2 builders who never spoke to each other
Stay in the lane the big networks will not enter
In the results where the sixteen dominant companies appeared, they never took all ten organic slots, so the fear of well-funded competition is worse than the competition. Build for one specific hobby or sport rather than a broad top-level category, aim at the queries your rivals overlooked, and swap the popular comparison modifier for a rarer one the networks do not chase.
The method
- 01
Build for a specific hobby or sport instead of a broad top-level category, because that is where the networks have no interest and Google favours sites that stay in one lane.
- 02
Do not niche down out of fear of well-funded competition, because the biggest networks never took every slot on a page.
- 03
Swap the popular comparison modifier for a rarer one, because the big networks chase the high-volume phrasing and leave the rest.
- 04
Aim research at the relevant queries your competitors have overlooked, rather than fighting them for the same terms.
What it returned
- 8,574
In the 8,574 results where at least one of these 16 companies appeared they never held all ten organic listings, and Glen Allsopp points at himself writing about link building and keyword research against publicly listed competitors.
- 10,000
Across 10,000 affiliate terms these 16 companies reached page one on 8,574 of them and took four or more of the top ten organic slots in 1,584, but Glen Allsopp says modifiers like lightest, recommended or most reliable are not what they target.
Glen Allsopp lists fishing, fish keeping, motorbikes, tennis, sewing, snowboarding, board games, coffee, beard care and survival equipment among the spaces these companies do not cover well.
Author quotes Glen Allsop on this and notes every one of the travel company's rivals missed the weather opportunity.
Sources
- How 16 Companies are Dominating the World's Google Search Results (2024 Edition) - Detailed.comGlen Allsopp · detailed.com · A Bonus for Making It This Far: The Niches They Aren’t Dominating · 2023-03-07
- How step by step keyword research led to an SEO goldmineHarry Dry · Marketing Examples · And finally · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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