Would you think it’s possible to get your small company to rank better than a Fortune 500 company like Amazon or eBay? If you’re shaking your head no, think again. Though many marketers gawk at the sound of another search algorithm update, it’s these changes that have leveled the playing field for small and large companies. The ball is in your court. Just because you don’t have billions to spend on marketing doesn’t mean that your brand has to succumb to second place.
Getting your brand to rank well is possible, but it takes a lot of practice and patience. In order to boost your ranking, you’ll need to be ready and willing to commit this. If you feel that you are, you’ll find this post to be very helpful. It’s packed with the right advice and practical tips to boost your ranking. If you’re content always being outranked by your competitors, then we’re sure there’s something fun on Distractify to read instead.
Are you still with us? Great. Let’s get started.
Why Fortune 500s Rank Higher Than You
First thing is first. You need to understand why competitors like Amazon always get top spots in the rankings. You may be thinking it’s because of their budget. You’re right. Amazon spends $3 billion marketing their website. It’s not that they’re paying for their spot per se, but instead paying to build their brand and instill trust in consumers, factors that Google rewards. You can bet your bottom dollar that most Fortune 500 companies are spending millions or billions on their marketing, too.
Another factor that Fortune 500 companies tend to have on their websites is a lot of links. Many people link to big companies because they have a lot of product in stock, and they are reliable sources of information. Sites like Amazon also give websites incentives for linking to them (check out their Affiliate Program).
Fortune 500 companies are also likely to have websites with superior architecture. Customers have an easy time shopping for products, reading reviews, looking at pictures and using the shopping cart feature. There are multiple shipping options, and inventory and shipping costs and dates are displayed in the shopping cart.
These are just a few of the ingredients that improve rankings for your competitors: a large, flexible budget, strong links and easy navigation.
How You Can Help Outrank Your Larger Competitors
Now that you have a bit of information about why you’re website is sinking below others, you can better understand what you need to do to lift your site up. Here are some practical tips for improving your ranking.
Develop a keyword theme for your bestselling items. You may search for “foldable tent” and someone else may search for “pop-up tent” to describe the same item. It’s best to optimize for all related keyword phrases on your product page so that you drive more organic traffic.
Pay attention to keywords that convert. The sooner you discover which keywords generate sales, the better your SEO will be. A quick way to learn this information is by setting up two test ad campaigns and determining which keywords perform better.
Write keyword-rich product descriptions. Your product descriptions should be some of your best copy, not just a few words thrown together. Include words that shoppers use to search for the product, converting keywords and information that helps answer popular questions. Do not just copy product descriptions from the manufacturer’s website.
Write an “about us” section. Tell visitors who you are, what you stand for and why you do what you do. You don’t need to write 2,000 words about your background; instead write about 150 words about your brand. This will be posted on directories, forums and niche sites.
Encourage product reviews. A great way to generate links is to ask websites in your niche to produce product reviews. You want to work with quality websites that have a strong following, so check the domain rank and follower activity. These sites may be happy to run a giveaway.
Practice remarketing. Show ads to people who have visited your website but didn’t convert. While remarketing won’t improve SEO, it will help consumers to recognize your brand and build trust. Plus, remarketing is an affordable and effective marketing tactic.
Get links from the manufacturer. An easy way to get more quality links is by asking the manufacturer to list your website. You’ll have to give the sales rep a call first and ask them nicely, but they will probably be happy to give you the link since it encourages more sales.
Build internal links. Google is more forgiving with internal links, so you have some room to grow with this one. Use keyword-rich anchor text for internal linking throughout your site. This will help users and Google find their way around top products and categories. Of course, you don’t want to overdo internal linking, so use them appropriately.
Join niche-specific forums. Find forums that relate to your niche to see what they think about your brand and products. Some forums have strict rules about who can join, so don’t sign up if you don’t fit the criteria. However, if the forum allows resellers to join, you can interact with members and gain insightful information. Then use this information to create helpful buyer guides.
The best way to get your company to the top of the SERPs is by building a brand. You may not be able to turn it into a household name, but you should be able to create a strong presence in your particular niche. This way, when people search for products in your category, it’s your brand that will come out on top. This is how you can outrank Fortune 500 companies like Amazon.