(What Is Your SEO Strategy? - Day 5 of 7) How The Small Guy Can Win - Relevancy Matters

  • May 25, 2022


Large websites (think Wikipedia) and those around for a long time often have a leg up in the competition for the top search result spots in your favorite search engines. That doesn't mean you don't have a shot, though. Search engines like Google weigh relevancy quite heavily to bring their customers - the people who type in the search - the best results. And that's what you can use to your advantage, even as a petite guy. Here's how: 


Be Specific - Go After The Long Tail And Niche Down 


Don't go after a top keyword for your niche. Let's say you're selling blue widgets. Don't go after the term "blue widgets." Yes, it gets the highest search volume, but not everyone searching will be ready to buy blue widgets from you. Maybe they are looking for blue widget images because they are curious about their appearance. Perhaps they are looking for instructions on making their blue widgets, or they want to find someone who can manufacture a lot of these blue widgets for their shop. 


Instead, go after the long tail. Use key phrases like "where to buy blue widgets online" or "best place to buy blue widgets in Springfield." Even better, find a way to set yourself apart from the competition by becoming the place that sells blue widgets for bicycles. Make yourself the expert. 


Stay On Topic 


Relevancy is all about staying on topic. A small website dedicated to sharing great content exclusively on one topic will rank higher than larger sites that share everything. That's why despite its vast authority, Wikipedia doesn't rank for everything. Even though there's a page on just about everything on that site, let's say you decide to build a site about gardening. Pick a niche within that and stick to it. That's how you may become one of the authority sites about something like rose gardening or building a year-round herb garden. 


Each time you work on a new piece of content, ask yourself if it is on topic. Don't try to be everything to everyone—relevancy matters. 


Go Local Where It Makes Sense 


I touched on this earlier, but it's an important topic, so let's dive a little deeper. Where it makes sense, it can be very beneficial to make your content local. Instead of becoming one more seller of yellow widgets online, you could become the seller of yellow widgets for your state or your town and rake in the profits. 



Of course, this doesn't make sense for everyone. But let's say you are great at email marketing. Instead of putting up yet another site and offer yet another course to everyone in the English-speaking world on the topic, go after the small businesses in your area. Become the expert for email marketing in Springfield. Not only will it be much easier to rank for this longer tail keyword, but it also opens up all sorts of new options for local marketing. And don't forget about higher-priced products and services that you can offer locally, like in-person workshops and consultations. 





Future articles to look forward to in this series:

  1. Let's Talk About User Behavior And What It Has To Do With SEO Rankings
  2. Putting It All Together And Formulating A Solid SEO Strategy For Your Site And Your Business 

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  • Tags: seo, seo marketing, seo tips, tips, what is your seo strategy, day 4