If you try to do what Amazon is doing or IDG is doing or TechTarget's doing, or Red Ventures or Viacom CBS. And you try to copy what they're doing.
You will die. It's plain and simple. The advice that is given to SEOs in this market to go to the top three results in search results and copy the amalgamation of those top three search results is insane. It's completely insane. I've seen it destroy businesses at the mid market and small business because you can't do what they're doing.
They're allowed to get away with more than you are because they're very authoritative in a lot of cases. And they have that historical Corpus of content about these topics. Are they good to look at and try to learn from what's working? Yes, but it doesn't mean that's what you should do. If you do that, let's say they do something that they're getting away with that you can't, it can lead to even something as terrible as being penalized.
Amazon, for example, if you go optimize against what Amazon's doing, you're in trouble. And I can walk through that in more detail, if anyone's interested in how that works. But the other example would be the biggest publishers in the world.
They may have built an article that covers multiple intents. It's a generalist guide and it also covers a definition and they're crushing it. It's not really best practice to do that. So you may be doing something that's not best practice and because you're weaker than them, you have no chance. So you're actually taking yourself out of the game by mimicking rivals.
The head of SEO for a major publisher. He reaches out to people who are copying their strategy because he just feels bad. He's like don't do this. We're allowed to do this. You're not. And that's a true statement. I can't say his name cause he would get mad if I did, but please. If your teams are banking on this, copy the top result.
Or do what they're doing. It can create such terrible disasters for teams.