Content analysis of competitors' sites - five steps

What's a content analysis & how do you conduct one?

Step 1. Choose the main types of pages on the site

The most important pages on your website:

• homepage;
• categories / subcategories of goods/services;
• product page;
• blog page;
• about page;
• search results page;
• payment page;
• custom 404 page;
• and others.

Let's start filling main types of pages in the table.

Copy yourself the template page with the analysis.

Step 2. Analyze the homepage, categories/subcategories of goods/services pages

We are moving according to plan:

• Text size (how many words is 1000 characters without spaces), what is described, how do you analyze content in a trend analysis.
• Does the page have headings H1-H6.
• How is the text structured and readable, whether there are bulleted and numbered lists, whether main points highlighted in separate blocks.
• Whether the text contains images, tables, and video content.
• How accurate are the occurrences of keywords on the page, is it spammy, what additional words are used.

Step 3. Analyzing product landing pages

• How accurate and detailed are the technical characteristics of the goods.
• Is the price available for viewing, how competitive is it in the niche.
• Is there an informational description of the product, how many characters does it take.
• Are there blocks “Similar products”, “Buy with this product”, payment and delivery block.
• Are product photos enough to make a purchase decision, is there a video about the product.
• Is it possible to leave comments on the page.
• There should be no spam on the product page.

Step 4. We analyze the competitor's blog pages according to the following parameters

• How often and to what extent new content is published, how high quality it is.
• What is the volume of the text of each article, is there graphic and video content.
• How many characters without spaces are in a text.
• What topics does the blog contain.
• Does this blog bring traffic to a competitor and what kind.

Step 5. Filling pages on the site (how to buy, payment, delivery, warranty, etc.)

• How well each page is filled with information.
• What is the way of presenting the information.

Good example:

Each shipping method is illustrated. Important points are highlighted:

Bad example:

Just text, inexpressive and obscure

After analyzing all these five areas, you can conclude how you can supplement the texts on your site.

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