How Can a Small E-Shop Have Chance to Get Traffic While Large E-Shop Posts Lie Down on the SERPs?

Tage
Hello everyone, Wondering if I could get some thoughts on a challenge we face with organic traffic.
We're a fashion and interior multi brand and a lot of our brands are small and do not have great search volume. Another challenge is that larger retailers who stock the same brands will have a high search rank.
Thinking about the business as a whole or within specific brands (examples include Stussy and Mina Perhonen) how would you work around these limitations?
All thoughts and suggestions most welcomed!
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Price
you will always suffer with bigger brands. focus on kick ass content. in a Search Engine Result Page (SERP) it's meta data generally that shows, stand out.
target lower volume search terms with less competition? 👍🏽2

Tage ✍️
Hey Michael, good to get your thoughts. Do you have any further info on the importance of the meta data in that sense? Also, the multibrand I'm working on is fairly established – 10 years in the game. So it's worth a shot taking against bigger brands if we can make an impact? Thanks again.

Joe
I have the same problem I 158 brands at the moment iv created brand landings pages for each brand and gone after low-rank keywords all so added product mark up and made sure site is fully responsive. 👍🏽1

Tage ✍️
Agreed. Always necessary to add the landing pages.

Daniel
Forget Search Engine Optimization (SEO). Market through ads and influencers

Tage ✍️
Thanks Daniel. Appreciate it's difficult but if I'm without a choice then what would you suggest? Baring in mind the company I'm working on has 10 years in the game so it's not about taking on bigger well established companies.
Daniel » Tage
you will struggle bud, without a stupendous budget.
Tage ✍️ » Daniel
😕 In essence, it's oversaturated?
Daniel » Tage
yup. Look each search has only 10 slots. 8 of any real value. Most keywords you will have chance of ranking for will carry under 1k traffic. Local carries some value. If you are not a brand/authority resource in Google's eyes, you won't stand much of a chance. You can pick up influencers immediately and advertise on social media. See your brand has grown…then think Google. If you have enough to buy lots of post links etc May be you have a chance…but it is very expensive. Just my opinion 👍🏽1

Thomas
Focus on other keywords. You'll want to attract an audience with your location, service, variety etc. Things like "vintage clothes town name". You want to target the words and traffic the big brand names won't touch 👍🏽1

Tage ✍️
Hey Thomas, thanks – that sounds reasonable. Do you know if there would be any reason for a SERP to show a website closer to you in location than one further away as long as it's relevant. For example, two competing stores in opposite sides of a city?
Thomas
I doubt there would be much of a difference location-wise between a business on the east side of the city compared to one on the west side for example. (Since they'd both be considered to be a part of the city/town)
But you could then target based on suburb or region. There are always other ways to categorize.
If you're targeting on a micro scale like that – you may be able to show up on more local searches. 👍🏽1

This may satisfy you: Marketplace Websites Get Each First Page of the SERPs With Lots of Keywords They Drive Visitors Who Are Intending to Purchase
Thomas
Like Price suggested – lower volume search terms with less competition 👍🏽1

Price » Thomas
people under estimate the long tail. You can also target content better for specific terms and this drives increased conversion rates 👍🏽2
Thomas » Price
Totally agree on long tail often being overlooked and being a better conversion since it's more targeted. 👍🏽1
Tage ✍️
Thanks Thomas and Price. I appreciated the tips. Could you give an example of that? I tried to find further info online. Much thanks!
Thomas
"SEO London" would be considered a short-tail keyword.
"Backlink Analysis London" would be considered a long-tail keyword.
You can use keyword planner and other tools (but generally stick to Google's own metrics) to work out the rough volume of traffic you are likely to get for each word.
Basically short-tail keywords are shorter in length and more of a general query and they can be included in many, many searches.
Long-tail keywords are longer in length (more words) and contain far more specific terms and because of that are more tailored to a specific query or concept.

Capper
If you are offering the same product as other big brands you have the added opportunity of being more creative and nimble with your targeting – different variations and combination of search queries.

Tage ✍️
Thanks Tim, so I should look at what my competitors are targeting and rearrange relevant keywords to form long tail keywords?

Suárez
Think outside of the box. Blog. Target low comp keywords around those products 👍🏽1

Tage ✍️
Perfect, thanks Angel! 👍🏽1

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