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.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
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
-
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 -
Blogging/content strategy
While personal blogging & branding is pretty typical for those in a service/b2b industry, when it comes to CEOs/owners of retail businesses - not so much. We have a company blog right now that is heavy on company news and updates - and will be working towards being more informational/educational. But, in the meantime, it's difficult getting the ok to contribute to contributor based article/resource sites - such as http://smallbiztrends.com, since the business blog, by nature, is promotional. (our clients are both business & consumer) Assuming, we can generate enough content, my suggestion is to have the owner create a personal blog which will be purely information and educational, and use that blog to account for the owner's expertise and use those articles as means to get accepted as a contributor at highly prized sites. At the same time, we would still have a business blog that combines educations & company news/promotional. Does this seem like a sound strategy? or is it better to just build up the company blog as an educational resource. Will reputable sites be ok with an educational company blog?
Branding | | S.S.N0 -
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 -
Guest blogging & duplicate content
This feels like a question I should know the answer to and I'm a tad embarrassed to ask, but the part of my brain that gets tripped up by somewhat simple things sometimes, is begging to ask just to confirm my understanding. I want to make sure I have it right it prior to giving advice. When one guest blogs I assume that it is critical to create content that is original and unique to that one instance of the guest blog. That means, do not also put that post on your own blog and do not submit it to any other blogs for inclusion. This is both for duplicate content issues and also to respect and not put in jeopardy for duplicated content, the blog owner you are guesting for. Is this correct? Are there any scenarios in which there might be a deviation of this "rule"? Like some use of canonicals or anything else?
Branding | | gfiedel0 -
Duplicate Content Question
I have a question about duplicate content. We have our mission statement on our home page, a few paragraphs. When I searched Copyscape the only pages that came back were sites like Google Plus, Manta, Linkedin, AngieLists ect. All of them have the same exact copy. Would this be something that is hurting us for duplicate content??
Branding | | chuck-layton
It is our mission statement so we kind of want to be the same across those sites. Any input would be great. Thanks, Scott0 -
What can i do to regain top 3 for local map listings if I already created a bunch of citation link to my site?
I got hit by a penguin refresh on Oct 5th and lost over 10 #1 rankings. I'm currently #4 on the places listing for my main keyword and really trying to regain top 3 position. I created a bunch of local citation with matching info and really piped out my map listing since it is 100% complete. I'm quite stumped on how to further optimize my map listing to where i can hit top 3 positions. Does anyone have any recommendations on this issue? Thanks Sam
Branding | | junkcars0 -
Need to create more profile pages for my brand, any suggestions for strong sites that will rank high? Done the obvious ones like Twitter, FB and Linkedin
I am looking for sites that will rank high in SERP's for my brand name, any suggestion would be great. I am not looking for links from these sites.
Branding | | PottyScotty0