If the task of performing a search engine optimization program is given to a company then it can either outsource this task to an agency which provides these services or it can do it in-house. But in both the cases the company site has to take the responsibility of performing this task. There are a lot of websites present in the market. When your website gets developed then it has to face a tough competition with several other sites. The techniques of search engine marketing that they use may be ethical or unethical.
You may have used the service of search engine optimization for your company’s website and made several modifications in it but you will have no control over the SERP results. On the other hand, if you will monitor your competitors then this will help you in improving your position in the SERPs by using the services of search engine optimization. If you came to know that your competitors have used the white hat SEO techniques then you will try to use the same techniques and can make your site rank well on the SERPs.
What do you understand by the term main competitors? Those few other companies that provide the same services and solutions as you provide are known as your main competitors. Their size may be much similar to yours. You need to regularly monitor whether they have used ethical SEO techniques or unethical SEO techniques for the purpose of optimizing their site to get a better place in SERPs. There is a possibility that your competitors have not done in-house search engine marketing or for optimizing their site they have not hired any agency. In that case you need to ensure yourself that you will be using this channel. Suppose they start an SEO campaign and they do not take the help of any SEO agency. They may target certain keyphrases. You need to evaluate those keyphrases so as to identify the techniques of marketing and sales that they use.
Competitors that are present online
While searching on the internet, if a user finds the services and items of his requirement on a particular website then he will consider that website as a very good website. You may have used certain targeted keyphrases for your website. If in spite of using these keyphrases by you, some other site gets a good rank and provides services similar to your company then that company will be your online competitor. The SEO services that you use will not only benefit you but will also give you information about your online competitors who are ranking well on the SERPs.
All this makes us think about using ethical SEO. A large number of organizations are still not familiar with SEO. If a company chooses the wrong SEO service then it is a big mistake. If you will use white hat SEO for your website then your chances of ranking well on SERP will increase.
If you want to use online marketing channels for achieving specific goals of your business then you need to build a good digital marketing strategy.