Every business, regardless of its size, has some kind of web presence. All players are competing for only a few positions of the top search engine results or SERPs.
Since bigger companies already have millions of inbound links, years of content, and repeat visitors, it is no mystery that they generally appear in the top rankings. No matter your industry, there is always a competitor who has been around longer and has invested more than you have to build their visibility online.
Fortunately, search engine optimization or SEO is no longer about volume. It is not about who has spent years on the web or who has the most inbound links. Instead, it is about which page or website is most relevant for the searcher. Because of this, there are several strategies you can implement with your SEO services provider that can give you an edge over the competition.
Focus on a niche
One of the most effective ways to win as a small business in SEO is to focus on a niche. Right off the bat, you might think that the best option is to cover as many areas of expertise as possible. For example, if you’re into home improvement, you may want to cover topics on heating, cooling, roofing, as well as construction. But it is recommended that you specialize in only one topic. Although you might miss out on visibility for the other keywords on home improvement, you will be the authority in a single topic.
Opt for a long-tailed keyword strategy
When it comes to niche specialization, you will be trading off negligible relevance in a large volume of topics for maximizing your relevance in a much smaller selection of topics. With long-tail keywords, you will be focusing on less popular keywords where you can dominate.
Long-tail keywords are extended phrases that Google looks for, such as tips for installing a bathtub in your upstairs bathroom in New York. This is an extended version compared to the much shorter and more popular “toilet installation” keyword. It is easier to rank high for long-tail keywords than shorter keywords. Even if it brings less traffic, it is still more valuable for your small business to target. Hiring SEO services can help you maximize the impact of this strategy.
Social engagement personalisation
Besides local search optimization, you can also boost your chances of overcoming tough competition by making your branding strategy more intimate and personalized. Large businesses tend to neglect personalized engagement once they achieve a high point in their growth. But being small and agile gives you the advantage of providing each follower with a more personalized and humanized experience.
Ensure you are nurturing your following on social media to attract more posts and engagement. The bigger and more active you are with your social media presence, the higher your ranking on Google.
Become a recognized and authoritative content publisher
Build awareness for your brand, loyalty, trust, and credibility by posting quality content. Many companies utilize an on-site blog to publish content, while others come up with e-books, webinars, podcast videos, and other forms of content via other channels.
Consistent and high-quality content is actually the key to building your brand. Maximize your content’s reach to boost your return on investment. Be consistent with your publication schedule so audiences will start to recognize you as a dependable source of information. A content calendar template can help you organize your content and maintain consistency.