“Search marketing has grown in popularity as online search continues to evolve from a novelty to a standard feature in our everyday lives. Almost every business in the country, big or small and regardless of industry, has some kind of web presence, and everybody is competing for only a handful of positions at the top of search-engine results pages (SERPs).
Since larger companies — mega-corporations such as Walmart or Home Depot — already have millions of inbound links, decades of content, and a recurring base of online visitors, it’s no wonder why they generally appear in the top ranking positions when people search for commercial products. Regardless of what industry you’re in, you’ll always have at least one competitor who has been around longer and has tried harder than you have (allocated more budget and resources) to building their visibility on the web and in search engines.
So how can you, a small business with limited experience and resources, compete with that level of online domination?
Thankfully, search-engine optimization (SEO) is no longer about sheer volume. It’s not about who’s been on the web the longest, who has the most inbound links, or even who has the biggest library of great content. It’s about which page or website is the most relevant for the searcher. Knowing that, there are several strategies you can implement that can give you the edge over the bigger, badder competition.
1. Specialize in a niche.
One of the best things you can do as a small business is give yourself a niche focus. Instinctively, you might think that the better option for search visibility is to cover as many areas of expertise as possible. For example, if you work in heating, cooling, plumbing, roofing, construction and a dozen other home improvement topics, you’ll be able to appear in search engines for queries related to any of those keywords.
However, if you’re trying to take down your biggest competitors, it’s better to take more of a niche focus. Having several areas of specialization gives you relevance for a wide range of keywords, but your relevance for each of them is somewhat low. If you pour all your effort into one or a small handful of keywords, you’ll be able to achieve a much higher visibility.
For example, if you specialize in indoor plumbing, you might miss out on limited visibility for all those other home improvement keywords, but you’ll be the best in indoor plumbing.
2. Engage in a long-tail keyword strategy.
Long-tail keyword strategies try to accomplish a similar goal. In niche specialization, you sacrifice minimal relevance in a large volume of topics for maximum relevance in a much smaller volume of topics. With long-tail keywords, you’ll be sacrificing minimal ranking potential with highly popular keywords for maximum ranking potential with less popular keywords.
Long-tail keywords are extended phrases Google looks for, such as “tips for installing a toilet in an upstairs bathroom” instead of the much shorter, more popular “toilet installation.” Ranking highly for long-tail keywords is much easier than ranking high for shorter keywords, so even though they bring in less traffic, they’re still more valuable for small businesses to go after.
Another way to beat the competition is by targeting a much more local audience. Local search is becoming more relevant and more important, so in today’s context, being the best barber shop in Houston is far better than being an OK barber shop on a national scale.
Even if your business does operate on a national (or international) level, you can still capture a niche market share and edge out your competition in at least one key area by optimizing for a specific local area. In this section, I’ll introduce a handful of specific strategies you can use to build your reputation and relevance in your given city.
Event attendance and community building. Get your name out there by getting involved in the community. Attend major events whenever you can, such as fairs, festivals or community gatherings. This will give you two opportunities: First, you’ll immediately generate more business simply by being at the event and offering discounts or promotions to event attendees. Second, and more importantly for SEO, you’ll have the opportunity to brag about your attendance online.
Post excellent content on your website, using local-specific keywords, about your company’s attendance, and syndicate a press release about the opportunity for some high-authority and local-specific inbound links. This is one of the easiest ways to generate publicity and build some local-optimized content simultaneously.
Local reviews, on directory and aggregation sites such as Yelp or TripAdvisor, have become essential for local SEO. With Google’s Pigeon algorithm update earlier this year, Yelp and similar sites received a huge boost in priority. Now, sites with large volumes of positive reviews rank higher than similar sites with few or negative reviews. In fact, Yelp’s importance has increased so much that, in some cases, Yelp profiles are actually ranking higher than the official pages of the companies they represent.
