1. How to discover, distract and destroy
@SamuelCrocker 1

2. HOW TO FIND YOUR TARGETS
@samuelcrocker
2

3. Great data is expensive
3

4. However, there are cheaper ways
4

5. HOW TO FIND THEIR KEYWORDS
@samuelcrocker
5

6. Check Meta Keywords
6

7. Keyword Theft
7

8. Spyfu
8

9. ...or you could just scrape every single one of their title tags.
URL Title Trimmed Searches (Exact)
http://www.carrentals.co.uk/car-hire/france7.html
1 Cheap car hire France - 7 seater, luxury, long term hire availablehire France
Cheap car 1600
http://www.carrentals.co.uk/car-hire/brest-boulevard-gambetta-guide.html Cheap Car Hire Brest
1 Cheap Car Hire Brest -Boulevard Gambetta France 720
http://www.carrentals.co.uk/car-hire/nice-hotel-le-meridien-guide.html
1 Cheap Car Hire Nice - Hotel Le Meridien France Cheap Car Hire Nice 320
http://www.carrentals.co.uk/car-hire/morocco.htmlseater, luxury, long term hire available Morocco
1 Cheap car hire Morocco - 7 Cheap car hire 390
http://www.carrentals.co.uk/car-hire/hamilton-city-23-clarence-st-north-island-guide.html Hamilton City
1 Cheap Car Hire Hamilton City - 23 Clarence St - North Island NewHire
Cheap Car Zealand 140
http://www.carrentals.co.uk/car-hire/villach-ossiacher-zeile-50-guide.html Cheap Car Hire Villach
1 Cheap Car Hire Villach - Ossiacher Zeile 50 Austria 73
http://www.carrentals.co.uk/car-hire/france12.html - 4x4, 7 seater, and long term hire car hire in France
1 Cheapest car hire in France Cheapest 58
http://www.carrentals.co.uk/car-hire/panama.html compare car hire prices Cheap car hire in Panama
1 Cheap car hire in Panama - 58
http://www.carrentals.co.uk/car-hire/italy.html compare car hire prices
1 Cheap car hire in Italy - Cheap car hire in Italy 58
http://www.carrentals.co.uk/car-hire/italy9.html - Find the latest rental dealsEconomy car hire in Italy
1 Economy car hire in Italy 16
http://www.carrentals.co.uk/car-hire/naples-via-miguel-cerva-guide.html Cheap Car Hire Naples
1 Cheap Car Hire Naples - via Miguel Cerva Italy 12
http://www.carrentals.co.uk/car-hire/italy2.html - 4x4, 7 seater, and long term hire
1 Cheapest car hire in Italy Cheapest car hire in Italy 10
http://www.carrentals.co.uk/car-hire/bari-downtown-guide.html
1 Cheap Car Hire Bari - downtown Italy Cheap Car Hire Bari -
http://www.carrentals.co.uk/car-hire/bologna-via-cairoli-guide.html
1 Cheap Car Hire Bologna - Via Cairoli Italy Cheap Car Hire Bologna -
http://www.carrentals.co.uk/car-hire/naples-via-piedigrotta-guide.html
1 Cheap Car Hire Naples - via Piedigrotta Italy Cheap Car Hire Naples -
http://www.carrentals.co.uk/car-hire/brest-rue-kefanfurust-guide.html
1 Cheap Car Hire Brest - Rue Kefanfurust France Cheap Car Hire Brest 10
http://www.carrentals.co.uk/car-hire/kosovo.html - Find the latest rental deals
1 Economy car hire in Kosovo Economy car hire in Kosovo -
+
Excel + API Instructions: http://goo.gl/fg1qU 9

10. FINDING SECRETS THE EASY(ISH)
WAY
@samuelcrocker
10

11. Easiest way to find this out is to ask them...
11

12. ... or become/pose as an affiliate
12

13. HOW TO STEAL THEIR THUNDER
@samuelcrocker
13

14. Create alerts and quietly stalk...
14

15. Find Their Online PR Platforms: [Brand] + Press Release
15

16. ...Then Pounce and Steal their Spotlight
16

17. There’s nothing wrong with a bad press release provided the information
is true.
17

18. HOW TO GO TOO FAR
@samuelcrocker
18

19. Some people will do anything to win...
19

20. Distractions I’ve Seen
•Mess with their analytics
PANIC
•Fake mobile site
•Create a fake dev site
•Send in head-hunters
•Cease and Desist
20

21. Going overboard: Do not blog or tweet
•PPC Trick – Quality Score
•Got clicks?
•A tamer version of code
injection?
•Bounce rate?
•DDOS?
21

22. My view?
22

23. HIT EM WHERE IT REALLY HURTS
@samuelcrocker
23

24. It’s about knowing their weaknesses... start here.
•Social – are they proactive or
responsive?
•Linkbuilding – are they building links
on an ongoing basis?
•Email – are they doing it at all
•Do they have a mobile site? Is it any
good?
•Is the well designed and easy to
use?
24

25. Questions?
Questions?
@samuelcrocker samuel.crocker@omduk.com
25

26. Image Sources
http://geek-freemarketing.com/local-business-marketing/your-new-job-double-agent-why-you-should-spy-on-your-
competition#
http://www.totalapps.net/home/totalapp/public_html/wp-content/uploads/2011/09/apple_logo.jpg
http://www.google.co.uk/press/images.html
http://freshtutorial.com/use-google-and-bing-same-time-to-find-the-best-search/
http://www.zgeek.com/forum/gallery/showimage.php?i=35059&c=235
http://csahf.blogspot.com/2011/01/great-game.html
http://www.elitetrack.com/blogs/details/4062/
http://www.ipadshouse.com/man-spends-five-years-in-jail-for-robbing-ipads/
http://upload.wikimedia.org/wikipedia/en/f/f9/Death_star1.png
26