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When you are in a market with a bigger stronger, entrenched competitor, what can you do to succeed in SEO?
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Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Click to edit Master title styleClick to edit Master title styleHow to Beat Your Bigger, Stronger Competitor at SEO
Ehren Reilly | Glassdoor.com
SMX München
April, 2014
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Some markets have an Established LeaderIt’s Hard to Out-rank Them
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Users Often Prefer a Familiar Brand
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Sometimes It’s Hard to Rank At All
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Sometimes It’s Hard to Rank At All
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Sometimes It’s Hard to Rank At All
First organic result after ads, Yelp and Google Maps is 1700px down the page!
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Market leaders can get away with stuff that you can’t
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Market leaders can get away with stuff that you can’t
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Market leaders can get away with stuff that you can’t
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
It feels unfair
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
What Can You Do?
They are better at SEO. Don’t try to beat them at their game. Be different.
Google wants to show diverse results. Be a diverse result.
Users don’t like to scroll down the SERP. Give users a reason to pick #5 instead of #1
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
1. Different SEO Ranking Strategy
When the market leader has higher PageRank than you, try winning at Panda.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Winning at Panda?
One man’s risk is another man’s opportunity.
Better user engagement than the market leader More fun/interesting landing page than the market leader Every user who comes to your site finds exactly what they
expected and more
Videos > Photos > Text
Interactive > Static
Entertainment > Information
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Airbnb – Winning at Panda
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Airbnb – Winning at Panda
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Pinterest – Winning at Panda
Zero original content, very little relevant text, mostly pictures…
SEO champion!
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
2. Different-looking search result
When the market leader ranks better than you, try to have a different looking result on the SERP.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Different-looking search result
1. Rich snippets
2. Videos
3. Authorship with image
Which of these does the market leader have?
Have a different one.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Different-looking search result
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Different-looking search result
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
3. Different Product & Marketing Strategy
When fighting a stronger opponent, don’t attack your opponent head-on. Attack from the flank.
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Don’t attack head-on
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor vs Indeed – Attacking from the Flank
✔ Paid & organic jobs ✔ Paid & organic jobs
✔ Comprehensive coverage, all jobs that are posted online
✔ Comprehensive coverage, all jobs that are posted online
✔ 50 million+ pages of jobs ✔ 50 million+ pages of jobs
✖ 25K linking root domains ✔ 50K linking root domains
✖ PageRank 7 ✔ PageRank 8
✖ Since 2007 ✔ Since 2003
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor vs Indeed – Attacking from the Flank
Ehren is not winning at SEO for “jobs” queries
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor vs Indeed – Attacking from the Flank
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor vs Indeed – Attacking from the Flank
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor vs Indeed – Attacking from the Flank
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Conclusion
Don’t try to be better, try to be different
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Thank You!
Ehren Reilly
ehren.reilly@glassdoor.com
@ehrenreilly
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