Dave Naylor from Bronco on Competitor Analysis
Dave starts with the importance of understanding your niche – we can’t dive in like an in-house SEO but we can get a snapshot. He talks us through Toughgraph to give a brief overvview and also takes a look at competitors ranks. But the latter can be plugged into one of Dave’s tools (free to use) for data and keyword mining -> repeat and rinse till you have a massive keyword list. Then analyse the data. Nowadays rather than using Google’s keyword tool Bronco have an in-house tool which compares traffic, ranking, click through, PPC data – this can give you an idea of what you can get out of ranking for which specific SERP positions. This is then checked on a monthly basis. This will then produce an opportunity/visibility score. Damn I would love to have access to this tool he is showing, I will definitely be following Dave up on that!
The next stage of analysing this data is mining all of the backlinks of the same competitors – using a range of sources including Yahoo, Majestic, Linkscape and his own index.
Dave on the fact that Bronco are a small boutique “We’re like the SAS” – small, specialist and targeted 
Allan Stewart from FireflySEO on Recruitment SEO
Allan is going to focus on the “candidate” side (rather than recruiter side) of a Recruitment site.
Ranking for company names is an important strategy – e.g. recruiter brand names.
Split between pre-defined content pages is 40%, where as 60% comes to search result pages, i.e. the long tail. Many people seem to noindex their search result pages, but really up to a point, you should make them crawlable. The obvious flaw with this is sites “rolling back” to the parent category where no search results will be found, obviously this could potentially lead to a lot of duplicate content.
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