How To Outrank National Brands On Google
by Sam Dunning
Search Engine Optimisation (SEO) is one of the best ways to get more visitors and business for your company. Not only that but when compared to many other forms of paid and traditional advertisement it can be a lot more cost-effective in the long-run.
The biggest hurdle to overcome in SEO is beating the competition. National brands will already have a strong presence on Google with their domain authorities. They will also have a huge budget for digital marketing and in most cases have their own internal digital marketing team dedicated to boosting and maintaining Google rankings, paid ads etc.
But do not fear! Even as a smaller sized business with a limited marketing budget, there are ways for your business to prevail.
Here are the top strategies you can follow to stay competitive nationally on the search engine monster we call Google.
1/ Target niche keywords
The big brands and corporate giants will most likely already have the top spot in most cases for the main keywords in your business sector. Therefore, targeting more niche keywords is the way to go. Focus on keywords that are specific to a certain audience/ideal customers and the ones that the bigger brands are not currently targeting. If you need assistance deciding on the optimal keywords for your business, ask your Web Development Company for advice.
2/ Start using long-tail keywords
A great strategy is to optimise more towards long-tail keywords. What exactly is a long-tail keyword though?
“A long-tail keyword is a keyword phrase that contains at least three words (though some say two or more is considered long-tail). Long-tail keywords are used to target niche demographics rather than mass audiences. In other words, they’re more specific and often less competitive than generic keyword terms.” – Taken from Hubspot
Let’s say you have a chain of Italian restaurants in London and want to get to page one of Google…Rather than going for a highly competitive keyword such as, ‘italian restaurant’ go for a long-tail keyword such as: ‘best italian in london’ or ‘best italian restaurant london’ etc. The search volume for these may not be as high but they will be much easier to rank for in Google.
3/ Look at local optimisation
Google uses different algorithms for national search results and local search results. When you do a local search the top 3 results are shown (under the paid ads) grouped together with a map location above them. Each of the three top locals listings contain the company name, address, location on map, distance from your current location, phone number and a website link. Local optimisation is a great way to target more localised keywords and get ahead of the competition. Using website directories such as Yelp, Yell, Foursquare etc. all help with local optimisation.
4/ Highlight your brand’s best assets
Within your website copy and all blogs and content that you post via social and online, ensure that you showcase what makes your company unique. For example, a smaller business can gain an advantage over a corporate giant by offering a more personalised service with regular one to one meetings, a dedicated account manager and a direct line for support. This can be done within SEO by ensuring that your chosen keywords reflect your brand’s best assets and are optimised in the content that you are putting out.
5/ Content is crucial
Content is key when it comes to SEO. Google recognises unique and well-written content and this is an important factor when it comes to how well your website is ranked. You can use the power of Social Media to promote your blog posts and website content. Tutorials and FAQ pages on your website are also a great idea for this. All of which can incorporate your chosen long-tail keywords (do not keyword-stuff on any occasion) as mentioned earlier within this post.
Ready to get your business to page one of Google? Contact us today for your free proposal!