How can small sites compete in SEO with large sites? – WAU
It may seem unfeasible to compete with large companies for consumer attention. For them, there is no lack of investment for marketing and visibility for your 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 […]
It may seem unfeasible to compete with large companies for consumer attention. For them, there is no lack of investment for marketing and visibility for your 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 be successful with online strategies. Even better is when we talk about compete in SEO, which does not depend on media investments.
All you need is to be aware of the opportunities that exist for small businesses and websites, which the big ones usually do not have access to or do not take advantage of.
In this post, we’ll talk about how you, a small blog, can compete with big companies for a prominent position in the search results.
First, let’s look at the SEO advantages of small and large websites, so that you can then understand the strategies that can be used to your advantage. Follow!
Advantages of great SEO sites
Large companies, with long-established websites and a mature online presence, have some SEO advantages that you can’t ignore. Know the main ones:
What comes to your mind first when you think of the difference between small and large businesses? It is quite possible that you will answer: money to invest.
Although SEO does not require investment in media, some money is needed to acquire tools, have a specialized team to optimize or outsource services to a digital agency.
And, indirectly, paid media also contribute to a good ranking by strengthening the brand and increasing its visibility. For large sites, there is no lack of financial resources for this.
Marketing department with experts
Large companies generally have an organized marketing department, with specialists for different areas of the digital marketing.
When this sector is leaner, the company can choose to hire an agency, which has a deep knowledge of the digital market and has even more specialized professionals.
Meanwhile, in small businesses, it is often the owner himself who takes care of the website and social networks, or the team is small, with few professionals dedicated to many tasks. So, there is no time left to delve into SEO strategies.
Probably a large company has been in the market for some years and also has a website created a long time ago.
Over the years, this site has received many visits, many links from other pages, many published content. So Google possibly already considers it to have great authority, essential to competing in SEO.
Small or new sites, on the other hand, have to work hard to earn this reputation.
But don’t despair: if you have more relevant content and qualified for the public, it is possible to beat the big players even if they have more authority.
Time to market 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 memories. And if it has been consolidated for so long, why not trust it?
Small sites, however, do not have all this 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 are often able to exploit all digital channels well.
They are present and active on several social networks, have an email marketing strategy, work with search marketing and have clear goals in each channel.
Thus, visibility increases and the strength of the brand is consolidated.
Advantages of small sites in SEO
Don’t be frightened by all the advantages of the great sites we just mentioned – the small ones also have their potential! Check out:
Agile processes with small teams
Small teams may not have such specialized professionals, but they have a great benefit: agility.
In a large company, a simple task needs to go through the supervisor, manager, director, even the business owner! This makes processes more cluttered.
But in a small business, professionals have more autonomy to manage their tasks and make decisions, since the team is small. There is no need to hold long team meetings and wait for management’s decision.
Thus, you gain agility, which is a requirement of current marketing.
Freedom of creation
In small businesses, there is more openness to take risks. This contributes to daring in innovative actions, which can bring great results, but without guarantees that it will work.
This is also related to the decision power that each professional has: if you have an idea, simply execute it. It does not need approval at different levels of the company.
Meanwhile, the big ones are more concerned with investing only in what generates certain returns. In this way, they only travel the paths already trodden, which limits creativity.
Identification with niches
Large companies need scalability. Therefore, they cannot identify with just one niche – they need to communicate with the mass, because the more people consume, the better.
And there’s a great opportunity for the small business to compete in SEO, as it can choose niches and become an authority within them.
The public trusts a lot more in a brand that speaks their language and that 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 do not fail. Thus, it is difficult to win the public’s sympathy.
On the other hand, being transparent and authentic shows that your company is made by humans. When building humanized relationships, you also build emotional connections.
And small businesses are more open to talking to people as equals, as they understand their problems and needs.
Focus on few strategies
With a focus on only a few digital strategies, small businesses can dedicate themselves to a few actions and excel in them.
This is the case, for example, with SEO. If you believe that optimizing your site is the main need of the moment, your efforts can focus on that and put paid campaigns and social networks aside a little.
Large companies, on the other hand, have a complete online presence and cannot afford to abandon any channel, as a huge audience would no longer be impacted.
