We have executed this strategy in several different niches, and here’s what we learned.

In an effort to get traffic from people looking for Competitor A, Competitor B, and Competitor C who were all located in the same geographic region, we put together a video series promoting the top service providers in the region. In an effort to rank in search engines for THEIR names, we included the names of the top companies in the area along with our client’s company name.

To the outside world, it came off like a promotional campaign for the industry and the region, and our client actually got a call from the owner of another company in the same region whose “feelings were hurt” because their lesser-known company’s name wasn’t mentioned in the series. The reason the lesser-known company wasn’t included in the series is because we did the research ahead of time and found out that there weren’t enough prospects looking for their company online to make it worthwhile to include them. Our client apologized for the “oversight” and we just smiled.

Yes, this is an aggressive strategy. It’s like surrounding all your competitors by putting YOUR stores on every side of all their physical locations, except that you’re doing it online. Before prospects can get to them, it will be hard for them not to notice YOU. Once you “own” that virtual real estate all around your biggest competitors’ best product, service, and location searches online, it’s a huge asset for you. It will only make your company more desirable and likely to get acquired for more money.

We mentioned the possibilities of getting contacted by lawyers. It should go without saying, but we’ll say it anyway: Do not be deceptive, misrepresent, or disparage. If you do, then don’t be surprised if you get letters from lawyers demanding you stop.

When reviewing or comparing Product A to Product B, list the advantages and disadvantages of each. Let the reader decide what’s best for them. If you create a website called http://afghan-sports.com/ and Afghan Sports is a big name with deep pockets, do not be surprised if you get a letter from their legal representatives bullying and demanding that you turn over the domain name to them and/or cease operation of the site.

We have seen these letters and emails. If you decide to use this strategy and create review sites that mention competitors by name, we suggest that you place a message on the page indicating that your site is in no way affiliated with or a representative of BRAND X, and it might even be a good idea to provide the link to the BRAND X website so you have a defense against anyone claiming you are trying to misrepresent, confuse, or deceive site visitors.

Last time we checked, there is still freedom of speech and freedom of the press in America, and good luck making a case that it is illegal to criticize, review, or discuss brands and products. It’s hard to find companies that would have deeper pockets than Wal-Mart. If their lawyers can’t shut down WalmartSucks.org after 13 years (and you know they want to), then you should be able to compare and contrast your products and services with those of your competitors, especially if you do it in a professional, ethical, and accurate way.