What Small Businesses Can Learn From Enterprise SEO Strategies

Did you know organic search accounts for 53% of website traffic? SEO is still vital for businesses of any size who want to get this coveted traffic. But for small companies it can feel like an uphill battle when going up against the big guys.

Large enterprises have huge budgets and can allocate a ton of resources to SEO, which leaves smaller companies wondering if they can have a seat at the table in the search results.

I’ll let you in on a little secret — a Fortune 500 budget isn’t required to apply SEO strategies that really work! Many of the tactics successful enterprises use can be scaled down and simplified to fit the specific needs of small businesses.

In this article, I will outline practical approaches for small businesses to implement enterprise-level SEO strategies that deliver results.

Data-Driven Decision Making

Enterprise Approach

Enterprise companies thrive on data to drive SEO decisions. However, they often have big budgets to invest in advanced analytics tools, and people dedicated to configuring the tools and data analysis.

Small Business Adaptation

Small businesses might not have large budgets, but they can still collect and analyze data to make informed choices on how to proceed with their SEO strategy. Many affordable or free tools are available like Google Analytics, Google Search Console and entry-level plans for other SEO tools.

We offer some free SEO tools to get you started. Our SEOToolSet® offers an affordable subscription model, too.

Here’s how small businesses can use these tools effectively:

1. Keyword performance: Use tools like Google Search Console to track which keywords are driving traffic to your site and refine your content strategy accordingly. Check out its performance report for more.
2. User behavior: Leverage Google Analytics to monitor metrics like engagement rates, bounce rates and a plethora of other user metrics, so you can identify areas for improvement on your website. Check out our beginner’s guide to GA4 for more.
3. ROI tracking: Monitor conversions to assess which activities are contributing to achieving your business goals.

Focusing on key indicators helps small companies better align SEO efforts with wider marketing objectives.

Strategic Keyword Targeting

Enterprise Approach

Large enterprises have the resources to target both high-volume competitive keywords and long-tail variations, creating a broad keyword strategy to capture diverse traffic.

High-volume keywords help them dominate highly competitive spaces, while long-tail keywords allow them to cater to specific audience needs and intent.

Small Business Adaptation

Targeting long-tail keywords is a smart strategy for small companies with limited resources because it’s so cost-effective.

Competition for long-tail keywords is lower, giving small websites more chances to rank. Additionally, they align closely with user intent. Plus, Google’s AI Overviews is primed for long-tail searches.

Here’s how small businesses can implement strategic keyword targeting:

• Start with audience research: Understand what your customers are searching for and what problems they’re trying to solve. Check these three steps to define your target audience for your SEO program.
• Use affordable keyword tools: Platforms like Ubersuggest, AnswerThePublic or free versions of popular SEO tools are a good place to start. You can learn more about our SEO tools or our free keyword tool here.
• Analyze competitor keywords: Study your competitors’ keywords and look for gaps where you can insert yourself with less effort. SEO tools can help here.
• Optimize for voice search: Long-tail keywords naturally align with conversational phrases used in voice searches (e.g., “What’s the best bakery near me?”). Check out how to do SEO for voice search.

Strategic keyword targeting allows small businesses to compete effectively in the search results and drive meaningful traffic to their websites without the need for massive budgets.

Content Silos for Authority Building

Enterprise Approach

Large enterprises can deploy SEO siloing at scale, where they organize their website into structured categories, or “silos,” each focusing on a specific topic in detail.

This method involves creating a central pillar (landing) page with a supporting section of content with comprehensive information on a subject.

However, it can require a lot of content, and some small businesses don’t have the bandwidth.

Small Business Adaptation

Small businesses can adopt a smaller-sized SEO silo initiative by focusing on only the most important keywords/topics to start (instead of building out many silos to match each business offering).

The benefits of content siloing are vast, including:

• Improved SEO: Separating content into silos helps search engines understand its relevance to search queries, potentially leading to higher rankings.
• Better User Experience: A well-structured site helps visitors find related information quickly. A good user experience increases engagement and reduces bounce rates.
• Authority building: Thoroughly covering a topic and related subtopics turns your site into a go-to resource that builds trust and credibility in your industry.

Here’s how to get started:

• Identify the core topic: Determine the main keyword and topics that align with an important business offering and audience interest.
• Create the silo: Develop at least six webpages (a landing page and five subpages) that cover this core topic in depth.
• Use tools: If you’re short on time or writing skills but still committed to quality, you can safely use an AI content generation tool with the right process in place for quality assurance. See my articles on this, such as Top Benefits and Drawbacks of Using AI Content Creators and 3 Ways to Add a Human Touch to AI-Generated Content (my article at Search Engine Land).
• Regularly update content: Keep your silo current with the latest information to maintain relevance and authority.
• Monitor performance: Use analytics tools to track the performance of your content silos and adjust your strategy as needed.

