By Marc Purtell | Director, SEO
SEO can be challenging for small businesses. They must compete for the same market share against larger brands that often have more prestige, brand recognition, and consumer affinity.
That doesn’t mean that organic search is out of reach for small businesses as a powerful inbound marketing channel with high potential for return. In order to compete with large brands, small business owners must have an SEO strategy that offsets the often large difference in marketing budget. Because small businesses will not be able to outspend their larger counterparts on media acquisition, they must take a much more targeted and refined approach.
When it comes to short-tail SEO — general phrases with a high amount of search volume — the search engine results pages are dominated by big brands. There is little that a small business marketer with limited budget can do to change these results.
Despite various limitations, small businesses can gain meaningful search engine result real estate with a focus on areas of lowered competition. When geography is taken into account, there is often a much smaller big-brand presence in search results. That opens a window of opportunity for small businesses to gain useful organic search visibility.
Focusing on consumers looking for products and services in specific locales is a great way to limit the competition and give small businesses the ability to gain valuable real estate on search engine results pages. If the business also has an offline presence in a specific locale, there is even more opportunity in targeting these consumers. Consumers trust of a business they can visit in person, which will lead to higher conversion rates. (more…)