Monday, February 17, 2014

Optimizing Aganist Competitors

You’ve got to feel a little sorry for anyone new to the search marketing field.

On one side, they’ve got to deal with the cryptic black box that is Google. Often inconsistent, always vague, and can be unfair in their dealings with webmasters. On the other side, webmasters must operate in competitive landscapes that often favour incumbent sites, especially if those incumbents are household names.

Sadly, much of the low hanging search fruit is gone. However, there are a number of approaches to optimization that don’t involve link placement and keyword targeting.

Competitive Advantage

Like any highly active and lucrative market sector, the web business can be challenging, but complaining about the nature of the environment will do little good. The only real option is to grab some boxing gloves, jump in the ring and compete.

In the last post, we talked about measurement. We need to make sure we’re measuring the right things in order to win. This post is about measuring our competitors to see if we enjoy a competitive advantage. If not, we need to rethink our approach.

Underlying Advantages


One of the problems with counting links, and other popular SEO metrics, is that they can be reductive. High link counts and pumped-up Google juice do not guarantee success, more traffic, or business success. For example, we might determine our competitor has X links from sites A, B and C, so we should do likewise. If we do likewise, plus a little more, then we win.

But often we don’t.

We often don’t win because there are multiple factors in play. Our competitor’s site might rank for reasons that are difficult to determine, and even more difficult to emulate. They may have brand, engagement metrics or historical advantages. But most challenging of all, they could have some underlying competitive advantage that no amount of link building or ranking for keyword X by a new site will counter. They may just have a better offer.

Winning The Search War Against Your Competitors

There’s an old joke about a two guys out walking in the African Savannah. They come across a hungry lion. The lion eyes them up, then charges them. One man turns and runs. The other man yells at him “you fool, you can’t outrun a lion!” The other man yells back “that’s true, but I don’t have to outrun the lion. I only have to outrun you!”

Once we figure out what Google wants, we then need to outrun other sites in our niche in order to win. Those sites have to deal with Google’s whims, just like we do.

Typically, webmasters will reverse engineer competitor sites, using web metrics as scores to target and beat. Who is linking to this page? How old are the links? What are their most popular keywords? Where are they getting traffic from? That’s part of the puzzle. However, we also need to evaluate non-technical factors that may be underpinning their business.

Read more : http://www.seobook.com/optmizing-against-competitors
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