It's not really crazy - and this is one I'm happy to share
I'm a big fan of copying the SAAS model and then adapting that for organic search
I'm taking about targeting competitors in PPC (ads) but flipping it for search some examples here:
When I first brought this up loads of people shot me down saying it was unethical to go after competitor branded search terms in the SERPS no one seemed to like it. But this one thing has helped me grow, find new customers and just broaden my market share.
(it also gets competitors attention, good or bad way you can decide but one offered me 7 figures fro my company last year so you decide)
This is the classic page:
Code:
https://www.brandwatch.com/p/hootsuite-alternative
Everyone does it just not organically and I personally feel it's very effective going after customers who feel let down by that brand or company and have an axe to grind, gripe or just so pissed off with the service they want to swap.
So I simply create pages like the above example and go after things like:
company reviews
company alternative
company contact number
company problem with my order
and many more
The traffic might not be 1000s of searches but it's very highly targeted and you are going after someone who wants to shift. Or has a problem.
I simply create a page focused around that issue, share pros of me vs them.
Provide pricing examples to compare products, delivery and so on as well as stressing our values.
I DO NOT go slagging off the competitor and I do not use competitors logos etc. That's the quickest way to get the wrong kind of attention.
Just make it all honest, genuine and transparent information and you can't get in trouble for claiming something that isn't true.
As mentioned everyone does it when it comes to ads, just no one puts the time in when it comes to organic search terms.