And, that concern is not without legitimacy. One of the factors in Google’s algorithm is website size. Theoretically, what that means is that the bigger the website, the better the chance for that site to show up on Page 1 of search engine rankings.
SEO, when done the right way, can make small- and medium-sized industrial companies just as fierce competitors online as their much larger brethren.
However, in our experience, in the B2B industrial space, Google rankings don’t quite play out that way. With approximately 200 factors contributing to Google’s algorithm, website size by itself won’t vault a site to the first page. To earn top placement for important keywords, a number of on-page SEO factors need to be in place and the website needs to have built up a good backlink profile.
For instance, our client Chemical Associates, for whom we developed a new, optimized website in late 2013, now far outranks its larger competitors for important keywords in their industry. Its website, with 550 pages, has earned 25 first-page positions on Google compared to its largest competitor, Company X, which has 78,600 pages indexed in Google, but only 3 Top 10 results.
The same is true among other Chemical Associates competitors that have larger sites.
The difference among these sites is the attention given to other on-page SEO factors, and that’s where smaller sites may have an advantage.
Consider that Google recommends websites have unique page titles and meta descriptions for all their pages. That’s not difficult to do with a smaller site, but what about one that has 78,000 pages? Certainly, sites that big typically rely on database-generated content, with automated page-building functions. That makes building the site easier, but it becomes much more difficult to optimize those sites.
Now consider all the other on-page elements that require someone to make a conscious SEO-related decision, including:
- Page URLs
- H1 tags
- Alt image tags
- Page content
- Inter-page linking
Off-page linking also is affected. It’s more difficult to build a strong link profile to each of 78,000 different pages vs. 500 pages, so someone needs to make a conscious decision which pages will get off-page link attention.
The upshot is that SEO, when done the right way, can make small- and medium-sized industrial companies just as fierce competitors online as their much larger brethren.
Learn more about Pilot Fish’s SEO and web design capabilities by viewing our client testimonials.