The Power of Choice: Competing with Aggregators in Search Results

The aggregators are here.

More specifically, they’re in our SERPs.

Aggregate and listing sites — Reddit, Angi, Rover, and others — have become an unignorable presence in search results. They capture user attention with their ease of comparison, comprehensive options, and trusted reputations.

For individual brands, the rise of aggregators presents a significant challenge: How to compete with these giants that often rank higher due to their structure and content breadth. The key to success lies in understanding what makes these aggregate and listing sites so effective and leveraging your unique value proposition to stand out.

Why Aggregate Sites Perform Well in Search Results

So how did aggregate and listing sites gain a foothold in organic search? There are two primary reasons aggregate and listing sites found their way into Google’s good graces:

1. Aggregate sites excel at organizing information in a way that prioritizes user convenience. Whether they are organized by location, service type, or pricing, their structured approach simplifies comparisons. By showcasing a mix of options, these sites build credibility and trust with users who value transparency.
2. Google’s algorithm favors content that meets E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles. Aggregate sites offer diverse perspectives, comprehensive information, and regularly updated content. Their breadth and depth of content make them inherently appealing to search engines.

If You Want to Compete, Look to Your Listing Pages

There are three different page types that you can build on your website to compete with the advantages inherent to these aggregators in organic search:

State and City-Level Pages

Creating localized pages tailored to specific geographic areas can help brands capture location-based search intent. For example, a self-storage company could develop a “Self Storage in Austin, TX” page that lists all local facilities and provides a unique description for each one, with relevant details like pricing and amenities.

Filtered Pages

Develop pages that allow users to filter by specific needs or preferences. For example, a shipping company might provide pages filtered by storage type, delivery options, or pricing tiers, offering a user-friendly experience that mirrors the convenience of aggregate sites.

Service Pages

Highlight your unique offerings with detailed, service-specific pages. By focusing on niche services or specialized expertise, you can create highly relevant content that appeals to users seeking specific solutions.

Limited Content Creates Challenges — But There Are Solutions

If your brand offers fewer services or products than your competitors, grouping related offerings on a single page can help create robust content. Niche services can be bundled under a “Specialized Services” section, with detailed descriptions for each offering.

Get creative with your page structures. Incorporate dynamic filtering and search tools to mimic the interactive experience of aggregate sites. Adding customer testimonials, case studies, and rich FAQ sections can further enhance the page’s value while targeting long-tail keywords.

The Role of SEO in Competing with Aggregators

To optimize your SEO strategy to compete with these aggregate and listing services, you need to adjust three elements of your planning:

1. Keyword Targeting. Focus on high-intent, location-specific, and long-tail keywords that aggregate sites may not prioritize. For example, instead of targeting broad terms like “pet sitters,” aim for more specific queries such as “Best pet sitters in Chicago.”
2. Technical Optimization. Ensure your website meets modern technical SEO standards, including fast load times, mobile responsiveness, and schema markup. These optimizations not only improve user experience but also signal quality to search engines.
3. Content Strategy. Regularly update your pages with fresh reviews, images, and user-generated content to maintain relevance and engagement. Highlight unique value propositions that differentiate your brand from competitors.

Competing Without Compromising

To compete with aggregate sites, brands must provide value that aligns with user expectations while leveraging their unique strengths. This doesn’t mean copying aggregates. Instead, strategically adopt their best practices and enhance them with personalized, high-quality content. By focusing on intentional SEO strategies and delivering a user-centric experience, individual brands can carve out their place in the competitive digital landscape.

If you’re ready to step up your SEO strategy in the face of increased competition, let's chat.