How to Compete With Big Brands in SEO
It can seem hopeless sometimes trying to rank for search terms when giant companies are populating the first page – how do you compete?
Many marketers are becoming disillusioned with the thought of competing against big brands that seem to effortlessly float to the top of the search results.
Is Google biased towards big brands?
It seems as though Google favours big businesses with well-known brands. Big brands are often included within the Knowledge Graph which gives them more prominence on the results page.
In addition to this big brands have a lot of credibility in the eyes of manual reviewers and thus are unlikely to ever be penalised as the result of a manual review.
Big brands also generate links naturally just for the fact of being big brands outside of the online world.
However, there are a few things an SEO company and marketers can do to compete with these big brands:
Target more obscure long-tail keywords that are easier to rank for
Big brands might have very powerful links bolstering their ranks, but by using better optimised content, you can outrank them for longer-tail keywords which they may not have a specific page targeting.
Capitalise on user behaviour signals
Not all big brands have great websites. They have a lot of powerful backlinks, but user experience on their sites may be terrible, and by creating a website that which is easily navigable, fast-loading, mobile responsive, and highly informative, you can definitely gain an advantage over any of the big brands.
Be more effective with your social media
Big businesses may have brand recognition on their side, but in the world of social media they do not have any other inherent advantages. By building a highly engaged audience of followers, you can effectively market your website/product, and all without having to rank on the first page of Google for your relevant search terms.
You need to differentiate yourself
Ultimately you do need a USP in order to compete with a large brand; you need to be a better option for some in some set of circumstances, otherwise it is going to be difficult for you to find a gap in either search or social media. Focussing on a sub-set of the market, and doing it better than any of the larger brands is a good way to do this.
Having problem competing with big brands in the SERPs? Let us know in the comments below: