Google doesn’t mean smaller ones can’t compete.
Backlinks are a significant ranking factor because of implicit authority signals.
But doesn’t this mean that the top search results will eventually be the sole domain of big brands that can afford to invest in high-end content and backlink strategies?
Learn how small companies can hold their own in the SERPs.
For consumers, the SERPs monopolization by powerful brands surely can’t be a good thing.
It’s certainly not a good thing for less powerful brands with great services, great content, and great value propositions, to be sidelined because they have no backlinks leverage.
For years Google has been said to be the blemish because SEO professionals have been complaining that big brands seem to be favored by Google in SEO results.
It’s a bitter reality that brands are favored. It’s because as established names in their field, they are much more likely to attract a number of quality links to point at their sites.
Big brands get more links because of their field their name. The typical reason is spending millions of dollars for their promotion in order to promote and position themselves in customers’ minds.
for example, if you are searching for shoes then you will go for Nike, the largest shoe company on the planet. It’s the reason for Google. Google lists Nike for running shoes.
And as discussed before, big brands get links because of the familiarity they have worked to build.
I don’t know if Google ever manipulates the search results to consumers the brands they expect to find.
But in most cases, they don’t have to.
BIG BRANDS DO GREAT DESPITE THEMSELVES
Anyone who has worked in enterprise SEO knows that on-page optimization is more challenging to implement than link building in those environments.
In smaller companies, link building is the bigger challenge.
the biggest reason behind this is the on page changes enterprise clients require significant effort for approval and implementation.
Do you know? even the biggest enterprise can’t control the links that point to their site.
HOW DO SMALL BRANDS COMPETE
Many small businesses mistakenly come to the conclusion that they just can’t compete with larger brands in the search engine results.
no its not that you can compete it’s just a simple way. it’s all about creativity.
First, even in the most competitive search engine results, there are 10 listings on the front page. A small business may not be able to obtain the top organic spot, but with lots of effort and a bit of luck.
But it’s ok not to rank at the top.
In fact, there are many times consumers that are searching in a category where there is a dominant brand are actually looking for an alternative.
Firstly know the what is the common keyword types;
Peripheral keywords are phrases that may not have the highest search volume, but have great buyer intent.Also, there are many “tail” keyword opportunities for smaller brands.
Tail keywords may not have a high volume of searches, but in aggregate, their intent-based searchers can contribute a significant amount to the bottom line.
So the conclusion is that big brands on the top doesn’t mean small brands can’t compete.