5 strategies to compete in SEO
Now that you know its advantages and limitations over large companies, let’s see some strategies that a small website can develop to compete in SEO like a giant!
1. Use specific keywords
Try searching Google for “smart TV”. You will probably see in the results the largest e-commerce sites in London. With them, it will really be difficult to compete.
But don’t get discouraged. Search now for “best smart TV for games”. The results now show some niche sites and YouTube videos.
Despite being less popular than in the previous search, these sites bring rich content for gamers who are searching 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 long-tail keywords and create niche content on those terms to compete in SEO. We explain better:
“Smart TV” is a broad keyword that generates a lot of traffic to a website. That is why the big sites are keeping an eye on them and generating more competition.
“Best smart TV for games” is a specific keyword (long tail), 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 is really interested in that subject. So, although the volume is lower, traffic is more qualified.
2. Create niche authority
Reaffirming what we said earlier: if you create identification with niche audiences, you will have more opportunities in SEO, in addition to creating a closer and more trusting relationship with consumers.
For that, you need to develop a content and relationship strategy within a segment. So, identify opportunities within your market.
For example, if you work with electronics and realize that you attract game fans, how about creating your authority within that niche?
You need to understand these consumers first: their tastes, doubts, problems, how they seek information and how your website can help them, etc. With this and other information, build your persona.
Then, start producing posts and materials related to your market and relevant to this audience. It is these contents that will serve to position your site for these users’ searches.
Also, understand what are the other blogs, websites and influencers in that niche. You need to build relationships in the market to gain relevant backlinks, which show Google that your site is a reference on the subject.
3. Build closer relationships
A large company cannot create individual relationships because it needs to think on a scale. But you can treat each person like unique and special.
Large websites often have public relations professionals to make contact with the market and the press.
In a small business, you can even talk directly with other players to present your company and its proposals. This generates more confidence to, for example, negotiate a guest post.
The same logic holds true for consumers. In a strategy of e-mail marketing, you can also create an individualized relationship.
Through lead nutrition, you earn the trust of the persona throughout your purchase journey, with specific content for your needs, that solve your doubts and help you mature your decision.
But does email marketing help you compete in SEO? Yes! The search results are personalized, as Google considers, among other factors, the user’s search and browsing history.
So, the algorithm understands the relevance of your site to that user and prioritizes your pages in the ranking, since they were quite accessed by him during his journey.
4. Explore less profitable content
Large companies are eyeing the most profitable strategies, as they need a large volume of revenue. They are concerned with the fastest way to purchase.
You, as a small business, can focus on content that is not so financially attractive, which is less competitive and helps to position your pages, although they do not directly generate sales.
For example, while they are focused on positioning themselves in the results for “smart TV”, “buy TV” or “discount smart TV”, you can focus on “tips for buying a smart TV” or “how a smart TV works” .
Your words are unlikely to generate a sale on the first visit, as the consumer is still researching the best solution. But, if you have good content, it will keep in touch with your brand until the time of purchase.
For the big ones, this is a concern, because if they don’t convert on the first visit, the user can buy from the competitor and not generate any 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. Invest in in-depth content
As we said, the thinking of large companies is on a scale. They need volume, to generate more and more traffic and sales with your website.
This is one of the reasons why they do not specialize in a niche and, therefore, they are also unable to create extremely in-depth content on a subject.
As a small business, specializing in a niche, you don’t need to focus on volume. You can dedicate yourself more to quality of content than quantity.
For example, while they produce a number of basic Smart TV content on a blog, you can create a super-complete ebook on Smart TV technology and offer a webinar to answer questions from readers.
Have you ever thought how you can earn a great reputation with this? With extremely relevant content, your pages can be position the front of major brands on specific subjects.
Marketing has never been more promising for small businesses than it is today.
Before, advertising on TV or installing a billboard was only accessible to big brands, with big budgets. Today, few funds can generate excellent results.
O digital marketing has useful strategies for all types and sizes of business, and SEO is one of them. However, to compete in SEO with large sites, a small business needs to know the ways. That’s what we showed you in this post.
Now, if you want to dig deeper into SEO, check out our complete guide and updated!
* Content inspired by this MOZ article.