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The Best SEO Conferences For 2023 (Virtual And In-Person)

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The Best SEO Conferences For 2023 (Virtual And In-Person)

As an industry in a constant state of flux – thanks to changing algorithms, user needs, and competitor content – search engine optimization is a field that demands professionals stay up to date on the latest trends and best practices.

While you could spend hours scouring the internet for valuable articles, forum discussions, and the like, there’s a better way to gain new knowledge and grow your network simultaneously: SEO conferences.

And one of the best places to reap the benefits of this – not to mention grow your network – is at an SEO conference.

There you’ll find a circle of industry experts who have insight into the latest information in the world of search engines, shared strategies, and new ideas you can implement into your efforts to climb to the top of search rankings.

To help you decide which ones you should attend, we’ve compiled a list of the best SEO conferences in 2023.

Whether you’re a road warrior who wants to attend as many events as possible, or an introvert who only wants to attend digitally, there are sure to be several conferences that fit your needs.

So, with no further ado, here is our list of the best online and in-person SEO conferences this year.

SEO Events For 2023

Here are some SEO conferences and events coming up this year. Mark your calendar now so you don’t miss them.

Pubcon 2023

Date: February 27th-28th, 2023.

Format: In-person.

Location: Austin, TX.

Speakers: Gary Illyes, Brett Tabke, Fabrice Canel, and many others.

Cost: $1,499.

About: Pubcon, a “fullstack marketing conference,” is in its 21st year. This two-day, in-person event features keynotes from Google and Bing and a packed schedule of conference sessions. Based on your interest, choose between organic SEO, Mar. Tech tools and analytics, marketing potpourri, and content marketing / Amazon.

The eCommerce & Omnichannel Retail Conference

Date: February 27-March 2, 2023.

Format: In-person with on-demand available for a limited time following events.

Location: Palm Springs, CA.

Speakers: Angela Hsu, Christie Raymond, Terry Roberts, and Dave Spector, among many others.

Cost: In-person starting at $2,099.

About: With a focus on digital commerce, this event is a four-day retreat designed to help ecommerce and omnichannel stores uncover new ways to maximize profits from some of America’s most successful retailers. Check out the full series of conferences throughout the year in Boston, Toronto, Canada, and London, England.

Searchlove 2023

Date: San Diego, March 13-14; Philadelphia, TBD.

Format: In-person.

Location: San Diego, CA; Philadelphia, PA.

Speakers: Carrie Rose, Rand Fishkin, and Wil Reynolds, among others.

Cost: From $999.

About: Searchlove brings together some of the foremost experts in digital marketing. Topics ranging from analytics to optimization and content to paid advertising are all covered at this education and networking event.

Social Media Marketing World

Date: March 13-15, 2023

Format: In-person and on-demand.

Location: San Diego, CA.

Speakers: Michael Stelzner, Kat Norton, Millie Adrian, Pat Flynn, and many others.

Cost: In-person starting at $1,497; streaming for $697; on-demand for $997.

About: Bringing together top social media marketing pros, this conference is not directly focused on SEO, but features sessions on organic social marketing, paid social marketing, social strategy, content marketing, and several workshops.

It strives to immediately provide attendees with ideas they can implement for their clients or business.

Adobe Summit

Date: March 21-23, 2023

Format: In-person, on-demand sessions available

Location: Las Vegas, NV

Speakers: Aaron Sorkin, Anil Chakravarthy, Deena Bahri, Sebastien Deguy, Shantanu Narayen, Rosalind Brewer, John Donahoe, Gail McGovern, and Kristen Bell, among others.

Cost: $2,095 with various discounts available, on-demand sessions after the event are free.

About: The Adobe summit features a massive variety of guests and keynotes, including actors, producers, CEOs, and Olympians. The in-person conference includes sessions, hands-on labs, meals, and evening events. You can register for the virtual summit for free to access keynotes and speaking sessions after the event.

