Most website owners will write-off those searching directly for their competitor’s site.
After all, they’re going straight to the source: they know what they want and they want to go straight to it.
9 out of 10 times this will be the case.
There is though, always a slight chance the searcher is simply conducting a bit of background research; simply sounding out an area they may want to do business with.
We’ll outline why it’s a good idea to rank for your competitor’s brand in the conclusion.
For now though, let’s cut to the moneyshot:
How to do it:
To rank for your competitor’s brand name, you’ll need to create a page on your site that prominently features your competitors brand name.
I can hear you asking, ‘How can I create a page on my site using my competitor’s brand name without advertising or defaming them’?
Easy. All you need is:
- A member of staff who has worked for your competitor
- A news section on your site (par for the course nowadays)
- Basic SEO content generation skills
Basically, you are going to write an optimised news story in which the premise will be you’ve employed a new member of staff.
(Something you probably would have done anyway.)
The headline might be:
(Your business name) welcome (emoloyee’s name) ex-(competitor’s name)
Use the same princuple throughout the article and in all the usual meta-stuff.
Make sure you weave it into:
- The headline
- The meta-title
- The meta-description
- Twice in the body of the article
Do this and you will have created the perfect landing page for your competitor’s brandname.
There’s no reason why you cannot be a little creative with the truth here.
You can release a news story saying a member of staff’s just joined, even if they’ve been on your books for months.
N.B. In case it’s not obvious — I would advise against claiming an employee has worked somewhere they haven’t.
N.B.2 Make sure you don’t actually link to your competitor’s website…
If you already have a strong site, the page might already show up on SERP1 without any help.
If not, you might want to do some light linking building to it. Syndicate some content, do some social bookmarking, whatever.
Don’t forget to share it through the normal social media channels; Facebook, Twitter, LinkedIn etc.
If the page ranks then great, if not, no biggie.
Don’t lose any sleep if it doesn’t rank and by no means make it your number one priority.
Just keep an eye on your analytics and see if any traffic lands on your site through your competitor’s business name.
The bounce rate here will tell you how many of these visitor’s liked the cut of your site’s jib.
Why do it?
By being there on their results page, you make the searcher aware of your business’ presence.
This can only be a good thing in terms of your business.
People don’t systematically work their way through each search results, which is why Google often emphasises the need for diversity.
Ranking number one is great, but it’s not the be-all and end-all.
Your competitor’s business name may be the only one the searcher’s aware of; a starting point for researching the options available for that service in your industry.
Your meta-title may just catch their attention and all of a sudden they’re rooting around your other news stories, your company blog, your previous client list.
Although it is highly unlikely you’ll rank above your competitors for their brand name, if you can put yourself on that all important SERP1, then you may grab their attention and plant a seed.
The beauty of this is you have absolutely nothing to lose. It is by no means the end of the world if you don’t rank, it’s just an added bonus if you do.
Post By Michael Smith (31 Posts)
Last updated by Michael Smith at .
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