wheel - 2:12 pm on Jul 14, 2011 (gmt 0)
Because I work in a market populated with huge monolithic international 'brands', one of the worst case scenarios that I try to plan for is, what happens if my competitors wake up one day and hire tedster. Since I'm not even in the same planetary system as tedster when it comes to SEO it looks like I'm screwed - he's going to steam roll right over top of my rankings. And it's entirely possible that could happen. But actually, it's not guaranteed. I have some surprises instore.
First, I have a headstart. I can start building for that today. I want my site built so that when tedster does his initial review of the niche, he looks at it he increases his price by 50%, and then adds in a caveat that 'it's going to be very difficult, some dude wasn't very bright, but he's been working hard for a long time.'.
So, first order of defence. Your competitors, the 'brands', are going to hire tedster in 1 year's time. What are you doing about that today?
Secondly, I am a small business, just me and my spouse. What advantages does that give me over a walmart-like entity that has hired tedster? There are lots. So second thing, what's your list of your advantages of being small vs. big?
Here's a perhaps odd example. It's a quiet week this week at work, so I want to build some links. Today I'm going to hop on my bike for a couple hours and think about it as I peddle through the countryside. So Walmart-brand has a whole team of SEO experts. How many of them can walk into work and say "It's sunny today, so I'm blowing off work today to go for a bike ride. I'll catch you guy at lunch".?
And Google doesn't know 'brands'. They only know onpage and offpage factors. I'm personally doubtful that Google cares about brands specifically, but if they are then they are only measuring those two factors. They don't know nike like you and I know nike from the swoosh and all the offline ads. They only know the attributes of the website. And I've seen nothing that says I can't get those same onpage or offpage factors that would lead an algo to believe that I'm a brand. I ignore the 'brand' aspect and do my online marketing - and frankly I think the brand stuff will come by itself.