12:17pm
Saint Paul
The way I see it, there are only three ways to compete with SEO.
1. Be huge. I mean it. Some companies—I’m looking at HubSpot—were built on SEO. And they now dominate that space. The only way to compete for a single page ranking is to create longer content, add more keywords, get more inbound links. It’s an arms race, and one that the big guys won’t give up on easily.
So, for most companies, this is probably a losing proposal.
Especially in the time of AI. Everyone can use ChatGPT to crank out content. But the companies that focus on creating a connection with their audience, providing a real solution to solve real pains, is going to win.
Not more content. Better content. Somehow, better than what’s already crushing.
But luckily, you have more SEO options.
2. Be local. For local companies—plumbers, electricians, retail, etc—SEO is a great opportunity. Anyone who needs a plumber is going to search “plumber saint paul mn” or maybe by zip code, “plumber 90210.”
Those prospects aren’t looking for an education in plumbing. They’re not on a long buyer’s journey. They have a job, they need it done.
If you’re a local service provider or retailer, you have SEO on your side. Because there just isn’t the same global competition that large corporations have.
Use the right keywords, make your site easy to navigate and customer-focused, and you’re on your way. (But if you want some help… I’d talk with the fine people at Tried and True Digital Marketing—tell them Jeffrey sent you)
Finally… the remaining way to win at SEO:
3. Be hyper-niche. Be in a category of one… so that when your audience googles “cat-hair t-shirt” your website ranks high.
(I just tried this search. Lots of cotton shirts available. None made from actual cat hair—this may be your opportunity.)
Anyway.
For everyone else?
The small companies, the crowded markets, the dime-a-dozen solutions (like cotton t-shirts)?
That’s where advertising and positioning come into play.
Love it or hate it… digital ads are a guaranteed way to get your company or service or solution in front of people who need it. And then you use positioning to be different.
Email marketing, too. Build a list, write to it. Offer something of value with every email—knowledge, humor, outrage, insights, whatever—and plug your services at the end.
And if you don’t like to write emails? Hit me up.