Small companies are at a disadvantage in most areas of business — and SEO is no exception. It is often difficult for SMBs to compete with the budgets and reach of big names, but Google relies on factors like engagement and website size to determine the ranking of content. Worse still, it is also more difficult for small businesses to gain backlinks, which are key for demonstrating authority.
You know that, with your SEO services, small businesses can compete effectively with large corporations. By demonstrating this to potential clients, you increase your chances of closing a sale.
Focus on Their Niche
Many small businesses have the idea that they will be able to gain more visibility online by covering a variety of different topics. Present examples that show how the companies you’ve worked with were able to be more competitive when they focused just on their niche and created content accordingly.
Choose the Right Keywords
Explain how your agency will find long-tail keywords, specific to the business’s niche, that have little competition but offer many opportunities. Point out that this requires knowledge of what kind of keywords work — and that it’s unlikely that anyone in the company possesses this knowledge. You may even like to ask what keywords the marketing team is currently using to demonstrate the flaws in these choices.
Talk about how long-tail keywords can even be full sentences, especially when they include a location. Show how such keywords place content on the first page of Google, receive plenty of clicks, and increase the amount of qualified traffic.
Target Local Customers
Discuss other ways your agency will provide a local focus to SEO. For instance, talk about how you can create hyper-local content to position the brand as a valuable source of information and part of the community. Small businesses have insider knowledge of regions and neighborhoods that big brands never come close to gaining.
In addition, explain the importance of online reviews for SEO and how reviews are not completely out of the control of the company. Explain how you will use tactics to encourage customers to leave more reviews without breaking any terms of service.
Develop an Editorial Calendar
When small businesses have to face unexpected problems or when they have a particularly heavy workload, it’s all hands on deck. Tasks that seem less essential, like content creation, may be pushed to one side.
You know that it is critical to publish content on a regular basis to maintain an active presence online. Talk about how your agency will always be able to meet content requirements. Also discuss the necessity of an editorial calendar to ensure you release different types of content on a balance of topics.
Optimize Popular Pages
If the business has had an online presence for several years, make sure that you discuss how you will use this to the company’s advantage. The likelihood is that the website already has some popular pages that could be performing much better if they were optimized. Explain how your agency will locate these pages and make the necessary changes.
Uncover Hidden Problems
Small businesses are sometimes unaware of problems they have on their websites. As soon as you resolve these issues, they’ll notice a big difference in their rankings. Use a website analysis tool, demonstrate your knowledge of Google Webmaster Tools, and show your ability to resolve flagged issues.
Improve Their Social Media Presence
It is a challenge for most corporations to give their brand a personal feel. However, it is simple for small businesses, especially when they harness the power of social media. Present a few ideas of how you will personalize experiences on social channels to connect better with prospects. Explain how this will increase engagement with posts and why this is crucial for SEO.
Bring the Necessary Talent
A company is not small when it has your agency behind it, as it has all the talent needed to make a big impact. When a business chooses your agency, it is instantly equipped with a team of content creators, web designers and developers, social media specialists, and other experts.
As well as talent, your agency can provide valuable connections across the Internet. Point out that this will allow the business to have its content published in other places, including top websites for the industry. Like this, the business can start receiving quality backlinks, which will help Google see it as an authoritative resource.
Small businesses may feel that SEO is useless if they think they are unable to compete with big businesses. It is your job to show them that they’re wrong. Present examples of small businesses you supported in similar situations to demonstrate how, with the help of your agency, websites rank higher and bring in far more qualified leads. Plus, be sure to point out that an effective strategy is the only way to compete with other small businesses using SEO.