Loading ...The internet is a huge place. There is almost nowhere on earth it doesn’t reach. There certainly isn’t an area of knowledge it doesn’t cover. There isn’t a business or industry that doesn’t have some form of presence online. When you think about it that way, your site is up against an astounding amount of competition.
Many companies, used to thinking in marketing terms, decide to take on their entire industry when they SEO. If there’s a big competitor outranking them in their industry’s major search terms, they want to hit them head on. This can be a huge mistake when it comes to search engine optimization.
Think smaller for more reach
Consider these two scenarios. In the first scenario, you choose to compete on your main industry term. The potential reach for this term will be hundreds of thousands of internet users, if you can manage to get your page to the number one spot on the search engine results pages. To achieve this, however, you need to compete against thousands of other websites, just about every single site in your industry. You work hard, hire a search engine optimization company that’s top of the field and you manage to work your way from page 20 to page four of the results, giving you a small chunk of the search traffic for that term.
In the second scenario, you decide to target a number of low-competition search term. For each keyword, the potential traffic is a lot smaller, but it’s also a lot more specific. You focus each of your pages on their specific keyword, and manage to land every one of them somewhere in the top ten, giving you a healthy percentage of traffic for the term.
In the second scenario, you may be looking at smaller individual chunks of traffic, but better overall numbers. When you add it all up, your site is seeing a very nice traffic boost across the board. What’s more, because all of your traffic is highly specific to the pages you’ve optimized, your conversion rate is looking a lot better. In the first scenario, your main page has to work harder on the sell, because a broader group of internet users is landing on the page.
Unless your site has a good history and a lot of clout, you’re going to be lucky to get to the top 100. Making a number of smaller keywords your target is much more likely to net you the traffic numbers you need.
Small is the future of SEO
Companies that try to compete on the bigger search terms are already having a lot of trouble. The effort it takes to pursue those big keywords may simply not be worth it in the very near future. With the trend toward long-tail search terms, it seems as though SEO as a practice is going to be forced to get smaller.
Talk to our consultants at SEO Consult about planning on the small scale for SEO. Big is simply not the future for search engine optimisation. If you want your site to be prepared, start thinking on a smaller scale.
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