Is it possible for small sites to compete with market giants? Understand how smaller sites can stand out on Google!
It may seem impracticable to compete with large companies for consumer attention. For them, there is no shortage of investment for marketing and visibility for their brand.
Meanwhile, your money and your reputation are earned on the basis of a lot of sweat! So how can small businesses compete with big ones?
The good news is that digital marketing is democratic: any type or size of business can succeed with online strategies. Even better is when we talk about competing in SEO , which is independent of media investments.
All you need to do is gain insight into the opportunities that exist for small businesses and websites, which large ones usually don’t have access to or don’t take advantage of.
In this post, we’ll talk about how you, a small blog , can compete with large companies for prominent placement in search results.
First, let’s look at the advantages of SEO for small and large sites, so you can later understand strategies that can be used to your advantage. Keep up!
Advantages of large SEO sites
Big companies, with long-established websites and a mature online presence, have some SEO advantages that you can’t ignore. Check out the main ones:
What comes to mind first when you think about the difference between small and big business? You might as well answer: money to invest .
Although SEO doesn’t require media investment, it takes some money to acquire tools, have a specialized team to do the optimizing, or outsource services with a digital agency.
And, indirectly, paid media also contributes to good ranking by strengthening the brand and increasing its visibility. For large sites, there is no shortage of financial resources for this.
Expert Marketing Department
Large companies generally have an marketing department organized, with specialists for different areas of digital marketing .
When this sector is leaner, a company may choose to hire an agency that knows the digital market deeply and has even more specialized professionals.
Meanwhile, in small business, it is often the owner himself who takes care of the site and social networks, or the staff is small, with few professionals dedicated to many tasks. Thus, there is no time left to delve into SEO strategies.
Probably a large company has been in the market for a few years and also has a long-established website.
Over the years, this site has received many visits, many links from other pages, many published content. So, Google may already consider that it has a great authority, essential to compete in SEO.
Small or new sites need to work hard to earn this reputation.
But don’t despair: If you have more relevant content and qualified for the public, you can beat big players even if they have more authority.
Confidence in the brand
Market time is a factor that also arouses confidence in consumers.
Over the years, the company has built its reputation, made its brand better known, and has remained in people’s minds. And if it has been consolidated for so long, why not trust?
Small websites, however, lack all that visibility, and are often still entering the market, conquering their space. Building trust takes time.
Complete and Consistent Online Presence
With great investment power and a robust team, large companies can often exploit all digital channels well.
They are present and active on various social networks, have an email marketing strategy , work with search marketing and have clear goals on each channel.
Thus, visibility increases and brand strength consolidates.
Advantages of Small SEO Sites
Don’t be scared by all the advantages of the big sites just mentioned – the small ones have their potential too! Check it out:
Agile processes with small teams
Small teams may not have such skilled professionals, but they have one big benefit: agility.
In a large company, a simple task needs to go from the supervisor, manager, director, to the business owner! This makes the processes more cluttered.
But in a small business, professionals have more autonomy to manage their tasks and make decisions, since the staff is small. You don’t have to hold long team meetings and wait for management’s decision.
This gives you agility, which is a requirement of today’s marketing.
Freedom of Creation
In small businesses, there is more openness to taking risks. This contributes to daring in innovative actions , which can bring great results, but with no guarantee that it will work.
This is also related to the decision power that every trader has: if you had an idea, simply execute it. It does not need approval at various levels of the company.
Meanwhile, the big ones are more concerned with investing only in what generates the right return. In this way, they only travel the paths already taken, which limits creativity.
Identification with niches
Large companies need scalability. So they can’t identify with just one niche – they need to communicate with the mass, because the more people consume the better.
And there is a great opportunity for small business to compete in SEO, as it can choose niches and become an authority within them.
The public is much more confident of a brand that speaks their language and understands their problems and needs.
Big brands have a hard time being authentic. They need to show all the time that they are good at everything, that they have the best products and that they don’t fail. This makes it difficult to win public sympathy.
On the other hand, being transparent and authentic shows that your business is made by humans. By building humanized relationships, you also build emotional connections .
And small businesses have more openness to talk to people as they understand their problems and needs.
Focus on Few Strategies
With a focus on just a few digital strategies, small businesses can focus on and excel at few actions.
This is the case, for example, with SEO. If you believe that optimizing your site is the main need at the moment, your efforts can focus on that and put paid campaigns and social networks aside.
Large companies, however, have a complete online presence and cannot afford to abandon any channel because a huge audience would no longer be impacted.
