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Can the Small Guy Win? - Relevancy Matters?

This is the fifth in a series of articles on getting your website found and your SEO Strategy. Make sure you check out the other articles in the series:

  1. We Need to Talk About an SEO Strategy. It’s A Necessary Evil
  2. Keywords: A Glimpse into Determining What Your Audience Wants and Needs
  3. Boost Site Authority So Google And Your Visitors Take You Seriously
  4. Is Your Site Trustworthiness Affecting Your Search Engine Ranking? 
  5. Can the Small Guy Win? Relevancy Matters!
  6. Let’s Talk About User Behavior and How It Impacts Search Rankings
  7. Putting it all Together: Developing a Strong SEO Strategy

Popular websites (like Wikipedia) and those that have been around for a long time, have a leg up in the competition for the top search result spots in search engines. That does not mean you cannot have a shot though. To help their customers – the people that type in the search term – get the best results possible, search engines like Google are weighing relevancy. And you can use this to your advantage even as a small guy. This is how:

Be Specific - Chase the Long Tail and Niche Down

Try not to go after a top keyword for your niche. Let’s just say you are selling purple widgets. Don’t use the term purple widgets. Yes, it gets the highest search volume, but not everyone searching will be ready to buy purple widgets from you. Maybe they are looking for purple widget images because they are curious what they look like. Maybe they are looking for instructions on making their own purple widgets, or they want to find someone who can manufacture a lot of these purple widgets for their own shop.

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

Stay on Topic

Relevancy is all about staying on topic. A smaller scale website that shares great content exclusively on one topic will rank higher than larger sites that share everything. That is why despite its huge authority, Wikipedia does not rank for everything. Even though there is a page on just about everything on that site. Let us just say you decide to build a site about gardening. Pick a niche within that field and stick to it. That is how you may become one of the authority sites about something like rose gardening or building a year-round herb garden.

Every time you work on new content ask yourself if it is on topic. Do not try to be everything to everyone. Relevancy matters.

Go Local Where It Makes Sense

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

Of course, this does not make sense for everyone. But let us just say you are great at email marketing. Instead of putting up another site and offering 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 Austin. Not only will it be more simple to rank for this longer tail keyword, but it also opens all sorts of new options for local marketing. And do not forget about higher-priced products and services that you can offer locally like in-person workshops and consultations.

You need your potential customers to find you. Keeping in mind that relevancy matters when creating your content, will help them do just that. 

blog header can the small guy win? Relevancy Matters.

This is the fifth article in a series on getting your website found and SEO Strategy. Make sure you check out the other articles in the series:

  1. We Need to Talk About an SEO Strategy. It’s A Necessary Evil
  2. Keywords: A Glimpse into Determining What Your Audience Wants and Needs
  3. Boost Site Authority So Google And Your Visitors Take You Seriously
  4. Is Your Site Trustworthiness Affecting Your Search Engine Ranking? 
  5. Can the Small Guy Win? Relevancy Matters! 
  6. User Behavior (November 24)
  7. Putting it all Together (December 8)
boy in chair with hand raised Nine Ways to get Noticed

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