Search engine optimization is as much about the targeted market as it is about rankings. In order to make the rankings work out for the good of the optimized web site, you need to understand the market that exists for your client.

Any form of marketing analysis (especially online marketing) should include competitor analysis. To get started with a thorough and revealing competitor analysis for your clients - and to make your life easier as a search engine optimization professional - consider the following questions. These questions, while not necessarily applying to the optimization process - make your work as an SEO more prominent and more respected.

Who are your competitors?

Starting simply is the best way! If you are working on behalf of an online retailer, do not let your clients get away with comparing themselves to large online retail portals or commerce centers like areas of Yahoo! and eBay - unless they are of that size and stature.

Focus on the level of products that are offered, and to whom the operation seeks out as its customers (or targeted audience). Once you can define what the company is about, and who they target - use the search engines to your advantage and help them select their most poised online competitors.

For the sake of thoroughness and long-term accuracy - select at least 3 online competitors in order to make a complete summarization.

What customer needs and preferences are you competing with?

The list may go on and on, but select those that are most prominently touted by the competitors in both online and offline documents. Guarantees, price breaks, exclusive offers, are all commonplace in order to help make visitors customers.

Beyond that, the audience that is targeted may in fact have very specific demands in order to be pleased as a client of any online operation. Research those needs, analyze how the other online competitors of your client meet such needs - and recommend steps in order to give your client the upper hand.

What are the similarities and differences between their products/services and yours? While it may be good to offer the same products and services as others - it is also critical within the online marketplace to obtain a distinct advantage over others.

For example, if competitors X and Y require a long online account sign-up before any orders or inquiries can be placed, advise your client on simplifying the process.

If competitors Y and Z offer products or services that are prone to failure or deterioration, and your client's do not - again, advise that such be mentioned. The goal within this process is to help your client maintain a position that is higher and more respected than any other within the same marketplace. In order to do this, you must help them to capitalize on the benefits their products and services offer while covering up and solving the detrimental factors.

How do their prices compare to yours?

If the product (or service) demand exists, competitive pricing could be the make-or-break point for any online operation. If your client features a more extensive inventory, with better shipping procedures and timeframes - but the pricing is noticeably higher than others - expect that to be reflected once the traffic starts coming into the site.

The numbers that will play a role here would exist within abandoned shopping carts, low page views with high visitor sessions, and the worst - low conversion rates from visitors to sales (or leads).

How are they (competition) doing overall?

When selecting the competitors to analyze, try to stay away from the one-hit-wonders. If your client offers numerous products to numerous markets, try to find the most well poised competitors that offer a similar array of products to the same market. It is practically useless to analyze one such competitor, if all they do well with is comparable to 10% of what your client offers.

Furthermore, determine the level of success that the competition has acquired over time. Look at the client-base for the competitors and select those that offer information about their company size, stature, and objectives as an actual business. If you are lucky and dig far enough into another organization - you can sometimes even acquire the competitors' business plan - the goldmine for the entire process.

How does your client plan to compete?

Search engine optimization will in fact generate more visitors to any online web site, and if done properly, will gain a significant amount of continuous attention from the targeted visitors of your client's market.

Once those targeted visitors begin coming in, make sure that your client has a progressive (and aggressive) plan in place to better suit the demands of such users. Simple things like FAQ's, automated support systems, and a knowledgeable sales staff will make things flow much more smoothly.

Offer advice to your client as needed within this department. Often, those looking for SEO are ready to establish a flat-lined level of sales or product support, but not one that is scaleable over time.

Conclusion

Informing your client of what the market leaders are providing is the first step in their online success. You will need to be careful though as not to over-step your boundaries.

After all, you know your market (Search Engine Optimization!) and they know there's. Find the best way to offer concrete information that can better help their site become more successful over time. For many, and most likely your client - that is exactly what they need. The days of optimizing a web site and walking away is over… And, if you are looking to become a market leader in the SEO or online marketing game - you will need to practice methods of becoming a true online and technology advisor for your clients.