Today’s Ask An SEO concern comes from Peter, who asks:
“What’s the risk of concentrating on what rivals are doing, instead of charting your own path? If all rivals are taking a look at each other, there’s no differentiators.”
Fantastic question, Peter! And one that shows up a lot.
If a business is focusing on what its competitors and industry leaders are doing, it is not producing a better user experience and better options for online search engine questions.
It exceeds having no differentiators, but the idea is the very same: If everybody is equivalent, there can still only be one winner.
That includes position one in SEO, but also who a top funnel affiliate promotes based on it being distinct, which company gets the SMS and email subscriber because it has a much better UX, and so on.
However before I explain about your question, there are two important things to expect with your competitors.
Always Watch What The Leader Is Doing, And Who Is Mimicking Them
When you understand what the leader is doing, and who follows the leader, you can see trends and patterns as they fall and gain.
This offers you insight into what does and does not work.
By the time you understand whether it makes good sense for you to attempt something, you have had time to learn by seeing others’ errors, while you utilized the time to produce a better overall site.
Ensure The Pages They’re Testing And Altering Are Important For SEO
I, and a few of my peers, mark pages on customer sites that are not important for SEO.
We test them for other channels, understanding SEO traffic isn’t important for the particular page. We also know rivals are looking at these pages and will make the same modifications.
When the changes are made, the competitors shoot themselves in the foot, and we pull even more ahead.
A terrific example is a company with a large amount of top quality search traffic.
If top quality search is the primary traffic driver to the homepage, and a couple of collections or categories, SEO on that page most likely isn’t essential.
These are the ones where we’re going to check UX and average order value (AOV). Our tests will not fret about what occurs with SEO, considering that the top quality traffic will discover it anyways.
Our competitors typically do not think about this and harm themselves. At times we’ve done this on purpose to get ahead of them.
On the other end, if everyone is taking a look at the leader (and each other), and you’re doing something different, you may be in the clear to get ahead of the curve.
Non-SEO pros in those companies may be saying, “However they’re doing this, there has to be a reason for it,” and following suit.
That gives you a clear way to do your own thing and stay off their radars.
If this is your circumstance, use it to your benefit.
Produce a lightning-fast website with clear messaging that says precisely what the page has to do with.
Now, include supporting paperwork, an easy checkout, trust builders, associated material (if you’re a publisher), and includes that other sites are missing out on.
Functions could be lifestyle shots, reviews, Frequently asked questions, specifications, or even extra copy blocks that share utilizes for the product and compatibility information.
When everybody is focusing on each other, you can use this opportunity to do what they’re missing out on and focus on winning.
This situation also gives you an opportunity to look up associated searches, entities, and complementary topics.
When you have them, produce associated videos for Buy YouTube Subscribers and see if you can find influencers and content developers to accentuate your material while your competitors are all doing the same thing.
You doing something different becomes more appealing because it is distinct in the area.
By focusing on your own path, you set yourself up for success.
And by keeping an eye on what everyone else is doing, you can learn from their mistakes– especially if they crash and burn themselves.
When they do, jump in and take over.
And don’t simply consider SEO– take a look at it from all marketing standpoints.
I hope this assists.
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