What if the Competition Is Wrong? How to Avoid the Pitfalls of Competitive Content Research


Competitive research is a common and essential task in any marketing context. This is particularly important in the digital market because the market is always changing and businesses are constantly competing with each other for customers on different platforms.

In the ideal scenario, performing competitive analysis of content discovers areas where your online content for your business isn’t as strong as other brands. Based on the information you gather, you can market the weak links in your marketing plan and try to compete with your rivals by creating more appealing content. The results will increase your company’s credibility in terms of content and keywords rankings, in addition to organic voice shares.

However, research into topics of competition rarely yields clear winners. Your most effective practice techniques must be adequate to search for information from various sources with different quality. You need to know what’s essential to content and what’s fluffy. Additionally, you must know why certain choices are more effective and effective when compared to other options.

These elements can make conducting research on competitive markets challenging. Because if you’re unable to identify the most effective options for content and make the appropriate decisions, you’ll fall into an error that could put you in a worse place than prior to your research, particularly in the case of competitors with content that’s poor, not suitable or suitable to the ideal customer.

In order to ensure your company isn’t an unintentional cautionary tale, you must be aware of which competitors to examine to pinpoint pertinent issues, and evaluate how effective they are using their marketing strategy is working.

Identifying competitors: Keep clear of the route that appears narrow

When we think of competition, as we consider rivals, we generally imagine direct competitors , those companies that offer similar products or services , and compete with the same customers both on the internet and in brick and mortar shops such as Patagonia and Prana.

The analysis of what content is being shared by your competitors’ content is an a great way to begin your investigation into competition analysis, but this is only one element of the digital marketing. It is crucial to broaden your perspective and examine how your content compares to your SERP competitors as well. This approach is particularly important for smaller businesses that compete with big chains, like an independent local bookstore against Barnes & Noble.

Many businesses fail to appreciate how important it is to taking a look at SERP rankings and those with organic voice shares in their niche. This is usually because brands don’t directly engage with websites on most prominent positions. In other instances, businesses don’t have the resources needed to handle each category simultaneously, and are forced to focus on direct competition with SERP rankings.

Whatever the circumstances regardless of the circumstance conducting study on SERP competitors the disadvantage of your own directly competing competitors can be a massive error.

Let’s say for instance you’re shopping for climbing gear , and you do not care about the brand you pick. Patagonia and Prana both have climbing gear that you can purchase through their websites. In addition both brands are within the top 10 on the list for “rock climbing pants” on the first page. However, neither brand is at in its rankings. Patagonia is ranked seventh and Prana is in the eighth spot.

The top spot for organic rank is held by a specific site for climbing which reviews various climbing equipment. The site has the authority level of 50. Prana and Pataongia have authority on domains between 73 and 85 , respectively.

The goal of the search is the same with every result that appears at the top of the page and that is to purchase climbing gear. However, in this instance it seems there was no evidence that Prana nor Patagonia focused on their SERP competitors’ indirect results. If they had, they’d have realized that people who don’t pay attention to brands, such as those who use generic terms, generally buy products based on reviews and recommendations.

Google understands this need of its users. This is why it is gaining more ranking than pages that are devoted to the products.

According to the domain rating of both companies and their huge resources compared to a lesser-known site which is more niche, if both companies employed their influencers to create unbiased reviews for”rock climber’s pants “rock climbing pants” keyword and they’d likely be able to take the top position without any difficulty.

In reality, these are placed on the back burner , and are forced to use ads that are paid to draw attention of users.

The best method of analyzing content is to use the data gathered from direct competitors as well as SERP.

Let’s look at an instance. You run a B2B contact center software business that caters to small enterprises and you want to be ranked in the competitive term, “contact center software.” There are three direct competitors with an identical domain rank and all three are on the first page. Other rankings are managed through “best software” listicles.

This split in search intent creates a very sensitive ranking environment aswell being a fierce competition. If you’d like to stand a an opportunity of reaching the top of the list in search results, then you’ll need be cautious when selecting the most relevant elements of your content from your lists as well as direct competition. It is essential to understand which is those who are most pertinent to look at.

How do you select the most effective contenders to judge

Beware of trying to find a balance between SERP analysis and direct competition focus on the competitors who are seeking to accomplish the same goals and have a decent chance of beating them.

If you’re trying to improve the content on your website Each competitor you’re studying must satisfy the following criteria:

  • The content and services of your brand are pertinent and relevant towards your ideal customer
  • The company is following the strategy of content and SEO practices or creating innovative solutions to SEO.
  • The brand is well placed in the SERPs for your specific keywords.
    • The content on which your brand is ranked on is relevant to users of your brand, as well as goals for your business.
    • Your brand’s domain score as well as trustworthiness on the site are highly competitive. This means that any change could cause increase in your keyword rankings
  • You’re equipped to challenge directly the power of the brand’s presence online and its influence

There are circumstances that make exceptions to these rules for brands, for instance, ones that don’t require an extensive presence on the internet because of their dependence on third-party agreements or word-of-mouth to survive, which is similar to government contractors. For typical B2B and B2C businesses, choosing competitors who are aware of this will help you keep your eyes at the right competitors and not just random gossip.

