Perhaps that explains why the writer didn’t manage to find many for their article? You’ll have to go to page 2 if you want to find actual SEO software.
GOOGLE STACKS SOFTWARE
results for “best SEO software for small business” include a article that inexplicably recommends a dashboard tool, a PPC tool and a social media tool as the best SEO software options for small businesses. Google’s big brand bias is not just limited to ecommerce. But you’ll have to go all the way to page 3, past catalog pages from big-brand stores like Big Lots and Jo-Ann’s, before you reach niche experts and, two of the leading fairy garden sites. 1 result will give you an ad-riddled slideshow with one sentence including 15 examples lifted from other peoples’ websites. They rank on page 2, below a slew of vapid pages from Walmart, Costco, eBay, Sears and Sam’s Club. Meanwhile, one of our clients is a leading seller of massage tables online with dozens of pages of well-written educational content, informative graphics, original research and buyer’s guides. 1 for “massage table,” with a single product listing offering less than 200 words of error-riddled content so poorly written that it’s painful to read: “Our table legs thicker very sturdy, Double knobs on legs… Use the same steel used for auto brake for wire.” Related: 10 Tweaks That Can Boost Lagging Articles Onto Google's First Page A double standard for content quality.įor some keywords, Google’s preference for big brands was particularly egregious. 4 times more likely to have a page takeover/ lightbox popup.73 times more likely to have autoplaying video ads.220 times more likely to split the content over multiple pages in an annoying slideshow.More than 56 percent of small businesses needed to use their home page to rank, while only 5 percent of big brands did.īig-brand pages ranking in the top three were:.Small sites scored almost twice as high on website relevancy, meaning they have more content focused on that specific topic.The pages on small-business websites needed 14 percent more content to reach the first page of results.In order to rank in the top three, small-business websites needed greater topic expertise than big brands (12.5 percent higher topical relevancy).Ranking pages on big brands were 3.3 percent less relevant than ranking pages on small sites.Amazon alone ranks for almost 70 million commercial keywords, from “fidget spinner” (5,000,000 monthly searches) to “dog walking devices” (10 monthly searches). Many search engine results increasingly look like the online equivalent of a big-box strip mall, where the same 5 or 6 companies dominate everywhere you look. Related: This Ingenious PR Strategy Will Improve Your SEO Big brands dominate online and off.
However, according to new research, the bar for “great content” is a lot higher for small- business websites than it is for larger, well-known brands like Amazon, Walmart, Yelp or eBay. Surely Google will rank your article higher, right? After all, Google reps never waste an opportunity to remind us that the key to high rankings is simply writing great content. Meanwhile, a freelance writer, new to your industry, spends 20 minutes writing an 8-sentence description for an Amazon product page. Imagine you’re an entrepreneur who’s just written a comprehensive, well-researched and entertaining article about a topic in which you have decades of experience.
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