How to compete online with BIG Companies…
One way is through Search Engine Optimisation, or (SEO). SEO can be difficult, but it is not complicated, if you know how to do it properly.
You do need to focus time on it and spending hours of hard work on it isn’t every small business owner’s idea of money or time well-spent. Yet, in order to get a good ROI from doing SEO, you must at least understand what ‘good’ looks like.
In fact, not spending time on SEO can mean failure for your e-commerce business, or any business, as internet marketing become more and more important. After all, if no one can find you, you don’t exist! On the internet, that means if Google isn’t ranking you well, you might as well not even bother having a website.
The only problem with SEO, is that it takes time to see the benefits.
“A typical client wants results as soon as SEO tactics are implemented, but it does not work like that” says Steve Mills. “SEO never finishes – it is a bit like getting fit, you can’t go to the gym for 3 months and then think that’s it, I am fit now, so I don’t need to do that any more!”. SEO takes time and constant tinkering and updating.
To compete with BIG Companies, smaller businesses must understand SEO.
Below, are the top three things you need to be implementing when it comes to SEO.
1. Use Long-Tail Keyword Phrases
For instance, “marketing advice berkshire” works better for us than “marketing advice”. Again, get specific and descriptive for your product pages, Optimise for individual products.
2. The Long-Tail Theory
Why use a long-tail keyword phrases instead of something shorter? It is as simple as this.
Because the big companies of the world have already optimised for short-tail keywords, and your small business won’t be able to compete with them.
And that’s totally fine.
Long-tail keyword phrases catch the customer who knows what they want. They know exactly what they are looking for.
They don’t want just any Solicitor, they want a ‘solicitor in Wokingham who specialises in employment law’.
Larger brands focus more often on short-tail keyword phrases that pull in high traffic volume to their site.
They do this because they pay SEO companies £1,000s per month to keep them at the top of the search engines and because of their brand name and sizable online presence.
A smaller company won’t receive such a luxury.
3. Instead of trying to compete with the bigger brands learn how to be more niched
The goal here is to put your keyword phrase in as many places as possible, without over-optimising for it. Google will penalise you for using a keyword phrase so often that it becomes obvious you are writing for the robots, not for people.
To learn how to do this and much, much more, take a look at our newly launched 12 month Marketing Training programme, providing business growth and Marketing advice for small businesses.
So, if you want to succeed with digital marketing and SEO, you must make sure that each of your long-tail keyword phrases are unique, descriptive and specific.
In addition, be sure that you aren’t just using that keyword phrase once. Use it in all of the spots where robots only can read them (i.e. the metadata and alt text).
When it comes to what your actual customers are reading, be sure you use the keyword phrase, but not in a way that alienates them (i.e. only once!).
Also, keep in mind that good SEO pulls in traffic over time, not over night. Be sure to use SEO best practices on all product pages, and watch your site begin to make it to the top of Google search queries for long-tail keywords.
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