B2B Marketing Expo 2023

Date: September 20-21, 2023.

Format: In-person.

Location: Los Angeles, CA.

Speakers: Marie-Elizabeth Telfort M.S., Priscilla Castro, Rick Contreras, Ryan Ross, Jake Konner, and many others.

Cost: Free.

About: Featuring education masterclasses for marketing professionals, this annual conference covers a variety of tracks, including advertising and promotion, content and experience, and commerce and sales.

Hundreds of suppliers and speakers will be on hand to discuss the state of the industry and recent happenings.

Friends Of Search Fest

Date: March 23, 2023.

Format: In-person.

Location: Amsterdam, Netherlands.

Speakers: Fleur Verwijs, Michel Nienhuis, Simo Ahava, and Lily Ray, among others.

Cost: Starting from €598,95.

About: This year marks the 10th anniversary of Friends of Search – one of Europe’s largest search conferences. The event brings together consultants, marketers, and business owners to share their insights on SEO, PPC, and digital marketing.

This three-day event will feature sessions designed to provide attendees with actionable insights and the latest information from industry experts.

Ad World

Date: March 29-30, 2023.

Format: Online.

Location: Virtual.

Speakers: Seth Godin, Rand Fishkin, and Antonis Kocheilas, among many others.

Cost: From $799.

About: This virtual event, which bills itself as “the world’s largest online advertising event,” features 8 digital advertising tracks. Each has focused speeches, panels, and live Q&A sessions to help attendees gain valuable knowledge.

Brighton SEO

Date: April 20-21 and May 4-5, 2023.

Format: In-person and online.

Location: Brighton, U.K.

Speakers: Are AbuAli, Abhishek Lakhera, and Adriana Stein, among others.

Cost: In-person starts at £205; virtual – free.

About: This twice-yearly conference is attended by thousands of digital marketers worldwide. It features training workshops, sessions on niche topics, social networking events, and talks from experts.

Confab

Date: April 30-May 3, 2023.

Format: In-person.

Location: Minneapolis, MN.

Speakers: Gavin Austin, Rebekah Baggs, and Vidhika Bansal, among many others.

Cost: In-person starting from $1,795; virtual recordings only for $695.

About: The Confab Conference is an annual event covering everything from UX to content, accessibility, and structure. It brings together industry experts and thought leaders to help digital marketers upgrade their skills.

Last year’s conference recordings are available for sale on Confab’s website.

MnSearch Summit

Date: June 15-16, 2023.

Format: In-person.

Location: St. Paul, MN.

Speakers: TBD.

Cost: Early bird rates: $264-697; regular rates $374-$1,197.

About: MnSearch Summit is two days of learning and networking with thought leaders from the digital marketing industry. It includes workshops, sessions, and events focused on SEO, PPC, social media, and analytics, among other topics.

Growth Marketing Summit 2023

Date: June 22, 2023.

Format: In-person.

Location: Frankfurt am Main, Germany

Speakers: Marianne Stjernvall, Colin McFarland, Steven van Belleghem, and others.

Cost: Early bird rate from €599.

About: Assembling growth marketers and digital professionals worldwide, this single-day event features world-class speakers sharing their expertise on flexible and data-driven marketing solutions.

MozCon 2023

Date: August 7-8, 2023.

Format: In-person or live streaming.

Location: Seattle, WA.

Speakers: Amanda Jordan, Andi Jarvis, and Brie E. Anderson, among others.

Cost: Early bird in-person tickets start at $699; livestream only for $199.

About: The annual digital marketing conference hosted by Moz, this conference features networking and expert sessions from SEO industry leaders, as well as experts in mobile search, conversion optimization, and search marketing.

Engage (formerly SearchFest)

Date: August 11, 2023.

Format: In-person.

Location: Portland, OR.

Speakers: Lily Ray, Cindy Krum, Rand Fishkin, Marty Weintraub.

Cost: Starting at $199.

