Semantic Competitor Gap Analysis

Semantic Competitor Gap Analysis.

URL: https://flightdeck.resolutiondigital.com.au/semantic/home

Objectives of the Tool 

1. Get a clear view by Services of Strengths, Weakness from a competitive landscape for Brand vs relevant competitors 
2. Identify Creation Opportunities: a. New Content from Missing Topics b. Content Refreshment from Missing Keywords

What is Semantic Content Clustering?

Semantic keyword clustering automatically organizes related keywords into clusters based on their meaning and context. 

This helps: 

1. Streamline Keyword research 
2. Better understand competitive landscape 
3. Provide more accurate content optimization recommendations 
4. Enable more effective targeting of potential customers.
5. To be more strategic with page creation as a single piece can now potentially rank for more keywords without needing more link juice.

Using FlightDeck for Semantic Competitor Gap Analysis.

Features of Semantic Competitor Gap Analysis(in FlightDeck):

1. Project Creation: Includes a Client data along with at most 10 Competitors
2. Step 1: Keyword Clustering 
3. Step 2: Meta Data for the URLs present in Client and Competitors 
4. Step 3: Filter Creation for Dashboard 
5. Step 4: Performance Dashboard 
6. Step 5: Content Ideation Creation portal 
7. Step 6: Content Ideation Report

1. Project Creation:

Identify Competitor & Gather Ranking Data 

1. Identify Relevant Competitors after speaking with client.
2. Refine list based on Ranking Competitors
3. Leverage SEMRush and FD data to gather relevant ranking data on all competitors.
4. Clean data to remove branded keywords, redundant generic keywords, non relevant keywords etc.

Steps to follow:

Navigate to URL: https://flightdeck.resolutiondigital.com.au/semantic/home  Click on Add Button  Project Name field is mandatory field and accepts only alphanumeric values  User should select one of the model for keyword clustering; currently, only two modals are present “all-MiniLM-L6-v2“ and “all-mpnet-base-v2“  Client name and client project file is mandatory. The client name is expected to be in alphanumeric values only and projects files are expected to be of CSV format.  At least one competitor is required. Competitor name and competitor’s project file are mandatory fields. Competitor name is expected to be in alphanumeric value whereas, the project file is expected to be of CSV format. Upload the export from SEMRush for the Brand and at least one competitor. Download the sample file by clicking on Client/Competitor(s) Project File Sample. You use the same sample file for Both the client and competitors.

After, saving the settings are uploading the required documents; the project will be marked as In progress. The project will be queued for keyword clustering process.

2. Step 1: Keyword Clustering

Cluster All Keyword Based on Semantic Relevance

Refine Keyword Intents  Use our proprietary AI tool to map keywords to relevant baskets.  We try to use a logic of 80% or higher similarity when matching We provide a combined list of competitors cleaned keywords to ensure accuracy

The keywords present in the project files (for client and competitors) are listed here. The Keywords are grouped into the respective clusters.

• Also, any keywords which was missed earlier during uploads or missed from the project files can be manually added in this stage.

Steps to follow in order to insert new keywords in existing list:

Navigate to URL: https://flightdeck.resolutiondigital.com.au/semantic/home Select the project which is in “Keyword and Cluster“ stage Click on Add button Select Client or Competitor for which you chose to insert the keyword User can select the existing cluster or add new custom cluster the keyword which needs to be inserted needs to be entered. Keywords are expected to be alpha numeric value Position, Previous Position, Search Volume, CPC, Keyword difficulty, Competition, Traffic are mandatory fields and need to be entered for the particular keyword. The URL is also a mandatory field; which is required for crawling to extract the Meta Data.(Required for Step 2) Keywords Intents needs to be selected among: “commercial“, “informational“, “navigational“, “transactional” Keyword SERP needs to be selected among the list from the existing keyword’s Keyword SERP

Clicking on Continue button will progress the Project for the next stage. Data Collection from Screaming Frog service will take some time.

And, the Project is marked in as In Progress - Meta Data stage until the queue is completed.

3. Step 2: Meta Data

Combine KWR with Topline On Page Research

We layer the previously discovered data with information on On Page elements of Competitor Websites We gather relevant own brand information Here are some of the common elements looked at:  Meta Title Meta Description Word Count H1

Closest Matching Own Page Elements

• In this stage; Title, Meta Description, H1, H2, Response Code is added to the keyword list.
• Some URLs might be redirected to different URLs so the meta data might not be present. The URLs with status codes 301, 302, 403, 500, etc. don't have the Meta Data and are categorized as “Inaccessible URL“ in UI.

Now, Clicking on Continue button to progress to Step 3. No, waiting time is required to progress from Step 2 to Step 3.

4. Step 3: Create Filter

The Filters which are required in Performance dashboard can be created in this stage. 

