The Local Edge- SEO for the Little Guys
Small Business? How do you Compete?
The internet has been taken over by giants. Across every industry, billion and even trillion dollar businesses have popped up and accumulated market share.
Let's take a look at some of the internet giants across different industries and specialties.
Amazon, Ebay, Wallmart
Twitter, Facebook, Instagram
Trip Advisor, Air B&B, Booking.com
Avvo, Find Law, BBB
CarGurus, Auto Trader, Carfax
The List Goes On, What is the Common Denominator?
Most of these huge businesses aren't actually single companies dominating the marketplace. Sure, they have obscene valuations. Among the trillions of dollars made between the websites above are billions of businesses who are profiting off these marketplaces and what they have to offer. Most of these websites have become so popular because they serve as a resource or marketplace for both consumers and businesses alike.
The internet itself has brought the world together and globalized our economies. The inevitability of powerhouses emerging across every industry was quite predictable. It has happened time and time again throughout history with big box stores, trade centers, and even governments making their share.
Fortunately, the emergence of big businesses online hasn't cut out the little guys. All these websites have done is create marketplaces by providing information, consumer protection, and convenience to the average person. There is still an obscene amount of opportunity for the little guys to not only profit through these market places but compete in search results as well.
Small Business? Let's Examine your Strengths
Let's take a look at CarGurus for example. They have ample inventory, price calculators, etc. What do they lack? Physical inventory, a friendly salesperson, and a beautiful showroom down the street. In many cases big businesses online serve as a marketplace but not the end solution. Some businesses have been obliterated (RIP Blockbuster) but many have thrived as the landscape has changed and Google is no exception.
Local SEO- The Small Business Advantage
Take any search result such as "Miami Fishing Charters." You'll definitely find big businesses putting their hand in the pot. For the fishing charter search, you'll find Trip Advisor, Groupon, Yelp, Air B&B, Viator, and more competing for both ads and organic results. While these big businesses might have massive domain authority and a bottomless ad budget, they lack the end solutions that local businesses often provide. Trip Advisor, Yelp, Air B&B, Groupon, Etc. are literally serving as an intermediary and selling tickets, deals, etc. to customers. It's not like Trip Advisor has a fleet of fishing charter boats, a parasailing team, surf lessons, etc.
Google itself is a trillion dollar marketplace but they understand the importance of local businesses. They quite fairly mix businesses that are both big and small in search results.
As a local business in any industry, you have marketing power if you choose to use it. Create a good looking website, communicate your message, and aggregate reviews for the solutions you offer. You'll find that the opportunities are abundant in any marketplace if you put in the time and effort.