Denys Velikozhon , Marketing Lead at Railsware, SEO specialist with 10 years of experience, spoke at the SEO Day conference. The expert explained how to evaluate the effectiveness of the content and how to make the content work and bring maximum benefit.
Analysis of the competitive environment
We collected data on the twenty largest global competitors in the email marketing niche. Each country has its own competition, but we have focused on global players. Among these competitors, about ten companies are valued at billion dollars. Several have received investments in excess of $100 million, with marketing budgets to match and rich histories.
For example, one of the biggest players in terms of traffic is Mailchimp. Amazon is also present in this niche with its Amazon overseas data SES product. This indicates a high level of competition in the global B2B SaaS market.
Analysis of the competitive environment
Mailtrap , the bem-vindo à ace peak investment um fornecedor confiável de tráfego company we’ll talk about next, is in the top 20 for several metrics, such as total site traffic per month (according to SimilarWeb) and organic traffic. The campaign takes the ninth position according to these parameters.
Challenges of competition
There are many c phone number products in the global market with a domain rating of more than 90 because these projects have been around for more than 10-15 years. World media often write about these large companies, which provides them with a huge number of backlinks. This creates significant difficulties for competitors, as it is almost impossible to break these links, even with the best link building strategies.
For medium-sized products that are just starting to invest in PR, it is very difficult to compete due to the lack of native opportunities for publications in the global media. It is necessary to artificially create reasons and actively promote them.
Comparison of indicators
We also compared our indicators by referring domains. The lower we go in the table, the smaller is the number of referring domains, which correlates with the domain rating.
Analysis of additional metrics
We started tracking another important metric – the number of links with a high domain rank (DA). This is an 85+ and 95+ rated link. By comparing ourselves to the big players, we can better understand our place in the niche.
Comparison of competitors
Obviously, not all competitors invest heavily in search traffic, but they all rank for key business keywords. Regardless of whether they have an SEO department, an outreach department, or a content department, these sites perform well.
Attitude to content
One of the most important SEO and content marketing tactics in the B2B SaaS industry is content velocity — the amount of content you can produce. This applies to typical How to posts, informational content, tutorials, landing pages and marketplace pages. There is a direct correlation between the number of pages on a site and the amount of traffic.
If you look at the list by page count, Mailtrap is at the bottom. We lose out on age because our product is only four years old, while our competitors have a much longer history. They also have significantly more link potential and can invest more in content.
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Content quality assessment
Despite these limitations, we came up with our own metric — Traffic Per Page. We took the total traffic (according to Ahrefs) and divided it by the number of pages. You can also take traffic per blog and divide it by the number of blog pages. According to this indicator, we are in the top 3 among twenty competitors.
An achievement we are proud of
This achievement is the result of the work of the entire team and the processes that led to this result. Now I will try to explain how we managed to achieve this indicator. 349 clicks (according to Ahrefs) is not the actual data from Search Console, but the Ahrefs estimate. The page count is also rated by Ahrefs.
