Strategies to Help Your Small Company Compete with the Big Boys on Google
Search engine optimization has grown in popularity, as online searches have become a daily standard in people’s lives. Currently, almost every business in the United States, whether big or small, has an Internet presence, which means that everybody has to compete for only a limited number of spots in the top results of search engines like Google. However, since large corporations like Target and Walmart already have thousands of pages of content, millions of inbound links, and a steady flow of online visitors, it can be quite difficult as a small business to compete. How can small companies with limited resources battle with the online domination of mega-corporations? Luckily, there are many strategies that you can implement to give your small business an advantage over the big competition.
Specialize in a Particular Niche
One of the best ways to differentiate yourself as a small business is to decide on a particular niche to focus your content strategy on. You may think the best option would be to cover as much ground as you can and appear an expert in as many topics as possible, but this is not the case. Using several key areas to specialize in will give you relevance for a broader range of keywords, but your relevance for each will be low. Instead, put all of your efforts into one or a couple of keywords, which will allow you to achieve much more visibility. For example, if you specialize in baby room decorating, you may miss out on general home improvement keywords, but you’ll attain high relevancy for the baby room niche.
Take Advantage of Your Location to Optimize
Another excellent way to beat out the larger competition is to focus on your local leads. Local search has become increasingly important, and so being the best tailor in Los Angeles is much better than being an okay tailor nationally. Even if your small company operates on a national or even international level, you can still take hold of a niche market and take out your competition in one certain area.
Engage With Your Audience
You can increase your chances of competing with the big dogs by working on your personalization of social engagement. Large businesses often lose their personality after a certain point in their growth has been reached. However, as a small company you have the advantage over mega corporations of being able to provide potential leads with a humanized and more personal experience. To do this, ensure that you have a presence on social media and attract as many followers and posts as possible. The more active you are on social media accounts, the higher your Google ranking.
Become an Authoritative Publisher
To be a reliable publisher, you must create loyalty, brand awareness, credibility, and trust, which all require frequent and quality publications on your website. The majority of companies use a blog on their site, in which they publish relevant content. However, you also have the option of distributing webinars, eBooks, videos, podcasts and other content forms through varying channels. The key to fostering your brand awareness through content is both consistency and quality. Maximize the scope of your content, which will in turn maximize your ROI (return on investment). Also, make sure that you are consistent about publishing, as this will ensure you are thought of as a reliable source.
Use Long-Tail Keywords
A long-tail keyword strategy requires that you sacrifice your minimal ranking potential for popular keywords in exchange for increasing your ranking potential for more specific, and less popular ones. These so-called “long-tail keywords” are phrases that Google and other search engines look for like “tips for decorating your room” instead of the more popular “room decoration.” Landing higher up on search engine results for long keywords is much easier than ranking high for shorter ones. Even though they bring you less traffic, they are still are an excellent way to bring in customers.
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