Should we create content for a competitor?
-
We've got an opportunity to create video content for one of the highest authority news sites in our region.
It's a great opportunity for links - PR8, DMR 7.84, DMT 8.86 and also to build our brand.
However the site is also one of our main competitors in the SERPs, and we would be providing content to them that serves some of our most important seasonal and year-round keyphrase targets.
So my dilemma is whether it is better to create the content and get the links, keep the content for ourselves and aim to make our site the authority for those keyphrases, or place the content with another (less authoritative) site that doesn't compete in our space?
-
Average video plays on their site are 15,000-20,000
That's all????
In that case... I would place the video on my own site and build out a youtube channel. I'd let them make their own videos.
-
Do you have a +5 page rank? Where is your reach or audience? If you have a chance to strut your stuff in front of bigger audience do it if you will get the credit from your larger competitor it will only help you immensely I would do it and do it well. It is a complement that you are being asked to guest post I feel you should do it and don't look back. You will generate more power to your site then you will take away by simply giving them an article that they will probably get from somebody else if you don't write it.
I hope I have been of help to you.
Sincerely,
Thomas
-
No we're paying to produce the content, they're linking back to us. We may be able to bring other brands on board to sponsor the content. Average video plays on their site are 15,000-20,000
-
We've got an opportunity to create video content for one of the highest authority news sites in our region.
So, tell us the full details of the deal? They payin'? Linkin'? Other promotion?
-
To me, content and branding is so important, I don't care where it comes from (as long as it's good). The fact that it happens to be on a "competitors" site doesn't make a difference. I would put the content on their site and also a link to it on your site (not from the same page that the links on their site point to). As a reader, I will see the your content on the other persons site and, if its good, go to your site and read up on you and what you're all about. If you have a good UX on your site then I will subscribe and follow you just as much. When co-citations really start to matter, as well as branding and reputation management, I think you'll start to see how much you can dominate the SERPs. Google, and everyone else, wants you to share good quality content. Besides, how cool would it be to brag that you're so awesome, that your competition even links to you.
Darin..
Just a side note. I worked with a coupon company a few years back that ranked on the third page of Google and they tightly held their content. We recommended that they start sharing their content with one of their competitors that was a coupon blog and within two months they were on page one in the #6 spot for "coupons". I'm not saying this is a direct correlation here, but it sure seemed to help. Get the word out about your company and people will follow you as long as you have a great UX and great content.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Unpublishing content question
Hi there, a disgruntled ex-employee requested that my company (a large publisher) unpublish a large number of at this point fairly dated articles. We're going to honor his request. The traffic numbers to these articles aren't significant, but I wanted to understand the SEO ramifications. Two questions: 1. These articles in sum account for 0.51% of site traffic. Will removing them outright cut off just that chunk of traffic? Or will it also affect search rankings for all of our remaining articles? 2. How should we handle unpublished URLs? Is it better to redirect the user to our homepage or a friendly, recirculation-oriented 404?
Branding | | TheaterMania0 -
Content Advice for SEO Newbies
Hi all, I've been asked to put together a presentation as part of an internal series for marketers within the company that don't know much about SEO, but want to learn the basics and contribute. My topic for this one is on-page SEO/content marketing's role in SEO. I have lots of ideas for this already, but I thought I'd turn to the Moz forum to get some feedback and help me prioritize the points I hit. So, if you could give SEO newbies working on content for a company site, blog, etc. just one piece of advice, what would it be? Looking forward to seeing your responses. Thanks, Andrew
Branding | | SafeNet_Interactive_Marketing0 -
A competitor has a search term in their brand name - Can we outrank them for that search term?
Hi Mozzers, I have been putting a lot of work into ranking for a certain search term. We have managed to get our homepage to #3 for that search term. #1 is a comparison site, so I am not overly fussed with beating them - we probably won't. But we do want to hit #2 and in all fairness, we have better content and have put more into our SEO efforts than the current #2. I think they are ranking so strongly because their brand name is exactly that search term with the word "go" in front of it. Google even spits out their extra links under the result as if it was a branded result. I know EMD's don't hold much weight any more so I'm guessing this is all to do with their clever brand name choice. My question is, can you outrank a competitor like that? If you're selling wooden rocking horses and your company is called toybox.com for example, but your competitor is called GoWoodenRockingHorses and their domain is www.gowoodenrockinghorses.com, can toybox.com ever outrank them for the search term "wooden rocking horses"? Hope this makes sense, please private mail me for more info if you need it! Cheers, Jamie
Branding | | SanjidaKazi0 -
Do you think its ethical to use your personal google authorship for outsourced content?
I routinely outsource nicely written content but never use my google authorship for those articles. Should I be adding my google authorship to those articles? Or would that be unethical and violate googles TOS?
Branding | | TShak0 -
How to improve the quality score (QS) when bidding on competitor brand names in Google Adwords?
Hi, I have researched few sites on this topic and I could see that the competitor keyword should match with the add text relevance, landing page relevance and CTR. Any other factors more to be included to improve the quality score? Reference: http://searchenginewatch.com/article/2285536/Google-Updates-How-AdWords-Quality-Score-is-Reported
Branding | | zco_seo0 -
Our content has been stolen
We've a new intern who spent a good few hours writing this article http://appointedd.com/blog/nominees-for-the-british-hairdresser-of-the-year-2013-announced/ - quite a good we one feel. Our main competitor has taken almost the entire thing word for word and put in up on their blog http://www.inaa.com/apiblog/?p=821 While this is a foolish move on their part, we're still quite offended over the incident as this was the intern's forst article and she'll be looking to add it to her portfolio. I was wondering what the best practice is in this situation? Is simply writing to them enough if they've demonstrated they're underhanded? Should we call them out on it? I'm simply unsure as I want to protect no only the business but the intern also. thanks!
Branding | | LeahHutcheon0 -
Social Media Content - Duplicate Content?
Hi All, What's your opinion on sharing the same content across your social media outlets. We are targeting only slightly different markets across each social media outlet. I find it hard to develop content for each outlet 3-5 times a week. There really is so much to share. At the same time, I wouldn't want to get canned for any duplicate content or anything like that. Along those lines, can anyone provide some advice on which social media outlets are "followed" vs. "not-followed," both in terms of links and overall indexing? Thanks!
Branding | | CSawatzky0 -
List Quick and Dirty places to seo-tag images/content for new brands
I'm helping a new brand (service industry) to try to dominate the first page for their own name. They have a name that also exists in another state AND a negative Yelp review which (shows up #4, whilst they show up #1 on google unpersonalized search). Aside from Linkedin/Facebook/twitter, what are good places to Tag Images and have them show up under the search for this company's name. This is a picture/heavy industry (jewelry) and I'm looking to create profiles on several sites that would immediately show up if I tag the content properly. Are quora/pinterest good choices? I need to grab-bag as many properties as possible. Secondary question: would these properties on quora etc, respond well to exact-match anchor text links to shoot them past the negative yelp rating that is showing up #4 for their brand?
Branding | | ilyaelbert0