existing base of clients for a referral system of any kind to work. and by the grace of god if you say ask your friends an family I will puke. Has this ever worked for anyone?

        Originally Posted by Ron Herman View Post

        I don't know that I would set out to target only #1 ranked prospects, but maybe the top 10 or 15 would be good targets. Certainly, the ones who have obviously spent some money getting ranked are displaying their willingness to spend to get results. If I were going to work a cold list I would target them first.
        I questioned leaving this portion out.. I think you were so busy correcting my speeling that you missed that I suggested going after the top 15 and pitting them against each other. I never suggest going after #1 specifically.. I just mentioned that they would find this is usually the one that may respond first.

        A liner note to this... Any of the top 3 listings are probably not good matches for a beginners service. The idea is to develop a string of clients with GREAT results. you really want the company that is buried as a client.. and once you have risen them up in the results and they are seeing growth, these are the clients that will give you the referrals that all these guys keep talking about.

        Do the leg work... learn from the process... Identify your ideal client type.. and with time the whole process does become easier. When you are first starting out there are no short cuts.
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