About: Engage Marketing Conference is a one-day digital marketing conference featuring informative learning tracks and panel sessions designed to provide expert insight into the latest strategies and technological advancements in digital marketing, social media, content, UX/design, creative, advertising, SEO, paid media, and more!

INBOUND 2023

Date: September 5-8, 2023.

Format: In-person or online.

Location: Boston, MA.

Speakers: TBD.

Cost: In-person from $899 for September 6-8; from $1,699 for the September 5-8 VIP pass.

About: This annual event is powered by HubSpot, bringing together global thought leaders for a hybrid conference discussing marketing, sales, and customer success operations.

It covers a wide range of topics and gives attendees the opportunity to network and learn from some of the best in the business.

Content Marketing World

Date: September 26-29, 2023.

Format: In-person or online.

Location: Washington, DC.

Speakers: Lenox Powell, Kelly Johnson, and Ann Handley, among others.

Cost: In-person early bird rates start at $1099; digital pass from $799. Regular rates $1,599 and $899.

About: Over four days, attendees will learn strategies for building winning SEO teams, systems, and processes. With more than 100 sessions, workshops, and industry forums, you can choose the topics and sessions that are relevant to you.

Thousands of marketers and representatives from numerous global brands will be in attendance.

ADworld Experience

Date: October 5-6, 2023.

Format: In-person and online.

Location: Bologna, Italy.

Speakers: TBD.

Cost: Early bird price starts from €169, regular price starting at €650.

About: Bringing together PPC experts from across the globe for the largest paid ad and conversion rate optimization event in Europe – and the largest real PPC-based conference in the world.

State Of Search 2022

Date: October 23-24, 2023.

Format: In-person and online.

Location: Richardson, TX.

Speakers: TBD.

Cost: In-person – $397; online – $197.

About: The State of Search brings together top speakers from the digital marketing field to cover various topics, from search engine optimization to emerging technology, lead generation, and display advertising.

DMO Advanced 2023

Date: October 24-26, 2023.

Format: In-person.

Location: Napa Valley, CA.

Speakers: Lily Ray, Patrick Stox, and Atiba De Souza, among others.

Cost: $1,599.00.

About: Digital Marketers Organization will again host their advanced digital marketing event, blending interactive and educational sessions with networking opportunities.

There will be numerous sessions specifically designed for SEO, including information on technical debt, localization, and internationalization.

DigiMarCon

Date: On-going throughout 2023.

Format: In-person and online.

Location: Various global locations.

Cost: In-person starting at $597; virtual from $295.

About: DigiMarCon offers a range of events throughout the year, both virtual and in-person conferences in various global locations. Digital Marketing Conferences is a global series of events bringing together thought leaders from the digital marketing, media, and advertising industries.

These conferences focus on emerging strategies, the latest technology, recent best practices, networking, and collaboration.

Great SEO Pros Never Stop Learning

For an SEO professional, experience is important – but not nearly as vital as staying up to date.

While you can keep an eye on what’s going on in the world of search engines, paid advertising, and digital marketing by reading expert publications (like this one, for example), it’s also great to meet with other people who are performing the same job.

This gives you a chance not just to interact with them, but to ask questions and develop relationships that could reap rewards far down the line. And SEO conferences are a great place to do this.

So, whether you’re trying to brush up on the basics, identify the latest techniques, or just take a trip on the company dime, the above events are a great place to start.

Include Your SEO Conference

This article is updated whenever possible to reflect frequent changes to event schedules and details.

If you’re hosting an upcoming SEO event and want it listed, please email our editor with the following information:

  • Conference name.
  • URL.
  • Date.
  • Whether your event is virtual or in-person.
  • Location (if applicable).
  • Noteworthy speakers.
  • Two-three sentences describing the conference (see content examples above).
  • Registration cost.