SEO silos can be a game changer for some sites. Start small and see how becoming an authority on a topic can help drive targeted traffic.

Learn all about SEO siloing:

• SEO Siloing: What, Why, How
• 5 Times When SEO Siloing Can Make or Break Your Search Engine Rankings

Maintaining Technical SEO

Enterprise Approach

Large companies keep their website competitive by investing heavily into technical SEO strategies. Technical SEO makes websites run seamlessly for both visitors and search engines alike.

However, technical SEO may seem like another world to smaller businesses who don’t understand its purpose or where to begin.

Small Business Adaptation

While small businesses may lack the budget for enterprise-grade technical SEO, they can still achieve significant improvements.

Some of the benefits of incorporating technical SEO include:

1. Higher Rankings: Search engines find it much simpler to index your site when technical SEO issues have been properly addressed, leading to higher ranking and more visibility.
2. Enhanced user experience: Offering users a swift, mobile-friendly and secure website keeps users engaged while increasing metrics like time on page and conversion rates.
3. Cost-effectiveness: Technical SEO improvements such as optimizing images to speed up website load times or installing HTTPS can reap substantial rewards with only minor investment.

Understanding technical SEO and its core fundamentals will drive long-term success.

Here’s what small businesses can do to adapt:

1. Conduct a basic SEO audit: Make use of free or affordable tools such as Screaming Frog or Google Search Console to detect common technical issues like broken links, duplicate content and missing meta tags. You can also use our Check Server Page tool from the SEOToolSet® for free at any time. Check out What Is an SEO Audit? And learn more about the different types of SEO audits.
2. Optimize for page speed: Tools such as Google PageSpeed Insights and GTmetrix can help you pinpoint any speed issues on your site and offer actionable suggestions on how to fix them. See How Fast Should My Webpage Be? to learn more.
3. Ensure performance: Tools like Google’s Lighthouse help resolve performance issues.
4. Implement HTTPS: Most sites today implement HTTPS, but if your site is not yet a secure (HTTPS) website, know that it’s a baseline expectation for both users and search engines. Services like Let’s Encrypt offer free SSL certificates to secure your site. Check out HTTPS for Users and Rankings for more on this.

A word of advice — technical SEO is not easy. Have an SEO professional and/or web developer implement the changes to avoid problems down the road.

However, focusing on foundational technical SEO tasks can lead to big gains in traffic, user satisfaction and search rankings.

Learn more about technical SEO:

• Technical SEO vs. On-Page SEO: The Differences
• 5 Technical SEO Best Practices You Can’t Ignore
• 5 Unusual Technical SEO Best Practices

Content Repurposing for ROI

Enterprise Approach

Enterprises get more out of their content by repurposing and republishing it in different formats. This extends the life of a single piece of content and reaches more people across different platforms.

However, enterprise businesses usually have content teams — or at least a dedicated content creator and digital marketer to facilitate this. The good news? Small businesses can replicate this strategy without a massive content team or a huge budget.

Small Business Adaptation

With a little bit of creativity and the right tools, you can transform your existing content into multiple formats to extract even more value. No enterprise-level resources needed!

Here’s what to do to get started:

• Find high-performing content. Go through website data, analytics or social media metrics to find pieces of writing or video that resonate the most with your target audience.
• Repurpose strategically. Make a list of all your well-performing blog posts, then turn them into a series of social media posts, video tutorials, an email newsletter or maybe an infographic.
• Tools like Lumen5 can help you turn text into videos in minutes. For graphic design help, try using Canva.

Repurposing content improves the chances of connecting with new potential customers.

Scalability and Automation

Enterprise Approach

Large businesses rely on scaling and automation technologies to run efficiently.

Small businesses might lack the funds necessary for investing in enterprise-scale systems; nevertheless, they can implement automation solutions on a limited budget.

Small Business Adaptation

Small businesses can work smarter with the help of affordable tools and simplified workflows, not harder.

To get started:

• Social media scheduling: Tools such as Buffer or Hootsuite help you plan and schedule posts across various social platforms with precision. You can save hours without having to post manually.
• Workflow integration: You can automate repetitive tasks with Zapier to create streamlined workflows. Zapier connects different apps like Gmail, Slack and Google Sheets. For instance, you can automatically add email inquiries to a spreadsheet or send reminder notifications to your team members.
• Keyword tracking: Affordable tools or free options can help track keyword performance and SEO progress.
• Schema markup: Use tools like Dentsu’s Schema Markup Generator to create structured data for your website without requiring advanced coding skills. Be sure to follow up by testing the implementation. For more, check out 6 Useful Tools for Getting Structured Data Right.
• Reporting: Set up automated Google Analytics or Search Console reports to stay updated on website performance without manual data pulling.

