hopefully the client has provided you with a list of top competitors. But even so you'll want to do your own research to figure out who's ranking for those top spots. If you have a sense of which keywords are high priority. Your first step should be opening an incognito browser. So your own search preferences don't buy us rankings and search for those keywords on google. And let's say our client is a footwear company and they want to make sure that their ranking for the term sneakers. So we'll take that into google. Well, scroll down. We want a note here That the top 3-5 brands that are ranking for sneakers are Zappos, DSW finish line journeys and end clothing. So we want to make a note of that and give that information to the client. If the client is not in these top 3 to 5 spots, that's definitely a goal that you want to prioritize for them through your S C. O. Work. If you don't know which keywords are important and you don't have access to google search console, you can use a paid ...
tool like SCM Rush, which you can find at SCM rush dot com to provide you with a profile of the sites that have those keywords in common with your client's site. Mas dot com is a great free tool to use for the next step if you know the clients top competitors. So once you're on mars dot com, you can click on free SEO tools, enter a search term here and then we want to look at the root domain. So we'll go to the root domain here. And let's say our client is Nike so we'll go ahead and copy and paste the U. R. L. Here, enter it into the search bar and then we will have to create an account already have one. So I'll go ahead and log in. But you can create a free account to go back to root domain. And what we can see here are the top ranking keywords that our own client is ranking for. But then if we type in some of the top competitors, so let's use Adidas, we put that root domain into mars and click compare sites. We can use this to understand the number of ranking keywords between the two sites. We can also see the top ranking keywords for both sites. And this is important information that you'll also want to share with your client in that competitive review. And then the last step is to show the client a comparison of branded versus non branded terms and where they're ranking. So as you're doing this keyword research, you want to make a note of which terms are branded. What that means is they have the brand name in them. So for example, Nike sneakers or Nike sweatpants. Those are branded terms versus non branded terms. Non branded terms. Are these bigger, broader terms like sneakers or sweatpants. And those are really what provides opportunity for the client to rank and really own the search result in the category that they're competing in. From an SEO perspective, showing that a client owns their branded terms helps provide assurance, showing that alongside where they might rank for the non branded category terms reveals true opportunities for their brand to get more traffic.