Featured Image: Composite image created by Paulo Bobita/Search Engine Journal; image sourced from Jacob Lund/Shutterstock



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Research Shows Tree Of Thought Prompting Better Than Chain Of Thought

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Research Shows Tree Of Thought Prompting Better Than Chain Of Thought

Researchers discovered a way to defeat the safety guardrails in GPT4 and GPT4-Turbo, unlocking the ability to generate harmful and toxic content, essentially beating a large language model with another large language model.

The researchers discovered that the use of tree-of-thought (ToT)reasoning to repeat and refine a line of attack was useful for jailbreaking another large language model.

What they found is that the ToT approach was successful against GPT4, GPT4-Turbo, and PaLM-2, using a remarkably low number of queries to obtain a jailbreak, on average less than thirty queries.

Tree Of Thoughts Reasoning

A Google research paper from around May 2022 discovered Chain of Thought Prompting.

Chain of Thought (CoT) is a prompting strategy used on a generative AI to make it follow a sequence of steps in order to solve a problem and complete a task. The CoT method is often accompanied with examples to show the LLM how the steps work in a reasoning task.

So, rather than just ask a generative AI like Midjourney or ChatGPT to do a task, the chain of thought method instructs the AI how to follow a path of reasoning that’s composed of a series of steps.

Tree of Thoughts (ToT) reasoning, sometimes referred to as Tree of Thought (singular) is essentially a variation and improvement of CoT, but they’re two different things.

Tree of Thoughts reasoning is similar to CoT. The difference is that rather than training a generative AI to follow a single path of reasoning, ToT is built on a process that allows for multiple paths so that the AI can stop and self-assess then come up with alternate steps.

Tree of Thoughts reasoning was developed in May 2023 in a research paper titled Tree of Thoughts: Deliberate Problem Solving with Large Language Models (PDF)

The research paper describes Tree of Thought:

“…we introduce a new framework for language model inference, Tree of Thoughts (ToT), which generalizes over the popular Chain of Thought approach to prompting language models, and enables exploration over coherent units of text (thoughts) that serve as intermediate steps toward problem solving.

ToT allows LMs to perform deliberate decision making by considering multiple different reasoning paths and self-evaluating choices to decide the next course of action, as well as looking ahead or backtracking when necessary to make global choices.

Our experiments show that ToT significantly enhances language models’ problem-solving abilities…”

Tree Of Attacks With Pruning (TAP)

This new method of jailbreaking large language models is called Tree of Attacks with Pruning, TAP. TAP uses two LLMs, one for attacking and the other for evaluating.

TAP is able to outperform other jailbreaking methods by significant margins, only requiring black-box access to the LLM.

A black box, in computing, is where one can see what goes into an algorithm and what comes out. But what happens in the middle is unknown, thus it’s said to be in a black box.

Tree of thoughts (TAP) reasoning is used against a targeted LLM like GPT-4 to repetitively try different prompting, assess the results, then if necessary change course if that attempt is not promising.

This is called a process of iteration and pruning. Each prompting attempt is analyzed for the probability of success. If the path of attack is judged to be a dead end, the LLM will “prune” that path of attack and begin another and better series of prompting attacks.

This is why it’s called a “tree” in that rather than using a linear process of reasoning which is the hallmark of chain of thought (CoT) prompting, tree of thought prompting is non-linear because the reasoning process branches off to other areas of reasoning, much like a human might do.

The attacker issues a series of prompts, the evaluator evaluates the responses to those prompts and then makes a decision as to what the next path of attack will be by making a call as to whether the current path of attack is irrelevant or not, plus it also evaluates the results to determine the likely success of prompts that have not yet been tried.

What’s remarkable about this approach is that this process reduces the number of prompts needed to jailbreak GPT-4. Additionally, a greater number of jailbreaking prompts are discovered with TAP than with any other jailbreaking method.

The researchers observe:

“In this work, we present Tree of Attacks with Pruning (TAP), an automated method for generating jailbreaks that only requires black-box access to the target LLM.