5 Strategies to Compete in SEO
Now that you know its advantages and limitations over big business, let’s look at some strategies a small website can develop to compete in SEO like a giant!
1. Using specific keywords
Try searching Google for “smart TV”. You will probably see in the results the largest e-commerce sites in Brazil. With them, it will really be difficult to compete.
But don’t be discouraged. Search now for “best smart TV for games”. Now the results already show some niche sites and YouTube videos.
Although less popular than in the previous search, these sites bring rich content to gamers looking for a Smart TV to buy. That is, they communicate with a niche audience. And for this search, they are well positioned.
Do you understand what we mean? You need to focus on keywords long tail and create niche content about these terms to compete in SEO. We explain better:
“Smart TV” is a broad keyword that generates a lot of traffic to a website. That’s why the big sites keep an eye on them and generate more competition.
“Best smart TV for games” is a specific keyword ( long tail ), which is sought by fewer people. Therefore, it generates less traffic and does not attract the interest of large companies, generating less competition for ranking.
There is yet another great benefit: the long tail is able to attract a specific audience to the site, who are really interested in that subject. So while the volume is smaller, traffic is more qualified .
2. Creating authority in niches
Restating what we said earlier: If you create identification with niche audiences, you have more opportunities in SEO, as well as creating a closer and more trusting relationship with consumers.
To do this, you need to develop a content and relationship strategy within some segment. Then, identify the opportunities within your market.
For example, if you work with electronics and find yourself attracting game fans, how about creating your authority within that niche?
You first need to understand these consumers: their likes, doubts, problems, how they seek information, and how your site can help them, and so on. With this and other information, build your persona .
Then, start producing posts and materials related to your business and relevant to that audience. It is this content that will serve to position your site for the search of these users.
Also, understand what other blogs, websites, and influencers in this niche are. You need to build relationships in the marketplace to gain relevant backlinks that show Google that your site is a reference in the subject.
3. Building Closer Relationships
A large company cannot create individualized relationships because it needs to think about scale. But you can treat each person as unique and special .
Large sites often have public relations professionals to make contacts with the market and the press.
In a small business, you can talk to other players yourself about your business and proposals. This creates more confidence to, for example, negotiate a guest post .
The same logic goes for consumers. In a email marketing strategy , you can also create an individualized relationship.
Through Lead Nutrition , you gain persona confidence throughout your shopping journey, with content specific to your needs that addresses your questions and helps mature your decision.
But does email marketing help compete in SEO? Yes! Search results are customized because Google considers, among other factors, the user’s search history and browsing.
Then, the algorithm understands the relevance of your site to that user and prioritizes your pages in the ranking, as they were widely accessed by him during his journey.
4. Explore less profitable content
Large companies are eyeing the most profitable strategies because they need a large volume of revenue. They are concerned with the fastest way to buy.
As a small business, you can focus on less financially compelling content that is less crowded and helps to position your pages while not generating direct sales.
For example, while they are focused on positioning themselves on results for “smart TV”, “buy TV” or “smart TV at a discount”, you can focus on “tips for buying a smart TV” or “how does a smart TV work? smart TV ”.
Your words are unlikely to generate a sale on the first visit, as the consumer is still searching for the best solution. But if you have good content, it will keep in touch with your brand until it’s time to buy.
For big companies, this is a concern, because if you don’t convert on the first visit, you can buy from your competitor and generate no revenue.
But for you, the important thing is to build authority and reputation, earn your trust, and make the sale at the right time .
5. Investing in in-depth content
As we said, the thinking of big business is to scale. They need volume to drive more traffic and sales with your site.
This is one reason why they do not specialize in a niche and so they cannot create extremely in-depth content on a subject.
As a small business that specializes in a niche, you don’t have to focus on volume. You can focus more on content quality than quantity.
For example, while they produce a lot of basic Smart TV content on a blog, you could create a super-complete ebook about Smart TV technology and offer a webinar to answer readers’ questions. Supercomplete
Have you ever wondered how you can earn a great reputation with this? With extremely relevant content , your pages can position ahead of big brands on specific subjects.
Marketing has never been as promising for small businesses as it is today.
Previously, advertising on TV or installing a billboard was accessible only to big brands with big budgets. Today, too little money can yield excellent results.
Digital marketing has fruitful strategies for all types and sizes of business, and SEO is one of them. But to compete in SEO with large sites, a small business needs to know the ways. This is what we showed you in this post.
Now, if you want to dig deeper into SEO, check out our complete and updated guide !
* Content inspired by in this article by MOZ .