A widespread rumor about Google is that it is wrongly using its power over the Internet to give unfair advantage to big brands—“authority websites” and the websites that are around since a long time, and thus discriminating them from small business advertisers which are competing in the same vertical by placing them higher in the search engine rankings.
Before Google’s Penguin algorithm update, it was quite easy for small websites to rank ahead of big brands by using spammy SEO (search engine optimisation) tactics which are specifically targeted by Penguin.
But the update not only caused the drop of numerous small websites fighting for top rankings, but also ignited the suspicion that Google favors big brands.
In this article I would like to mention few ways which could enable a small website to compete with the bigger brands when it comes to search engine rankings:
Figuring out the keywords :
The big brands rank high for only a particular group of keywords. Not all the keyword that relates to a niche can be targeted by the top brands, so there’s a considerable number of keywords that can be figured out. Irrespective of how big a brand is and how long it’s been established, it can’t possibly take into account each & every possible keyword combination in its content strategy.
The smaller brands can identify the keywords for which the big-brand website doesn’t rank well and then take on the competition with those keywords.
Personalize your social engagement :
Large businesses usually miss out the portion of their personalities once they reach a certain point in their growth, but being a small enterprise you have the advantage to use the “personal” factor in your strategy by providing each follower a more personal, humanized experience. The number of attracted followers depend on how much presence you show on social media, which in turn will help you rank up in Google.
Content is King :
To build awareness about your brand and to earn loyalty, trust and credibility of the followers you have to publish quality content on regular basis. You can have an on-site blog to publish content, or use other methods such as distributing e-books, webinars, podcasts, videos and other forms of content through various other channels.
The key factor to build your brand through the content strategy is to maintain quality and consistency. Also you have to maximize the reach of your content to get maximum returns on your investment, and maintain consistency with your publication schedule in order to become a recognisable & dependable authority.
If You Can’t Beat them, Join them :
By the time a new website reaches halfway toward becoming a recognized authority on Google’s radar, your competitors might attain a more better position, and a stronger level of authority.
So it would be advisable not to waste time by competing with them on every keyword they rank for. Rather, build your brand, gradually, by targeting the areas which are not included by the bigger brands. From then on, it’s merely a matter of duplicating the efforts, using social media and strong content strategies, while broadening your territory.
There are no shortcuts to reach the top of the search engine rankings, especially when you are facing a massive competition. But by keeping a strategy in mind, you can easily overcome your competitors in specific key areas.
Benefit yourself by narrowing your focused keywords & topics and by broadening your location-specific relevance.