Business analysis checklist

A ready-made checklist for analyzing a niche, planning and setting up internal project processes. Leave a request to get test access to this and other checklists to track progress on SEO projects and organize work in the To Do List tool from Serpstat.

Mikhail Shakin

Author of the blog
A well-known SEO expert, speaker, and author of the SEO blog

The author of two telegram channels:, and chat

Author of three books on SEO: SEO Collider, SEO Winchester, and SEO Intelligence.

Why use the checklist?
You need to move online to grow your business. But it is not always clear how to build working processes, which are different from offline ones. That is why it is necessary to investigate the market. Independent analysis often comes down to simply reviewing 2-3 market leaders, copying a beautiful website, or repeating old offline processes, which does not bring a positive result.

To organize and optimize this process, we have prepared a step-by-step checklist that includes all the necessary stages of online business analysis.
Niche analysis
1. Competitor analysis is conducted
A competitor analysis will help you discover their strengths and weaknesses. Adjust your strategy for optimal results.
2. The target audience for the project is determined
Determine whose needs the business should satisfy. Identify the target audience segment to form the right message for the company to maximize profits.
3. The dynamics of price changes on the market are analyzed
If the prices on your product range are unreasonably high, and competitors sell cheaper, this will negatively impact on sales.
4. The dynamics of traffic in the subject is analyzed
Global changes in a niche affect the results of the project. The promotion strategy will be different for growing niches and those losing popularity.
5. Brand awareness is analyzed
A strong brand attracts the audience from different channels and reduces the negative impact of the loss of traffic through one of them.
6. A site name register in Yandex.Webmaster is set up
To stand out in Yandex search results, change the register of the site name displayed in snippets.
7. Organization address and phone number are checked for uniqueness in the search
Matching contact information can lead to the imposition of sanctions by search engines (affiliate filter), and it is confusing to business customers.
1. The promotion strategy of previous vendors is analyzed
When a project moves to you from another vendor, analyze the pros and cons of the former promotion strategy. The analysis will help prioritize tasks at the beginning of the work.
2. The brief from the client is analyzed, and the main goals of the project are defined
The agency or freelancer must keep in sync with the client's understanding of the project's goals and objectives. Analyze the customer's answers in the brief. This way, you will better understand his/her needs, expectations, possibilities, and limitations.
3. A document containing the website promotion strategy is composed
An SEO strategy defines the direction in the development of the project. Set global business goals and indicators of success in achieving them. Outline the ways of promotion, which will affect the indicators.
4. Age factors are analyzed
The history of the project significantly affects the promotion strategy. For young sites, it is important to accumulate information, for older sites - to use existing data.
5. A work plan for the next 6 months is developed
A work plan fixes the sequence of steps to achieve your goals. A long-term plan allows you to see the way to the goal a few steps forward.
6. Traffic potential is evaluated.
Evaluate the traffic potential of the project. The promotion strategy will differ depending on whether the site is a leader or a start-up.
7. A detailed structure of the site with the distribution of landing pages is created
The structure of the site should meet the user's information needs. Allocate them to landing pages and make a detailed linking scheme. Otherwise, you'll be promoting something your audience doesn't need.
8. The project's main competitors are identified and agreed upon with the client
The project owner knows the competitors from a business perspective, but they are not always direct rivals in search engines. Identify relevant competitors of the site before starting the analysis.
9. The traffic distribution by channels is analyzed
Figuring out how traffic is distributed between channels, you will determine the most effective ways to attract visitors from a business perspective.
10. Seasonality is analyzed
With pronounced seasonal ups and downs in business, you need to be prepared for them in advance. The seasonality of the project significantly affects the promotion plan and strategy.
11. The distribution of traffic between SEs is analyzed
By analyzing the distribution of traffic between search engines, you will determine the top priorities for the promotion of the project and see abnormal deviations, which are not typical for the market.
Internal processes
1. The work of the support team is verified
Technical support is an important element in building loyalty to the project. If it does not solve customers' problems, the business loses money.
2. The procedure for making changes to the site is defined
Define the procedure for making changes to the site. Uncoordinated editing of the site leads to problems that negatively affect promotion.
3. The work of the call center is checked
The call center must perform its tasks well. A large number of missed or poorly handled calls leads to loss of profit.
4. The order placement procedure is checked
An inconvenient or broken checkout procedure leads to a loss of profit for the business.
5. The log of improvements on the site is kept
When technical problems on the site occur, the improvement log indicates the problems and ways to fix them.

How to use a checklist in your project?

The Niche Analysis Checklist is part of Serpstat's To Do List. Create your to-do lists or use templates from experts to track project progress. Ready to learn more about Serpstat features and get free trial access?

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