Identifying the areas of pain

Once you’ve identified some of the name of your competition You should know what type of content you must study and find out what makes their approach superior to yours. It’s all about understanding the weaknesses of your brand.

Don’t research or comprehend your personal pain points prior to undertaking studies on competitive issues is a huge mistake. These pain points can aid you in focusing your research of competitive problems. If you’re not certain of what you’re trying fix then you’re in the wrong spot when you analyze the content of your competition. If there’s no lighthouse to guide you, it’s simple to copy ideas that you shouldn’t, or to be at a disadvantage with a website that doesn’t match your objectives or organic credibility.

Which are areas that cause discomfort that you need to be focusing on?

In the final analysis, your business goals and your KPIs for content will determine which issues you’d like to tackle. Don’t let a slowing rate of conversion and the decline in sign-ups for newsletters or the poor results for the performance of your site guide your actions.

Let’s suppose that you manage an internet-based streaming platform to stream documentaries but are unable to convince customers to sign up for trial subscriptions following studying relevant blogs or studies. You’re aware that your competitor has this type of churn, and you’re looking to study their content and see the extent to which their experience is different.

Before you visit the website of your competitor and discover the reason they have trialists, it’s crucial to know the reasons your customers cannot sign up.

In this instance, the most effective option is to conduct user-based research for example:

  • User interviews
  • A/B tests
  • Surveys
  • Usability tests
  • Tracking heatmaps and tracking
  • Net Promoter Score Analysis

If you’ve identified the causes for why your brand’s performance isn’t as effective and you’ve got a good knowledge of the causes then you can determine how your competitor can address the issues users have when they use your services.

The key to knowing if the pain-point solution of the competitor is a great choice for your company is to know the reasonsit is beneficial for competitors. There are several ways to find this data, such as the awareness process of best practices and putting the concept of your competitor through a maze of user research , and then looking at alternatives against one another.

The findings are based on one basic principle: competition is using the most effective methods and performing everything in the right way. However, competitors aren’t always necessarily perfect and may not always give users the best content or experience. What happens when a competitor isn’t doing the right thing?

What happens if a competition isn’t fair?

Even if a competitor cleared your initial exam and appears to be an excellent company to find out about your weaknesses, first impressions can be misleading.

There are numerous fraudulent marketing strategies that companies might employ that you don’t notice right away, for instance, links that are not legitimate or offering users money to write favorable reviews. There are also many innocent errors the competitors of yours make which could harm your website in the event that you choose to implement these practices, such as the lack of access guidelines.

The level of your diligence should be in proportion to the risk you’re willing to take to duplicate an idea or strategy.

For less risky concepts for example, modification of a blog article by a competitor, and other similar situations due diligence is very simple. This includes checking the source of post’s keywords, the goal of the article as well as backlinks.

Ideas that are risky, such as redesigning your website or improving the experience for customers, call for more extensive background check.

Here are some warning indicators that could be a warning sign to steer away from a competitor, or at a minimum, do your time looking at their website:

  • Automatization of the content (like scraper blogs) or other indicators that indicate low-quality content
  • Link Clone
  • Guest publishing networks and other communities to share content
  • Link farms, private blog networks as well as other similar techniques of manipulating
  • Multiple domains that contain duplicate content
  • Reviews that are paid by users or other manipulative techniques
  • Social media manipulation
  • Comment spam
  • Fraudulent cookies
  • Hidden text

What can you tell when you’re competing against the wrong people?

To ensure that you do not implement erroneous or high-risk strategies It is advised to make sure you be sure to ask this four key questions

  1. Does the content on the brand conform to SEO and content strategy and UX standards?
  2. Does the content have any value? If so, how do you communicate the importance to people who use it?
  3. You can tell us what you feel the reasons why the company behind this material?
  4. If you decided to apply the same (or similar) concept, how would your new site and its content improve the user experience?

The four questions are an assessment method to make sure that you’re not inventing new concepts. They will make you think about the motives that drive a competitor’s decision-making, the ways that people might be affected, and also the potential consequences of copying their decision. Although this strategy isn’t required for every advantage you can get from competitors but it’s a great to consider when you’re thinking about major adjustments that can tip KPIs in the direction of success or failure.

Don’t repeat similar mistakes as you did with your research. dangers

Conducting research into markets that are competitive is an essential marketing strategy It’s extremely beneficial to take the time to make sure you’re looking at the legitimate competitors. Although it’s tempting to skimp on background research and assume that your competition is aware of how they’re operating, based on research results or general perceptions that they aren’t the skilled marketers you think they are. You’ll end up wasting your money, time and customers by making a mistaken notion.

Here’s a simple refresher on what should do to ensure that you’re ready for competitive research , and to be sure you don’t implement bad strategies:

  • Find the SERP as a combination of direct competitors that have relevant content. They are aiming to achieve the same goals and are targeting the exact types of users.
  • Examine the weaknesses of your company’s brand and learn the strategies of competitors to tackle similar issues.
  • Do some background research on the content choices of your competitors to make sure they’re adhering to their strategy to create content and SEO and with UX best practices.


Next Post