Discover Your Competitors Blog Engagement Rate
If you’ve ever been curious to find how engaging your competitors’ blog content is, you’ve got to read this further. Keep in mind, the method described below is not 100% accurate since everything which is related to Competitive Intelligence (CI) is an approximation, by definition.
The blog engagement rate (BER) can be defined as the ratio of the total number of comments on a blog to the total number of posts. If you published 100 posts and you got one single, bloody comment, your BER will be (1/100)*100=1. Since we are talking about a ratio, it will actually be 1%.
To find the number of posts of a competitor we’ll look at the number of indexed pages, in Google or Yahoo! On Google.com you can use site:yourcompetitorsite.com or on Yahoo you can use Yahoo Site Explorer or Open Site Explorer.
Go to their blog and click on a category link. Notice the URL of that newly opened page. If you were to click on our category links, the URLs are following this pattern for our category pages: /marketing/conversion-optimization/. Check if there is a pattern in the title tag (can be something like category or categories. Click on the tags associated with a post and notice the URL structure again; look for a pattern in the title tag (can be posts tagged, post names, etc).
To find how man blog posts thay have there are 2 options:
1. Go back to Google and search for site:yourcompetitorsite.com/-”Archive for” -”Posts Tagged” (replace text under quotes with actual ones from competitor’s title tags). This search will give you a decent idea of how many posts they’ve published (of course, if they are indexed by search engines).If there are not too many results, be happy, your competitor is not doing a good job at either SEO, or social marketing.
2. download the indexed pages fromYahoo! Site explorer and filter out the URLs containing the categories and tag pages while keeping the blog post.
Now, to find out the number of comments on WordPress based blogs, go on you competitor’s blog and post a comment. Once you hit submit comment, the URL in the navigation bar should look something like:
2624 is the number you are looking for.
To sum up, for this example the BER will be (2624/blog_posts)*100.
Keep in mind that this takes into account spam comments too, therefore BER can be hugely biased.
Use the described technique just as an approximate. My advice is that instead of focusing on your competitors’ BER you should stick to writing quality content and try to persuade your audience to get more involved.
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