Originally published by High Growth Scotland, this article was written by the author Alex Graham for an audience focused on growth business news. We are grateful for their approval to republish it and retitle it.
Small businesses often seek a means of gaining traction in a highly competitive market dominated by big companies with big budgets. More often than not, they face an uphill battle when competing with larger companies in the digital space. However, one means of tackling this challenge is the use of search engine optimization (SEO). SEO can be a powerful equaliser. It can create opportunities for smaller businesses to carve out a niche in which they can compete effectively with much bigger businesses.
One core strategy recommended for this type of challenge consists of a blend of a) the leverage offered by local SEO, b) a focus on working long-tail keywords, and c) the creation of high-quality content to support these initiatives. This approach when facing powerful competition is similar to the now somewhat dated concept of “guerilla marketing”. When you don’t have the scale or the budget to fight the competition in a full out war, you need to pick your battles. You could think of this strategy as a form of self defence for small business when faced with bigger competitors. (The phrase ‘guerilla marketing’ was first popularised by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. This book got a lot of attention before the arrival of the digital world and is still worth reading today.)
Applying this as a strategy, small businesses can significantly enhance their online visibility and put up a fight against greater resources and budgets. Just a few short years ago, such a strategy was itself quite niche. It relied on deep understanding of SEO methodology and the use of bespoke or expensive support tools. Fortunately, today, off-the-shelf-tools have evolved to such an extent that the task has been considerably simplified, For about seven hundred pounds a month a small agency can access enough technological variety and capability with a collection of basic tools to guide their efforts effectively, And for a few thousand pounds a month, well within the reach of most companies and agencies working with a budget designed to produce results, the technical resources now available are truly staggering. And they can all be applied without years of training; although, of course, there is a learning curve.
Understanding Local SEO for Small Businesses
In the rest of this article, we are going to delve into the basic building blocks of local SEO strategies. These stragegies can further empower small businesses to stand out in their local markets and to challenge bigger competitors.
GMB Profile Optimisation
The first thing that needs your attention is the Google My Business (GMB) profile. It’s thought by many to be the best platform for attracting new nearby clients, and it can help small businesses compete on a more level playing field with larger competitors.
Here are a few tips on how to fine-tune it:
- Confirm that your name, location, and number are valid.
- Regularly update your working hours.
- Choose the most appropriate primary and secondary categories for your company.
- Post high-resolution pictures (exterior, interior, products, services, etc).
- Incorporate short videos that introduce your company.
- Use Google Posts to update news directly on your profile.
- Stimulate customers to leave any feedback and react to it.
- Monitor and reply to questions in the Q&A section.
A completed and well-optimised GMB profile can significantly enhance visibility for small businesses, driving foot traffic and local inquiries.
Localise Your Keyword Research
Keywords are fundamental to SEO. For small businesses competing against larger entities, it’s vital to identify which words people use to look for offerings on their site. Focus on long-tail keywords that target specific local queries. These normally have less competition and higher conversion potential.
Build Local Citations and Backlinks
One effective way for small businesses to improve their authority and visibility is through local citations and backlinks. A citation is any online mention of your business’s name, address, and phone number (NAP). Getting listed in local directories helps validate your business’s credibility. Collaborating with other local businesses on promotions or sponsorships can also generate useful backlinks. This can help small businesses build a strong local presence and compete with larger companies that may have more extensive resources.
Focus on Relevant Local Content
Creating content that resonates with your local audience is an important element of this strategy. Blogs, articles, and social media updates focusing on local events or insights can engage community interest and build brand authority. This can also improve search rankings: search engines prioritise content relevant to users’ searches. For small businesses, this localised content can be a powerful tool to connect with the community and stand out against larger competitors. I would emphasise here that it pays to have someone write the content who understands the principles involved. But it’s also important to write content that engages the reader. Just churning out low-quality, high-volume content can be harmful to your SEO progress and to your brand value.
Solve Website Technical Issues
It’s essential to ensure that your website is technically sound. Address issues like, loading speeds and mobile usability to provide a seamless experience for users, thereby enhancing your SEO efforts. Tools such as Google Search Console can help identify and resolve these issues effectively. Ensuring a smooth user experience can help small businesses retain visitors and improve their search rankings, levelling the playing field with larger companies.
Monitor Your Results Regularly
Setting up proper metrics for tracking your local SEO initiatives is essential for long-term success. Using analytics tools allows you to measure performance against your SEO goals and adjust accordingly—another advantage smaller businesses have when they operate nimbly without the overhead of larger competitors. Regular monitoring and adaptation can help small businesses stay competitive and continuously improve their SEO strategies.
Conclusion
By focusing on these local SEO strategies, small businesses can effectively compete with larger companies by enhancing their visibility within their communities. A robust presence on Google not only helps attract new customers but also builds lasting relationships within the local market. Embracing local SEO can empower small businesses to stand out and thrive in a competitive digital landscape.
Alex Graham, the author, is a freelance journalist specialising in marketing and commercial topics. He is also a director of Azzurro.Agency
