Small businesses might have a hard time competing in the digital sphere due to the big players seizing the game. However, small firms still have a chance to thrive as long as the right marketing approach is followed. SEO is an instrument that small and big businesses alike can take advantage of.
The following are some of the key steps to make small businesses survive and even outdo the giants.
Produce Quality Content
As much as you focus on the aesthetics of your web design, you should also pay more attention to the quality of your content. Your site’s blog must be an arsenal of high-quality and valuable articles that can capture the readers’ interest as well as trust. If people find your content credible and valuable, readers are most likely to come back for more and other blogs could link to you as a worthy reference. The more people visiting your blog and talking/sharing about your content, the more credible you’ll also get in the eyes of Google. On top of quality, it’s also best to pair this with quantity. Post useful content consistently to keep the traction up.
Specialize in a niche
Niche focus is essential. You may have thought that search visibility can be achieved faster if you widen your areas of expertise. For instance, if you cover roofing, plumbing, cooling, heating, construction, interior design, and other home improvement topics, you can pop up in search engines for queries associated with those keywords.
But if your goal is to surpass the competition, the niche focus tactic is best used. If you go for multiple niches, you may establish a certain level of relevance to a wide range of keywords. However, the extent of relevance for each of these keywords could be relatively low. If you gear your focus on a small chunk of keywords, your chances of achieving higher visibility will be bigger. For instance, if you focus only on heating, you might miss the chances of visibility for other relevant keywords, but you will get the top spot when it comes to heating.
Focus on Long-Tail Keywords
Using long-tail keywords has a similar goal with niche focus. In specializing a niche, you give up a minimal level of relevance in a vast range of topics, but you also get the maximum extent of relevance in a narrower volume of keywords. In the case of long-tail keywords, you are also sacrificing a small ranking potential with more popular keywords to get a huge ranking potential with the less popular ones.
Long-tail keywords, as you may have known, are extended phrases that Google seeks, such as “tips for installing an air conditioner in your kids’ bedroom”. Ranking highly for long-tail keywords is way easier than pursuing the shorter ones. Even though articles with long-tail keyword won’t readily bring in the highest traffic potential, they can still help small businesses get to the top fast. The traffic and leads will be more targeted and chances of conversion also increase.
Outreach for Links
Backlinking comes in various forms, and there are many ways to start outreaching for links. If you’re a local firm, you may get in touch with your local publications to include you in their weekly roundup or regular posts. Guest posting is the key here. However, you shouldn’t tap just about any site. You need to choose high-authority websites relevant to your niche. Social media campaigns can also help in spreading your links. However, don’t go spammy. Do the outreaching naturally to avoid unwanted penalties.
The rise of local SEO is another thing that has given small business owners the chance to establish their online presence. Focus on your local market when creating your content or crafting your digital marketing campaign. Be visible on local directories and collect as much local reviews as possible. When guest posting, focus on tapping the local websites as well. But before anything else, make sure that your onsite SEO is polished and optimized.
Become a recognized, authoritative content publisher.
This is associated to the tip #1. In order to be an authoritative source of content, you have to be focused on delivering quality. You may also go the extra mile and generate ebooks, videos, info-graphics, online presentation slides and podcasts on multiple channels. Quality and consistency are the key here. It’s best to avoid reusing the kind of information already available on the net and strive to bring something new to the table.
Smartphones are now the most widely used device to browse the internet. As mentioned in a recent report, 80% of the internet users have smartphones that they can use to surf on the go. If you don’t make your website mobile-friendly, your page ranking on the mobile searches will suffer. Google rewards websites who continually keep their pages responsive to bring convenience to the users.
Mind the Metrics
One of the biggest mistakes of small businesses is going for an SEO campaign without measuring results properly. Metrics are important since they give you the raw data that you can use to polish your SEO campaign. Using the right tools can help you identify the strengths and weaknesses of your marketing campaign. This way, you can retain the positive results and address the probable issues. Google Analytics is one of the best tools you can use all the way.
Stay White Hat
The process of link building can be a tedious and costly one. The results may also not come in an instant. Thus, some businesses are tempted to follow the short cut and buy links from different link farms using Black Hat methods. Although you may enjoy immediate results, as soon as Google detects your prohibited activity, your site can suffer Google’s Manual Penalty. If you get this penalty. You can hardly recover from it—it could take long months or even years to regain your ranking. Maintaining a Google-friendly site is way better, so you can avoid going back to square one.
These are some of the tips that small businesses can take to start getting SEO results. It might take time, effort, and resources before you get to the top, but once you practice diligence and consistency along with a smart SEO strategy, you can definitely get there in no time.