How to Use SEO Like a Big Business

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How to Use SEO Like a Big Business — On a Small Business Budget

Key Takeaways

• Ranking higher locally, attracting more foot traffic or simply getting more reviews on Google don’t require overly ambitious SEO techniques.
• Strategic use of both locally-resonant keywords and content placed in the right platform to attract your type of customer are the keys to success.
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Though there's no shortage of guides on "how to do SEO," far too many seem tailored to the needs of large (primarily online) businesses. They will, almost inevitably, emphasize the marketing importance of tons of content, as well as ample link building, but the hitch is that the kind of technical SEO they usually recommend often requires deep pockets.

Small businesses have different priorities and smaller footprints when it comes to needed clicks. Their growth goal might be to rank higher locally, attract more foot traffic or simply get more reviews on Google. None of these require overly ambitious strategies, and rest assured. Just a little more traffic can make a world of difference.

A few conservative yet proven effective SEO strategies:

Drive traffic via geo-specific keywords

As a local retailer, you don't need international reach. In fact, you might be content with ranking high within a specific city, county or state. And that's okay because targeting SEO keywords at a local level is often a far less competitive task than trying to beat out larger companies.

Here's an example: The keyword(s) "women's boots" has millions of searches per month, but a Keyword Difficulty (KD) of 64% (a term defined by Similarweb as "a metric that predicts how challenging it should be to gain a high ranking organically on Google for a specific keyword"). Comparatively, the keyword(s) "shoe stores San Francisco" sports a small fraction of that search count, but a KD of 39%. Not only is the second keyword more relevant to a local shoe shop but it is also far less competitive than trying to rank for "women's shoes," which is no doubt being monopolized by online retailers like DSW, Famous Footwear and Nordstrom.