Marketing Tips, Insights, and Trends
How Your Website Can Compete in Google Rankings
Author: Michael Scorcia Category: B2B, B2C, E-commerce & Retail, Nonprofit, Web Design Date: November 10, 2016
Search engine optimization is a digital marketing strategy that many businesses have been using for years now. Google is the largest search engine and therefore, when applying search engine optimization (SEO) rules, we’re always looking to Google to figure out what our next move is.
But, how do you, as a small or medium sized business, compete with the very large corporations on Google?
Corporate Website Advantages on Google
Big businesses have a number of advantages when trying to gain that #1 keyword ranking on Google. The search engine optimization service and blog, Moz, outlines a few of these advantages:
- Domain Authority
- Diversity of links that are linking to their site
- Quantity of links that are linking to their site
- Financial Resources
- Emergency Funds
From this short list, it looks like a small or medium size business doesn’t stand a chance in their Google rankings. But, this is wrong. Let’s take a look at the advantages that smaller websites have when it comes to keyword rankings on Google and search engine optimization.
Small Business Website Advantages on Google
When you have a smaller website, and a smaller sized business, you have just as much of an opportunity to rank high for your most relevant and important keywords.
When you’re a smaller business, you can easily change your website content and design. Okay, I say easily, but what I mean is easier than if you were a corporate entity. At a large business, there are probably a few departments, and a queue, to get anything changed on your website. With a smaller business, you probably have the capability to ask one person to make the necessary edits. It’s amazing how much work can get done in a short amount of time with a smaller team.
Smaller teams and smaller businesses, because they are also so flexible, can handle new ideas and creativity very well and very quickly.
Hone in on your target market and this will ultimately determine a more focused set of keywords. With a niche audience, and a niche set of keywords, you are more likely to dominate the Google rankings. After all, understanding who your target market is, is a huge step towards attracting them.
Because you can hone in on a niche market, you have the ability to speak to them directly. Your voice and your connectivity will create a sense of authenticity to your customers. One of Google’s ranking factors is bounce rate and amount of time someone spends on your site. If you come off as a true, authentic business.
As a small or medium sized business, you have a handful of opportunities to take advantage of Google’s rankings. What are some ways you can compete with larger websites?
- Target the keywords that are most relevant to your business.
You can choose to target the long tail keywords that are specific to your business. Larger websites will not bother with these oftentimes as they are trying to reach a broader audience. Large corporations cannot choose to target competitors’ brand names but if your business wants to compare two brand keywords, by all means go for it.
- Google: Authority & Relevancy
We touched on your niche market. Stay with this theme and your keywords will fall into place. Use authoritative keywords in smaller niche pockets. Choose the keywords for each of your pages with your niche market in mind.
- Keyword Content
A larger corporate site might be looking to monetize every single click or keyword they target. You, as a smaller and more personable business, might be trying to build a relationship before you convert your visitors. Therefore you can try to target keywords that won’t simply monetize the page immediately. These are usually keywords that the larger businesses won’t be going after.
- Personalize Content
As a smaller business, you have the ability to personalize your content. Use real-life examples. Build a relationship with your visitors. Share it on social media and have real conversations. Keep your visitors coming back for more, build the trust, and eventually convert them into a customer. Yes, it takes longer, but it is more valuable to you.
Each industry will have its own set of challenges and points of entry, but regardless of the size of your business, you have a set of advantages over other size businesses. You should take advantage of these benefits and generate a search engine optimization strategy that best fits your business. If you have any questions about how your business can build an SEO strategy, give a Paradigm member a call today.