TAP utilizes an LLM to iteratively refine candidate (attack) prompts using tree-of-thoughts reasoning until one of the generated prompts jailbreaks the target.

Crucially, before sending prompts to the target, TAP assesses them and prunes the ones unlikely to result in jailbreaks.

Using tree-of-thought reasoning allows TAP to navigate a large search space of prompts and pruning reduces the total number of queries sent to the target.

In empirical evaluations, we observe that TAP generates prompts that jailbreak state-of-the-art LLMs (including GPT4 and GPT4-Turbo) for more than 80% of the prompts using only a small number of queries. This significantly improves upon the previous state-of-the-art black-box method for generating jailbreaks.”

Tree Of Thought (ToT) Outperforms Chain Of Thought (CoT) Reasoning

Another interesting conclusion reached in the research paper is that, for this particular task, ToT reasoning outperforms CoT reasoning, even when adding pruning to the CoT method, where off topic prompting is pruned and discarded.

ToT Underperforms With GPT 3.5 Turbo

The researchers discovered that ChatGPT 3.5 Turbo didn’t perform well with CoT, revealing the limitations of GPT 3.5 Turbo. Actually, GPT 3.5 performed exceedingly poorly, dropping from 84% success rate to only a 4.2% success rate.

This is their observation about why GPT 3.5 underperforms:

“We observe that the choice of the evaluator can affect the performance of TAP: changing the attacker from GPT4 to GPT3.5-Turbo reduces the success rate from 84% to 4.2%.

The reason for the reduction in success rate is that GPT3.5-Turbo incorrectly determines that the target model is jailbroken (for the provided goal) and, hence, preemptively stops the method.

As a consequence, the variant sends significantly fewer queries than the original method…”

What This Mean For You

While it’s amusing that the researchers use the ToT method to beat an LLM with another LLM, it also highlights the usefulness of ToT for generating surprising new directions in prompting in order to achieve higher levels of output.

  • TL/DR Takeaways:
  • Tree of Thought prompting outperformed Chain of Thought methods
  • GPT 3.5 worked significantly poorly in comparison to GPT 4 in ToT
  • Pruning is a useful part of a prompting strategy
  • Research showed that ToT is superior to CoT in an intensive reasoning task like jailbreaking an LLM

Read the original research paper:

Tree of Attacks: Jailbreaking Black-Box LLMs Automatically (PDF)

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The Lean Guide (With Template)

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The Lean Guide (With Template)

A competitive analysis (or market competitive analysis) is a process where you collect information about competitors to gain an edge over them and get more customers.

However, the problem is that “traditional” competitive analysis is overkill for most businesses — it requires impractical data and takes too long to complete (and it’s very expensive if you choose to outsource). 

A solution to that is a lean approach to the process — and that’s what this guide is about. 

In other words, we’ll focus on the most important data you need to answer the question: “Why would people choose them over you?”. No boring theory, outtakes from marketing history, or spending hours digging up nice-to-have information.

In this guide, you will find:

  • A real-life competitive analysis example.
  • Templates: one for input data and one for a slide deck to present your analysis to others.
  • Step-by-step instructions.

Our template consists of two documents: a slide deck and a spreadsheet. 

The Slide deck is the output document. It will help you present the analysis to your boss or your teammates.

The spreadsheet is the input document. You will find tables that act as the data source for the charts from the slide deck, as well as a prompt to use in ChatGPT to help you with user review research.

Competitive analysis template — spreadsheet sneak peek.Competitive analysis template — spreadsheet sneak peek.

We didn’t focus on aesthetics here; every marketer likes to do slide decks their own way, so feel free to edit everything you’ll find there. 

With that out of the way, let’s talk about the process. The template consists of these six tasks: 

  1. Identify your direct competitors. 
  2. Compare share of voice. 
  3. Compare pricing and features.
  4. Find strong and weak points based on reviews.
  5. Compare purchasing convenience.
  6. Present conclusions.