What this means for small businesses is a new, key opportunity to jump in the rankings without worrying about producing content or building links. Instead, you can focus on cultivating strong, positive reviews from your customers. While Yelp explicitly forbids compensating your reviewers, or asking customers directly for reviews in any way, you can still encourage more reviews with Yelp stickers and occasional call-outs with a link on your social-media profiles.
Hyper-local content. Local search is getting more local, and taking advantage of that incoming trend could be the opportunity you need to crush a larger competitor — especially if that competitor operates in the same city as you.
Google is getting better at identifying and categorizing neighborhoods within a broader city, so you can take local search a step further by using neighborhood-specific keywords instead of just city and state names. Your potential success is determined by how Google views your neighborhood boundaries, so do some research before you begin.
4. Personalize your social engagement.
Aside from local search optimization, you can also increase your chances of overcoming steep competition by stepping up the “personal” factor in your brand strategy. Large businesses tend to lose a portion of their personalities once they hit a certain point in their growth, but being small and nimble gives you the advantage of giving each follower a more personal, humanized experience.
Nurture your following on social media, and you’ll attract more posts and followers, and the bigger and more active your social-media presence is, the higher you’ll rank in Google.
5. Become a recognized, authoritative content publisher.
Building brand awareness, loyalty, trust and credibility requires frequent and quality content publication. Most companies utilize an on-site blog to publish content, while others produce and distribute ebooks, webinars, podcasts, videos and other forms of content through various other channels.
There’s no shortcut to rise to the top of the search engine rankings, especially when there’s a massive competitor lingering on the scene. But with a strategy that leverages your geographic location and your agility, you can selectively overcome your competitors in specific key areas.
Give yourself the best odds by narrowing your topic and keyword focus and increasing your location-specific relevance. You might not rank for as many keywords as the bigger players, but you will be able to surpass them in relevance for your chosen focal points.”
Web design encompasses many different skills and disciplines in the production and maintenance of websites. The different areas of web design include web graphic design; interface design; authoring, including standardised code and proprietary software; user experience design; and search engine optimization. Often many individuals will work in teams covering different aspects of the design process, although some designers will cover them all. The term web design is normally used to describe the design process relating to the front-end (client side) design of a website including writing mark up. Web design partially overlaps web engineering in the broader scope of web development. Web designers are expected to have an awareness of usability and if their role involves creating mark up then they are also expected to be up to date with web accessibility guidelines.
Although web design has a fairly recent history, it can be linked to other areas such as graphic design. However web design can also be seen from a technological standpoint. It has become a large part of people’s everyday lives. It is hard to imagine the Internet without animated graphics, different styles of typography, background and music.
The start of the web and web design
Evolution of web design
In 1996, Microsoft released its first competitive browser, which was complete with its own features and tags. It was also the first browser to support style sheets, which at the time was seen as an obscure authoring technique. The HTML markup for tables was originally intended for displaying tabular data. However designers quickly realized the potential of using HTML tables for creating the complex, multi-column layouts that were otherwise not possible. At this time, as design and good aesthetics seemed to take precedence over good mark-up structure, and little attention was paid to semantics and web accessibility. HTML sites were limited in their design options, even more so with earlier versions of HTML. To create complex designs, many web designers had to use complicated table structures or even use blank spacer .GIF images to stop empty table cells from collapsing.CSS was introduced in December 1996 by the W3C to support presentation and layout. This allowed HTML code to be semantic rather than both semantic and presentational, and improved web accessibility, see tableless web design.
End of the first browser wars
During 1998 Netscape released Netscape Communicator code under an open source licence, enabling thousands of developers to participate in improving the software. However, they decided to start from the beginning, which guided the development of the open source browser and soon expanded to a complete application platform. The Web Standards Project was formed and promoted browser compliance with HTML and CSSstandards by creating Acid1, Acid2, and Acid3 tests. 2000 was a big year for Microsoft. Internet Explorer was released for Mac; this was significant as it was the first browser that fully supported HTML 4.01 and CSS 1, raising the bar in terms of standards compliance. It was also the first browser to fully support the PNG image format. During this time Netscape was sold to AOL and this was seen as Netscape’s official loss to Microsoft in the browser wars.
