As consumers continue to turn to online search engines instead of the yellow pages, search engine optimization (SEO) and search engine marketing (SEM) are becoming an indispensable tool for large and small businesses alike. In today’s marketing world, almost every business has a web presence, meaning everyone is competing for just a few spots at the top of search engine results.
While Google tends to favor big businesses, which have a seemingly endless supply of content and online visitors, small businesses can take advantage of SEO opportunities to compete with these corporate giants. There are several strategies small businesses can implement to become more relevant with searchers, and in turn rise in search engine results.
3 Key Ways to Optimize Small Business SEO:
- Focus your keywords on a specialized niche.
- Seek to dominate your local market.
- Produce high-quality online content.
Choose a Niche
A lot of small businesses make the mistake of overextending their search visibility by focusing on a wide range of keywords. While this may seem like the best way to represent each area of your business through SEO, your relevance for each search ends up being comparatively low. If you're aiming to compete with larger businesses, a better strategy is to focus on a smaller handful of specialized keywords. You may lose visibility in some areas of your business, but you will achieve much higher visibility on these specialized keywords.
You can also utilize SEO to edge out tough competition by narrowing in on your local area. Large, national companies tend to pop up first on search results, but in some cases Google will prioritize small, local businesses for geo-specific searches. Optimize your results within your local community by keeping your business name, phone number and address current and consistent across all platforms. It also helps to encourage customers to write reviews and offer customer incentives to promote your business on social media.
Content is King
While focusing on niche keywords and dominating your local market will boost your search visibility, nothing beats quality content. Producing content that is useful and relevant to your target audience can give any small business an upper hand over larger companies. Create unique, authoritative articles of your own while linking to other trustworthy sites. Over time, your efforts will improve your SEO and enhance your standing on search results.