Going forward, we’ll explain why these steps matter and show how to complete them. 

1. Identify your direct competitors

Direct competitors are businesses that offer a similar solution to the same audience. 

They matter a lot more than indirect competitors (i.e. businesses with different products but targeting the same audience as you) because you’ll be compared with them often (e.g. in product reviews and rankings). Plus, your audience is more likely to gravitate towards them when considering different options. 

You probably have a few direct competitors in mind already, but here are a few ways to find others based on organic search and paid search ads

Our basis for the analysis was Landingi, a SaaS for building landing pages (we chose that company randomly). So in our case, we found these 3 direct competitors. 

Slide 1 — direct competitors.Slide 1 — direct competitors.

Look at keyword overlap

Keyword overlap uncovers sites that target the same organic keywords as you. Some sites will compete with you for traffic but not for customers (e.g. G2 may share some keywords with Landingi but they’re a different business). However, in many cases, you will find direct competitors just by looking at this marketing channel. 

  • Go to Ahrefs’ Site Explorer and enter your site’s address. 
  • Scroll down to Organic competitors
  • Visit the URLs to pick 3 – 5 direct competitors.
Top organic competitors data from Ahrefs.Top organic competitors data from Ahrefs.

To double-check the choice of competitors, we also looked at who was bidding for search ads on Google.

See who’s advertising 

If someone is spending money to show ads for keywords related to what you do, that’s a strong indication they are a direct competitor. 

  • Go to Ahrefs’ Keywords Explorer.
  • Type in a few broad keywords related to your niche, like “landing page builder” or “landing page tool”. 
  • Go to the Ads history report. 
  • Visit the sites that have a high presence of ads in the SERPs (Search Engine Result Pages). 
Ads history report in Ahrefs' Keywords Explorer.Ads history report in Ahrefs' Keywords Explorer.

Once you’re done checking both reports, write down competitors in the deck. 

You can also take screenshots of the reports and add them to your deck to show the supporting data for your argument. 

 Slide 2 — direct competitors by organic traffic. Slide 2 — direct competitors by organic traffic.

2. Compare share of voice

Share of voice is a measure of your reach in any given channel compared to competitors. 

A bigger share of voice (SOV) means that your competitors are more likely to reach your audience. In other words, they may be promoting more effectively than you. 

In our example, we found that Landingi’s SOV was the lowest in both of these channels. 

Organic: 

Slide 3 — share of voice on Google Search.Slide 3 — share of voice on Google Search.

And social media:

 Slide 4 — share of voice on social media. Slide 4 — share of voice on social media.

Here’s how we got that data using Ahrefs and Brand24.

Organic share of voice 

Before we start, make sure you have a project set up in Ahrefs’ Rank Tracker

Create a new project in Ahrefs' Rank Tracker.Create a new project in Ahrefs' Rank Tracker.

Now: 

  • Go to Ahrefs’ Competitive Analysis and enter your and your competitors’s sites as shown below. 
Create a new project in Ahrefs' Rank Tracker.
Create a new project in Ahrefs' Rank Tracker.
  • On the next screen, set the country with the most important market for your business and set the filters like this:
Content gap analysis filter setup.Content gap analysis filter setup.
  • Select keywords that sound most relevant to your business (even if you don’t rank for them yet) and Add them to Rank Tracker
Common keywords found via Ahrefs' Competitive Analysis.Common keywords found via Ahrefs' Competitive Analysis.
  • Go to Rank Tracker, open your project, and look for Competitors/Overview. This report will uncover automatically calculated Share of Voice
Organic share of voice data in Ahrefs.Organic share of voice data in Ahrefs.
  • Add the numbers in corresponding cells inside the sheet and paste the graph inside the slide deck. 
Filling the share of voice template with data.Filling the share of voice template with data.

It’s normal that the numbers don’t add up to 100%. SOV is calculated by including sites that compete with you in traffic but are not your direct competitors, e.g. blogs. 

