Many small companies have concluded that SEO is no longer feasible in this day and age. They believe that with Google favoring big brands and larger businesses throwing huge amounts of the budget at their SEO efforts, it has become impossible to compete. However, if you know the right places to look, there is still a huge amount of opportunity to succeed in the organic search results and use it as a place to help your business flourish, even on a small budget. We focus our work on SMEs for several reasons, but one of the key ones is that it allows many approaches that aren’t feasible or catered to at the enterprise level.
If you exploit that advantage as a small business, there are many potentials to grow your audience and your business. This is even truer in the travel industry, where there is a huge and sustained audience of people who will always want to go on holiday and travel the world. The process they go through when booking a trip is complex and packed with different points where you can be found. Size isn’t everything, so I’ve pulled together seven ways you can use being small to your advantage and get in a position to battle with the behemoths and come out on top. As a smaller business, it is much easier for you to create content with specialist insight in your niche than a large company that is outsourcing its content to agencies or getting junior writers in-house to do the job.
You can also benefit from a different strategic approach. Larger companies will always focus on the high-volume phrases people are searching for and task their internal teams or agencies with ranking for those. However, in travel, there is so much longtail traffic to be had that by creating content around the wider topical areas in your niche, you can get traffic which the big brands are ignoring. You’re no longer up against them because they don’t even have content trying to rank for it. This boils down to two particular actions which will bear significant fruit if you implement them. Where the big companies create a few top-level pages for the high-volume phrases people are searching for, you need to go deep. Analyze the entire user journey from the moment users start researching their trip to make a purchase and cover off all areas they might be searching.
This might follow a process like the one below:
- best places to visit in April
- Spain holidays
- best cities in Spain for families
- things to do in Seville
- things to do in Seville with kids
- Plaza de Espana
- family-friendly restaurants Seville
- luxury family hotels in Seville city center
There are many opportunities to get found in that process without ranking for “Spain holidays” and going up against the big boys. If the rest of your website is doing its job, it could only take being found through one of them to turn a visitor into a potential customer.