Steps to follow to create Filter groups and Filters:

1. In Step 3 of the Project, click on Add Group button.

2. Click on Add ( + ) button to add filter in the group.

• The filter items can be: Cluster Name, Keyword, Search Volume, URL.
• The filter operators depends upon the filter item, if the filter items are string: Cluster Name, Keyword, URL; then the operator is going to be Contains and if the filter items are numeric: Search Volume; then the operators are going to be Equals, Greater or equals to, Greater than, Lesser than, Less than or equals to.

At lease One filter Group is required to progress to Step 4: Performance Dashboard.

Clicking on Continue button will progress the Project to Performance Dashboard.

5. Step 4: Performance Dashboard

Select the view you want to use

Either Compare performance directly against a competitor or multiple competitors. Use Filters to deep dive into a specific section and learn more.  Use a combination of the above filters to Deep Dive

The Filters Group which are Primary are displayed upfront in the Performance Dashboard as below.

 Deep Diving Even More:

Select the Appropriate Tab View

Filter additionally to view only specific keyword types or to view by SEV position.    PRO TIP: Use Control + Selection  (Allows to select multiple criterias)

Select the Appropriate Cluster to view.

Select the relevant clusters to compare keyword data  Select multiple selected categories to compare similar categories/clusters

Compare Keyword Performance

Select the relevant clusters to compare keyword data  Select multiple selected categories to compare similar categories/clusters View Keywords the URLs rank for Expected Search Volume  Current Keyword Difficulty

All the competitors added into the projects are listed in Select Competitors drop down.

• The Short tail vs Long Tail Filter is based on 
  WHEN Keyword Length = 1 THEN "1 word"
  WHEN Keyword Length = 2 THEN "2 words"
  WHEN Keyword Length = 3 THEN "3 words"
  WHEN Keyword Length = 4 THEN "4 words"
  WHEN Keyword Length = 5 THEN "5 words"
  WHEN Keyword Length = 6 THEN "6 words"
  WHEN Keyword Length = 7 THEN "7 words"
  WHEN Keyword Length = 8 THEN "8 words"
  ELSE "8+ words"
• Search Volume filter is based on
  WHEN Search Volume < 10 THEN 'Very Low'
  WHEN Search Volume >= 10 AND Search Volume < 50 THEN 'Low'
  WHEN Search Volume >= 50 AND Search Volume < 100 THEN 'Moderate Low'
  WHEN Search Volume >= 100 AND Search Volume < 500 THEN 'Moderate'
  WHEN Search Volume >= 500 AND Search Volume < 1000 THEN 'Moderate High'
  WHEN Search Volume >= 1000 AND Search Volume < 5000 THEN 'High'
  ELSE 'Very High'
• Clicking on Charts, Charts Legends, Table Grid Items (like Keyword Difficulty, Search Volume, Position, etc) will apply the filters and charts are populated accordingly.

Clicking on “Continue“ buttons will progress the project to next stage i.e. “Content Ideation“.
 

6. Step 5: Content Ideation

Steps to follow to create Content Ideation report using Existing Keyword:

Navigate to URL: https://flightdeck.resolutiondigital.com.au/semantic/home Select the project which is in “Content Ideation“ stage Click on Add button; modal opens up Content title, Related Product Category, Related Sub Product Category, Brief Description, Other Keywords, Approx Category SV, Insight, Notes, Inspiration are fields where user can add their own entries Type of Content, Section of Website, Primary Keyword, Secondary Keyword, Ranking Competitor URL needs to be selected from the dropdown Insights and Notes added are displayed in the Step 6 of the project But only Notes are displayed in PDF export of Step 6 Inspirations entered will not be displayed in Step 6 or in the PDF export.

Steps to follow to create Content Ideation report using Custom Keyword:

Navigate to URL: https://flightdeck.resolutiondigital.com.au/semantic/home Select the project which is in “Content Ideation“ stage Click on Add button; modal opens up In Primary Keyword and Secondary Keyword, enter the keywords which are not present in the list Now, Click on “Add this to Primary Keyword“/“Add this to Secondary Keyword“ button Now, the field to enter the Primary Keyword SV and Secondary Keyword SV is enabled These SV and Keyword is not responsible for any calculations Rest of the fields remains the same.

Now, Click on Continue Button to progress to Content Ideation Report stage.

7. Step 6: Content Ideation Report

The Content Ideation has its own set of Filter Components:

• The Primary SV and Cluster SV depends upon the Primary Keyword Selected during each Content Ideation Project
• Primary SV slider’s maximum value depends upon the Maximum Search Volume of the selected Primary Keywords from each of the Content Ideations
• Cluster SV depends upon the maximum value of Search Volume entered by user in “Approx Category SV“ entered for each Content Ideation
• The First Content Ideation project is selected by default in Content Ideation Report page.

In order to Export the Content Ideation project user needs to select the Content Ideation and Click on “Export Selected“ button.

If we select only one Content Ideation; only one will be exported. If we select Multiple Content Ideation; all the Ideation is exported in the single PDF file.