Since the start of the 21st century the web has become more and more integrated into peoples lives. As this has happened the technology of the web has also moved on. There have also been significant changes in the way people use and access the web, and this has changed how sites are designed.
Since the end of the browsers wars there have been new browsers coming onto the scene. Many of these are open source meaning that they tend to have faster development and are more supportive of new standards. The new options are considered by many to be better than Microsoft’s Internet Explorer.
Tools and technologies
Web designers use a variety of different tools depending on what part of the production process they are involved in. These tools are updated over time by newer standards and software but the principles behind them remain the same. Web graphic designers use vector and raster graphics packages to create web-formatted imagery or design prototypes. Technologies used to create websites include standardised mark-up, which can be hand-coded or generated by WYSIWYG editing software. There is also proprietary software based on plug-ins that bypasses the client’s browser versions. These are often WYSIWYG but with the option of using the software’s scripting language. Search engine optimisation tools may be used to check search engine ranking and suggest improvements.
Other tools web designers might use include mark up validators and other testing tools for usability and accessibility to ensure their web sites meet web accessibility guidelines.
Skills and techniques
Marketing and communication design
Marketing and communication design on a website may identify what works for its target market. This can be an age group or particular strand of culture; thus the designer may understand the trends of its audience. Designers may also understand the type of website they are designing, meaning, for example, that (B2B) business-to-business website design considerations might differ greatly from a consumer targeted website such as aretail or entertainment website. Careful consideration might be made to ensure that the aesthetics or overall design of a site do not clash with the clarity and accuracy of the content or the ease of web navigation,especially on a B2B website. Designers may also consider the reputation of the owner or business the site is representing to make sure they are portrayed favourably.
User experience design and interactive design
User understanding of the content of a website often depends on user understanding of how the website works. This is part of the user experience design. User experience is related to layout, clear instructions and labeling on a website. How well a user understands how they can interact on a site may also depend on the interactive design of the site. If a user perceives the usefulness of the website, they are more likely to continue using it. Users who are skilled and well versed with website use may find a more unique, yet less intuitive or less user-friendly website interface useful nonetheless. However, users with less experience are less likely to see the advantages or usefulness of a less intuitive website interface. This drives the trend for a more universal user experience and ease of access to accommodate as many users as possible regardless of user skill. Much of the user experience design and interactive design are considered in the user interface design.
Advanced interactive functions may require plug-ins if not advanced coding language skills. Choosing whether or not to use interactivity that requires plug-ins is a critical decision in user experience design. If the plug-in doesn’t come pre-installed with most browsers, there’s a risk that the user will have neither the know how or the patience to install a plug-in just to access the content. If the function requires advanced coding language skills, it may be too costly in either time or money to code compared to the amount of enhancement the function will add to the user experience. There’s also a risk that advanced interactivity may be incompatible with older browsers or hardware configurations. Publishing a function that doesn’t work reliably is potentially worse for the user experience than making no attempt. It depends on the target audience if it’s likely to be needed or worth any risks.
Part of the user interface design is affected by the quality of the page layout. For example, a designer may consider whether the site’s page layout should remain consistent on different pages when designing the layout. Page pixel width may also be considered vital for aligning objects in the layout design. The most popular fixed-width websites generally have the same set width to match the current most popular browser window, at the current most popular screen resolution, on the current most popular monitor size. Most pages are also center-aligned for concerns of aesthetics on larger screens.
