You have a huge advantage because you know your customers, their needs and the questions they regularly ask. The people doing SEO for big companies have probably never met a customer.
Chris Anderson wrote The Long Tail in 2006. Here’s how he summarized the long tail (www.longtail.com):
The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare.
The long tail is your advantage. That’s were your internet marketing can make you the most money.
Big Company Weakness – Your Opportunity
Service is the weakness of big companies and big brands. It’s expensive for them and the people making decision often haven’t talk with a real customers in years. You know when companies are trying to figure out how long a caller will wait on hold without getting angry, there’s an opportunity for real people doing business with real people.
You frustrate and anger your customers when you act like a big business. Small business SEO is about small business and you need to think that way. I hate it, yes really hate it, when a small businesses starts telling that something is against their policy. That’s a big business cost control response. Why would a small business do that?
Who Are You?
You’re not this:
You’re more like this:
Be A Small Business – Act Your Size
Acting like McDonalds when you own a cafe, it just plain not going to work. Acting like McDonalds in small business SEO is not going to work either. Big companies have national brands and lots of locations or outlets. You have service, flexibility, speed and local knowledge.
You cannot compete with a national brand on their terms, but they can’t compete with you on your terms. You can be finished with making a change or pursuing a market opportunity before they even have their first meeting.
Small Business is Beautiful
You can pursue market opportunities profitably where your big competitors can’t even afford to analyze the market. They need big numbers to cover big costs. You don’t. You can dominate smaller market niches and segments where the cost of entry for them is too high.
Leverage your advantages and don’t compete against big competitor strengths. Small is beautiful and keep that in mind when you approach local SEO and small business SEO.