In a recent presentation at the Federation of Small
Businesses Adrian Tatum, CEEO of Aylesbury SEO Company
Effective Business Growth Ltd, highlighted how the web levelled the playing
field between big and small businesses.
Adrian outlined in his keynote speech that fact that on the
web all businesses can be equal; the guy working from his back bedroom can take
the same top slots on the search engines rankings as a FTSE 100 company.
The internet is a great leveller, where as in the high
street you need to spend big money to look like a big player, the gap in
development costs between a great looking website and a back street looking
website is negligible.
Any business can, for less than a couple of thousand pounds
have a very professional looking website up and running. This can be linked to
all the major social properties like Facebook, LinkedIn and Twitter and be
doing business in a few days.
The expense really starts to come when it comes to the
internet equivalent of what street you want your business to be on. For example
the Bond Street or Oxford Street of London is probably equivalent to page one
position one of Google SERPS for you best converting products in your business
Eventually any business wants to obtain this Bond Street
location. However, if you are a very niche player with very specialist products,
you may not need this premier location
for your shop front. Your customer will make the effort to come and visit you wherever
you are in the country or on the web.
Businesses starting with their first web presence should
remember even Marks and Spencer’s started off on a market stall. The web is very similar, you cannot expect to
launch a new website and instantly be in the number one position for the most valuable
web search terms. This will take time,
money and effort investment in search engine optimisation is essential.
It is important to be realistic with what you want to rank
for when starting or developing any search engine optimisation campaign.
It is better to be in position 1 for a search term getting 100
searches a month than position 999 for a term getting 5000 search a month. The former will get visitors to your website
the later will not.
If you pick your SEO battles carefully, as your site gets more
and more visitors you will be able to target more and more competitive search
terms and eventually you will end up in position one for your ideal search
In summary,yes small businesses can really compete on the
internet, but have realistic expectation and big battles that you can win, if
you win enough small battles you eventually will win the war.