When it comes to search engine optimisation, it can often be difficult to imagine your chances of competing with large enterprises such as Amazon and eBay on your web pages. It is, however, possible to outrank competitors on specific keyword terms – below, we’ve rounded up just some of the ways in which you can do so.
Using the right keywords on your website is important. If you run an e-commerce site that specialises in top hats, for example, you should aim for a more specific keyword term than just ‘top hats’. Consider adding your location to the keyword phrase (for example, ‘top hats London’) or be more descriptive about the product or service you’re offering. The more you can differentiate from standard terms, the higher your chances of ranking well on search engines like Google.
It’s essential that you follow all of the basics when it comes to search engine optimisation. That includes using the right keywords on your web pages, writing compelling copy that encourages users to click through to your website, adding meta descriptions and keywords to your header tags and ensuring your site is fast, delivered through the HTTPS protocol and uses schema.org markup.
The biggest advantage that your competitors have above you is that they have already established a brand for themselves. Amazon now has a 16% market share of the online retail market, overtaking the likes of Tesco and eBay by developing a strong product offering and promoting their brand using both online and offline marketing strategies. Although building a brand can take time, the results pay off.
A strong website isn’t just good for your users, but it’s also important to search engines such as Google. Many user experience signals (things such as page speed, responsiveness and security) are part of search engine’s ranking algorithms, so making sure that your website delivers on all of the fundamental aspects is essential. Indeed, bounce rates are thought to be part of Google’s ranking signals, so it’s essential that you keep visitors on your website for as long as possible.
In some industries, it’s the unfortunate truth that competitiveness and a strong search engine optimisation strategy isn’t enough. Weigh up the pros and cons of executing a content marketing and search engine optimisation strategy for your specific company, and then decide whether or not your time and energy should instead be put toward using Google AdWords or Bing Ads. While SEO and content have longer term benefits, sometimes using paid advertising is the only way to boost leads and fend off the competition.
There you have it – five ways in which you can outrank big competitors on search engines. Of course, the best way to begin your process is to start with a well-designed website that’s optimised for search engines. Rely on Outlines Design for web design, and don’t hesitate to get in touch with a member of the team if you have any questions.
October 10, 2017, Jonny Miller, Founder & Director