Discover Your Competitors Blog Engagement Rate

find-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:

http://competitorsite.com/postname/comment-page-1/#comment-2624.

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.

Pitstop Media offers ROI based internet marketing services such as landing page testing services and conversion rate optimization services. Our A/B and multivariate tests have helped companies increase conversion rates by as much as 75%. Let us increase your conversion rates, too!

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About 

Traian is Founder and Director of Search Marketing at Pitstop Media Inc. He has more than 11 years experience in helping small and medium businesses generate and convert organic traffic from search engines. Connect with Traian on Google+

 

5 Responses to “Discover Your Competitors Blog Engagement Rate”

  1. Claudiu M said:

    Nov 30, 09 at 1:32 am

    I like your method as it can give a fast glimpse on how the competitors are doing. However, for engagement I think that Avinash’s method is a little bit more accurate. He doesn’t look into number of comments and blogposts but rather number of words in blogposts compared to the number of words in comments.

    Google can’t be of much help in getting this :) So, your method stands out :)

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  2. Traian said:

    Nov 30, 09 at 10:04 am

    thanks. there are other things to look at when trying to measure BER (i.e on my blog I set up a goal when someone is rating a post). Rating, comments, rewteets, social media share, are all part of engagement.

    As Avinash told, we are just at the beginning of measuring social media….

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  3. Blair Keen said:

    Mar 11, 11 at 3:42 am

    Hi Traian,

    It’s an interesting technique, but I’m not really sure what people can do with the insight it delivers? I mean, if your own engagement rate is poor, then surely people will already know this?

    With everything else that needs to be done for effective internet marketing, I wonder how highly competitive analysis of BER ranks for the average blog owner?

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  4. TraiaN said:

    Mar 11, 11 at 10:35 am

    As with any competitive intelligence technique, it’s up to the you to decide what to do to improve this metric. But you’re right, when you look at how many other things one should do in terms of online marketing, I would say that this technique should be used only if you don’t have something better to do, which, in most cases won’t be the case. I did it for fun.

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  5. Using Blog Subscriber Metrics for Better Outreach Decision Making | Software for SEO link building, social media marketing and public relations | BuzzStream said:

    Sep 13, 12 at 3:38 am

    […] –          Do not rely just on this number to qualify prospects. Also check the number of followers, tweets, shares and comments (blog engagement rate). […]