1
SEO The alternative page
One page per competitor, built for people already typing their name.
"Best Email Finder alternatives for Google Sheets" — a feature table, then install.
Effort: Low Reaches: People searching their name
Why competitor marketing works
A competitor with a head start has spent years and a lot of money teaching people what your kind of product is. You do not have to pay for that lesson twice. Three things they have already bought for you:
People already searching
Their brand name gets typed into Google every day. Those people are already looking to buy.
A market that understands
Nobody has to be told what an enrichment add-on is any more. They found out.
The right words
Their reviews are your buyers, describing the problem the way they actually say it.
How close you should stay
The closer you sit to their brand name, the more ready-to-buy the traffic is — and the harder it is to look like anything other than a copy. Pick where you sit on purpose.
| How close you stay | What it looks like | What it costs you |
|---|---|---|
| Use their name | Alternative pages and comparison pages, built for people already typing their brand. | Highest intent. Hardest to look like anything but a copy. |
| Use their topic | "How to find emails from LinkedIn URLs in Google Sheets" — the job, not the brand. | Slower to rank. Nobody can send you a trademark letter. |
| Use your own words | Problems they never solved, described the way you would describe them. | Little free demand. You are paying for the education now. |
10 ways to reach their customers
Start at the top. The first four cost almost nothing and work fastest.
2
SEO Comparison pages
Their name and yours in the same title, answered honestly.
/competitor-vs-superenrich — including the two things they still do better.
Effort: Low Reaches: People searching their name
3
SEO Their job, not their name
Rank for the task their users hired them for. No brand needed.
"Turn 1,000 LinkedIn URLs into verified emails in Google Sheets."
Effort: Medium Reaches: People searching the problem
4
Product The free template
People do not want another SaaS. They want the sheet finished.
LinkedIn URL → Name → Company → Title → Email → Status. Your add-on fills it.
Effort: Low Reaches: People searching the problem
5
Content The screen recording
Import, enrich, verify, export. Five minutes, no slides.
"How to find emails from LinkedIn profiles in Google Sheets — 2026."
Effort: Medium Reaches: People searching the problem
6
Research Read their bad reviews
Their angriest users wrote your roadmap. It is free and it is public.
Marketplace reviews, Reddit threads, YouTube comments — sorted by what repeats.
Effort: Low Reaches: Research only
7
Product Give one step away
Not the whole product. One step of their workflow, free and standalone.
A free LinkedIn company URL → company name converter. Then: need the rest?
Effort: Medium Reaches: People searching the problem
8
Content Switching guides
Not "they are bad". Just: here is the door, here is how it works.
"Moving your enrichment workflow into Google Sheets" — with the export steps.
Effort: Low Reaches: People searching their name
9
Paid Search ads on their name
Last, not first. Only after an organic comparison page already converts.
"Alternative for Google Sheets — enrich leads without leaving the tab."
Effort: High Reaches: People searching their name
10
Research Read their listing as a brief
Title, screenshots, categories, pricing. What does theirs promise that yours does not?
A side-by-side of both Marketplace listings, annotated.
Effort: Low Reaches: Research only
Turn their bad reviews into your product
Every one-star review is a brief somebody else wrote for you, in your buyer's own words. Read the low ratings on their listing, sort by what keeps coming up, and build the fix.
| What the review says | Compete on | What you say | What you build |
|---|---|---|---|
| ★★☆☆☆ Works fine, but the price is absurd for what it actually does. | Price | Same emails. A tenth of the bill. | A pricing page showing their cost and yours for the same 1,000 rows. |
| ★★☆☆☆ I still cannot work out what a credit is or when I spent them. | Simplicity | One row, one credit. That is the entire model. | A live credit counter in the sidebar, and a pricing page with no footnotes. |
| ★★★☆☆ It finds the email and nothing else. I still have to look up the company. | Scope | Email, title, company, headcount — one pass, one sheet. | A page about the full row of data, not just the email column. |
| ★☆☆☆☆ Emailed support twice about a billing error. Three weeks, no reply. | Service | A person answers, usually the same day. | A visible response-time promise, and the receipts to back it. |
| ★☆☆☆☆ Fell over on a 5,000-row sheet and I lost the whole run. | Reliability | 10,000 rows, resumable, without babysitting the tab. | A benchmark post with the actual run, timings and failure rate. |
| ★★★☆☆ Took me most of an afternoon to get the first row working. | Time to value | Installed and enriching in ninety seconds. | A ninety-second video, timer visible, no cuts. |
You only need a small slice
You are not trying to take their whole market. You are trying to find the people whose one specific problem you solve better. Worked example:
- Their installs
- 100,000
- Share who hit the problem you fixed
- 18% → 18,000
- Share of those you can reach
- 6% → 1,080
- Customers worth chasing
- 1,080
A thousand customers is a real business. Their whole market is a war you do not need to fight.
How a visitor becomes a customer
-
They search a competitor
They type a brand name. The intent is already paid for.
-
They land on your comparison page
An honest table, including two things the competitor does better.
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They take the free template
The sheet, finished. No signup.
-
They use the free credits
Enough rows to see it actually work.
-
They install
From the Marketplace, in the tab they were already in.
-
They pay
When the sheet gets big.
What you should not do
If something only works while nobody notices, do not do it.
- Compare honestly, and say where they win.
- Rank for the job their users are trying to finish.
- Read their public reviews and build the fix.
- Give away a real, working piece of the workflow.
- Stuff their brand name into your Marketplace listing.
- Buy, trade or incentivise installs and reviews.
- Inject anything into their add-on or its interface.
- Scrape their users and cold-mail them.
Ratings, reviews and install manipulation, and third-party keyword spam, are all named in the Marketplace program policies.
Summary
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A competitor with a head start has already taught the market what your product is. You do not have to teach it again.
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The closer you stay to their brand name, the higher the intent and the harder it is to look different. Choose on purpose.
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Their bad reviews are a roadmap somebody else researched and published for free.
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You do not need to beat them. You need the share of their users whose specific problem you solve better.
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Everything here works in the open. The moment something only works if nobody notices, stop.
Now say it in their language
This page gets you the traffic. The horsepower rule gets you the sentence.