With the faster pace with which technology is being embraced, online marketing will only grow better and stronger given the fact that internet marketing has improved with the adoption of technological gizmos that can access the web. As a result, both small scale and large scale businesses are fighting to get the attention of one customer in a limited market space, where there are so many competitors. In order to acquire online dominance, a business needs to improve on its search engine optimization ranking.
In the current age, every business whether large or small has some web presence regardless of the industry in which it is operating. The only way to stay on top and attract customers online is by improving the business website ranking location in Search Engine Results Pages (SERPs). With this in perspective, it is logical to assume that multinational firms stand a better chance than small firms in online marketing but this is not always the case. SMEs can compete favorably with large firms for internet dominance and here is how.
How to outshine big names in SEO
a) Use lengthy keywords
In a search engine optimization process, keyword search results are often displayed with preference to the domain names of the most authoritative web sites first. If you are a small business try using long tail keywords that refer to the same thing just like keywords only in the specific field of operation. For instance, if you are a small retail business that sells gaming soft wares and consoles, it will be more prudent to assist customers who need installation procedures using the phrase ‘how to install fifa16 for windows operating systems’ than by just using ‘installing the game’.
Long tailed key words rank relatively highly than short ones and are good for a small business online growth. If you are not sure on how to generate long key phrases, seek the assistance of Webmaster Tools to help you. Alternatively you could just manually publish lots of long keywords phrases to choose from .Actual traffic may be low but they can be converted with customer specific marketing techniques.
b) Content marketing
This involves not just selling your contents to the public but selling or advertising high quality contents. This is an arena where upcoming business can beat established brands. Big firms that deal in a range of industries tend to delegate their web site content generation and building for the different products or services that they offer without paying attention to the details because ‘they have a lot on their plates’. These omitted details are what bring appeal to the customers.
Small businesses can exploit this weakness by engaging in highly detailed and informative page contents that make those of established brands look cheap. Remember, its authority and relevance that boosts a site’s chances in SEO.
c) Pick a field and specialize in it
A small business can improve its SEO dominance over larger industries in the related industries if it concentrates all its efforts on one particular niche. Large multinational firms operate in a range of industries, all of which require its attention. Thus management of contents for the different services or products offered by these industries requires split attention as well as resources. This in turn affects their quality. Even though they might have covered all the bases the consumer might inquire about, the contents may not be specific.
Small business on the other hand, due to the limited resources they have and low economies of scale, can only specialize in one particular field in which they operate, which is an advantage. They can engage in internet marketing on that particular field in a way that gains more traffic and links due to their quality nature and credibility approval in SEO patterns.
d) Go local
Since small businesses operate on relatively narrow geographical market space than large firms, it will be advantageous for them to concentrate on acquiring customers within their local setup both physically and through online means. Google may come in handy in this case considering its recent breakthrough in localized marketing. When you search for a product or service using Google, it will categorize the search results in order of locality and proximity as far as the service being offered is concerned.
By concentrating in a more localized internet campaign, Google will help you acquire local back links to your site from industries offering similar services within that neighborhood. This will also improve your visibility on this particular search engine and will be able to control the small market in a way that shuts out established large firms.
e) Invest in your website
Through the use of the Google Webmaster tools, small and medium enterprises can design appealing websites both in content and looks. This tool guides the website developer on what changes to make to the website for optimum visibility in search engines specifically Google. A well crafted website is SEO friendly and can boost sales. It should have the following recommended attributes;
- Flexible web design that can automatically adjust for different screen resolutions on different devices such as phones and tablets. Google recognizes this with greater visibility.
- High-end contents that is both authoritative and clear.
- Superior loading speed which can only be achieved with a good hostings provider
- Title tags for key word phrases. Bing considers this a high ranking power.
- Prioritized arrangement of pages in order of importance as per SEO rankings.
Building a website that can compete favorably in the attention of all the available search engines is not a single day affair, especially considering the fact that you are up against some of the well established firms in your particular industry. The above little steps if done on a daily basis by small industries have a cumulatively larger impact on the SEO processes than the efforts of large firms. This puts them on the same competitive levels as far as online marketing is concerned.