By Bob Milliken
Just because your website is not getting leads you may think it’s because you’re a small guy in a big ocean and Google is ignoring you. You may well be being ignored but it not because you’re a small guy. The more likely reason is you’re not relevant. It’s true, you can be a small guy and get the top spot (in the search engines). You just have to be relevant. What the heck does that mean?
Let me explain.
Large websites (think Wikipedia) and those that have been around for a long time, often have a leg up in the competition for the top search result spots in your favorite search engines. This doesn’t mean you don’t have a shot though. In an effort to bring their customers – the people that type in the search – the best results possible, search engines like Google are weighing relevancy quite heavily. And you can use this to your advantage, even as a small guy. Here’s how:
Be Specific – Go After The Long Tail And Niche Down
Don’t go after a top keyword for your niche. Let’s say you’re selling blue widgets. Don’t go after the term “blue widgets”. Yes, it gets the highest search volume, but not everyone searching will be ready to buy blue widgets from you. Maybe they are looking for blue widget images because they are curious what they look like. Maybe they are looking for instructions on making their own blue widgets, or they want to find someone who can manufacture a lot of these blue widgets for their own shop.
Instead, go after the long tail. Use key phrases like “where to buy blue widgets online” or “best place to buy blue widgets in Surrey”. Even better, find a way to set yourself apart from the competition by becoming the place selling blue widgets for bicycles. Make yourself the expert
Stay On Topic
Relevancy is all about staying on topic. A small website dedicated to share great content exclusively on one topic will rank higher than larger sites that share everything. For this reason alone, despite its huge authority, Wikipedia doesn’t rank for everything. Even though there’s a page on just about everything on that site.
Putting this another way, let’s say you decide to build a site about gardening. Pick a niche within gardening and stick to it. Do this and you may become one of the authority sites about rose gardening or building a year-round herb garden.
Each time you work on a new piece of content ask yourself if it is on topic. Don’t try to be everything to everyone. Relevancy matters.
Go Local Where It Makes Sense
I touched on this earlier, but it’s an important topic, so let’s dive a little deeper. Where it makes sense, it can be very beneficial to make your content local. Instead of becoming one more seller of yellow widgets online, you could become the seller of yellow widgets for your state or your town and rake in the profits.
Of course this doesn’t make sense for everyone. But let’s say you are great at email marketing. Instead of putting up yet another site and offer yet another course to everyone in the English speaking world on the topic, go after the small businesses in your area. Become the expert for email marketing in Surrey. Not only will it be much easier to rank for this longer tail keyword, it also opens up all sorts of new options for local marketing. And don’t forget about higher priced products and services you can now offer locally such as (or once we get back to living in a normal world) in-person workshops and consultations.
I think we’re pretty clear on this point. Always be relevant.