Steal your competitors' traffic

This time, I have a simple but scalable growth hack that leverages SEO to help ‘steal’ your competitors’ website traffic - thereby earning an edge over them.

It’s nothing but content gap or keyword gap analysis.

Content gap or keyword gap analysis is the exercise of identifying keywords your competitors are ranking for but you are not.

Wondering how this can be useful?

If your competitor is ranking for a keyword, it is highly likely that it is relevant for you too. But you need to make sure that you filter out all irrelevant keywords from the list you obtain.

The next question is, how do you find these keywords?

You can manually enter the URL of all competitor pages and do a comparison using Excel to find keywords they are ranking for but your website is not. But as you can imagine, this is a tedious process.

SEO tools like Ahrefs and SEMRush have made this easy for us.

As an example, let us try to do a keyword gap analysis between Avoma and Calendly using Ahrefs (assume that Avoma is your business and Calendly is the business you are comparing it against).

Here is the screenshot I obtained that shows the first 15 keywords Calendly is ranking for but Avoma is not.

The filtering out of irrelevant keywords has to be done manually. If you have way too many keywords on the list, consider comparing your website with specific pages of the competitor (say their core product page). This will help you narrow down the list of keywords to more relevant ones, and hence reduce the time required for manual filtering.

You can do this comparison with more than one competitor simultaneously by entering more competitor URLs in the comparison section of the tool. You can also compare with popular blogs in your space to uncover keywords your competitors might have missed (for example, if you are in the AI and ML space, Hugging Face is a blog and community that you can look at).

Now, you need to follow the basic principles of SEO and keyword analysis here as well. You should ideally go after keywords with high volume and low competition (this can also be used as an easy criterion to filter out irrelevant keywords).

Okay. You got the keywords. What’s next?

You need to create quality content around them (well, that was obvious, wasn’t it?).

Blog posts that are educational in nature are ideal because they tend to rank faster.

That’s all for the week. Did you love the hack? Let me know what you think in the comments sections or DM.

Article of the week

Account based marketing strategy – hyper-personalization throughout the funnel

Video of the week

Did you miss my recent webinar on the topic 'B2B Marketing in the AI Era - The Present and the Future'? Watch the full webinar here.

Leverage marketing to grow your B2B business

Want to grow your B2B business with innovative marketing tactics? Check out Skalegrow , a new-age B2B marketing agency that will help you implement marketing strategies that align with your business goals. Write to us at [email protected] to know more.