Automation can help small businesses scale their efforts and free up time for other things.

With a little upfront effort, automation can become your secret weapon to achieving enterprise-like results on a smaller budget.

Final Thoughts

SEO doesn’t have to be intimidating or reserved for enterprise-level companies with vast resources.

Start small and prioritize, leverage free or affordable tools and think long-term. SEO is a marathon, not a sprint. Those incremental improvements will add up over time.

Don’t have the resources to build a successful SEO program yourself? Let our SEO experts do the work for you.

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FAQ: How can I utilize small business SEO strategies to help build authority and user engagement?

Small business SEO is a different approach than enterprise SEO. It entails customizing SEO techniques and tailoring them to meet the unique requirements of smaller companies. Larger enterprises tend to specialize in more general markets or niche groups; smaller enterprises often specialize in local markets or niche groups which call for long-tail keywords targeted towards local searches that draw in visitors.

Content provides small businesses with the perfect opportunity to showcase their expertise and establish themselves as thought leaders within their industry. By regularly publishing high-quality blog posts, articles or videos with quality content they are building brand trust while engaging their target audiences through an authentic experience with brand and creating lasting loyalty in customers.

Engaging your users is at the core of digital marketing. Involve them with interactive elements such as polls, quizzes and comment sections. Webpages that load fast and have a user-friendly navigation make it more likely for users to come back, share what they like and recommend your brand.

Local SEO should be prioritized by small companies looking to establish themselves in their community and connect with customers. Optimizing Google Business Profiles with accurate information will not only boost SEO rankings but also build customer acquisition while positioning you as an authority figure in the local area.

Social media platforms allow your brand to connect directly with its target market. Frequent posting, replying to comments, joining conversations and joining groups all build your visibility and increase credibility for the business.

Tracking success and adapting strategies accordingly are two integral parts of business management. Google Analytics makes this easy by showing what works and doesn’t on your site. With metrics such as traffic levels and engagement rates to view, this tool gives insights into whether SEO strategies align with business goals.

Step-by-Step Procedure:

1. Establish Your Target Audience: Learn who your customers are and their online search behaviors to create an audience for your products or services.
2. Conduct Keyword Research: With tools in hand, conduct extensive keyword research that aligns with your business goals and find keywords which meet them.
3. Optimize Your Website: For optimal website performance, ensure it is user-friendly, mobile responsive and speedy for maximum impact.
4. Produce Content of Superior Quality: When crafting content that provides added value and meets audience requirements, strive for superior quality content production.
5. Implement Local SEO Techniques: Take measures to enhance both Google Business Profile and local listings’ optimization for local searches.
6. Engage on Social Media: Stay engaged with your target audience through platforms such as Twitter. Engage them directly for maximum effectiveness.
7. Analyze Performance: Analytics provide an effective means of keeping up with progress and recognizing areas for development.
8. Keep Up With SEO Trends: Stay aware of emerging SEO technologies and adapt strategies accordingly.
9. Create Backlinks: Secure high-quality backlinks from reliable sources.
10. User Experience: Improve user navigation, loading speeds and overall website usability.
11. Implement Technical SEO: Technical SEO improves user experience and makes it search engine-friendly. Focus on implementing technical SEO measures.
12. Optimize for Mobile: Optimize your website so it works equally across mobile devices for the optimal experience on every screen size and browser type.
13. Engage Your Community: Participate in community events to foster relationships and make lasting bonds within your local area.
14. Use Email Marketing: Email marketing allows you to directly provide offers or content directly to your audience.
15. Conduct Competitor Analysis: Gain an in-depth knowledge of what makes each competitor tick by closely inspecting them to understand what drives their operations and any areas for weakness they might possess.
16. Solicit User Reviews: In order to increase credibility, gather user testimonials as proof.
17. Enhancing Your Strategies: As part of ongoing SEO optimization efforts, strive to continuously make improvements based on data.
18. Consistency: Ensure all your business information is accurate and consistent across different platforms.
19. Increase Engagement: Visual content such as images, videos and infographics can increase engagement with your users. Find ways to incorporate these frequently throughout your content.
20. Voice Search: With more and more consumers using voice-activated search, make sure your content can be reached using this method of research.
21. Paid Ads: Use paid advertising to expand your reach and visibility.
22. Foster Brand Loyalty: Engage customers through exceptional services and strategies in order to foster brand loyalty for your brand.
23. Stay Patient and Persistent: SEO is an ongoing project which needs constant efforts over time to produce positive results.
24. Celebrate Successes: Make time each week or month to recognize and reward successes achieved within your workplace.

Implementing small business SEO strategies effectively is crucial to increasing authority and user engagement for any small enterprise. Not only will your online presence expand; taking these steps will also create trust with audiences while forging lasting relationships that lead to long-term success.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.