Conquesting is a marketing strategy used in targeting and capturing customers from a competitor. The goal of conquesting is to try and convert customers to your business who are loyal to a competitor by promoting your products or services as a better alternative. When creating keywords for your marketing strategy you can try conquesting and target your competitor’s names. However it is important you train your staff on how to handle calls for a competitor. You don’t want your staff to say to turn away calls for a competitor and instead quickly pitch your business as a better option.