Strategies for Targeting Highly Competitive Organic Keywords

If you're involved in the world of SEO, you've probably encountered the challenge of trying to rank for keywords dominated by major competitors. The good news is that sheer spending power alone won't necessarily push these giants ahead of you. However, standard SEO tactics may not be enough to secure top search results in such situations. So, how can you go beyond typical SEO approaches to compete effectively? The key lies in a comprehensive strategy involving competitive analysis, keyword research, and understanding your target audience. This article explores these strategies to help your brand stand out and capture valuable organic traffic.

Starting with Competitive Keywords:

Imagine you're working for an innovative CRM company aiming to compete with industry giants like Salesforce and HubSpot. In addition to challenging these giants for broad CRM-related keywords, you also need to outperform platforms like G2 and articles from CNET, which have established domain authority. While it may seem daunting, don't be discouraged by the competition. Instead, focus on identifying opportunities to stand out by examining:

1. What your competitors are communicating.

2. How their webpages are optimized for ranking on the keyword.

Competitors can provide insights into their target audience and how their product features address their audience's needs and challenges. Analyzing your competitors and their ideal customer profiles can help you identify untapped opportunities.

Conducting Keyword Research:

Tools like Google Keyword Planner, Semrush, and Ahrefs can provide related topics and queries that you can target. Additionally, studying the search engine results page (SERP) can reveal "People also ask" questions and suggested searches. Ideally, you may discover specific features and benefits that users are searching for in relation to their initial query.

Consider the user's intent when conducting keyword research. For instance, a user searching for "CRM" might be in the research phase, seeking an overview of options and capabilities. In this case, content like a buying guide or "the evolution of CRM features" could be valuable. Tailoring your content to match user intent can set you apart from competitors who may not have done the same.

Leveraging Audience Analysis:

One invaluable source of information is your clients or colleagues in product development and sales. Share your research findings with them to gather their input. This step can validate your approach or uncover unique insights that enable you to create content that resonates in a way your competitors haven't achieved.

For example, one client had a keyword related to "precision" but found that existing content didn't correctly define this term in the context of their audience. Collaborating with the product team led to the creation of authoritative content that filled this gap and quickly ranked high in the SERP.

Exploring Longer-Tail Keywords:

If you're still struggling to rank for the primary keyword, consider targeting longer-tail keywords and niche audiences. Creating separate webpages or content pieces for each keyword or audience can help you build a solid foundation for growth. Additionally, don't overlook the importance of off-page signals, especially from organic social media, to stimulate discussions and interest in your take on the keyword theme.

Ranking for competitive keywords may initially seem like an unrealistic goal. However, understanding the underlying business objectives and applying advanced strategies can make it achievable. By delving into competitive analysis, keyword research, and audience analysis, you can stand out in competitive search results and achieve meaningful growth.