It can be common for business owners to get too hung up on what their competition is doing. You likely have competitors of varying sizes and focusing solely on what they’re doing won’t improve your website. Having the best website is subjective, so you can’t necessarily take what leaders in your industry are doing and implement them. If you can’t compete with your competitors’ marketing budgets or don’t have the same tools, you’ve got to make a smart and strategic approach to even the playing field a bit.
When you search keywords related to your business and look at the search engine results page, it’s tempting to immediately implement aspects of those pages onto your website. But you should start by taking care of the basics on your own website and correcting them, without them, your chances of overtaking competitors will be slim. Make sure that your website is following best practices for technical SEO. It must also appeal to your audience with high-quality content that exhibits your knowledge and expertise in your industry. You’ve got to include your keywords and phrases as well to show up for necessary queries.
Ensuring that your website has Google Analytics and other key tools installed so your data is accurate. Once your own website is in order, it’s time to take a look at what the big guys at the top of the SERP are doing.
It won’t be easy to beat these high-ranking websites that are chock full of high-quality content. Instead, find weaknesses in their SEO and focus on those. For instance, say your company installs roofs and siding, and your competitor is dominating roofing searches but not siding ones. Focus your efforts there and build siding pages that answer any questions that visitors may have. No matter how long your competitor’s website has been around or how good their content is, there will always be opportunities where you can win.
Competitors Could be “Cheating”
Sometimes, it may be puzzling as to why your website is ranking below a competitor with lesser content and a seemingly suboptimal website. It can be frustrating and feel like they must be doing something in bad faith to achieve rankings.
What’s really going on can be a little hard to explain. Some websites opt for black hat SEO practices, which can temporarily increase rankings but hurt the site long term. Other times, it’s that their website has been around for a long time, has quality backlinks, top-notch content or an excellent reputation from 5-star reviews. Complaining about your site not ranking above competitors won’t get you anywhere. Focus your time on proving your own site. Time spent that way will go much further than taking a deep dive on each competitor.
While it can be useful to know what your competition is doing, spending your energy building your own robust website is the best way to climb SERPs. Identify content opportunities for your website and build a long term plan to add fresh & informative content continually.
For help with your website and content, reach out to Boston Web Marketing today. We can help you achieve your marketing goals.