How to Outrank Your Competitors in Google | 3 Ways
Want to convince your leads that your product is superior? This is not going to be an easy
task particularly if you’re looking to replace a competitor. Here’s what you need to consider:
Well, if you take the time to go through the steps in each phase of this competitor analysis,
you’ll be one step away from your victory lap. I will walk you through the assets and steps
needed at each stage of the customer journey so you can improve your performance and
outrank your competitors.
1. Keyword Research
Keyword research is incredibly important in the SEO process because it impacts every SEO
task that follows. Effective keyword research outlines your strategy for on-page SEO, content creation, and most importantly, helps you better understand your audience and their intent.
When a person is in the process of making a purchase, the searches begin very broad in the research phase and become more specific as that person gets closer to making a purchase. With SEO, you can (and should) target users at all points in the buying cycle.
Many companies get hung up on the top funnel terms.
Big, broad, high volume terms that are sure to bring in tons of sales leads and sales, right? The truth is, broad terms are extremely competitive, and can also bring with them a lot of unqualified traffic.
Long-tail keywords (~3+ word searches) generally have lower search volume and are less competitive but represent users who are near the end of the buying cycle. This is also a space where you can more easily outrank competition and earn more qualified traffic at the same time. If you’re competing in an established industry, competition can be fierce.
When a person is in the process of making a purchase, the searches begin very broad in the research phase and become more specific as that person gets closer to making a purchase. With SEO, you can (and should) target users at all points in the buying cycle.
Many companies get hung up on the top funnel terms.
Big, broad, high volume terms that are sure to bring in tons of sales leads and sales, right? The truth is, broad terms are extremely competitive, and can also bring with them a lot of unqualified traffic.
Long-tail keywords (~3+ word searches) generally have lower search volume and are less competitive but represent users who are near the end of the buying cycle. This is also a space where you can more easily outrank competition and earn more qualified traffic at the same time. If you’re competing in an established industry, competition can be fierce.
2. Terrorize your competitor’s backlinks
How do you outrank competitors for highly competitive keywords? How do you find out who
is linking to your competitor’s top 10,000 or 500-word pieces? How do you find out who is
linking to your competitor’s top 5,000 or 10,000? There are more complex levels of branded
keyword research and competitor analysis that anyone can do, but these are the questions
that most people don’t ask.
These are the questions that you need to answer if you want to surpass another website’s current ranking.
The solution is to find who is linking to your competitor’s top 10,000 or 500-word pieces. Then, try to recreate those links. Google wants its search engine to deliver relevant results to users. To ensure this, Google’s “Brandy” update released back 2004 set in motion the wheels for search engines to use LSI. In this case, Google will crawl your page and expect to find terms such as “automobile” and “collectors” in your content. This helps search engines better understand and rank your content.
That’s not all – Google’s recent Hummingbird update has also made Google far more effective at figuring out user intent across multiple keyword variants. In a post-Hummingbird world, you don’t have to create separate pages for keywords that can be covered under a single head topic. For instance, a single page about “Inbound Marketing Definition, Processes and Tools” can cover keywords like “inbound marketing methodology, inbound marketing tools, inbound marketing process”. When typing in a keyword in Google, it automatically recommends a list of related terms.
These are the questions that you need to answer if you want to surpass another website’s current ranking.
The solution is to find who is linking to your competitor’s top 10,000 or 500-word pieces. Then, try to recreate those links. Google wants its search engine to deliver relevant results to users. To ensure this, Google’s “Brandy” update released back 2004 set in motion the wheels for search engines to use LSI. In this case, Google will crawl your page and expect to find terms such as “automobile” and “collectors” in your content. This helps search engines better understand and rank your content.
That’s not all – Google’s recent Hummingbird update has also made Google far more effective at figuring out user intent across multiple keyword variants. In a post-Hummingbird world, you don’t have to create separate pages for keywords that can be covered under a single head topic. For instance, a single page about “Inbound Marketing Definition, Processes and Tools” can cover keywords like “inbound marketing methodology, inbound marketing tools, inbound marketing process”. When typing in a keyword in Google, it automatically recommends a list of related terms.
3. Identify the Things Your Competitors Are Doing
Create and maintain a list of competitors to monitor. This will help you narrow your focus when developing a responsive strategy. You might be surprised to find that you have a different set of competitors online. When identifying your direct online competitors, look for the websites that rank on page one of the SERPs for the keywords you are specifically
targeting.
Let’s start with competitors within your niche.
You’ve identified a website that is ranking for keywords that are relevant and attainable for your website. Perhaps they are benefiting from a playful tone in their meta descriptions with interesting CTAs. Or maybe they use a lot of technical jargon that resonates with their target audience.
If they are within your niche, and outranking you in the SERPs, you may want to consider a similar SEO strategy. Bookmark their website so you can come back to it and continually analyze their optimizations and content.
So there you have it, those are 3 ways to help you to outrank your competitors and increase your website conversions in the long term.
Let’s start with competitors within your niche.
You’ve identified a website that is ranking for keywords that are relevant and attainable for your website. Perhaps they are benefiting from a playful tone in their meta descriptions with interesting CTAs. Or maybe they use a lot of technical jargon that resonates with their target audience.
If they are within your niche, and outranking you in the SERPs, you may want to consider a similar SEO strategy. Bookmark their website so you can come back to it and continually analyze their optimizations and content.
So there you have it, those are 3 ways to help you to outrank your competitors and increase your website conversions in the long term.
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