Social share of voice 

We can also measure our share of voice across social media channels using Brand24.

  • Go to Brand24.
  • Start a New project for your brand and each competitor. Use the competitors’ brand name as the keyword to monitor. 
  • Go to the Comparison report and compare your project with competitors. 
Using Brand24's Comparison tool for competitive analysis.Using Brand24's Comparison tool for competitive analysis.
  • Take a screenshot of the SOV charts and paste them into the slide deck. Make sure the charts are set to “social media”.
Social media tab in share of voice report.Social media tab in share of voice report.

3. Compare pricing and features

Consumers often choose solutions that offer the best value for money — simple as that. And that typically comes down to two things: 

  • Whether you have the features they care about. We’ll use all features available across all plans to see how likely the product is to satisfy user needs.
  • How much they will need to pay. Thing is, the topic of pricing is tricky: a) when assessing affordability, people often focus on the least expensive option available and use it as a benchmark, b) businesses in the SaaS niche offer custom plans. So to make things more practical, we’ll compare the cheapest plans, but feel free to run this analysis across all pricing tiers.

After comparing our example company to competitors, we found that it goes head-to-head with Unbounce as the most feature-rich solution on the market. 

Slide 5 — features vs. pricing.Slide 5 — features vs. pricing.

Here’s how we got that data. 

  • Note down your and your competitors’ product features. One of the best places to get this information is pricing pages. Some brands even publish their own competitor comparisons — you may find them helpful too. 
  • While making the list, place a “1” in the cell corresponding to the brand that offers the solution.
Filling data in the spreadsheet.Filling data in the spreadsheet.
  • Enter the price of the cheapest plan (excluding free plans). 
Adding pricing data inside the spreadsheet.Adding pricing data inside the spreadsheet.
  • Once finished, copy the chart and paste it inside the deck. 

4. Find strong and weak points based on user reviews

User reviews can show incredibly valuable insight into your competitors’ strong and weak points. Here’s why this matters:

  • Improving on what your competitors’ customers appreciate could help you attract similar customers and possibly win some over.
  • Dissatisfaction with competitors is a huge opportunity. Some businesses are built solely to fix what other companies can’t fix. 

Here’s a sample from our analysis: 

 Slide 6 — likes and dislikes about Competitors. Slide 6 — likes and dislikes about Competitors.

And here’s how we collated the data using ChatGPT. Important: repeat the process for each competitor.

  • Open ChatGPT and enter the prompt from the template.
ChatGPT prompt for competitive analysis.ChatGPT prompt for competitive analysis.
  • Go to G2, Capterra, or Trustpilot and find a competitor’s reviews with ratings from 2 – 4 (i.e. one rating above the lowest and one below the highest possible). Reason:

businesses sometimes solicit five-star reviews, whereas dissatisfied customers tend to leave one-star reviews in a moment of frustration. The most actionable feedback usually comes in between.

  • Copy and paste the content of the reviews into ChatGPT (don’t hit enter yet). 
  • Once you’re done pasting all reviews, hit enter in ChatGPT to run the analysis.
Sample of ChatGPT output with charts.Sample of ChatGPT output with charts.
  • Paste the graphs into the deck. If you want the graphs to look different, don’t hesitate to ask the AI. 

There’s a faster alternative, but it’s a bit more advanced. 

Instead of copy-pasting, you can use a scraping tool like this one to get all reviews at once. The downside here is that not all review sources will a have scraping tool available. 

5. Compare purchasing convenience

Lastly, we’ll see how easy it is to actually buy your products, and compare the experience to your competitors. 

This is a chance to simplify your checkout process, and even learn from any good habits your competitors have adopted.

For example, we found that our sample company had probably nothing to worry about in this area — they ticked almost all of the boxes. 

Slide 7 — purchasing convenience.Slide 7 — purchasing convenience.

Here’s how to complete this step:

  • Place a “1” if you or any of your competitors offer convenience features listed in the template. 
  • Once done, copy the chart and paste it into the deck.

