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11.04.08 Speed And Agility Are The Keys To Success  By Peter Da Vanzo One of the reasons SEO is such a killer marketing strategy is that a small business can compete with, and often outmaneuver, a big business. Compare the costs of a SEO campaign vs any other marketing channel. Television? Radio? Print? How much would it cost to get worldwide exposure using any of those channels? We're all sold on search marketing. However, there are other advantages that the small business enjoys. In this post, we'll look at a few of those advantages, are see if there are any natural synergies with search. First, let's consider boats. Given a choice between being in a speed boat or being in a supertanker, which would you choose? In a storm, I'd probably rather be on the supertanker, as it can weather the waves better. However, the supertanker has a number of disadvantages. It can take a long time to maneuver, it requires a big crew to sail it, it is sluggish, it is expensive and monolithic. The speed boat, on the other hand, can zig and zag, change direction at will, only requires one person to operate, uses a lot less fuel, and it's fast. The small business is like the speed boat. The small business can do things the big business cannot. Speed and agility are the key weapons of the small business.
So that's the shipping metaphor beaten to death. Now let's look at the specific advantages of the small business, and marry these to search marketing strategies. 1. Exploit The Niche A small business can focus on a very narrow area and make a profit. Big business often cannot do this, as a big business requires larger markets in order to provide enough return to cover overheads. Focus on narrow, well-defined areas in which you perform well. Ignore everything else. Once you've identified and established your niche, it makes your SEO task a lot easier. Do you really need to rank for those competitive terms? Possibly not. You only need rank for those terms that relate directly to your narrow niche. But what if your niche is competitive? Try narrowing your niche further, or change the niche. For example, real estate is a competitive area. Real estate is Los Angeles is a competitive area. But the level of competition in small, well defined geographical areas is much diminished. Sure, there is less traffic, but if you're a small business, with a well-defined geographical market, how much traffic do you really need to turn a buck? Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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