SEO Strategy for Competitive Niches: The Competitor Content Playbook (2026)

Last week, I had a call with one of my community members who's building an AI video creation tool. He's getting traction, Reddit is working, users are paying... but he's stuck.

"The category is really competitive," he told me. "A lot of players in this space."

I hear this all the time. Indie makers see 10, 20, 50 competitors and think: I'm too late. The market is saturated. How do I even compete?

Here's what I told him, and what I've learned building in competitive spaces myself:

Your competitors aren't your problem. They're your SEO strategy.

The Entity-Based SEO Shift

SEO has changed. It's not just about keywords anymore—it's about entities. Names. Brands. Products.

Google knows who your competitors are. It knows the relationships between products in your space. And here's the thing: people don't search for generic terms. They search for specific tools.

Fewer people search for "AI video creating tool."

More people search for "Pictory review" or "InVideo alternatives" or "Is Synthesia worth it?"

This is your opportunity.

The Playbook: Turn Competitors Into Traffic

Here's what we're doing with OutlierKit right now, and what I advised my friend as well:

1. List your top 10-20 competitors

Not the giants. The mid-tier players getting traction. The ones people are actually searching for.

2. Write content around each one:

• "[Competitor] Review: Is It Worth It?"
• "[Competitor] vs [Your Product]: Which Is Better?"
• "Best [Competitor] Alternatives in 2025"
• "[Competitor] Pricing: Complete Breakdown"

3. Be honest. Be helpful. Be better.

Don't trash your competitors. Give genuine reviews. Highlight what they do well. Then show where you're different—not better, different.

Maybe you're cheaper. Maybe you're simpler. Maybe you focus on a specific use case they ignore.

4. Capture the traffic, earn the trust

When someone searches for your competitor, they're already interested in this category. They're already willing to pay. They're just doing research.

If your content shows up, gives them real value, and presents your product as a legitimate alternative? You've just entered their consideration set.

Why This Works in Competitive Niches

Counterintuitively, competitive niches are BETTER for this strategy.

Here's why:

• More competitors = more entity relationships = more search opportunities
• Growing categories have high search volume for competitor names
• People actively compare options (they're not loyal yet)
• Less competition for "[Brand] alternatives" than for generic category terms

When my friend said "there are 100 players in this space," I didn't see a problem. I saw 100 content opportunities.

The Mistakes to Avoid

Don't be sleazy. Don't write "[Competitor] sucks, use us instead." That's transparent and it backfires.

Don't be boring. Don't just regurgitate their features list. Add your perspective. Share real use cases. Include screenshots.

Don't ignore your own positioning. If you're "the storytelling-focused video tool," make sure your competitor content reflects that angle.

Start Small, Scale Smart

You don't need to write 100 articles tomorrow.

Start with your top 3 competitors. The ones you hear about most. Write honest, helpful reviews. See what happens.

Track:

• Which articles get traffic
• Which convert to signups
• Which competitor names have the most search volume

Then double down on what works.

The Real Game

SEO isn't about ranking #1 for "best AI video tool." That's a lottery ticket.

SEO is about showing up in 100 smaller searches. Being present when people are comparing options. Earning trust through helpful content.

Your competitors have done the hard work of building awareness. They've educated the market. They've created demand.

Your job is to show up in those conversations. Be helpful. Be different. Be there when people are ready to choose.

That's the playbook.

Building in public, learning in public. If you're navigating similar challenges, I'd love to hear from you.