Competitor Analysis Visuals in SEO

Visualizations for Competitor Analysis and Keyword Gap Identification

Creating visualizations for competitor analysis and keyword gap identification can help SEO specialists identify opportunities to improve rankings and capture untapped traffic. By leveraging Google Search Console, BigQuery, and Looker Studio, you can set up data-driven, actionable SEO insights that show where competitors are performing well and which keywords present potential growth areas. This section will guide you through building effective visualizations in Looker Studio to highlight SEO gaps and competitor strengths.

1. Why Use Visualizations for Competitor and Keyword Gap Analysis?

Identify High-Potential Keywords: Visualizations make it easy to spot keywords that competitors rank for but you don’t, revealing untapped traffic sources.
Focus on Gaps with High ROI: A visual approach allows you to prioritize keyword opportunities that align with business goals.
Track Competitor Movement: With ongoing visualization, you can monitor competitor rankings and changes, adjusting your strategy accordingly.

2. Setting Up BigQuery for Competitor Analysis and Keyword Gap Data

To analyze keyword gaps, you’ll need data on your keywords as well as competitor keywords. This can be achieved by combining Google Search Console data with third-party competitor data.

Step 1: Import Your Keywords Data into BigQuery
- If your Google Search Console data is already in BigQuery, use it as your primary dataset. This data includes your rankings, clicks, impressions, CTR, and other essential SEO metrics.
Step 2: Import Competitor Data
- Obtain competitor data from SEO tools like SEMrush or Ahrefs, which often provide exportable data on competitor keywords, rankings, and positions.
- Upload this data as a table in BigQuery (e.g., competitor_keywords), with fields for keyword, competitor_name, competitor_position, search_volume, and other metrics.
Step 3: Join Your Data and Competitor Data
- Use SQL to join your keywords data with competitor data. This enables you to compare your position and visibility to that of your competitors, highlighting keywords where they rank but you don’t.
```
SELECT
  a.keyword AS your_keywords,
  b.keyword AS competitor_keywords,
  a.avg_position AS your_position,
  b.competitor_position,
  b.search_volume
FROM
  `your_project.your_dataset.gsc_data` a
LEFT JOIN
  `your_project.your_dataset.competitor_keywords` b
ON
  a.keyword = b.keyword
WHERE
  a.avg_position IS NULL OR a.avg_position > b.competitor_position;
```
- This query returns keywords where competitors rank higher than you or where you aren’t ranking at all, providing a focused list of potential keyword gaps.

3. Visualizing Competitor Analysis in Looker Studio

With your data ready, you can now create visualizations in Looker Studio that highlight competitor performance and keyword gaps.

Step 1: Connect BigQuery to Looker Studio
- In Looker Studio, create a new report and connect BigQuery as your data source. Select the joined table containing your keywords and competitor data.
Step 2: Create a Table Visualization for Keyword Gaps
- Add a table visualization to display your_keywords, competitor_keywords, competitor_position, search_volume, and your_position.
- Sort the table by competitor_position or search_volume to see the most impactful keywords where competitors rank higher.
Step 3: Add Filters for Competitor and Position Range
- Use filters to focus on specific competitors and position ranges. For instance, you may want to see keywords where competitors rank in the top 10 but you rank on page 2.
- This filter allows you to drill down and prioritize high-potential opportunities.

Example: Filter to view keywords where competitors rank in positions 1-5, and you rank 15 or lower. This filter reveals keywords with high ROI potential that could benefit from focused SEO efforts.

4. Visualizing Keyword Gap Opportunities by Search Volume

High search volume keywords typically offer more traffic potential. Visualizing these keywords helps you target gaps with the most impact.

Step 1: Add a Bar Chart for Search Volume Analysis
- Create a bar chart displaying competitor_keywords on the Y-axis and search_volume on the X-axis.
- Sort the chart by search_volume to focus on keywords with the highest potential traffic.
Step 2: Use Color to Differentiate Competitor and Your Rankings
- Apply color coding to indicate whether you’re already ranking for a keyword or if it’s exclusively a competitor’s keyword. This visual distinction quickly highlights where competitors hold an advantage.

Example: Use red for keywords where competitors rank in the top 5 and you don’t rank, and green for keywords where both you and competitors rank. This coloring helps you identify where to focus first.

5. Building a Dashboard for Competitor Movement and Changes

Tracking competitor movement over time reveals if competitors are gaining or losing ground, helping you adjust your SEO strategy proactively.

Step 1: Create a Date Range Control for Historical Comparison
- In Looker Studio, add a date range control to view competitor rankings and keyword gaps over specific time periods.
Step 2: Add a Line Chart for Competitor Position Trends
- Plot a line chart to show changes in your position and competitor position for specific keywords over time. This helps track if competitors are moving up or down for important keywords.
Step 3: Use Scorecards for Summary Insights
- Use scorecards to display summary metrics, such as the number of keywords where you’re within one position of a competitor or the total search volume of all keywords where competitors outrank you.

Example: A line chart that shows your ranking trend alongside a competitor’s for specific keywords over the past six months provides insights into how your optimization efforts affect ranking over time.

6. Implementing a Keyword Gap Strategy Based on Visualization Insights

Once you have identified keyword gaps and competitor strengths, use these insights to refine your SEO strategy.

Step 1: Prioritize Keywords by Impact and Relevance
- Use the table and bar chart visualizations to identify high-priority keywords (e.g., high search volume or brand-relevant terms) where competitors are outperforming you.
Step 2: Create a Content Optimization Plan
- Focus on creating or updating content to target high-impact keyword gaps. Incorporate competitors’ keyword strengths into your on-page SEO and content strategies, like adding similar but unique content for top keywords.
Step 3: Monitor Changes and Adjust Strategy
- Use the Looker Studio dashboard to track how your rankings change for target keywords after implementing optimizations. Adjust your strategy based on progress and competitor movements.

Example: If visualizations show competitors consistently outperforming you for specific high-value keywords, you may prioritize additional content or technical SEO enhancements to target these terms.

Summary

Using BigQuery and Looker Studio for competitor analysis and keyword gap identification provides a powerful way to visually uncover SEO opportunities. By combining and visualizing your data with competitor data, you can easily identify high-potential keyword gaps, track competitor movements, and adapt your SEO strategy for maximum impact. With these insights, you’ll be well-equipped to focus on actionable opportunities that drive growth and improve rankings.

Published 11 Nov 2024