Online search is in constant flux. In its ebbs and flows, it has fueled the rise of the search marketing industry. Every business, big or small and whatever its industry requires some web presence to succeed nowadays. The definition of competition has changed as well. Now every business is vying for the coveted top spot in internet search engine results pages (SERP’s).

The web footprint of Walmart, like other giants, has grown to include numerous inbound links, many forms of content, and a base of recurring visitors to their site. All of this has led to their appearance in the top ranks when nearly anyone searches the web for consumer products. Nonetheless, such major players, especially competitors, can give us valuable clues as to what works and what doesn’t in building online visibility.

So how can a small company compete with giants? Search engine optimization (SEO) has the answer. SEO can enhance online visibility of any business, no matter how young or small. No longer does it matter who has ruled the web the longest; who has the greater number of inbound links; or who has the deepest library of content. All that matters is which website is relevant to the searcher. That’s where SEO plays a role; it can give small companies an edge over the titans of their industries.

The Value of a Niche

To gain online visibility, you do not need to be an expert in all areas. In fact, the jack of all trades is not who you want to be in the digital age. If you are going to trump your Goliath, specialize in an area and choose a handful of targeted keywords. When you focus on a niche, you give up low relevance on many topics for the benefit of high relevance on a few topics. For instance, if you are a full-service plumber but excel in shower repair, it’s better to gain traction on that point even if you might miss out on other plumbing-related keywords.

Long-Tail Keywords

Long-tail keywords are extended phrases like “tips for installing a toilet flush” instead of shorter keywords like “toilet flush install”. In the same way as niche marketing has its costs and benefits, by using long-tail keywords, you give up poor chances of ranking with highly popular keywords for better chances of ranking with less popular keywords. Though long-tail keywords get fewer searches, the ease of ranking highly for them makes them a great strategy for small businesses to drive traffic.

Optimize Locally

Large companies usually target such a large area, they leave themselves vulnerable to small businesses targeting their local audience. Local search is important in today’s context. Think of the difference in effort required to become the best ranked flower boutique in Manhattan rather than becoming the best ranked flower boutique in the US. Even if your business does offer to a national customer base, local SEO can give you an edge over your competition and capture a solid market share.

Personalize Social Media

You can also overcome steep competition from large businesses using the personal factor in your brand strategy. As soon as many big companies hit a certain point in their growth, they lose much of the personalities that made them successful in the first place. As a small business, you are in a great position to give each of your customers and social media followers a more personal experience. The human touch inspires confidence in your business that your customers will be happy to share.

There is no shortcut to the top of search results. On the internet, your customers have millions of your competitors at their fingertips. However, leveraging your business’ location, agility, and competencies, you can outperform your largest competitors.

If you are looking to succeed and want to make your business successful then you can call us (405) 531-4021 or drop us a mail @ [email protected]