Step 6. Present conclusions

This is the part of the presentation where you sum up all of your findings and suggest a course of action. 

Here are two examples: 

  • Landingi had the lowest SOV in the niche, and that is never good. So the conclusion might be to go a level deeper and do an SEO competitive analysis, and to increase social media presence by creating more share-worthy content like industry surveys, design/CRO tips, or in-house data studies.
  • Although the brand had a very high purchasing convenience score, during the analysis we found that there was a $850 gap between the monthly full plan and the previous tier. The conclusion here might be to offer a custom plan (like competitors do) to fill that gap. 

We encourage you to take your time here and think about what would make the most sense for your business. 

Tip

It’s good to be specific in your conclusions, but don’t go too deep. Competitive analysis concerns many aspects of the business, so it’s best to give other departments a chance to chime in. Just because your competitors have a few unique features doesn’t necessarily mean you need to build them too.

Final thoughts 

A competitive analysis is one of the most fruitful exercises in marketing. It can show you areas for improvement, give ideas for new features, and help you discover gaps in your strategy. It wouldn’t be an exaggeration to say that it’s fundamental to running a successful business. 

Just don’t forget to balance “spying” on your competitors with innovation. After all, you probably don’t want to become an exact copy of someone else’s brand. 

In other words, use competitive analysis to keep up with your competitors, but don’t let that erase what’s unique about your brand or make you forget your big vision. 

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Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs

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Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs

Security researchers at Wordfence detailed a critical security flaw in the MW WP Form plugin, affecting versions 5.0.1 and earlier. The vulnerability allows unauthenticated threat actors to exploit the plugin by uploading arbitrary files, including potentially malicious PHP backdoors, with the ability to execute these files on the server.

MW WP Form Plugin

The MW WP Form plugin helps to simplify form creation on WordPress websites using a shortcode builder.

It makes it easy for users to create and customize forms with various fields and options.

The plugin has many features, including one that allows file uploads using the [mwform_file name=”file”] shortcode for the purpose of data collection. It is this specific feature that is exploitable in this vulnerability.

Unauthenticated Arbitrary File Upload Vulnerability

An Unauthenticated Arbitrary File Upload Vulnerability is a security issue that allows hackers to upload potentially harmful files to a website. Unauthenticated means that the attacker does not need to be registered with the website or need any kind of permission level that comes with a user permission level.

These kinds of vulnerabilities can lead to remote code execution, where the uploaded files are executed on the server, with the potential to allow the attackers to exploit the website and site visitors.

The Wordfence advisory noted that the plugin has a check for unexpected filetypes but that it doesn’t function as it should.

According to the security researchers:

“Unfortunately, although the file type check function works perfectly and returns false for dangerous file types, it throws a runtime exception in the try block if a disallowed file type is uploaded, which will be caught and handled by the catch block.

…even if the dangerous file type is checked and detected, it is only logged, while the function continues to run and the file is uploaded.

This means that attackers could upload arbitrary PHP files and then access those files to trigger their execution on the server, achieving remote code execution.”

There Are Conditions For A Successful Attack

The severity of this threat depends on the requirement that the “Saving inquiry data in database” option in the form settings is required to be enabled in order for this security gap to be exploited.

The security advisory notes that the vulnerability is rated critical with a score of 9.8 out of 10.

Actions To Take

Wordfence strongly advises users of the MW WP Form plugin to update their versions of the plugin.

The vulnerability is patched in the lutes version of the plugin, version 5.0.2.

The severity of the threat is particularly critical for users who have enabled the “Saving inquiry data in database” option in the form settings and that is compounded by the fact that no permission levels are needed to execute this attack.

Read the Wordfence advisory:

Update ASAP! Critical Unauthenticated Arbitrary File Upload in MW WP Form Allows Malicious Code Execution

Featured Image by Shutterstock/Alexander_P

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