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TOP SEARCH RESULTS


One Formidable Competitor Another client of mine has only one competitor for one aspect of his business, however, they are a formidable one. They publish an article at least five times a week. So, the chal- lenge here was not to bump them off but to at least come up on the same page. In this case, the strategy was to blog about recent news items related to their business and how his service could solve their problems.


Medium Competition


One of my clients was my chiropractor. Specifically, he’s a Gonstead Chiropractor (that’s a particular method of chiro- practic medicine). Some people search for that and there are only a few in the Phoenix Valley. On top of that, he also practices holistic and functional medicine, which tries to find the source of the pain or issue rather than treating the symptoms. He offers several weight-loss programs as well. Now, in that field, he has a lot of competition. He told me he liked working with older people, helping them with “healthy aging.” That gave me the idea for him to offer a “healthy aging screening” that would get folks into the office. Then, depending on their medical problem, he could offer various treatments. That helped him stand out and reach a specific target. We focused on sharing articles on healthy aging, and we built a following with that strategy.


High Competition


First, I’ll tell you about one of my clients who opened the very first Rage Room in Tempe (and the whole state of Arizona). Being the original, he had no competition. He enjoyed being on the first page of Google search for “rage room Phoenix” and “anger room Tempe,” among other phrases. Even if the searcher didn’t know the name of the company, he was found by searching for what it is. That’s one of the first things to remember when it comes to search engine optimization: What is your target market going to enter into the search box to find what you are offering if they don’t know your name?


For almost two years my client enjoyed being the only one in the Phoenix Valley until another rage room opened nearby. At a networking event, I met someone who opened one in the North Valley. My client can’t afford to become complacent; he has to continue his marketing efforts or he’s going to lose the coveted top spot on Google.


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In doing research for a client who has a faith-based clothing line in an e-commerce store, I discovered he had more competition than we both thought. His competition is nation- al, if not global. I knew it was a competitive field going in, but I didn’t realize how competitive till I started doing searches online. All of a sudden, I started seeing ads for faith-based clothing stores on my personal Instagram. Every day a new one would pop up. Yikes! I first listed the top eight that came up on Google search, and then I found three more significant ones from the Instagram ads. If he wants to be successful, he’s going to have to budget some dollars for paid ads.


Keep Tabs On The Competition Yes, you can spy on your competition in a few ways: • Find out how often they blog. With the free e-news reader Feedly.com, you can subscribe to their blogs without them knowing or having to receive their emails.


• Create a “private list” on X (formerly Twitter) and pin it to the top of your X app to monitor it. You can see how often they post and what they are post- ing. Copy (or improve upon) some of their ideas!


• From your LinkedIn Business Page, you can follow your competitors’ business pages. Go to Analytics in the left menu, then to the Competitors tab. Go to “Edit competitors” and search for your com- petition. If they don’t have a LinkedIn Business Page, then you’re ahead of them right there!


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