A good business and marketing tactic is conducting a competitor analysis and seeing where they’re successful and how you can emulate those successes or even go above and beyond with your own strategies. Whether it’s copy on their website or their rates and packages, understanding what your competition brings to the table can help you identify improvements in your own business. In this blog, we’ll outline six ways you can steal your competitors’ search engine rankings, traffic, and even their guests.
Steal their keywords
Now, before just taking your competition’s keywords and adding them to your own site, you’ll want to make sure that they’re right for your business. If they have similar keywords you’re not targeting, you can go back in and add them as secondary or tertiary keywords to complement your own primary terms. You’ll want to understand the search volume for these phrases as well because it’s not worth updating your content for terms that have very little search volume.
Upgrade your content
Google and the other search engines prefer fresh and updated content and will crawl your site more frequently when you’re constantly publishing new content. An easy win for organic traffic and your ranking is by posting new content frequently. Whether that’s adding new activity pages or itineraries or publishing monthly blogs. The search engines prefer lengthy posts, about 1,500+ words, as well as information-packed and keyword-rich posts.
If you’re having problems coming up with topics for blogs or new website content, a great resource – that’s free! – is reviewing related searches in Google’s search results:
This gives you a few new topic ideas that are similar but also have different search volumes and more keywords you can target. You could write one blog about free things to do in Denver, another on romantic things to do in Denver, as well as things to do in Denver with kids to get three blogs for the price of one topic.
Another way to tackle your content marketing strategy is to use persona-based marketing and write targeted content geared toward specific travelers.
Have a linking strategy
There are a lot of factors that go into your website’s ranking but one important one is your website’s links, both to and from your site. This means your listing on directories and OTAs as well as links from your activity pages to different companies or other blog posts talking about the same topic. These links can also be from your social media sites that point back to yours.
The search engines’ crawlers rely on links to make connections between websites, topics, and brands. You’ll also want to make sure you have a healthy amount of internal links to different pages within your own website as well as links pointing to your site and your site pointing to other sites.
Want more information on developing a linking strategy? Check out our blog on link building strategies.
Stay informed of SEO developments
Being ahead of the curve on new technology or SEO strategies can make your website stand out above your competition by following the new best practices and putting in new advancements before they’re standard practice.
Ace your speed test
Today’s consumers won’t wait more than a few seconds for your site to load before they give up so it’s imperative that your site loads quickly and passes various speed tests, like Google’s PageSpeed Insights. By having a speedy site that’s easy to use, you’ll easily win over guests.
Provide an experience
Finally, you’ll want to create an experience at the property for your guests and offer unique amenities and packages to draw audiences to your property instead of going to your competitors’.