If you are reading this, you probably realize that Search Engine Optimization (SEO) can be a powerful tool in your overall Blue Ocean strategy, and you can combine both. So what is Blue Ocean SEO Strategy? Let’s start by understanding the core Blue Ocean strategy principles.
First, What is Blue Ocean Strategy?
So what is Blue Ocean Strategy? It is a well-regarded strategic planning methodology that is taught in most business schools. It comes from the bestselling book “Blue Ocean Strategy” written by W. Chan Kim and Renée Mauborgne from the INSEAD Business School, published in 2005. This book took the world by storm, with its powerful thesis and solidly researched case studies. In short, it’s a blueprint for how a business can thrive in today’s hyper-competitive world and applies particularly well to dealing with competition in the online world.
Sounds intuitively obvious “Go where the profits and growth are and the competition isn’t.” Yet so many business cannot see the obvious.
This bestselling business strategy book, written by W. Chan Kim and Renée Mauborgne challenges traditional thinking about strategy and whatever you thought you knew about strategic success. It proposes a bold new path to winning the future, and is highly relevant in todays online world.
When first published in 2005, Blue Ocean Strategy challenged the traditional tenets of competitive strategy which discussed ways to tackle the competition head on. In contrast, Blue Ocean Strategy calls for a shift in focus away from the competition and urges avoiding a bloody head-to-head confrontation.
The book is based on over a decade-long study of 150 business case studies spanning more than a hundred years and thirty industries. In this evidence-based and well-research book, the authors W. Chan Kim and Renée Mauborgne argue that cutthroat head-on competition results in nothing but a bloody red ocean of competing rivals (ie sharks) fighting over a shrinking pool or profits.
It further argues that long-lasting success comes not from going after competitors head-on, but from defining “blue oceans” representing untapped new market spaces. Kim and Mauborgne present an effective and systematic approach to rendering the competition irrelevant, essentially re-writing the rules of the game. They outline the systematic framework that a business can use to realign their business strategy to capture their own blue oceans.
Blue Ocean Strategy espouses focusing on defining and creating a new market space and hence making the competition irrelevant. It is an out-of-the-box way to think but is so relevant now. In today’s vast digital world the internet and world wide web allows businesses to stake out their own virtual territory. The web is like a vast blue digital ocean, and it’s a matter of charting their own path toward those more abundant blue ocean waters.
The book Blue Ocean Strategy has sold 3.6 million copies and is a global phenomenon embraced by businesses worldwide, and has been published in a record-breaking 44 languages and has been a bestseller across five continents.
Consider it a guide to creating an uncontested market space for your business – and make the competition irrelevant.
What is Blue Ocean SEO Strategy?
From an SEO standpoint, we assess the market by looking at the top keywords, key phrases, and trending topics. Since a majority of “things” on the web are found through “search”, this is a good lens to took at the market through. That is, by seeing what terms people are searching for, it’s like the audience is telling us what they want, we just have to listen to them carefully.
Keyword research is a foundational component of Blue Ocean SEO Strategy. For the market that we are targeting, it’s important to understand the relevant search terms, aka the target keywords. And the search volume, and keyword difficulty scores are further gems of information that we can glean. It’s an amazing resource that gives you an instant snapshot of your target market’s search interests.
So now you can see that SEO combined with Blue Ocean Strategy can be quite a powerful way to reposition your business toward a more competitive posture online. Through SEO techniques you can:
– Identify areas where the competition is fierce
– Identify areas where there is less competition
– Dominate the keywords in your new target zone
– Establish a strong defensive position against competitors
– Capture a large proportion of online traffic
Blue Ocean SEO Blueprint
In order to put into effect the ideas behind Blue Ocean SEO Strategy, we can follow this blueprint with proven set of SEO tactics and steps to overcome the competition online, and find your own blue ocean.
Blue Ocean SEO Keyword Strategy: Competition
Keywords are words or phrases you incorporate into your website to help you show up in specific search engine searches.
Keyword competition is a very important metric: Keyword competition is the number of other sites targeting the same keywords (low competition means a keyword is more likely to yield results for you; higher competition may indicate a more lucrative keyword, but also means you will have a hard time showing up anywhere near the top of search engine rankings).
Using keyword competition to your advantage: A process that is not so complicated at all, and that you would be well-served to understand!
