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SEO in a Competitive Technology Landscape – How Do You Compete?

Competitive SEO
Chloe Bunce

Conquering the world of SEO can be difficult at the best times. But add in the extra obstacle of a competitive marketplace and the desire of achieving regular inbound leads from SEO can seem out of reach. We are all too familiar with these problems, particularly as our specialist industries IT and technology are one of the most competitive markets. As such, we have a few tips and tricks to help you gain an SEO advantage when you operate in a competitive technology landscape.

Find your market niche and capitalise on long-tail keywords

Often, trying to appeal to everyone can mean you risk appealing to no one. Finding your niche in a competitive marketplace will help you target more relevant users that have a higher intent of converting, whether that be a contact request or even purchasing a product or solution.

Once you have your niche, write about it. Make the text educational and enabling, helping your target audience learn and, in the process, hook them into your business. Creating high-quality and detailed content that serves the audience will help you outrank the competition.

Keyword research can help significantly when finding your niche. Evaluating your seed list and expanding your search into relevant terms might uncover long-tail keywords that offer better ranking ability with lower competition, whilst maintaining a strong search volume.

Consider the Breadth of Your Product Portfolio Carefully

Understanding what your customers are searching for when it comes to your business offerings and considering how competitors are positioning their product sets will help considerably when it comes to how you name your web pages, product and solution sets.

We regularly work with customers to evaluate this information through extensive keyword research, marketplace and competitor analysis. Getting this information right from the outset can build strong foundations to deliver solid inbound SEO results.

Push new technologies to market quickly

In a competitive marketplace, it can often feel like a race to the finish line when it comes to launching new technologies and products. It’s of course extremely beneficial to be a trailblazer enabling you to establish authority and exude dominance over the market.

Pushing new products to market quickly helps this and remember, you do not need a completed product before you can start to promote your new innovative offering. Consider being open with your development path, both for physical products and software, spread the word to your customers about what is coming to allow you to start drumming up excitement and to jump the competitors.

Our recent blog on 3D printing demonstrates another method in which you can get new technologies to market quickly. Utilising 3D printing can provide you with a physical model of your product far earlier in the go-to-market process. This can be especially useful for early sales tools, lead-generation and product proofs.

Grasp your business strategy well

The most important step of any SEO strategy is ensuring you understand your business strategy so SEO development can be targeted. Marketing, sales and business development go hand-in-hand, so without a clear direction of one, all three will go amiss. Make sure you understand your target markets, audience personas and the products you are going to market with. This will be specifically useful when defining what keywords will deliver the best value and sales.

Combine SEO with Paid Search and Paid Social Media

Organic search results deliver in a world where people want to enable themselves rather than be sold to, but an SEO strategy is a long-term investment. You might not see instant results when you start the process of improving your search rank, so combining your SEO strategy with paid search solutions will give you a useful interim solution whilst you await your SEO to start delivering those all-important inbound leads.

Your paid search options can include PPC, display advertising or social media advertising. Utilising these platforms will accelerate the process of brand exposure and lead-generation to help launch new products, solutions or content to your target market.

Find Strategic Differentiation within Your Business

Finding your unique business angle could be the difference between no leads and lots! Do you have a specialist sector or industry that you can deliver a wealth of experience to? Or perhaps you are the only experienced specialist in your local area? There are plenty of ways you can find your unique selling point and once you do, your SEO strategy will start to deliver results.

Utilise SEO tools for guidance and be sure to perform extensive research into your competitors, as well as your customer target base to find a strategic differentiation.

Can You Upgrade Competitor Content?

Have your competitors created an article or new landing page that is lacking what your customers are looking for? Add the page topic to your site and upgrade the content with new and improved facts, opinions or downloadable tools. If the competitor’s content is popular in the search engines, your newly upgraded content is sure to be more valuable to Google’s search users and thus be pushed ahead in the results, outperforming your competitors.

Focus on Key Products or Solutions

You may notice a familiar theme throughout this blog of ensuring you find your niche and targeting wherever possible. That’s because going broad can mean you will likely struggle with a larger marketplace, SEO that is even more competitive, PPC that is more expensive and targeting users that have a low-intent or relevancy to your offerings. Focus on a key product or solution and promote them hard.

If you are unable to focus on key products and solutions, then break up your broad subject into smaller sub-sections and write about them all, utilising keyword research to help guide you in creating content that your target user wants to read and is actively searching.

Have you been inspired by any of these tips but need help implementing them into your SEO and wider marketing strategy? Motion Marketing work regularly with customers in competitive landscapes and our full-service marketing enables us to enhance all marketing channels to get the best out of your SEO results. Contact the team if you would like help or read more of our SEO blogs here.

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