About

Competing with big brands in the world of SEO might seem daunting, especially when they have larger budgets and bigger teams.

Don’t let that discourage you. Small brands have unique advantages and opportunities that can be leveraged to stand out in search results. With the right strategies, even a smaller player can make a significant impact.

In this podcast episode, we’ll explore practical and actionable SEO tactics that can help your small brand compete effectively, increase your visibility, and connect with your target audience.

Transcript Summary

00:00 - 00:31  

Gab: Welcome to a new episode of *SEO Kwentuhan*. Today’s topic is about how small businesses can compete with big brands in SEO.

Gelo: The discussion is centered around the "David vs. Goliath" scenario in SEO. This is relevant for freelancers and small business owners.

00:36 - 00:59

Gab: Many brands started from scratch and are still growing compared to their competitors. Some SEO agencies may focus on big brands, which can be challenging for smaller entities.

Gelo: Yes, there are agencies that focus on big brands.

01:07 - 01:47  

Gelo: Big brands often outsource SEO, whereas smaller businesses might do it in-house or use freelancers. Corporate SEO often includes additional benefits like taxes, HMOs, and bonuses, which might be outsourced to digital marketing agencies.

Gab: It depends on the brand’s budgeting.

01:50 - 04:37 

Gab: Let’s start discussing our main topic.

Gelo: What is the difference between SEO strategies for small and big brands? Is SEO a fair battlefield for all brands?

Gab: SEO is not a fair battlefield. Big brands have advantages such as wealth, customer base, and traditional marketing exposure. They also have larger budgets and resources compared to small brands.

Gab: Big brands have extensive resources, including affiliates and team members. They operate on a broader marketing scope and various channels. Small brands, however, have the advantage of targeted marketing and a more personal approach.

Gelo: Budget discrepancies between small and big brands are significant, especially in advertising. Despite the budget issues, there are tips available for small businesses to compete effectively.

04:48 - 10:59

Gelo: What unique advantages do small businesses have in SEO?

Gab: Small businesses are challengers in the SEO space and can leverage their personal touch.

Gab: Small brands can use their brand names and focus on personalization, customer support, and competitive pricing.

Gab: Small businesses can focus on local areas and be more flexible with their marketing strategies compared to big brands, which might take longer to implement changes.

Gelo: Small brands can foster community connections. Local businesses, for instance, can build relationships within their communities. Examples include participating in local events or creating community-focused initiatives.

Gelo: For SaaS startups, community connection through platforms like Facebook groups can be beneficial. They can interact directly with users and receive feedback for improvements.

Gab: An example of community advantage is a pharmacy sponsoring local events and giving scholarships, which helps in building a strong local presence.

Gelo: Small businesses should not feel disheartened; they have their own angles to leverage in SEO.

Gab: The agility of small businesses allows them to adapt quickly to SEO changes, unlike big companies with more rigid processes.

Gelo: Small businesses can quickly adapt to algorithm changes, unlike big corporations which face many layers of approval.

Gab: Big companies need to go through extensive procedures and case studies to make even small changes.

10:59 - 13:11 

Gelo: Small businesses can take advantage of their agility compared to big companies. They can quickly test and implement new ideas without the slow processes that big companies face. This agility can be beneficial in SEO strategies.

Gab: Discusses his approach to keyword research for small brands. He focuses on keywords that are relevant but not overly competitive. He advises against targeting top competitors directly and instead suggests researching competitors with similar or slightly less domain authority to find achievable keywords.

Gab: Elaborates on using competitive research by analyzing what strategies competitors with similar domain authority have used. He suggests mapping out keywords they targeted and evaluating their success. This helps in creating a targeted strategy for small businesses.

Gab: Mentions setting clear goals based on keyword research, such as creating a certain number of pages in a specified period to achieve targeted traffic.

13:11 - 15:35  

Gelo: Introduces unconventional strategies, such as consulting with subject matter experts and customer service teams to understand frequently asked questions. He emphasizes focusing on topics rather than just keywords due to evolving AI and search algorithms.

Gelo: Provides an example related to regional language differences. In Australia, "trousers" might be referred to as "ducks" in local slang. He stresses the importance of adapting keyword research to regional variations and local terminology.

Gelo: Continues with more examples of regional language differences and suggests using these insights for more effective keyword research. He also mentions a local SEO masterclass that provides additional strategies for small businesses.

15:53 - 19:28

Gelo: Introduces the topic of targeting long-tail keywords for small businesses to compete with larger brands.

Gab: Emphasizes the importance of keyword research, particularly focusing on long-tail keywords. Big brands often have substantial budgets for SEO, making it challenging to compete directly. Instead, small businesses should target niche long-tail keywords with less competition. This strategy helps in creating content and implementing link building efficiently without needing a huge budget.

Gab: Mentions leveraging less common terms or keywords that big brands might overlook due to their broad focus.

Gab: Provides an example from real estate. Instead of competing with big players like Redfin or Zillow for broad terms (e.g., "home for sale in Makati"), target more specific locations such as barangays within Makati. This approach reduces competition and increases the likelihood of ranking higher.

