SEO- Increasing Our Visibility When Searches Made for Competitor

Posted on 2006-11-18
Last Modified: 2010-04-27

Our main competitor (let's call them ACME) is to our industry as Kleenex is to the tissue industry.  That is, people will sometimes refer to our class of machine as the "ACME", regardless of who the manufacturer is.  Therefore they will sometimes use "ACME" in their web searches for machines of our type.  We would like somehow to show up in their searches.  Is there a way to tweak our website design to do that, without having to expose the word "ACME" to our visitors?

Question by:WyattRidesAgain
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LVL 33

Accepted Solution

humeniuk earned 250 total points
ID: 17973710
Such is the power of branding ...

People use search engines by entering keywords.  The search engine returns the pages that (according to their criteria) best suit those keywords.  To attract searchers who search with those keywords, we optimize our pages for those keywords.  You can target any keywords, but proper keyword research will show what the best ones to target are.  In your case, the best ones may include someone else's brand name.

You target that keyword just as you would target any other keyword by optimizing your website for that keyword.  This is tricky, of course.  Making misleading use of your competitor's brand name (either in your site content or your incoming link anchor text) could be problematic.  What you want to do is research keyword combinations to utilize in your content (ie. a page comparing your product to 'ACME') and your link building (ie. 'ACME alternative').  These are just examples, of course, but your keyword research ( will turn up legitimate variations for you to use.

Author Comment

ID: 17979720

Hi humeniuk,

Thanks.  You confirmed what I sorta thought.  Since we probably don't want to go the route of having a page comparing our product to AMCE or some other overt reference to ACME, does that leave us the single alternative of putting "ACME" in the meta tag keyword section?  Granted, someone could look at the browser source HTML, but that might be acceptable to us.

LVL 33

Expert Comment

ID: 17980724
"does that leave us the single alternative of putting "ACME" in the meta tag keyword section?"

Well, the keyword meta tag has not been a ranking factor for a very long time, so putting 'ACME' in there would ultimately have zero impact.  The only effect the keyword meta tag could have would be a negative one if you filled it with keyword spam.  On the whole, it is best in general to omit it altogether.

Author Comment

ID: 17983601

Hmmm, I think I knew that (about the meta tags) once before... thanks for reminding me.  :)

We'll have to think about what to do.  Appreciate your advice.  Points are coming.

LVL 33

Expert Comment

ID: 17984397
Glad to be able to help out a little.  Best of luck with the site and thanks for the A.

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