Originally at http://tracking.feedpress.it/link/9375/2568740

Posted by randfish

It’s probably crossed your mind before. Should you optimize for your competitors’ branded keywords? How would you even go about it effectively? Well, in today’s Whiteboard Friday, Rand explains some carefully strategic and smart ways to optimize for the keywords of a competitor — from determining their worthiness, to properly targeting your funnel, to using third-party hosted content for maximum amplification.

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about optimizing for your competitors’ branded terms and phrases, the keywords that are your competitors’ product names or service names. This gets into a little bit of a dicey area. I think it’s challenging for a lot of SEO folks to do this and do it well, and so I’m going to take you through an approach that I’ve seen a lot of folks use with some success.

A strategic approach

So to start off with, let’s go to the strategy level. Is it actually the case — and sometimes it’s not, sometimes it is not the case — that branded keywords are driving high enough volume to actually be worth targeting? This is tough and frustrating, but basically one of the best thing that I can recommend in this case is to say, “Hey, if we are…”

I’m going to pretend for the purposes of this Whiteboard Friday that we’re all working together on the SEO campaigns for Wunderlist, which is a to-do app in the Google Play and iPhone app stores, bought by Microsoft I think a little while…

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