Gab: Discusses the strategy of targeting specific neighborhoods or barangays within a city. This reduces competition and can make it easier to rank in top positions, especially if fewer businesses are targeting those specific areas.

Gelo: Chimes in with examples of barangays like Ben Aires and San Lorenzo.

Gab: Corrects the earlier example, focusing on neighborhoods like Ben Aires or other specific barangays in Makati for targeted keyword strategies.

Gelo: Adds a suggestion about targeting locations near schools, as it might attract students or families looking to live close to educational institutions.

Gab: Reiterates the approach of narrowing down keyword targets to specific areas, such as neighborhoods or locations near schools, to better meet local search intent and reduce competition.

19:28 - 20:32

Gab: Highlights the importance of understanding search volume and competition for long-tail keywords.

Gelo: Thanks Gab for the insights and acknowledges the utility of targeting long-tail keywords.

Gab: Reinforces the idea of including specific local terms, like "near school" for real estate keywords.

Gelo: Discusses using modifiers in long-tail keywords, such as education-related terms, to improve search relevance. Emphasizes the importance of market research to address the unique needs and questions of the target audience, highlighting that understanding your Ideal Customer Profile (ICP) is crucial.

20:34 - 21:56

Gelo: Discusses the concept of "customer avatar" in relation to long-tail keyword research and topic creation. They use the example of real estate in Makati, explaining how specific queries, like "What documents do I need to pass if I buy a house in Makati?" have modifiers that can be useful for keyword research. Gelo emphasizes that even if search volume for these queries is low or nonexistent, they are still valuable for content creation.

Gelo: Advises using Google Search Console to find query strings that are getting impressions but not clicks. This indicates that the page is not properly ranked or targeted. The suggestion is to create new pages or blog posts to address these queries.

Gelo: Briefly suggests using insights from Google Search Console to improve page rankings and content relevance.

21:57 - 22:49

Gab: Asks about improving local SEO for small businesses using Google Business Profile, setting up Gelo to provide detailed advice.

Gelo: Explains the importance of claiming and verifying your Google Business Profile as the first step for local SEO. They mention video verification and the need for consistency between your Google Business Profile and website information (e.g., address and opening hours).

Gab: Inquires whether video verification for Google Business Profile applies in the Philippines.

Gelo: Mentions they haven't tried setting up a business profile in the Philippines yet but confirms it is used in the US.

23:30 - 25:52

Gelo: Discusses the relationship between Google Business Profile and a website. They emphasize the importance of consistent and accurate information and suggest that even though posting on Google Business Profile is not a ranking factor, it shows that the business is active. Encouraging reviews and managing reputation are crucial for improving local SEO.

Gelo: Elaborates on how reviews can include keywords related to the services provided, which helps Google understand the business better. They stress the importance of managing both positive and negative reviews for better reputation management.

Gelo: Explains that reviews contribute to Google’s understanding of the business's authority and relevance, especially when reviews mention specific services.

Gelo: Emphasizes the significance of asking for honest reviews and highlights that while fake reviews can harm a business's reputation, genuine reviews help build authority. They suggest creating local citations to support your business details across various online directories.

26:10 - 30:07

Gab: Transitions the conversation to discuss link building strategies for small businesses, asking Gelo for cost-effective methods suitable for smaller brands.

Gelo: Mentions that some businesses may be removed from Google Business Profile if they are not active or real. They explain the process of reporting inactive or fake businesses.

Gab: Notes that they advised a student about reporting non-existent businesses and how such strategies can be effective.

Gab: Reflects on the strategy of reporting fake businesses and acknowledges that it has been confirmed as an effective method.

Gelo: Describes a strategy called the "assassination phase" in local SEO, which involves targeting and reporting spammy or fake businesses to improve rankings for legitimate businesses.

Gelo: Offers a link building strategy for small businesses called resource page building. This involves creating resource pages related to the business's niche and connecting with non-competitive businesses to include them in the resource list. An example given is a bakery creating a resource page for baking supplies.

Gelo: Shares a specific example of a successful strategy they used for a brick repair company, targeting resources related to auto parts and creating valuable link exchanges.

30:07 - 35:12

Gelo: Discusses the concept of resource page building as a cost-effective link building strategy. By creating a resource page with useful links related to the business but not directly competing, you can contact other businesses or websites for a link exchange. This method is both free and simple, contrasting with the high cost of traditional link-building.

Gab: Confirms that the focus is on cost-effective methods, noting that while link building can be expensive, there are cheaper alternatives.

Gelo: Mentions offering discounts or coupons as a way to facilitate guest posting and link building, emphasizing its relevance for local businesses.

Gelo: Highlights local partnerships and events as powerful tools for obtaining backlinks. Provides an example of getting links from big brands through partnerships in local events, stressing the importance of such collaborations for local SEO success.

Gab: Suggests adjusting strategies based on whether a business is local or global. Recommends building partnerships and guest posts with nearby businesses, regardless of direct relevance, and emphasizes the benefits of local collaborations and webinars for increasing visibility and links.

