Your competitors aren’t who you think they are
If you're a startup or small business, you’ve probably done some competitor research and have a solid idea of who you’re up against. But your real competition might not be exactly who you think…
Try this: open Google and type in a few search queries your ideal customer might use to find someone like you (not your brand name).
Are you in the top 3 search results? The top 10?
Who is?
Spoiler alert - your fiercest competition might not be who you expect. It could be a blog post, a YouTube video, a forum discussion, or even a completely different industry claiming your audience’s attention.
For example, when I worked on a community forum, we realised that instead of competing against similar forums, we were actually up against Facebook groups, the NHS, and lifestyle magazines.
How to identify unexpected competition
Start by analysing those search results.
1. Identify who’s stealing your traffic
Look closely at the content ranking above you on Google.
Is it a listicle? An in-depth guide? A slick YouTube channel?
Does it solve a problem your audience has - perhaps even before they realise they need your service?
2. Analyse what’s working for them
What keywords are they targeting? Are they using snappy headlines, infographics, or actionable content?
What’s their tone and style? Is it casual, authoritative, or storytelling-driven?
Are they solving adjacent problems that naturally lead back to your industry?
3. Adapt your content strategy
If people engage with “10 quick fixes for [your industry problem]” instead of your sales page, consider:
Creating listicles or how-to guides to provide value.
Repurposing content into infographics, videos, or checklists.
Maintaining your unique brand voice while making content more engaging.
4. Capture your audience earlier in their journey
Many unexpected competitors rank well because they target informational keywords. These attract users before they realise they need your product or service.
To stay ahead:
Research early-stage keywords your audience searches for.
Provide trust-building content like educational blogs, expert insights, and case studies.
Position yourself as the go-to authority so that when they’re ready to buy, they think of YOU.
Final thoughts
Direct competitors are important, but hidden competitors - blogs, forums, influencers - might be taking your audience’s attention before they ever reach you.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself.
Need help figuring out who your competitors are and how you can differentiate from them? Let’s talk.
