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Most people see it Search Engine Optimization (seo) as a kind of loner. Work completely in isolation, optimizing your website and off-site referrals to maximize your results. To some extent, this is a reasonable way to look at SEO. But if you want to see even better results, you’ll need to recognize the reality you’re operating on hypercompetitive environment – and you will need to better understand and work with yours competitors.
An often overlooked strategy is optimizing for competitors brand keywords. In other words, you’ll try to rank higher in searches that include your competitors’ brands (as well as their product brands). Why is this strategy powerful and how can you use it effectively?
The Power of Branded Keywords
Let’s start by talking about the power of brand keywords. Branded keywords are an important topic in SEO because people who typically perform brand searches are already familiar with your brand and are therefore likely to buy from it. Branded keywords are also powerful because they are usually not competitive; no one else will be competing for space here, so it’s fruit in your optimization campaign.
However, brand keyword discussions are usually restricted to only keywords associated with your brand, rather than someone else’s brand.
Related: Is the SEO Industry Dying?
Are you competing for competitor brand keywords?
Why would you want to optimize for someone else’s branded keywords?
Visibility and recognition of the brand. There is a subset of customers who have heard of your competitor’s brand but not yours. This is your chance to make your brand and company more visible demographic niche. If they are already interested in the specific product you make, this could be your chance to advertise yourself as a worthy competitor. Traffic diversion This is also an opportunity to “deflect” your competitor’s traffic by presenting users with a superior content option. Every click here is a double win; this is a user that you have removed from a competitor and a user that is visiting your site. An opportunity to differentiate your brand. This could also be an excellent opportunity differentiate your brand. To optimize for competitor brand keywords, you’ll need to create content that acknowledges or describes competitor products and services, allowing you to articulate why your brand is different. Directly challenging competitors. Remember that your branded keywords are low-hanging fruit in the SEO world. Trying to optimize for competing keywords eliminates this easy opportunity. It’s a way to challenge competitors directly and force them to stay on their toes. If they decide not to challenge you, you can take that as an easy win.
Golden Rules for Optimizing Competitor Brand Keywords
If you want to optimize for competitor’s brand keywords for success, follow these golden rules:
Set realistic expectations. Start with realistic expectations about how your campaign will perform. Your competitor will have a huge advantage when it comes to ranking for their own brand’s keyword terms. You are unlikely to dethrone them completely; the best you can usually hope for is second place. Target one competing brand at a time. Don’t try to optimize for many different competitors at once. Develop content that strategically targets one competitor at a time. This gives you more control, more direct relevance to that competitor, and a better-paced, long-term strategic path. Include competitor’s brand terms prominently. When optimizing content for competitor brand terms, be sure to include those terms prominently. They should appear in the title of your content, the meta description of your page, and regularly throughout the body content (especially headers). Be transparent and honest. Don’t try to mislead users or tarnish the reputation of one of your competitors. However, be transparent and honest. Be honest about both the strengths and weaknesses of your competitors’ products. Make it clear that you are not writing on behalf of this brand. It provides relevant and useful information. Your content must be valuable to users, or they won’t be attracted to your site. Every piece of content you create using competitor brand keyword terms should include relevant and useful information. Consider doing a product comparison or product review to get started. Be creative. Don’t just copy what other people have done. Try to be creative. Exercising creativity and offering users something truly new will make you more successful at taking traffic away from your competitors. Show what makes your brand different. Take this opportunity to directly compare yourself to your competitors. What makes your brand different? Build powerful links. Your competitive content will be much stronger if you have extensive links supporting these pages. Be sure to adjust your link building strategy so that pages with competing brand terms have plenty of juice. Just make sure you follow best practices as well link buildingavoiding the possibility of penalty.
Related: How to use pop-up ads without annoying visitors
Ranking for competitor brand keyword terms is not something every business can do, nor should every business do. But if you find yourself often outclassed by a prominent competitor, optimizing your content on their terms could be a smart move to win over at least some of your users. Optimizing for competitor terms should never be your top SEO priority, and it shouldn’t take over your strategy, but it’s a useful secondary technique that can increase the power of your campaign.
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