Gab: Recommends approaching local businesses for partnerships and link-building opportunities. Suggests using guest posts and other collaborative methods to enhance SEO affordably, particularly for small businesses.

Gab: Mentions the advantage of local businesses being able to more easily partner with other local businesses for link-building and exposure.

Gab: Advocates contacting local publications or media outlets for expert round-ups or interviews to gain exposure and generate leads. This method provides visibility and traffic, even if it doesn’t directly impact backlinking.

Gelo: Confirms that such media appearances provide exposure and lead generation, which are valuable for business growth.

Gelo: Suggests leveraging existing business relationships for link building. For example, if a client has connections with restaurants or other businesses, those connections can be utilized to create collaborative content or get featured on their sites.

Gab: Agrees that small businesses have an advantage in link building due to their ability to leverage local connections and partnerships.

35:14 - 39:45

Gelo: Introduces the next topic on essential technical SEO practices for small businesses.

Gab: Simplifies technical SEO for small businesses by focusing on advantages such as easier indexing and optimization due to fewer pages. Emphasizes the importance of maintaining broken links and optimizing site speed, which are easier for smaller sites.

Gab: Points out the benefits of implementing schema markup, such as review stars, on a smaller site compared to a larger one. This includes better control over technical details and faster implementation.

Gelo: Agrees with the points made about technical advantages for smaller websites.

Gelo: Highlights essential technical SEO practices, including indexing, crawlability, internal linking, and mobile-friendliness, as critical for small business websites.

Gab: Emphasizes the importance of indexability and having a proper website structure to ensure that important pages are easily found by search engines.

Gelo: Stresses the necessity of mobile-friendliness, pointing out that many small businesses still have websites that aren’t optimized for mobile devices.

Gelo: Adds that small business websites often have issues with mobile responsiveness, such as text overlapping or poor layout adjustments on smaller screens.

Gab: Highlights the importance of a well-optimized homepage, particularly focusing on clear visibility of important elements like phone numbers and call-to-action buttons.

39:38 - 41:57

Gelo: Introduces the next topic on setting realistic and achievable SEO goals for small businesses.

Gab: Suggests aligning SEO goals with short-term achievable metrics for newer websites, focusing on content strategy, product pages, and link building to meet traffic goals within a set period.

Gab: Advises setting realistic expectations for long-term SEO goals. Highlights the potential for success against larger brands if strategies are well-executed, using an example of outperforming a large UK brand.

Gelo: Recommends setting benchmarks at the start of SEO campaigns and tracking progress every three months. Suggests setting incremental growth targets, like 10% increase per quarter, to maintain focus and direction.

41:57 - 45:32

Gelo: Advocates for regular monitoring of SEO performance to quickly identify and address issues. Encourages setting specific goals and adapting strategies based on performance data.

Gelo: Emphasizes the importance of having a guiding strategy for SEO, suggesting that continuous monitoring and adjustment are essential for achieving and maintaining growth.

Gab: Acknowledges that many long-term SEO strategies are already well-established and advises continuing with a structured plan.

Gab: Recommends creating a sustainable SEO strategy that can be maintained even if clients switch to different agencies or freelancers. Emphasizes the importance of having a robust content marketing strategy.

Gab: Suggests using SEO campaigns to build rapport with clients and create case studies that highlight successful outcomes. Encourages ongoing efforts to maintain visibility and client relationships.

Gelo: Agrees with the points made and emphasizes the importance of maintaining a well-planned SEO strategy despite potential changes in client needs or business cycles.

Adds that businesses often cut SEO budgets during tough times, but having a solid plan in place can help retain clients and make reactivation easier.

45:32 - 46:07

Gelo: Points out that when businesses face financial difficulties, they often cut SEO budgets. However, having a well-prepared plan can make it easier to reactivate SEO efforts when the budget is restored.

Gab: Agrees that maintaining a good relationship with clients can lead to reactivation of SEO efforts when the budget allows.

Gelo: Expresses the idea of being prepared for budget changes and maintaining a professional approach to client management.

46:08 - 46:54

Gab: Reflects on past experiences and suggests sharing these insights with newcomers to avoid future issues.

Gab: Emphasizes the importance of building strong client relationships and the potential for referrals even if clients face difficulties.

Gelo: Agrees that strong relationships and good performance can lead to referrals even from clients who initially had concerns.

Gab: Reinforces the idea that good performance and client satisfaction can turn red flags into positive outcomes, and successful SEO work can lead to valuable referrals.

Gelo: Acknowledges that good SEO work can turn initial concerns into positive results.

47:00 - 47:46

Gelo: Highlights the underestimation of SEO strategies and the importance of understanding how to drive traffic and grow a website.

Gab: Points out that not everyone understands the complexities of SEO and how to effectively grow a website.

Gelo: Concludes by summarizing the strategies discussed and their relevance to current SEO campaigns.

Gab: Confirms that all topics have been covered.

Gelo: Announces the release schedule for podcast episodes and availability on platforms like YouTube Music and Spotify. Encourages listeners to follow and stay updated.

Gab: Bids farewell to the audience, concluding the episode.