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Optimizing Against Competitors

There’s an old joke about a two guys out walking in the African Savannah. They come across a hungry lion. The lion eyes them up, then charges them. One man turns and runs. The other man yells at him “you fool, you can’t outrun a lion!” The other man yells back “that’s true, but I don’t have to outrun the lion. I only have to outrun you!”

Once we figure out what Google wants, we then need to outrun other sites in our niche in order to win. Those sites have to deal with Google’s whims, just like we do.

Typically, webmasters will reverse engineer competitor sites, using web metrics as scores to target and beat. Who is linking to this page? How old are the links? What are their most popular keywords? Where are they getting traffic from? That’s part of the puzzle. However, we also need to evaluate non-technical factors that may be underpinning their business.

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