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ELEKTRONIKPRAXIS column: Part 013: What does your competitor do differently in the top 10 position of the Google hit lists?


In search engine marketing, the company that has optimised its website for the right keywords and lands in the top 10 in the search engine hit lists has an advantage. Internet expert Sanjay Sauldie shows tools and tips on how you can learn from your competitors and also achieve a top position through clever keyword optimisation.

Some time ago, I asked my personal fitness trainer how best to train. He said that the best way is to take a good role model and follow his example. His role model is a marathon runner who has already won a few times, which motivates him to become as successful. He compares himself to him and trains even harder to be like him. What can we learn from this for our website?

Training 1: Choose a sport

First, we look for a key term x. This will be our field of activity today. We enter this keyword into Google and write down the results, or better: the internet addresses of the internet pages appearing in the hit lists, complete, as they are displayed in Google (in green):


These are our role models, because they have something we would like to have: a top 10 position!

Training 2: Selection of role models

Of course, the hits also include portals, directories and communities that are hardly worth competing with (e.g. Wikipedia). These still gain this high position through other criteria. Make the selection: Which company is in a good position? Look up to top 30 positions depending on the term. This list of selected sites are better positioned competitors. You can copy them if you know why they are so well positioned.

Training 3: Analysis of the role models

Now we should get down to the analysis and clarify the why of the above question. One of the important points for search engines is the keyword density, i.e. how often which term appears on the individual web page. This helps us later when creating texts. To do this, please click on Determine keyword density

Just enter your website address there and print out the page. Now you can simply enter your competitors one after the other into this tool and then compare how the pages of your competitors relate to you. Although only one important criterion is examined here, from experience it is a very important criterion for Google, because Google uses this as the basis for its searches. If the keyword does not appear in the text, Google cannot do anything else with the page.

Training 4: Effects of the analysis

ATTENTION: A common mistake: only your own main page is compared with these competitor pages and then optimised. You cannot optimise your home page for all terms, but only sub-pages of your offer. So please always compare a sub-page, e.g., with the competitor’s page for the key term x. Because only now will you find out how you can optimise your sub-page to bring it to a top position.

Training 5: Applying the results

Because the tool always shows the actual state of your website, you can easily change your text and analyse it again. This way you get a constant analysis of your subpage and can adjust the term density accordingly. Be careful not to overdo it, because some copywriters then fill the text with the key term in such a way that search engines then throw them out of the index. Want a prominent example? Then click here: Negative example

Training 6: Regularity and sustainability

I would use this procedure every 2 to 3 months. After all, new websites are added to Google’s search hits and it is a dynamic process. If it takes you too much time to always do it yourself, there are ways to automate the process, e.g. here: iWebanalyse.

Position analysis could be interesting if you optimise yourself. Just inform yourself. A one-time training didn’t help me either, my coach forces me to train every week ….

Training 7: Optimising the training

Often it is even important at which position the key term is distributed. It is ideal if the term also appears in the link text, not just in the body text. Feel free to also look at the pages of your competitors. Look at the design and the distribution of the terms. This way you learn from your competitors and train your most valuable employee on the Internet, your website!

Last updated on 7. February 2023

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