Search engine optimization (SEO) is the process of increasing the quantity and quality of traffic arriving to your website through organic search engine. Since Google has been dominating the world wide web for many years, with 92.37% of the market share, SEO is also referred as Google marketing. With up to 75% of users do not even scroll past the first page of the search engine result page (SERP), companies are willing to spend tons of money to make sure their brand or product appear on the first page of SERP. In 2019, SEO industry is poised to reach $80 billion. With big companies spending top money in their SEO tactics, is it possible for small companies to outrank them on the first page of SERP?
Keywords is one of the most important element in SEO. Up to 50% of the searches consist of at least 4 words. Small companies can focus on the differentiation of its product and identify the appropriate long-tail keywords with minimal competition1.
Google auto-suggest might be able to work in your favor, if you are able to tag your company or brand onto some specific long-tail keywords.
However, there is only a limited number of search results on the first page of Google. Is it then impossible for new comers to challenge established long time top ranking companies on the SERP?
The SEO now is very different from the SEO 10 years ago. Google is constantly updating its algorithm, and it is often unpredictable. Such updates were first used to counter the black hat SEO, but now I suspect it is used to make companies purchase Google Ad, as it is so difficult to game the SEO. However, every time there is a new update, there is a new opportunity for new comers to dethrone the established brands or companies on the SERP.
If you are interested, here is a long list of updates Google has implemented in the past.
Internet of THINGS (IOT)
In 2015, Google says more searches were done on mobile than on desktop. Similar trend is predicted to happen for voice search. With the IOT taking over, smart watches and smart speakers are getting common among users.
Perhaps SEO with voice search is another opportunity for new comers to explore. With Amazon voice search getting more intuitive, it is another possible venture with less competition.
There are many ways for new comers to challenge established top rank brands and companies, what other ways can you guys think of? Please leave a comment below!
- Kim, W. C., & Mauborgne, R. A. (2014). Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press