1. Specialize in a niche.
One of the best things you can do as a small business is give yourself a niche focus. Instinctively, you might think that the better option for search visibility is to cover as many areas of expertise as possible. For example, if you work in heating, cooling, plumbing, roofing, construction and a dozen other home improvement topics, you’ll be able to appear in search engines for queries related to any of those keywords.
2. Engage in a long-tail keyword strategy.
Long-tail keyword strategies try to accomplish a similar goal. In niche specialization, you sacrifice minimal relevance in a large volume of topics for maximum relevance in a much smaller volume of topics. With long-tail keywords, you’ll be sacrificing minimal ranking potential with highly popular keywords for maximum ranking potential with less popular keywords.
Long-tail keywords are extended phrases Google looks for, such as “tips for installing a toilet in an upstairs
3. Leverage locality for optimization.
Another way to beat the competition is by targeting a much more local audience. Local search is becoming more relevant and more important, so in today’s context, being the best barber shop in Houston is far better than being an OK barber shop on a national scale.
4. Personalize your social engagement.
Aside from local search optimization, you can also increase your chances of overcoming steep competition by stepping up the “personal” factor in your brand strategy. Large businesses tend to lose a portion of their personalities once they hit a certain point in their growth, but being small and nimble gives you the advantage of giving each follower a more personal, humanized experience.
Nurture your following on social media, and you’ll attract more posts and followers, and the bigger and more active your social-media presence is, the higher you’ll rank in Google.
5. Become a recognized, authoritative content publisher.
Building brand awareness, loyalty, trust and credibility requires frequent and quality content publication. Most companies utilize an on-site blog to publish content, while others produce and distribute ebooks, webinars, podcasts, videos and other forms of content through various other channels.
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