Competitor Landscape

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In this blog post, we are going to deep dive into the first part of the Competitor Analysis feature – Competitor Landscape. The second part of the feature analyzes your competitors’ performance on both Google and Facebook, so after reading this post, make sure to check out that part as well.

Competitor Landscape - How does it work?

So as we mentioned, Competitor Landscape is the first part of the Competitor Analysis feature. In this part, you can see an overview of the entire industry broken down into 4 key sections:

  1. News and insights
  2. Market overview
  3. Brand awareness trend
  4. Trending keywords

Let’s quickly go through each section so you can get a better understanding of it.

1. News and insights

In the “News and insights” section, you’ll be able to see a summary of the most important information contained in the remaining 3 tabs of the Competitor Landscape section; 

  1. market overview,
  2. brand awareness trend, 
  3. trending keywords.

The content in the “News and insights” will be different for every user of the app and it will change over time, based on the news in the remaining three sections mentioned above.

For example, if the “market overview” section shows that a specific competitor managed to achieve significant growth over the past quarter, then the “news and insights” section would have a card saying “Competitor XX grew the most over the past quarter”

Additionally, the “explore more” button in the cards would lead you to the market overview tab where you could analyze in detail that specific information.

2. Market Overview

The “market overview” section essentially compares your position in the market with the three closest competitors that you have chosen previously.

To understand how to interpret the position of each point, let’s look at the simplified scatter plot below.

  • X-axis = size of the company
  • Y-axis = growth of the company

The size of the company is measured as the number of monthly Google searches, while the growth of the company is calculated as the relative difference between the current size of the company and the size it had previously.

size = number of monthly Google searches

growth = (size(selected period) – size(period prior to selected)) / size(period prior to selected)

So based on that, we can see that competitors that are located in the upper right corner of the scatter plot are fast-growing businesses, with a higher number of monthly Google searches

On the other hand, competitors that have fewer Google searches and achieve relatively slower growth will be located in the left corner or third quadrant. 

You actually don’t have to worry about analyzing any chart in this feature, as there will be two cards next to each chart explaining how to interpret the given information.

To change the time frame for which the number of searches will be counted, hit the dropdown menu in the top right corner. 

You’ll have 3 options to choose from: 

  • month
  • quarter
  • 6-month

3. Brand awareness trend

The third section in the Competitor Landscape section is the “brand awareness trend”. You’ll notice that in this section, we look at the size of your competitors, which is similar to the “market overview” section. The only difference here is that the size of competitors is displayed over the course of one year.

So, the chart contains 4 lines total, where 3 lines represent your competitors, and the last one yourself.

  • X-axis = time (last 12 months)
  • Y-axis = size of the company

Again, next to the chart, you’ll see two cards that will help you understand the displayed information.

4. Trending Keywords

Finally, the last tab of the Competitor Landscape represents trending keywords from all 4 websites (3 competitors + yours). The keywords are aggregated along with search volume data in order to determine which keywords are trending. 

Each blue point in the scatter plot represents one keyword. 

  • X-axis = number of searches in the last month
  • Y-axis = growth compared to the month before

To filter keywords, simply hit the dropdown in the upper right corner. 

As we previously mentioned, we’re analyzing and displaying keywords from all 4 websites (3 competitors + user (yourself)), but if you’d want, you could also select a specific competitor of yours and analyze only its keywords to find trending ones.

Note: Five keywords with the largest change in volume (positive or negative) will be displayed on the chart, while the remaining keywords will be visible on hover.

Again, as in the previous tabs, next to the chart you’ll see two cards with interpretations of the chart.

Each blue point in the scatter plot represents one keyword. 

  • X-axis = number of searches in the last month
  • Y-axis = growth compared to the month before

To filter keywords, simply hit the dropdown in the upper right corner. 

As we previously mentioned, we’re analyzing and displaying keywords from all 4 websites (3 competitors + user (yourself)), but if you’d want, you could also select a specific competitor of yours and analyze only its keywords to find trending ones.

Note: Five keywords with the largest change in volume (positive or negative) will be displayed on the chart, while the remaining keywords will be visible on hover.

Again, as in the previous tabs, next to the chart you’ll see two cards with interpretations of the chart.

Conclusion

We hope this post gave you a better understanding of how the Competitor Landscape works.

Don’t forget to check out the second blog post, where we discuss the Facebook and Google section of the feature, along with some ad copy best practices.

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