Today, who is not present online, it is as if they do not exist at all. This rings especially true for small businesses who are always in need of ways to carve out advantages in an ever-increasing business environment. Does SEO work for small businesses? The answer is – yes! Large companies are not in as much of an advantage when it comes to SEO as many think. It’s actually quite the opposite. Anyone can use it and achieve high ranks on search engines. You just need to know how to use it properly. That’s all.
How SEO Works for Small Businesses?
No matter whether you are small or large, you have to fight for your customers. Here SEO can help you a lot. It works for all, small and large if you use it properly. Moreover, if you run a small business, SEO is probably the best way to compete with big businesses. It can bring you effects that you would probably never achieve by competing with big, strong companies via SEM or other paid channels.
SEO is a long-term oriented marketing tool. Therefore, you need to put a lot of effort and time into it. SEO allows you to equalize with much stronger competitors. Without it, you will not achieve much on the Internet. Through SEO you drive traffic to your website and convert leads into consumers. Here are a few tips on how to use SEO to compete with big businesses and beat them at the punch for your next online customer or enquiry. We at Talk Agency, have implemented them on our Central Coast SEO clients, and attest to their effectiveness.
SEO Tips for Small Businesses
You probably have already heard of many benefits that SEO brings. Yet, you feel powerless when you look at the number of leads and online visitors of large companies. However, do not lose your self-confidence. Search engines seek the most relevant content for readers. Therefore, give them what they want and you will achieve your goal to rank better and attract more customers.
The presentation below from Rand Fishkin outlines the strategies and ways to leverage small businesses advantages when competing against the bigger and more authoritative businesses:
Focus on your niche
Just as you are focusing on a particular group of consumers, you also need to find your online audience. Choose your niche. Do not waste money or assets in vain. If you cover too many areas, you will lose your focus, you will disperse your brand too much and you will not achieve anything. Customers will not take you seriously. A much better option is to focus on what is most important to you, on what you think will set you ahead of others, both in reality and online.
Specialise yourself in a smaller or narrow niche. This will make it easier to break through the online market. Also, you will uncover keywords that attract your ideal, dream customers rather than just tyre kickers. Consider focussing on one to three areas closely related to your business that will have a broad and cross-network of focused keywords in your web content. This will help in driving a much higher level of visibility in search engines.
Create content strategy
Do not write just what occasionally comes to your mind. Create a clear content strategy long before you start writing! Start with broader topics and them move consistently to more narrow, specific details. Introduce your visitors gradually to your story. Tell them what you are offering and why you are better than others. Give them a reason to stay as long as possible on your website. Peaque their interest so they continue reading your other articles, become your leads and finally, convert to customers.
Use proper, more focused keywords in your content. Use Google Analytics, KeywordTool.io or Keyword Eye, just to name a few, to find the best keywords for your content. Even better is if you use long-tail keywords. You will have fewer topics, but your content value will be much higher. Long-tail keywords are less popular than common keywords, but more focused on your target customers that tend to have a much higher intent to purchase.
Leverage local SEO
Target your local audience before branching out into bigger areas and search volumes. Local search is more relevant and useful for the end user, so will always convert at a higher rate into leads and/or customers. Imagine that you are the customer. What would you look at first in search result packs? Something that is convenient to you in terms of location is always going to win that race. This is especially important if you have a local business, such as a hairdresser, a local supermarket, or a footwear store, for example. Even if you operate in a larger geographic area, start with local SEO to drive initial results while your larger strategies develop and bed in.
To drive engagement and local SEO results, consider attending some local events, like art fairs or popular community gatherings, for example. Inform your potential customers about your offer, give them a discount or free sample of your product. Then write about that on your website. Share your impressions. Invite them to join you. Ensure local, high-authority inbound links with quality content and you will become popular with local audiences that need your product or service.
Personalised online appearance
The best way to beat large competitors is to ensure a personal approach to customers. Get to know them and let them get to know you better. Personalise your online appearance. Make friends of your audience. Write them in a friendly conversational tone, use common words, make personal, yet persuasive content. Use social media to attract more customers to your website.
Use both on-page and off-page SEO
Besides on-page SEO, such as title tags, quality content, meta description, keywords and all above-mentioned details, be sure to consider off-page SEO as well. The most significant elements of off-page SEO are link-building that drives traffic to your website, ranks you better and shows search engines if your content is relevant. Therefore, provide high-quality content, useful information, evergreen content or something engaging to encourage others to share your content. Also, it’s very important to leverage your geographical relevancy to Google’s eye. Links from other local entities are extremely powerful!
You may not have the big marketing teams and budgets of multinational companies, but you can still compete with them online by using SEO. Be creative, use SEO and soon you will have a much better ranking position on search engines and you’ll start to see the fruits of your labour.