Often whom you think your traditional competitors are in fact underperforming compared with the sleepers in your the market.  These sleepers as we call them have diversity with their online marketing strategies.  You won’t see them in number 1 position for Adwords nor will they be in number 1 position for a generic industry terms.  Let’s use an example for the printing industry.

Instead, Sleepers have established over the years detailed metrics in their market which ensures they fully understand who their target market are, what cost per lead they are willing to pay per segment, what is the lifetime value of a client and clearly understand what the money phrases are in their market.

Money phrases or generic search terms is where many business go wrong.  “I just want to be number 1 for printing”.  This is a prime example of a generic search term.  The google keyword tool says it is searched 673,000 times per month for the broad match version of printing.  Don’t be fooled.  In reality only 3,600 people search for exactly for printing.  That means that 669,400 people are searching for something other than exactly printing.  The second question we would ask, if you were searching for specific printing requirements would you search, printing.  We doubt it.

So ask yourself what do you really want to be number 1 for?

How to spy on your competitors:

If you are running an Adwords account we can help you assess your performance versus your competitors. In fact we can uncover every business that is competing in your space and on what keywords.  Request one of our Adwords consultants to provide a review as part of Adwords management services.

Reverse engineer your competitors SEO:

It is essential, that prior to starting any SEO campaign your SEO company conducts a detailed assessment of the market.  SEO experts should be able to determine what keywords and SEO strategy will be required to win online.  Many SEO packages won’t cut the mustard and you should and these days clients want to work with an SEO company Australia to ensure quality of service.  We agree but quality and no action will not get the result.  Any SEO company that claims to speacialise in Search Engine Optimisation will have a diverse range of services being offered.  This should include on page SEO, off page SEO which should be covering quality Australian directories, dedicated content marketing strategy and a system in place to establish market authority for each client.  FYIC do provide SEO packages and SEO services suited for SMB clients.

Please talk with one of our SEO consultants or Adwords consultants about what is required to win in your market.