Without any reasonable doubt, the search market has tremendously increased in popularity over the past few years. This could be attributed to the increased evolution of online search from time to time. Today, almost every business whether small or big, has a presence on the web to some extent. Everybody is seemingly competing for the available few top positions of search engine results.
Because larger companies such as Home Depot or Wal-Mart have a lot of inbound links, recurring online visitors and lots of content, they will always appear on the first pages of search engines each time consumers search for products. Regardless of your industry of operation, there will always be that competitor who started operating before you. This means that they have allocated more resources and budget to improving their web and search engines’ visibility more that you.
However, with SEO, you stand a chance to compete with giant companies in your industry no matter the volumes of content they have on the web. Numerous inbound links, long web presence or a lot of great content on the web are no longer big deal, but the relevance of a website or page to visitors. With that in mind, here are some of the ways your small business can compete with giant companies in SEO.
- Specialize in one niche
As a small business, the best you can do is to focus on one niche. In most cases, most small businesses tend to work an extra mile in order to cover a wide range of niches thinking that they will better their search visibility. This is very wrong and most small businesses with such a strategy don’t go far. For instance, if you work in roofing, heating, plumbing, construction, cooling and many other fields of home improvement, you will be appearing in search engines each time someone searches either of those terms.
However, if you are looking to effectively compete with some of the biggest competitors in your industry, you will need to focus on one niche. In as much as specializing in a number of niches give you a wide range of relevance; the level of your relevance in each niche is very insignificant. But, if you concentrate on one niche and develop many keywords, you will easily achieve a higher visibility. This will ensure that you compete effectively with larger companies.
For instance, instead of specializing in all those niches or plumbing in general, consider focusing on indoor plumbing. Although you will have a very small visibility for the other keywords related to home improvement, you will enjoy the highest visibility when it comes to indoor plumbing.
- Make use the long tail keyword strategy
This strategy tries to achieve a similar objective as niche specialization. Niche specialization sacrifices a small relevance in a wide range of topics for the highest relevance in a small range of topics. On their part, long-tailed keywords sacrifice the potential of minimal ranking using keywords that are highly popular for the potential of maximum ranking using keywords that are less popular.
Think of long-tail keywords as the phrases that are used as keyword extensions. These may include tails such as ‘Tips for’, ‘Top 10 tips’ and so on. Long tail keywords are much easier to rank high compared to shorter keywords and although they tend to fetch low traffic, there are much better than shorter keywords and this makes them very valuable to small businesses.
- Leverage optimization for locality
Targeting an audience that is much more local is another great way small businesses can compete with giant companies in SEO. Local search has now become more important and more relevant than ever before. For instance, being the best plumber in Texas is much better compared to being the best plumber in the U.S. Even if your small business operates on an international or national scale, you will still be in a position to capture a share on the niche market. In addition, you will be able to built relevance and reputation in the city of your operation. Consider gathering a lot of positive and strong reviews from your local customers without worrying about building links or producing content.
- Social engagement personalization
You may also want to step up your social engagement to overcome steep competition. In most cases, larger businesses will lose portions of their personalities when they attain a certain level of growth. However, being nimble and small gives smaller businesses the opportunity to provide each customer with a more humanized and personalized experiences. For this reason, it is prudent for small businesses to consider nurturing their social media following so that they can attract more followers using posts. The more active and bigger a small business is on social media, the higher they will rank with the search engines.
- Becoming an authoritative and recognized content publisher
Most companies make use of on-site blogs to publish contents in order to build brand loyalty, awareness, credibility and trust. Other companies produce webinars, e-books, videos and podcasts for distribution. When it comes to small businesses, the best way to build their brands is through quality and consistence. Publishing high quality content help in maximizing returns on investment and consistent publication helps in the recognition of small businesses.
For small businesses to compete effectively with the large businesses in the same industry, they have to implement these strategies in order to achieve top ranking on the search engines. It is easier to overcome competitors by niche specialization than by trying to cover all the areas. Similarly, leveraging their geographic locations will help small businesses compete better with giant companies in SEO.