COMPETITOR RESEARCH WHEN LAUNCHING A WEBSITE
Before launching a new web site, taking a look at what the competition is doing helps with planning and strategising. Companies new to the Internet often fail to realize the importance of competitor research. Three crucial areas of website development get a leg up with research into what the competition is doing.
- Realizing how much competition is out there. Huge industries that invest millions on Internet advertising each year have entrenched positioning, making it more difficult to break-in with a new site. Planning around the level of competition allows you to find strategies that avoid direct competition for page rankings for the same keywords.
- Analyzing the market and current trends. When starting a new website, launching a product or introducing a new service, you need to do all of the necessary market research. That starts with looking at the competition to determine other company's pricing models, sales and product/service offerings.
- Anticipating customer needs. Message boards, social media outlets and client feedback are all great sources of information on what your customers are looking for. This information allows you to work with an SEO company to structure your site to appeal directly to your target market.
Competitor research helps drive decisions about budget, specific marketing targets and how to best address consumer concerns. Reading competitor sites also gives you the opportunity to isolate industry keywords and decide on whether or not to compete directly or indirectly. When the best keywords are used by highly ranked and entrenched sites, using specific long tail versions may give you an alternative entry into the market.