Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Click to edit Master title styleClick to edit Master title styleH...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Some markets have an Established Leader
It’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...
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 th...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
1. Different SEO Ranking Strategy
When the market leader has high...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Winning at Panda?
One man’s risk is another man’s opportunity.
 ...
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 r...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
2. Different-looking search result
When the market leader ranks b...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Different-looking search result
1. Rich snippets
2. Videos
3. Aut...
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 stronge...
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 j...
Confidential and Proprietary © Glassdoor, Inc. 2008-2013
Glassdoor vs Indeed – Attacking from the Flank
Ehren is not winni...
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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How to Beat Your Bigger, Stronger Competitor at SEO

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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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  • - About.com and Ask.com are both top 50 web properties in the US, by traffic. They are two of the largest online publish in the world. Ask.com has question-and-answer content writren by users and editors. About.com has articles written by experts. Each site has about 10 million pages indexed in Google.- Glassdoor is the world’s largest career and employment community, with over 80 million pages of jobs and user-generated content.
  • More time to get more links = higher PageRankDomain ageBrand recognition (CTR & Panda)More pages of contentMore resourcesProbably better at SEO than you are
  • Typical consumer is not looking to change brands. If they can get what they want from a familiar brand, they’ll prefer the familiar brand.
  • I will talk about 3 ways to be different.
  • One man’s risk is another man’s opportunity. What are the characteristics of a site that suffers from Panda? Big and bloated. Lots of junk content and disappointing landing pages. Content is boring and low quality. A small, hand-made, high quality site scores better at Panda than a big mass-produced site.
  • http://www.pinterest.com/bridalmusings/unique-wedding-ideas/http://www.theknot.com
  • Not necessarily better, just different.
  • Audience participation. Which is the best? Whichever one your big, strong opponent doesn’t have. Don’t try to be the best result on the SERP. Try to be the result that SOME users will prefer.
  • FAIL! Don’t try to beat them at what they do best. Ask,What do your competitor’s users want, that they can’t get from your competitor?
  • They are more popular, they are more well known, they almost always rank better.
  • They are more popular, they are more well known, they almost always rank better.
  • They are more popular, they are more well known, they almost always rank better.
  • They are more popular, they are more well known, they almost always rank better.
  • They are more popular, they are more well known, they almost always rank better.
  • How to Beat Your Bigger, Stronger Competitor at SEO

    1. 1. 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
    2. 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2013
    3. 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Some markets have an Established Leader It’s Hard to Out-rank Them
    4. 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Users Often Prefer a Familiar Brand
    5. 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Sometimes It’s Hard to Rank At All
    6. 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Sometimes It’s Hard to Rank At All
    7. 7. 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!
    8. 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Market leaders can get away with stuff that you can’t
    9. 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Market leaders can get away with stuff that you can’t
    10. 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Market leaders can get away with stuff that you can’t
    11. 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 It feels unfair
    12. 12. 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
    13. 13. 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.
    14. 14. 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
    15. 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Airbnb – Winning at Panda
    16. 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Airbnb – Winning at Panda
    17. 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Pinterest – Winning at Panda Zero original content, very little relevant text, mostly pictures… SEO champion!
    18. 18. 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.
    19. 19. 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.
    20. 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Different-looking search result
    21. 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Different-looking search result
    22. 22. 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.
    23. 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Don’t attack head-on
    24. 24. 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
    25. 25. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor vs Indeed – Attacking from the Flank Ehren is not winning at SEO for “jobs” queries
    26. 26. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor vs Indeed – Attacking from the Flank
    27. 27. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor vs Indeed – Attacking from the Flank
    28. 28. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Glassdoor vs Indeed – Attacking from the Flank
    29. 29. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Conclusion Don’t try to be better, try to be different
    30. 30. Confidential and Proprietary © Glassdoor, Inc. 2008-2013 Thank You! Ehren Reilly ehren.reilly@glassdoor.com @ehrenreilly
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