Sometimes we spend so much time researching and creating content for the sake of our audiences that we take our eyes off the competition.
Although understanding the ins and outs of our audience is paramount, so is sizing up our competition in the SERPs.
If you’re curious to know where your site stands in the big picture, you might want to check out Neil Patel’s SEO analysis tool.
Don’t like how your site looks against the competition in terms of SEO and link-building potential?
Fear not. It’s natural to feel overwhelmed and nervous when you’re being outgunned content-wise; however, there are steps you can take to rethink and rebuild your site to ultimately bounce back.
- Don’t Panic
First and foremost, don’t freak out.
Going into panic mode and splashing the cash for a bunch of new content might feel like the right thing to do; however, you need to understand what you need to craft before you blindly spam posts into the blogosphere. Furthermore, a brute force approach to content can exhaust yourself and your resources rather quickly.
Remember that ranking takes time. Knee-jerk reactions will ultimately get you nowhere.
- Take a Look at Your Analytics
The key to really supercharging your content strategy is understanding it based on numbers, not reactionary feelings. By knowing your analytics inside and out, you can make informed decisions that are rooted in data.
For starters, spend some quality time in Google Analytics to uncover the following:
- What types of content are performing best on your site (for example, you may find that your vlogs and infographics are getting shared way more than text posts)
- Start small with long-tail keywords that your competitors aren’t going after (which may very well be your secret weapon)
- Figure out where your site is not optimized based on metrics such as time on page and bounce rate
- The Power of Paid Ads
The old adage that you’ve got to spend money to make money rings incredibly true for sites in competitive industries.
While you may initially be resistant to the idea of running paid ads, especially if your site is relatively young, you may have no choice if your competitors are doing so. Making the most of paid ads requires a combination of the following:
- A keen understanding of where your audience is spending your time (for example, it would make sense to run ads on Facebook if your audience is comprised of millennials)
- Tried and tested calls-to-action that have worked in the past (perhaps on site or through marketing emails)
- Running a test campaign prior to scaling: don’t make the costly mistake of spending big before you’ve actually tested paid ads
- Rethink Your Content Strategy
Revamping your content strategy may seem like an obvious answer to your woes; however, consider the small tweaks you can make on-site in regard to how you’ve approached content in the past. For starters, consider how you can employ the following techniques:
- Use multiple social channels based on your audience to funnel more traffic to your site (think: promote what you already have)
- Optimize some prior blog posts: inserting appropriate keywords can give your old content a big-time boost
- Consider your audience’s current pain points and use them for inspiration: such content is always desirable and prime for discussion
Slipping into panic mode will get you absolutely nowhere when it comes to ensuring your site’s survival. Instead, consider how you can tweak your on-site content and take a data-driven approach to fighting back against your competition.