When it comes to Search Engine Optimization (SEO), there are just so many factors to take into account, that it’s impossible to get them all right unless you’re a professional. Hiring a professional can give you an edge and I’m going to tell you a little secret I’ve explored recently which has proved hugely successful and it’s only something someone who practices SEO would come up with. Well, a few might, but not your average person who runs a company and doesn’t have time to spend hours reading about SEO, let alone understanding it and coming up with strategies.
Very industry has competitors and as much as people get annoyed with competitors, they also do offer value to the industry you operate on, so don’t always fear or hate them, let’s rather look at an interesting way of using them..
Hundreds of thousands of searches are performed daily on Google for brand names. There are many cases where you are looking for a product or service and the chances are you might know one or two companies that could provide these products and services, so you head on over to Google and perform a search for the companies name. This will no doubt return a www.companynamesearchedfor.com domain and that would be your first point of action. But remember, there are going to be many results on the page, not just the one, so there’s a gap to do something clever here.
Imagine you create several pages on your website, each of which mentions a competitor and has detailed write up on them, perhaps something like this:
In other words, you’ve actually created pages on your website for your competitors. The secret here is to get your meta data right, for example, on the www.yourname.com/competitors/company1 page you could do a title like this:
REVIEW: Is company1 a good company?
If you do this, optimize the page and build some links to it, there’s a good chance your page might rank on page 1 for your competitors name. Doing this and having “REVIEW” in the title would make the indexed page stand out and you might find visitors searching for company1 in Google and landing up at your website on the www.yourname.com/competitors/company1 page.
Sure, talking about competitors gives a potential customer a choice, but remember, they were Googling for your competitor in the first place, you’ve just managed to “steal” them away for a moment. If you write a really good review about your competitor and create internal links, there’s a good chance the visitor to the site might click a link and start exploring your page, this could result in a new customer! If the visitors heads off again and goes to the company1′s website, that’s not the end of the world, because he/she wasn’t planning on coming anyway.
Ok, so there is a catch, obviously if you have these pages, the best way is to link to them from your Home Page, which means someone who actually wants to be on your site, might see the competitor reviews and then vanish. Of course, that’s a risk, the secret is to write the copy for the competitor review incredibly well, in the sense that you make it clear to visitors that your service is better – if it is better of course! And if it isn’t, well, then you better start making a plan!
I’ve tested this strategy out and it’s performed rather well. From my testing I’ve seen more people coming from Google searches for my competitors and then completing a task on my site, than people arriving at my site and leaving to a competitors.
It’s an interesting thought piece for you to think about. Let me know if this is something you’d try?