Looking back on 2024’s search trends: Were our SEO predictions spot-on, or did surprises like ChatGPT’s switch to real-time web access change the game?
Discover how to identify your search competitors, why they differ from business rivals, and how to outrank them with smart SEO strategies that boost your visibility.
When you think of your competitors, the businesses that come to mind are likely those that sell similar products or services, share your target audience, and compete directly with you in the local marketplace. But in the world of digital marketing, your search competitors — the websites fighting for the same search rankings — can be entirely different entities.
If you want to know who your search competitors are (and beat them on the SERPs), start by identifying them through keyword research, analyzing SERPs, using competitor analysis tools, evaluating local search results, and comparing content strategies. Then, outperform them with superior content, stronger backlinks, local SEO optimization, and continuous monitoring.
Search competitors are websites that compete with yours for visibility on search engine results pages (SERPs). These competitors may not even operate in the same industry or geographical area as your business. For example:
Unlike business competitors, search competitors share your keyword space rather than your market space.
Knowing who ranks for your target keywords shows you who is taking up valuable SERP real estate. Even if they aren’t a direct business competitor, their presence limits your visibility, clicks, and traffic.
By analyzing search competitors, you can identify gaps in your strategy. Are they ranking because of better content, more backlinks, or higher technical optimization? Knowing the answer lets you adapt and focus your efforts where they’re most effective.
Search competitors may change depending on algorithm updates, seasonality, or trends. Regular monitoring ensures you can pivot your strategy before losing ground.
Use tools like SEMrush or Ahrefs to identify keywords relevant to your business. Note the websites that consistently rank on the first page for these terms.
Looking at keywords within a tool like Semrush can show valuable data. In actuality, the SERPs can look a lot different for a keyword based on location or a user’s search history. Search for your target keywords on Google and observe the top-ranking sites live to get an even clearer picture of the competitive landscape. Don’t forget to look at directories, blogs, news outlets, or aggregators that appear in addition to direct competitors.
Tools like SEMrush, Ahrefs, and Moz can identify competitors based on shared keyword rankings. Look at their domain authority, backlink profile, and top-performing pages to see how they’re succeeding.
If your business has a physical location, check the local pack (map results) and organic rankings for relevant keywords. Competitors in this space could include local directories, review sites like Yelp, or nearby businesses targeting similar audiences.
Assess the type, length, and quality of content your search competitors are publishing. Take note of their use of keywords, headings, internal links, and visuals.
Once you’ve pinpointed your search competitors, it’s time to act.
Develop high-quality, authoritative content that directly answers user queries and provides more value than your competitors’ pages.
Earn links from reputable sites in your niche. Tools like Semrush and Ahrefs can help you identify link-building opportunities based on your competitors’ backlink sources.
For businesses with a physical presence, ensure your local SEO efforts are on point. Claim and optimize your Google Business Profile, earn reviews, and focus on location-based keywords.
Use tools like Google Search Console and third-party analytics to track changes in rankings, traffic, and competitor performance. Make adjustments as needed.
Success in search is often about outpacing the competition — not just matching it. By monitoring your search competitors, you can stay proactive with your SEO efforts, identify emerging threats in organic search, and seize new opportunities to gain users and conversions. The digital landscape evolves quickly, and your ability to pivot and adapt will determine your success.
Are you really competing with who you think you are? Let GPO help you identify your true search competitors and develop strategies to outpace them in the digital space. Gain a competitive edge where it matters most. Chat with our experts today!
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