Big Sites Don`t Automatically Rule Search Engines - Ways a Small Site Can Win
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So the fourth bullet point implies that you should make sure your content is highly relevant to what your target audience is looking for, if you're hoping to get traffic. That means giving your audience better content than they can find with the big guys. How do you do that?
Think about what the big site doesn't do well that you do – or that you can do. Is the site's information fairly generic? Get more specific, with case studies, book reviews, whatever seems suitable. Is it poorly organized? Make sure your visitors have no problem finding your content; set it up in sensible categories (which is a good idea anyway).
Maybe your competitor sticks with articles when they want to explain things. Spice up your site with some how-to videos and good images, properly optimized so the search engines will be able to find them easily and know where they belong. With many search engines using blended search to mix various kinds of results together, you could make a good video that outranks your competitor's text-based content.
So, what have we learned? Relevance is important; make sure your content is relevant to your key words and that your backlinks match your content profile. Focus your key word and key phrases; don't expect to beat your larger rivals on every key word query, but pick a few and fight with those. Stand out from larger sites by offering something those sites don't; do something much better, or different, or with some kind of added value. You're not going to win in the SERPs or with your visitors unless you can find some way to stand out – but you CAN win. So give it your best shot. Good luck!
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