Once upon a time a shoe salesmen’s competition arose from other shoe salesmen. Not true in the digital age, as customers use search engines to find necessities. In the search engine world, optimized keywords push sites to the highest level of visibility. Obstruction of that visibility can come from sites one wouldn’t ever perceive as competition.
For example, if a search engine has a preference for showing best of lists, your brand new conference could be usurped by a site listing best conferences of the previous year. Other possibilities, your four star cleaning company could be buried under several directories, because a search engine prefers to list directories first, or because a number of well-devised blogs, feature similar keywords, or because another site has better backlinks, or speedier page loading. If you use AdWords, you may simply need to bid more competitively. Today, it pays to look beyond the other shoe salesmen to pretty much anything with the word shoe in it.
- Browsers searching your product with an engine giving preference to best of lists, might discover your new conference buried under best of lists, for prior year’s conferences.
- Your four star rated service could be usurped by a bunch of directories if an engine routinely starts search lists with those.
- Browsers could also have to wade through numerous blogs with your keyword choices inserted, before arriving at your e-commerce site.
“If you ask almost anyone in any company who they think their competitors are, they will probably name a few companies that sell similar products or services and serve the same needs as them. And these are the same companies we typically keep in mind when talking about competition in business.”