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Tip: Intercept traffic with a landing page targeting searches for "alternatives to [your product]"

Your competitors are probably writing content that targets searches for "alternatives to [your product]." Get traffic that would have gone to them with a landing page describing your product and its alternatives.

While "alternative to" content is common, writing about alternatives to your own product is not. And while it may seem counter-intuitive to promote other products, it allows you to control the narrative and snag traffic that would have gone to your competitors. In fact, when Steven Macdonald of KingsPoint OU tried it for a client, it brought in 76,000 organic visits (and counting). So target keywords like "alternatives to [your product]" and "[your product] alternative." Steven recommends creating a 1500-word landing page that includes a fair writeup of the differences between you and three competitors. Then he suggests building some backlinks, and linking to the page internally from your homepage and four blog posts.

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  1. 1

    Bear in mind this may be illegal in some countries. Where I live (South Africa), it goes against anti-competitive laws.

    1. 1

      This comment was deleted 3 months ago.

  2. 1

    I'm not hating on this strategy if done right, but it's important to respect your competitors and not bash them in this landing page (we rock and they suck).

    I know a few people who have tried this strategy and developed a pretty bad reputation because they were seen as engaging in negative marketing tactics.

    So as long as this is done tastefully, you can probably get away with it :)

    1. 1

      For sure — it needs to be a fair and honest writeup. If not, you're right that it could backfire.

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