We live and operate in a digital world where missing an opportunity can be devastating for a business. If you are putting all of your efforts into marketing, SEO and PPC only to get trumped by a competitor it can be pretty frustrating.
Yet this happens on a day-to-day basis and brands and businesses across both the world and individual markets are competing for the same consumers. Part of the work we do here at Click Consult is to look at competition and see how we can best implement a strategy that means our clients get the best from their efforts.
It can be frightfully difficult to come up with the perfect strategy and, in truth, all search marketing is a work in progress. Businesses have to be able to adapt and have the foresight to do so when the time is right. They have to be responsive and have to be alert to changes that could have a business impact. In this eBook, we’ll look at the things brands can be doing to get the most out of their search marketing and, most importantly, how they can stay ahead of their competition.
Why you should download our ‘Outsmarting Your Online Competitors’ eBook
The eBook explains:
- Identifying your competitors
- Identifying your audience
- How businesses can adapt
- Actionable advice
Once you have your research done and understand what areas you need to focus your strategy on in order to outrank the competition you are ready to start ‘actioning’ the strategy. Here are some of the things that you can do:
Focus on UX
User experience (UX) is one of the key focal points of search marketing. You need to make sure that you not only attract customers to your sites but that you keep them. Competitors are after your traffic just as much as you theirs. If you offer poor UX then retention can be low and bounce rates can be high. You need to sell to the customer from the outset and not in a pushy way you just need to be able to say: “Hey, this is what we do, this is what we sell, this is how we are doing it and this is why you should choose us.”
If your site fulfils both the query and the needs of the customer then they are more likely to become a regular customer.
Images are vital and not necessarily for SEO but to make the site stand out. Customers are drawn into good looking sites and value the fact that you are showing them something they might not get elsewhere. Galleries for event s can be a big selling point and when it comes to a retail site product images are key. Make sure that these are fully optimised so that they don’t have a negative impact on site speed, which is a major ranking factor.
If you are able to show a product from multiple angles, add in a video or offer the option to expand and scroll then you are more likely to make the conversion. Like the previous point images are a big part of UX.
Optimise for mobile
You know by now that we live in a Mobile-First world and that this type of search has overtaken desktop. If you get your mobile offering right and make the app or mobile version of your site work smoothly you could see huge returns. Look at what the competition is doing and make sure that you are ready to outcompete them here. Large buttons and quick, seamless navigation or search bars can help the UX and boost returns on your strategy.