Fluid layouts increased in popularity around 2000 as an alternative to HTML-table-based layouts and grid-based design in both page layout design principle and in coding technique, but were very slow to be adopted.[note 1] This was due to considerations of screen reading devices and varying windows sizes which designers have no control over. Accordingly, a design may be broken down into units (sidebars, content blocks,embedded advertising areas, navigation areas) that are sent to the browser and which will be fitted into the display window by the browser, as best it can. As the browser does recognize the details of the reader’s screen (window size, font size relative to window etc.) the browser can make user-specific layout adjustments to fluid layouts, but not fixed-width layouts. Although such a display may often change the relative position of major content units, sidebars may be displaced below body text rather than to the side of it. This is a more flexible display than a hard-coded grid-based layout that doesn’t fit the device window. In particular, the relative position of content blocks may change while leaving the content within the block unaffected. This also minimizes the user’s need to horizontally scroll the page.
Responsive Web Design is a newer approach, based on CSS3, and a deeper level of per-device specification within the page’s stylesheet through an enhanced use of the CSS @media rule.
Web designers may choose to limit the variety of website typefaces to only a few which are of a similar style, instead of using a wide range of typefaces or type styles. Most browsers recognize a specific number of safe fonts, which designers mainly use in order to avoid complications.
Font downloading was later included in the CSS3 fonts module and has since been implemented in Safari 3.1, Opera 10 and Mozilla Firefox 3.5. This has subsequently increased interest in web typography, as well as the usage of font downloading.
Most site layouts incorporate negative space to break the text up into paragraphs and also avoid center-aligned text.
The page layout and user interface may also be affected by the use of motion graphics. The choice of whether or not to use motion graphics may depend on the target market for the website. Motion graphics may be expected or at least better received with an entertainment-oriented website. However, a website target audience with a more serious or formal interest (such as business, community, or government) might find animations unnecessary and distracting if only for entertainment or decoration purposes. This doesn’t mean that more serious content couldn’t be enhanced with animated or video presentations that is relevant to the content. In either case, motion graphic design may make the difference between more effective visuals or distracting visuals.
Quality of code
Website designers may consider it to be good practice to conform to standards. This is usually done via a description specifying what the element is doing. Failure to conform to standards may not make a website unusable or error prone, but standards can relate to the correct layout of pages for readability as well making sure coded elements are closed appropriately. This includes errors in code, more organized layout for code, and making sure IDs and classes are identified properly. Poorly-coded pages are sometimes colloquially called tag soup. Validating via W3C can only be done when a correct DOCTYPE declaration is made, which is used to highlight errors in code. The system identifies the errors and areas that do not conform to web design standards. This information can then be corrected by the user.
Usability experts, including Jakob Nielsen and Kyle Soucy, have often emphasised homepage design for website success and asserted that the homepage is the most important page on a website. However practitioners into the 2000s were starting to find that a growing number of website traffic was bypassing the homepage, going directly to internal content pages through search engines, e-newsletters and RSS feeds.Leading many practitioners to argue that homepages are less important than most people think. Jared Spool argued in 2007 that a site’s homepage was actually the least important page on a website.
In 2012 and 2013, carousels (also called ‘sliders’ and ‘rotating banners’) have become an extremely popular design element on homepages, often used to showcase featured or recent content in a confined space. Many practitioners argue that carousels are an ineffective design element and hurt a website’s search engine optimisation and usability.
Further jobs which may become involved in the creation of a website include:
Internet marketing specialists to help maintain web presence through strategic solutions on targeting viewers to the site, by using marketing and promotional techniques on the internet
SEO writers to research and recommend the correct words to be incorporated into a particular website and make the website more accessible and found on numerous search engines
Internet copywriter to create the written content of the page to appeal to the targeted viewers of the site
User experience (UX) designer incorporates aspects of user focused design considerations which include information architecture, user centered design, user testing, interaction design, and occasionally visual design.
Jump up^Castan ̃eda, J.A; Francisco Mun ̃oz-Leiva, Teodoro Luque (2007). “Web Acceptance Model (WAM): Moderating effects of user experience”. Information & Management44: 384–396. doi:10.1016/j.im.2007.02.003.