Organic SEO companies like to talk a lot about small businesses — because small businesses make up the vast majority of our client base. But that doesn’t mean that small businesses are the only ones that can benefit from quality SEO.
SEO At the Upper Echelons
Google already has a tendency to give big brand names a boost in the SERPs, so they get lots of traffic already — but when it comes to people ready to buy from your business, more is always better. So how do BIG businesses benefit from SEO? Much the same way that smaller businesses do, only on a larger scale.
For example, I worked on a project once for Travelocity. You can imagine that Travelocity pretty much dominates the SERPs for most obviously travel-related keywords, so what more would they possibly need? Simple – they wanted to cut into the hotel market and undercut Expedia and Priceline. So they hired a pile of SEO companies and contractors, and had us create a huge quantity of content centered around hotel-based keywords.
The thing that separates big-business SEO from small business SEO is ashley leggat little pokies the level of competition and the moves that a big business can pull to gain rank. There’s nothing a small business can do to compete with ChapStick for the keyword “lip balm” — but Burt’s Bees is sure willing and able to give them a run for their money.
The Lesson Big Business Can Learn from Small Business’ SEO
The thing that small businesses do well is scavenge around edges of big business’ wake. In other words, while you can’t compete with the big boys for “lip balm”, you can totally get “organic lip balm”, “lip balm for toddlers”, or “lip chap” if you don’t mind competing with a reality TV star.
Why aren’t big businesses going after these secondary keywords? Undoubtedly it takes a vast quantity of resources to stay at the top of the big-time, two-word, high-traffic keywords. But is it worth it? Not always. Some big businesses would do better investing $1000 into each of several dozen ‘lesser’ keywords than they would spending $100,000 staying on top of one truly epic keyword, even when you take Google’s ‘big business bump’ into account.