Keywords - many traffic streams form a large river
In Sun-Tzu’s Art of War the author states: “Appear at points which the enemy must hasten to defend: march swiftly to places where you are not expected” and “You can be sure of succeeding if you attack places which are not defended”.
The facts are if you try and take a much larger competitor head on you are going to fail. In this situation attacking the obvious places first is what a lot of people try to do and as a result they come up against the competitor’s fiercest defence and subsequently get badly bruised and become disheartened.
The point I making is don’t go after the obvious keywords, it’s expensive and a waste of time.
So how do you discover the weak points in the competitions defence?
Where there is competition there is money to be made and where there is money to be made there will be advertising. You know that Google presents adverts on its search pages and these adverts are triggered and displayed as a result of searchers typing keywords into the search engine that match the keywords that the advertiser has researched, chosen and entered into their Google Adwords account. Behind each advert is often a large list of keywords that your competitor has painfully had to research to trigger their adverts whenever one of potentially hundreds and even thousands of the competitors chosen keywords are typed by a searcher into Google.
If you understand this concept then I hope you will immediately recognise the relationship with the analogy of many traffic streams form a large river and the quote from the Art of War. If you had a list of the competitor’s keywords and an understanding of volumes of search for each of the keywords then it follows that you are presented with some real opportunities to siphon off some of the competitors traffic to your web pages.
So how do you get a list of the keywords the competitor is using in their ad campaigns? Here is a great example of a tool I regularly use to discover competitors keywords. When you have done this, how do you then work out the search volume of each keyword and decide which keywords you should pursue?
Subscribe to my list to find out more. I will take you step by step through the process, I will show you which tools to use and how to start siphoning of some of the traffic from your competitors…..
Posted in: Competitive strategies, Keywords, backlinks - FAQ & Education | Comments(1)