When it comes to search engine marketing a lot of people think they are trying to outfox Google & Yahoo, when really what they need to do is market themselves better than their competitors.
Everyone has a nemesis you’ve just got to know how to take advantage of them – via flickr
It’s essential to know all you can possible find out about your competitors so you can comprehensively hammer them in the search engine rankings. We’ve decided to share some of our secret techniques if the other Search marketing agencies reading this promise not to use them on us!
Sign up to Their RSS Feed & Email Newsletter – this is the absolute minimum of [tag]competitive research[/tag] you should be doing. Keep tabs on every one of your competitors’ blogs and RSS feeds, they’ll likely reveal some interesting info about their company which can often give you a [tag]competitive advantage[/tag]. Have they launched a new product? Fire up AdWords and make sure you are bidding on related terms especially if they aren’t trademarked. You can use their marketing to help your business.
Set Up Google Alerts – It takes seconds to set up Google Alerts, which will keep you up to date about the latest online mentions of your rivals. Be inventive with your choice of alerts, use the various ways the company might be mentioned. People call us Site Visibility, SiteVisibility & if they are our friends sometimes we let them call us SiteVis so make sure you’re signed up for every permutation.
Schedule Regular Back Link Analysis – you’ll be amazed how much you can learn from some in-depth analysis of who is linking to your competitors. It’ll highlight hundreds of potential [tag]link partners[/tag] to your site and give you’re a great idea of what content in your sector is appealing to the linkerati.
Find the Personal Blogs of Members of Staff – you’d be surprised how many members of staff will be blogging of their own accord outside work. Often they’ll be nothing to do with work, your usual kittens & holidays fodder; but in amongst the chatter you’ll often a small snippet of information about the company that might prove useful. Are they unhappy at work and a poaching opportunity or can you get a head start on a new marketing campaign they are going to use?
Actually Read the Trade Press – it’s easy to subscribe to the industry b2b magazines and never read them. Blogs and online news sites are a lot quicker and a weekly or monthly mag normally feels antique by the time you read it, but often a lot of great competitive information can go below the radar if you only consumer news online. When you’re on a train or the tube act all retro and read something with texture.
Keep an Eye on Facebook & LinkedIn – people let their hair down on social networks because they think people aren’t looking but as a user you’ve got to be careful. People not realising they are being watched is a great competitive research opportunity. There might be mentions of unhappy clients you can pitch for or a great SEO tactic that you can replicate.
At the end of the day to rank number one for your keywords you have to have a better optimised and marketed site than your competitors; doing that can be a lot easier if you know your enemy inside and out.