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What’s New In SE Ranking’s On-Page SEO Checker?



When it comes to SEO, on-page elements are factors that directly affect a site’s performance. This is why over the years, more and more tech companies are launching their own on-page SEO checker tool. These tools help make it easier for people who want to jumpstart SEO for their businesses. One of our favorite SEO tools to use, SE Ranking, takes this to another level by developing unique features that work cohesively with the other datasets in their toolbox.

SE Ranking for SEO Optimization

Currently, SE Ranking’s rank tracking tool is widely used among SEO professionals. To make the platform more cohesive, they have developed a broad range of much-needed functionalities to analyze and organize your SEO efforts. 

Their new On-Page SEO Checker is an awesome addition that would help SEO specialists all over the world make an actionable plan to rank in search engines like Google.

The tool aims to analyze how a specific webpage can be optimized for its target keyword. So, I took a look at what it could monitor on a page, what makes it different from other on-page SEO tools out there, and how it helps improve the on-page SEO of a website.

Today, I’m going to share my experience with SE Ranking’s new on-page SEO tool.

SE Ranking’s On-Page SEO Checker in Action

To fully see how accurate and extensive the tool is, I used it to check a new website my team is currently working on. I entered the URL of the webpage and the keyword I aim to rank it for to get the audit started.

SE Ranking On Page SEO Checker Audit Launch

One thing to note is that the checker only accommodates one search query to analyze. So, it’s important to note that the results the tool will show differ for each search query you enter. 

Here’s a rundown of some of our interesting finds:

It Scores Based On A Comprehensive Metric

SE Ranking On Page SEO Checker Overall Scoring System

The first thing SE Rankings’s on-page SEO checker shows is the webpage’s overall quality score. This is based on over 70 parameters Google considers when it ranks pages. The quality score is more than just an estimation of the webpage’s performance. I found that SE Ranking’s scoring system has a way of gauging which factors are prioritized more than the others.

According to SE Ranking…metrics that have a strong impact on rankings have a greater impact on the page’s overall quality score, while metrics that are not decisive are given less weight.” (source: SE Ranking

This means that the score is based on the number of checks, warnings, and errors detected by the tool in the different metrics it set in the analysis. 

To help you prioritize your optimizations better, you can explore these categories one by one. For example, the URLs listed as ‘Errors’ require more urgent solutions, so you can start with them.

It Provides Suggestions to Optimize Metadata

Some of the most rigid diagnostics I found from the tool are the ones pointing to the webpage’s metadata. The page titles, URLs, meta descriptions, headings, and alt attributes are arguably the heart of SEO. These are some of the most important factors Google looks at to understand the content of your webpage. 

What makes SE Ranking’s on-page SEO checker tool stand out is that it can detect issues that carry weight when it comes to keyword rankings. This is because the tool focuses on giving an in-depth analysis of on-page elements.

While other tools only look at the number of characters in your metadata, SE Ranking can assess if you have integrated your keywords within them. This ensures that your webpage is optimized in a way that caters to the keyword you want to rank it for.

SE Ranking On Page SEO Checker Metadata Findings

Another thing I noticed is how instead of just listing down warnings and errors on your data, it also provides solutions on how you can improve it. This will help you save time and effort that can be used to optimize other areas of your webpage.

It Evaluates for Content Uniqueness

Duplicates in page content are red flags in SEO. The last thing you want to do is publish unoriginal content that lowers your chances of ranking in the search engines. Regularly checking if your content is unique for each page is important. 

The checker detects and lists down the URLs of the pages your content is similar to, the gravity of their similarities, and which exact areas of the content are not unique. This gives you a clearer idea of what and where you should revise or improve.

SE Ranking On Page SEO Checker Page Content Uniqueness Rate Findings

Another unique thing you can take advantage of in this tool is that it looks at the uniqueness of the images that are found on your webpage. With this feature, you can guarantee that every aspect of your content is a non-duplicate.

SE Ranking On Page SEO Checker Image Uniqueness Analyzer

Overall, this category will help make your webpage attractive to users, especially since what it offers is distinct and not repetitive.

It Assesses Keyword Usage

Your keyword usage will make or break your SEO efforts for a webpage. This is why on top of using the appropriate keyword, you have to integrate it into your webpage properly. SE Ranking’s checker also analyzes this by looking at the number of times a keyword is used on a webpage. At the same time, it detects which part of the content your keyword is placed in. 

SE Ranking On Page SEO Checker Keyword Usage Assessment

The “T” in the green circle stands for the title, “D” represented meta description, and “H1” for the Heading 1. This feature can guide you on how to utilize and place your keyword in areas where you need them to be.

Another good thing about this feature is it recognizes keyword variations and keyphrases in case you want to diversify your keyword usage. 

It Provides A Page Speed Report and Recommendations

Good page speed provides good user experience. And when Google rolled out its Core Web Vitals update last year, the speed, responsiveness, and stability of a webpage became an important ranking factor. 

The tool makes this easier by skipping the setting up process and directly showing the results. 

