With so much happening in the SEO world right now sometimes we need to take a step back and look at the bigger picture. Our own Head of SEO, Sophie Brannon, and SEO Managers Emma, Lewis and Connor did exactly that, looking at the key to SEO in competitive industries.
If you happened to miss the webinar, don’t panic! You will be able to watch the recording on our YouTube channel in the next couple of days. But for now, here’s a quick summary of what was discussed during the hour-long episode:
Table of Contents
01. How Do You Combine Competitive Markets In SEO?
-A large majority of the market is competitive, but some are more competitive than others e.g. the health and finance industry.
-It really depends on how established the industry is – but it’s important to plan ahead for future instances.
-Competitor analysis can help you identify what your competitors are doing vs what you are doing.
-Focus on your competitors back link profile and content to find a gap.
-You want to look at improving upon what your competitors are already doing.
-Trends can help you predict the future – are there any similarities in data year-on-year? If yes, use them to your advantage.
02. How Do You Typically Find An Edge In A Competitive Market?
-Start by looking at competitor analysis.
-Consider where you are at to identify where you lay among the competition.
-Where are your competitors not targeting? See if there is an opportunity within that space for your business.
-Core web vitals, schema, FAQ, link building are all your best friend.
-Look at the strategy as a whole – look beyond the first page of Google for what you want to rank for.
-Remember that these things take time.
03. What’s The Priority When Looking At Informational, Transactional & Commercial?
-Transactional is a great way to see your ROI.
-Growing your brand awareness beyond these products is key.
-Don’t forget the commercial side; it’s just as valuable to your business.
-Missing one of the above could be the difference between success and failure.
04. How Important Is Brand Reputation When Competing In A Highly Competitive Market?
-People don’t buy from companies they don’t trust.
-Show users they can trust you – review schema, Trustpilot and Google My Business.
-SSL certificates are key (don’t put users off before they’ve even looked at your website!)
-Make a good first impression – make sure your website reflects what your business stands for.
-User experience is a must, it could be the difference between a user converting and not.
-Online reputation is much more than just reviews.
-Answer all the questions your customers could possibly have. Be transparent.
05. How Do You Approach Competitor Research?
-Look at the position of your business (is it a start-up or already well-established?)
-Identify who is ranking where for the keywords you are looking to target.
-Be realistic – look at the opportunities available to you and identify what opportunities you can take advantage of straight away.
-It’s a work in progress – it will take time to build up relevancy and authority on your site.
-Add relevant schema to the website.
-See what your competitors are doing right vs. what they are missing (you can almost guarantee that something will be missed, even on bigger sites).
-Focus on dominating the market in a single area first, then start looking elsewhere.
-You need to make sure you’re competing in the right way, otherwise it won’t work.
-Make sure everything you do is scalable and will benefit you further down the line.
06. Are There Any Tools Or Tasks You Need To Effectively Compete Online?
-Google Search Console
-Google Keyword Planner
-Answer The Public
-Google Page Speed Insights
-Heatmapping (there’s a lot more information available here than just how far users are scrolling down your site!)
-There’s no one tool that suits all your needs.
-Never overlook your audience. Get to know who they, what language they use, what topics interest them the most.
-Immerse yourself within your own community where you can (online groups are a great place to start).
-Call recordings can be utilised to identify the duration of calls and their value to the business.
07. What Do You Prioritise When Your Site Has Both Online & Offline Competitors?
-Focus on the unique selling points of your business.
-You need to make it clear why customers should choose you over your competitors.
-Include as much valuable information on your site as possible.
-Make sure your Google My Business contact details are up to date.
-Look at what works in store vs. online.
-You need to make sure that both strategies work together – they should support the visibility of your business both in-person and online.
-Remember that in store can lead to online.
How Do You Then Decide Who Not To Compete With Online Or Offline?
-Be transparent – look at where you are at vs. where your competitors are.
-There aren’t necessarily businesses you shouldn’t look to compete with, but more so competition with them at the right time.
-Be realistic – look at those on page 1 as that will help you to focus on what you can do to out rank them.
08. Is Multi-Channel Marketing Necessary In A Competitive Industry?
-In general, definitely!
-It can also depend on the resource available to you.
-Make sure you invest where you are going to see the best results.
-Research the best areas and target them side by side.
-SEO is there to keep things running smoothly.
-Don’t split your budget equally, look at where you may need more resource.
09. Closing Comments
We hope you enjoyed our sixth episode of #wtfwfh as much as we did! Huge thanks to our Head of SEO and SEO Managers for taking the time to let us into their SEO secrets. Our next #wtfwfh webinar will be taking place in September. Keep your eyes peeled for more details set to be shared on Twitter and LinkedIn soon!
Sophie is our Head of SEO, who looks after the entire SEO team consisting of Account Managers and Content Account Managers. She provides support to the SEO team offering her read more.