When empires fall
1st September, 2024
As the SEO ecosystem continues to evolve, attracting, engaging, and converting traffic is becoming increasingly challenging. With AI-powered assistants, zero-click searches, and Google’s volatile SERPs, the fundamentals of SEO are shifting, and it’s only going to get tougher.
In the face of these challenges, businesses that have heavily relied on traditional SEO strategies may find themselves struggling to keep up. As they fail to adapt to new requirements, their revenue streams may dry up, leading to bankruptcy or administration. This creates a vacuum in the market — one filled with significant opportunities for those ready to act.
Sometimes, the warning signs of a competitor’s financial distress can be spotted early — through financial news, social media sentiment, negative reviews, or a declining online presence. Smart marketers can anticipate these failures and prepare to capitalise on them.
Recovering assets like domains, backlinks, and customer lists can provide an immediate boost, but there are more sophisticated strategies for those who plan ahead. Instead of merely scraping content or reaching out to linking sites, think bigger.
Businesses don’t operate in isolation — they are part of a complex network of suppliers, vendors, and customers. When a competitor’s network is disrupted, there’s a unique chance to step in and strengthen these connections. Your SEO strategy can — and should — include forming strategic partnerships with former partners, suppliers, or affiliates of the competitor. Beyond just gaining links or co-marketing opportunities, these alliances can significantly impact pricing, logistics, and overall business performance, indirectly benefiting your SEO efforts.
Talent acquisition is another powerful tactic. Your competitors likely hired skilled individuals who understood both the industry and your business’s strengths and weaknesses. As these professionals enter the job market, they represent a valuable resource. Bringing them on board can provide fresh insights and help refine your strategies.
Acting quickly to capture these strategic assets also allows you to craft a compelling narrative. Positioning your business as a saviour — rescuing customers, employees, and even local communities — can build trust and loyalty among new audiences. This is a powerful PR opportunity that extends beyond mere optics.
Moreover, the failure of competitors can serve as a valuable learning experience. By analysing what went wrong for them — using sentiment analysis, customer profiling, and thorough post-mortems — you can gain insights into what pitfalls to avoid. This proactive approach to learning ensures that you don’t just adapt to changes but anticipate and capitalise on them.
Success isn’t just about keeping pace. It’s about staying ahead, anticipating shifts, and being ready to seize every opportunity. Stay vigilant, stay strategic, and be prepared to turn every twist and turn into a chance for growth.
