As a business owner, it’s probably a no-brainer as to who your competitors are, and no doubt you would be able to list of a handful without even thinking twice. But… when it comes to the online world, your competitors are likely not who you think they are!
Now, we’re not saying that the initial competitor names that come to your mind aren’t your online competitors (because they very much are), but we’re talking specifically about Google. Why Google? Because here in Australia, Google currently has a 95% share of the search engine market (StatCounter) and is responsible for millions of searches every day!
So, if we now asked you, “who are your competitors in Google?”, would you be able to answer? It may sound surprising, but the majority of businesses are unaware of this important information.
Let’s give a ‘real-life’ example, courtesy of SEJ (Search Engine Journal):
Say you have an impulse-buy product that you want to sell at the local supermarket. Your product is not a candy bar, package of gum, or a magazine, but you know that the checkout lane is the best place for you to present it.
So even though those products are not your direct competition, you are competing for those three feet of real estate in the checkout lane.
That’s Page 1 of Google!
Google Organic ‘Non-competition’ Competition
It doesn’t matter what industry your business operates in, any of your competitors will rank for many of the same keywords as you. However, the competition doesn’t stop there.
There are many other websites that will rank for the same keywords and phrases as you, simply because they have created a lot of unique and relevant content around these business categories by either blog posts, information or DIY sites.
What’s important to remember here is that, although you might not be competing with these websites for money – you’re definitely competing with them for customers!
For example, when we type in “event planner” into Google, the results don’t just include a list of event planners. The search results also includes job seeker websites, blog posts, job bidding sites (e.g. Oneflare) and event planners.
While we admit that the search term event planner is a very competitive one, the key principles remain the same, and as a business owner, you need to figure out how you are going to take on these non-competitor competitors. Plus, with just a handful or 2 of competitors on a SERP page, who will the non-competitor that gets booted off to make room for you?
Well, to figure this out, you need SEO 101!
1. Perform keyword research
2. Create an SEO Strategy for both on & off page
3. Create quality content that thoroughly covers the topic implied by the search term
4. Monitor and refine
Doesn’t that sound easy? In essence, it is. But in reality, this is why businesses hire the services of an SEO specialist. A reputable SEO service will advise on the best keywords, strategies, off-page services and continue to refine your Campaign. Plus, they will always be optimising for searcher intent.
In the case of our event planner search, you have to know if they are looking for an event planner job position, tips, an actual event planner or directory of event planners.
Overcoming Your ‘Non-Competition’ Competition
In our digital world, we can no longer ignore the non-competition’ competition and just focus on those considered traditional rivals.
Your online competition can include companies on the other side of the state, country or even world, to the little old lady who lives down the street, or a stay at home Mum who blogs from her kitchen table.
So, with a good SEO strategy, a strong digital voice and a great customer/user experience – your business can compete against all types of competitors!
Need a helping hand? We have a highly qualified team of SEO Specialists who are ready to help businesses identify and dominate their online competition. Just give us a call on (07) 3535 0633 today!