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February 25, 2010
Steal Search Engine Traffic and Leads From Your Competition
Written by @Chris Rodde on February 22nd, 2010, and posted to Optify Lead Generation Blog
Imagine if anytime somebody searched on your competitor’s
brand name, your website showed in the search results, giving you
a chance to catch a potential customer that might have never
looked beyond your competitor. Follow the steps below to gain
search engine traffic and leads from your competitors by creating
and optimizing a few pages on your website to target your
competitor’s brand names. We’ll also show you below how to
attract web searchers who type in comparison searches such as
“Windows vs. Apple”.
Serve Comparison Shoppers
In order to rank in the search engines when someone does a “Windows vs. Apple” type
search, create a web page that compares your brand and/or product offering to those of
your competitors—let’s call this a “product matrix” page. This page should compare the
features and benefits of your company or products to those of your competitors. Not only
will this content be beneficial to prospective customers who would like to know how your
offering stacks up, but this will also serve as great SEO content. Create at least one product
matrix page that includes at least three to five of your competitors in the title tag, url and
page headline (or <H1> tags).
Attract Your Competitor’s Search Engine Traffic and Leads
To rank on one of your competitors brand or product names, create a single competitor
matrix page for each competitor or product name. Then link to this page from appropriate
pages on your website using the competitor’s brand name as the anchor text on the link.
From this page, you should also link back to your main product matrix page. These single
competitor or single product comparison pages should attract traffic searching on your
competitor’s brand or product name(s).
In addition to the more permanent product matrix pages above, you can include
competitive terms legitimately in blog posts that discuss the benefits of your product over
your competitors. Again, whenever you mention your competitor’s brand or product
names, link to your matrix page. Also include your matrix pages in .html and .xml sitemaps.
Some Words of Caution…
When it comes to including competitive brand terms on your website as part of your
overall SEO strategy, be sure not to hide any of this information. When site designers
include competitive brand terms in meta tags without visible context, this is dangerous
because doing so can be perceived by search engines to be site spam. When discovered,
the search engines will penalize you and eliminate you from search results.
Off-site SEO Strategies to Boost Your Search Rank Further
To improve your rank on your competitor’s names, you should ensure that your product
matrix pages are linked to from other sites on the web besides your own. The easiest way
to build links from other sites is to post your product matrix content on sites such as
Docstoc and SlideShare–just upload your content to these sites and link back to your
Turn to social media sites like Facebook and LinkedIn to evaluate your competitors and
make comparisons. Find a competitor’s site on Wikipedia and link that entry to your
competitive matrix. Or simply ask webmasters and bloggers that are friendly to your
company to link to your matrix pages with the appropriate anchor text. None of these last
strategies have a tremendous amount of “link juice,” that is strong link power, but all of
them will open your site up to a wider audience.
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