1. Take SEO Risks Larger Companies Won’t Gamble On
Large companies are going to stick with shorter, broader keywords because they can reach further. However, people are still searching longer phrases like “what’s the best vegan restaurant in Denver?” and “How long does it take to get a transmission repaired?” Using long-tail keywords means that you’ll be the one fielding those longer searches.
Larger companies can’t go after their competitors’ specific brand names, and they certainly wouldn’t choose to compare themselves to another brand on their own site. You, however, can. You can compare those things to each other and outline how you’re a superior choice. So keywords like (My company) vs. (my big competitor) or even (big competitor) vs. (another big competitor) may get you some traction that the big companies don’t want to gamble with.
Editorial keywords are when you add your opinions as a business owner into the content. For example, a large scale used car company isn’t going to rate the best car companies to buy used because they have relationships with each company that they don’t want to jeopardize. However, that’s the type of content people want – you, as a small business without large ties can provide that content and win the search.
2. Act Quickly
Being small allows you the nimbleness to listen to your customers and your search results and make changes quickly and effectively. What may be trending last week is no longer getting people to your site. While changing your SEO strategy often may seem annoying and time consuming – you are able to take advantage of the publics ever changing persuasions while your big box brother cannot. Put in the time and effort and you’ll see the results.
3. Use Blogs to Highlight Your Authenticity
People like to see companies being real and relatable – which is easier to pull off as a smaller company than it is for larger corporations and brands. Take advantage of your size and write passionate blogs about what you do, why you do it, give shout outs to your employees and announce exciting news! People are much more likely to keep coming back if they feel like they are a part of your companies culture.
4. Make Sure All Your Content Has Intent
Write out a list of five or six reasons of writing a blog. Reasons could include, to inform, to educate, to entertain, to persuade, etc. Every blog and piece of content on your site should then fall into one of these categories. If you are writing blogs just because “it’s time” and you “always post a blog on Thursdays” – search engines are likely to overlook your content. Giving each blog a clear intent will increase your chances of being seen by search engines and online users.
5. Find Your Niche
Find your companies niche and fall into it. You, as a small company and startup, have the ability to really focus your energy to find, understand, and cater to a small demographic online. Learn their language and use it to identify keywords that larger companies wouldn’t know to include because they have their hands in twelve other places trying to get results.
6. Make Your Site Mobile Responsive
This is non-negotiable. Your entire website must be mobile compatible including anyplace that customers go to contact or buy from you. According to a study conducted by Moz Inc., mobile friendliness is the #1 ranking factor for SEO search engines. Lucky for you, making your site mobile compatible is becoming easier than ever with sites like Wix and Squarespace having a mobile option and web design companies including mobile design in their initial proposals.
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