SE Ranking On Page SEO Checker Page Loading Speed Report

Not only does SE Ranking give the numbers for loading speed, but it also presents specific suggestions that you can work on to improve these numbers. 

In the image below, you’ll see specific fields where fixes can be applied. The checker also separates its results for each device. The preview of how the page looks like for each device at the right is just the cherry on top.

SE Ranking On Page SEO Checker Page Preview On Mobile Device

When you click ‘Resolve’ on the right side of each category, it will show the files that can be edited to contribute to a better loading speed. The suggestions show which elements you need to compress and how much space will be saved if you do so.

SE Ranking On Page SEO Checker Resolve Button For Page Speed Optimizations

With these recommendations from the tool, you can make your webpage load faster and create swifter navigation for it. This allows your visitors to see the information they need from your webpage in a shorter amount of time which creates a good on-page user experience.

It Can Showcase Off-Page Data

This tool already provides a comprehensive diagnosis of on-page elements, but what makes it more special is it also gives an overview of the webpage’s backlink profile. After all, backlinks also carry a lot of weight in page ranking. 

The checker shows the backlink record along with the outbound and internal links found on a webpage. 

SE Ranking On Page SEO Checker Link Analysis Report

I think that the presentation of the data could be better if it also shows the anchor text and landing page used for each backlink. This is so you can get a more complete overview of your backlinks. 

And, although it’s good to include how many of the backlinks are Dofollow links, SE Ranking can refine this more by indicating which ones are contributing to your webpage’s ranking.

Aside from looking at the backlinks, the tool also takes a look at how a webpage and its domain are performing on social media, particularly on Facebook and VK (a Russian social networking platform).

SE Ranking On Page SEO Checker Report for Social Media Popularity

Consistent with the other metrics, SE Ranking provides suggestions for improvement such as making social media accounts accessible on the webpage. This will let people on social media see and engage with your content.

Moving forward, it would be useful if SE Ranking can include data from other major social media platforms such as Twitter, Instagram, and LinkedIn in the assessment. This is so it can better evaluate webpage performance across different audiences. At the same time, it can help determine which one you can put more effort into to make your business and content more visible.

On-Page Tool Comparison: SE Ranking vs. Xenu’s Link Sleuth vs. Screaming Frog

Xenu’s Link Sleuth is one of the older SEO tools used by professionals and Screaming Frog is another popular software I love using for my on-site crawls. To have a better grasp of what SE Ranking’s On-Page Checker feature can do, I compared it to the two software I mentioned in terms of how it presents its data and findings.

Findings For Page Speed Data

Xenu link sleuth doesn’t directly analyze page speed. It came into operation in 2009 and the features it has doesn’t seem to be up-to-date compared to a lot of on-page SEO tools my team is using.

The only thing I found that has an impact on a webpage’s loading speed is the ‘Size’ category, which points to large files found on a page. The thing is, it doesn’t indicate the unit of measurement it refers to. 


Screaming Frog, on the other hand, can look into how fast your site is from a large number of webpage’s backend elements. For this tool, you have to connect your Google account and get your API key to get certain datasets such as your page speed findings.

Here’s what it shows before the setup process:

Screaming Frog Page Speed Report Results

The same data can be found in SE Ranking without setting up your API. This helps if you’re not familiar with the more technical aspects of SEO. 

Presentation of Content Data

Just like SE Ranking, XenuLink Sleuth can also read the content of a webpage. However, this is limited to only the page title. When it comes to the originality of the content, it doesn’t contribute much to ensuring that a webpage is unique across its domain and the internet.

Since Xenu’s Link Sleuth provides a limited number of categories for its on-page audit, the optimizations you can make to step up your webpage’s SEO are also limited.

Similar to SE Ranking, Screaming Frog has a feature that detects duplicate issues on a webpage’s content. Here’s how simple Screaming Frog presents content duplicate warnings:

Screaming Frog Duplicate Content Findings

SE Ranking presents this data a bit differently since it also checks if your webpage is unique from other ones available on the internet. It also highlights which specific lines among the pages are similar. 

This is a recurring theme that I noticed in my comparison. For each category, SE Ranking provides a brief description of what it is, how it factors in SEO, and what ways you can optimize it. 

This makes SE Ranking a beginner-friendly tool that will allow you to enhance your webpage like an expert. 

Key Takeaway 

SE Ranking’s on-page tool helps optimize your webpage to be unique, accessible, and attractive to visitors. It evaluates even the smallest on-page details that affect your ranking and shows ways to enhance them so you won’t have to. 

The final touch? The results the checker generates can be exported via email or PDF. It also includes a checklist of the areas that need improvement on your webpage. This way, you can keep working on them without having to log in again from the SE Ranking website.

If you’re working on giving your website visibility in the search engines, try out SE Ranking’s On-Page SEO Checker tool for a smooth and comprehensive on-page diagnosis. 

Try out SE Ranking’s on page checker by signing up today Click here!

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Research Shows Tree Of Thought Prompting Better Than Chain Of Thought




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)

Featured Image by Shutterstock/THE.STUDIO

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The Lean Guide (With Template)



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. 


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.


  • 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. 


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




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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