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How A Small Business Can Leverage SEO to Compete with Big Brands
For smaller businesses, competing with big brands on any viable level hasn’t always been a realistic possibility. Limited budgets and stretched resources don't exactly give the little guy a fair shot at hitting the big time, at least where conventional marketing and advertising are concerned.
But this is precisely why SEO has become the go-to for innovative smaller businesses with their sights set on the top spots. With the right approach, even the smallest businesses can level the playing field and gain the kind of exposure, credibility and presence they need to give competitors a run for their money.
It is simply a case of knowing which elements of your SEO to prioritise, in order to gradually establish you as a key player in your field.
Seven Essentials for High-Profile, Small Business SEO
1. Focus on Local
Local SEO is a game-changer for smaller businesses. It allows you to target potential customers in your immediate vicinity. Start by claiming and optimising your Google My Business listing. Ensure your business's name, address and phone number (NAP) are accurate and consistent across all online platforms. Encourage customers to leave reviews, as positive ratings can significantly boost your local rankings.
Creating locally relevant content is another effective strategy. Blog posts, videos, or social media updates that highlight community involvement or showcase local events can help you connect with your target audience. Local keywords should also be incorporated naturally into your website's content.
2. Quality Content is King
Investing in high-quality, relevant content is one of the most cost-effective ways to improve your SEO. Ensure that your website provides valuable information that addresses the needs and questions of your target audience. Regularly update your blog with informative articles, how-to guides and industry insights.
A content calendar can help you stay organised and consistent in your publishing schedule. When creating content, focus on long-tail keywords – specific phrases that potential customers are likely to use in search queries. These keywords often have lower competition, making it easier for your content to rank higher in search results.
3. Mobile Optimisation is Non-Negotiable
With the majority of internet users browsing on mobile devices, having a mobile-friendly website is no longer optional. Google even uses mobile-first indexing, which means it primarily uses the mobile version of your site for ranking and indexing. Ensure that your website is responsive, loads quickly and provides a seamless user experience on mobile devices.
A mobile-friendly site not only improves your SEO but also enhances the overall user experience, which can lead to higher conversion rates and customer satisfaction.
4. Harness the Power of Social Media
Social media platforms are not just for personal use. They can be valuable tools for smaller businesses to boost their online presence. Establish a strong presence on platforms relevant to your target audience. Share your high-quality content, engage with your followers and respond promptly to comments and messages.
Use social media to showcase your brand's personality and values. Authenticity goes a long way in building trust with your audience. Additionally, social signals, such as likes, shares and comments, can indirectly impact your SEO by increasing your website's visibility and credibility.
5. Build Quality Backlinks
Backlinks, or inbound links, are links from other websites to your site. They are a crucial factor in SEO. While big brands may have an advantage due to their prominence, smaller businesses can still build quality backlinks through outreach and networking.
Start by identifying industry-related websites, blogs and local directories where you can submit your business information or posts. Connect with influencers or other businesses in your niche and explore opportunities for collaboration. Building relationships in your industry can lead to organic backlinks over time.
6. Optimise for Voice Search
Voice search is on the rise, thanks to devices like Siri, Alexa and Google Assistant. Optimising your content for voice search can give you a competitive edge. Voice queries are typically conversational, so focus on creating content that answers common questions concisely and naturally.
Include FAQ sections on your website, as these can align well with voice search queries. Also, ensure that your website loads quickly, as voice search users often expect fast results.
7. Regularly Monitor and Adjust Your SEO Strategy
SEO is not a one-and-done task. It's an ongoing process that requires monitoring and adjustment. Use free or affordable SEO tools to track your website's performance, monitor keyword rankings and analyse your competitors. Google Analytics and Google Search Console are ideal tools to start with.
Regularly review your content to keep it fresh and relevant. Update outdated information, refresh blog posts and expand on popular topics. By staying proactive, you can adapt to changing search engine algorithms and stay competitive.