We’ve recently been in communication with an owner of a small online business who has been desperately trying to improve their rankings for a particular keywords. Unfortunately, that keyword is highly competitive and the first page of Google is dominated by the major national retailers.
After months of fruitless effort, the site owner came across our website and we thought it would be helpful to outline the advice we’ve given her as it’s so relevant for many small business owners who are looking to compete against the ‘big boys’ online.
Here is the main content of the email we sent her:
Equally, it has been shown that conversion rates for those sites below the top 3 are very low as most consumers searching that deep into Google’s results are either just comparing prices or have not narrowed their search phrase enough and are looking for a very specific product.
It is much better to be in the top 3 positions for a search phrase with a lower volume than it is to be at the bottom of page 1 for a higher volume phrase. After all, it’s about getting more sales – not simply getting higher rankings.
We have some Clients who have built extremely profitable on-line businesses by adapting their SEO efforts towards lower-competition keywords that the major retailers tend to neglect. In fact, we have some Clients who now receive over 90% of their traffic (and sales) from lower-competition products that are found through secondary pages on their sites.
The common mistake many people make is to try and send all their traffic via their home page rather than producing really great inner pages for very specific products that will convert well.
As an example, we have a Client who sells just one product but now turns-over an average of £5,000 a month because they switched their SEO focus from a broad keyword to a more specific one. Prior to their switch of focus their sales were sub £1,000 most months.
Google has recently changed the way it ranks websites in one of the most significant ways it every has – in my view, this represents a unique opportunity for small e-tailers like yourself to carve out a profitable niche in your market if done properly.
Those who continue to chase the mega-keywords without the budget to back it up will fail as Google wants to deliver very specific, high-quality, relevant pages to it’s searchers.
Bottom line is that every small e-tailer needs to define a market for their products and become an authority in that area – then they can grow from there.
I hope that helps you to consider your site as a whole and how you move forward – the opportunities are definitely there, you just need to be sure you’re following the right path.
There are many small business owners out there who are becoming increasingly frustrated with their online efforts and the reality is that simply by NOT doing the same as everyone else can produce great results.
Get in touch with us if you’d like to know more.