How Your Small Business Can Run With the Big Boys Using SEO
Currently, David can easily
defeat Goliath because of the internet. If you are just launching a business
and you want to take over the market, the most logical thing you can do is to
defeat your number one competition. If this were in the 1990s, it would take 10–15
years before marketing strategies can bear fruits. Now, however, this feat
becomes easy using the internet and search engine optimization (SEO).
Keywords, keywords, keywords
You need to look at the
keywords that your biggest competition avoid to use because, well, they’re
prominent, relevant, and don’t want PR troubles. Use this to your advantage.
For example, in long-tail
keywords, your competition is targeting something like “Amsterdam wedding
guide,” but they are not going to target something like “best flowers
to buy in Amsterdam’s Floating Flower Market.” There should be a great
list out of this topic, and it will become convenient. This is especially
unique and helpful to those who plan to do a wedding in Amsterdam with all
those fresh flowers.
For comparison keywords,
your big competitor won’t be using keywords that compare them to their
competitors. For example, Expedia won’t be using the keywords “UrTrip
experience versus Expedia experience.” They’re never going to have a page
about that. But you can, and you can compare one to the other. This is one of
the coolest loopholes small websites have against big websites.
For editorial keywords, you
have the freedom to rank service providers according to your liking. A big
competitor can’t do that, especially if they have business dealings with most
of the items on your list. You can always go after the keywords that your
competitor has a bias against doing. This loophole can give you more power.
Authority, brand association, specific niche
Expedia, for example, is
focused on travel. But Travelogue focuses on itineraries that are specific for
the city. It also focuses on ranking travel destinations. Travelogue can give
focus on a niche that Expedia can’t, so use it to your advantage.
Write harder to monetize content
It doesn’t matter if it
takes long enough for your content to convert leads. It helps you funnel the
topics that your competition does not have the time or the interest to pursue.
Write about the best hiding spots for lovers in a particular city, or the best
local artist to buy art from, or the safest walks at 2:00 a.m., and many more.
Big companies don’t focus on
topics like these. They often go for the obvious ones. However, when your niche
is particular about a traveler’s experience, you will gain momentum and
increase your traffic once one of your topics catches on.
Your content should be more in-depth and more valuable
Your competitor’s every move
is calculated. Artificial intelligence (AI) now runs their system. Add a human
value to the scale to tip it. If a topic keyword is significant to you, and you
feel like a lot out there need that topic too, write ten more of it. Your
competitor can’t afford to do the same. Put more effort into that topic, and talk
to a lot more people to give it credibility. Your competitor can afford to do
that but won’t because they will almost certainly feel like it’s a waste of
Build 1-1 relationships
Talk to the local artist to
build better content. Present yourself personally. Post as many pictures on
your business’s Facebook and Instagram accounts. These activities can amplify
your presence and give you visibility on those keywords. Your big competitors
always do things at scale. The significant disadvantage to that is they can’t
give focus as you can. This is one of your most significant advantages as a
small business owner.
Think about the tips above
and apply them. Content is king nowadays. That’s why if yours is always better
than the competitor, then you already know who rules.