In order to achieve success with your website, you need to show up in search engine rankings – and one of the best ways to do this is to target keywords that will not face as much competition as others. Doing this is often a three-step process, and you will want to make sure you follow each of these steps in order to gain results.
- Step: Know the focus of your website! You will want to know exactly what your website is focused on before you can target keywords, as this will help to ensure that the keywords you are using are relevant to the content on your site.
- Step: Determine keywords. Come up with a few words or phrases you feel you can incorporate into your site in a seamless manner.
- Step: Find out how successful these keywords will be. By using a keyword tool, you will be able to determine how much competition you will face for any given keyword, and will also be able to gather information on similar keywords that will give you less competition.
A bit of time spent on research will be one of the biggest things that will lead to success on your website – especially as it relates to keyword competition. By using a tool such as the ones provided by Webfire, you will be leaps ahead of your competition – being able to determine which keywords will give you little competition, and incorporating these keywords into the content of your site!
Blue Ocean SEO Keyword Strategy: Relevancy
One of the biggest keys to achieving success with your website through the use of keywords is finding keywords that are highly searched, but that have little in the way of competition. This is not exactly a secret, of course, and a lot of people use online tools to determine which keywords they can use that will fulfill this criteria. At the same time, however, many people who take this approach – targeting highly-searched, low-competition keywords (or even building a website specifically around highly-searched, low-competition keywords!) – end up finding that they still do not rank as highly as they would like in search engine rankings.
As a result of this, they fail to make the money they would like to make on their website – and may even eventually abandon their efforts (after all, they wonder, what more can they do than properly incorporate such keywords!). One thing these people who are failing to achieve success often do not realize, however, is that relevancy is an important part of keywords as well.
Once you understand SEO, you will realize that keywords, meta tags, and backlinks all contribute in big ways to the rankings a search engine will give you – but once you dig a little deeper, you will also find that the spider software each search engine uses will also gather text from your website. Once a search engine has collected the text from your website, its index software will use this text – along with the keywords, backlinks, and meta tags – to determine what the content on your site includes. And if a search engine’s index software determines that your keywords do not match up with your content (that is, if the keywords are not relevant), you will still not appear in search engine rankings!
Focus on keywords as you build your website – but also, focus on content! Realize that your content must prove itself to be relevant to the keywords you are using, or you will not be able to achieve the success you hope to achieve.
Blue Ocean SEO Keyword Strategy: Identify Your Weaknesses
In order to stay one step ahead of your competition online, you need to make sure that you are optimizing the use of your website – and furthermore, you need to realize that just because your site is functioning at optimum efficiency one month does not necessarily mean that it will still be functioning at optimum efficiency the next!
In order to get the most out of your keyword approach, there are three specific things you will need to do – and it will be important that you do all three of these if you hope to maintain a high level of success.
Firstly, you will want to make sure you are using keywords that are relevant to your site. This is covered more extensively in “Improving Your Keyword Approach: Relevancy” – but basically, you must realize that just because a keyword turns up in plenty of searches and is low on competition does not necessarily mean it is relevant to your site (and if it is not relevant to your site, it will not help your search engine rankings!).
Secondly, you need to make sure that the keywords you are using are not so frequently used by other sites that you end up disappearing amongst them – failing to make a dent in search engine rankings at all. Rather than simply trying to find keywords that are searched often, also take the time to make sure these keywords do not have much competition.
And thirdly, you will need to make sure you are constantly filling holes on your site – and in order to be able to do this, you will need to be able to determine where you are facing holes! One of the best ways to identify holes in your site (and to know how to fix these holes) is by using a comprehensive software that will identify holes for you and suggest solutions. Webfire’s site and market analysis tool is the perfect place to turn for this information, as you can simply plug in the keywords you are using and the URL on which you are using them, and Webfire will point out holes to you and suggest ways to fix them! With such a tool at your disposal, you will be leaps and bounds ahead of others against whom you are competing for traffic.
Summary Blue Ocean SEO Strategy
As you have learned, Blue Ocean SEO Strategy is an extremely powerful framework for analyzing and understanding your target market and dominating the competition, based on a combination of classical Blue Ocean Strategy mixed with 21st century Search Engine Optimization Strategy.
Hope you enjoyed this article, and please share it.