What is my website going up against?
All business ventures are faced with competition, even if you’re the only person in town selling (for example) the wacky inflatable flailing-arm tube man. The alternative to these silly airdancers would be other forms of attention-grabbing… such as those sign-holding teens standing at the front of every shopping center.
While that may be a ridiculous and potentially confusing attempt towards being funny with a “real world” example, the point I’m trying to make is simply this; In order to successfully reach your target audience, you must understand who you are competing against.
“Well duh, dude…get to the meaty stuff!”
Okay, when it comes to the internet, the competition can be fierce! You will find yourself marketing against the world, and that is no exaggeration with today’s technology. If that sounds like a daunting task, you might want to hire somebody like myself to help you. But don’t worry, if you stick around and read my blog, I will be sharing everything you need to know. Instant gratification might cost you a little money, but leaving it the professionals will surely save you time. If you still insist on being one of those Do-It-Yourself types, then by all means, let’s get down to business!
How do I optimize my website’s competitive edge?
The idea is to figure out which other websites are targeting the same keywords, or keyword phrases. Using basic marketing fundamentals, you can make a huge impact on your SEO efforts. You need to understand how your competitors are marketing themselves so that you can get ahead!
I know my competition, but what should I research about them?
All the answers you need can be found by asking yourself:
- What products or services do they provide?
- How are these products/services marketed to customers?
- How much are they charging?
- How do they distribute and deliver?
- How do they retain customers?
- How do they market their brand and design values?
- Do they have a focus on innovation?
- How many employees do they have?
- How do they use technology within their business model?
- Who owns the business and what sort of person are they?
- What media outlets do they use? Other than websites, do they market with newspapers, radio, television or outdoor advertising?
- Do they have a physical storefront or are they 100% online?
If you have some ideas for keyword phrases, type them into the search engines. If you can’t find them on Google, that might be a good sign! It is only a good thing as long as your keywords are being used regularly by your targeted audience! If your potential customers don’t type in keywords you are marketing to, then you will get nowhere.
BEWARE: Don’t Be a Copycat!
If you target identical keywords and copy the context used by your competition, you will most likely fail. You might even be breaking copyright laws. Try thinking outside the box, step into the mind of the people who are looking for your solutions. Use review sites to find information about these businesses from their customers. Find out their weaknesses and turn them into your strengths, if at all possible. Don’t forget to focus on 2 to 4-word keyword phrases, especially if you are trying to sell products or services.
Marketing for Small Business 