How to Compete with Big Digital
Search marketing has grown in popularity as online search continues to evolve
from a novelty to a standard feature in our everyday lives.
Almost every business in the country, big or small and regardless of industry, has
some kind of web presence, and everybody's competing for only a handful of
positions at the top of search-engine results pages (SERPs).
Since larger companies -- mega-corporations such as Walmart or Home Depot --
already have millions of inbound links, decades of content, and a recurring base of
online visitors, it’s no wonder why they generally appear in the top ranking
positions when people search for commercial products.
And almost all of them work with the same behemoths of SEO agencies...
Regardless of what industry you’re in, you’ll always have at least one competitor
who has been around longer and has tried harder than you have (allocated more
budget and resources) to building their visibility on the web and in search
So how can you, a small business or agency with limited experience and
resources, compete with that level of online domination?
Thankfully, search-engine optimization (SEO) is no longer about sheer volume.
It’s not about who’s been on the web the longest, who has the most inbound
links, or even who has the biggest library of great content.
It’s about which page or website is the most relevant for the searcher. Knowing
that, there are several strategies you can implement that can give you the edge
over the bigger, badder competition.
1. Specialize in a niche
One of the best things you can do as a small business is giving yourself a niche
focus. Instinctively, you might think that the better option for search visibility is to
cover as many areas of expertise as possible.
For example, if you work in heating, cooling, plumbing, roofing, construction and
a dozen other home improvement topics, you’ll be able to appear in the search
engines for queries related to any