What chance for the small guys?

[YoFluffy]

We're in travel, a huge pond with big players, but up until now our niche has been pretty much overlooked by the big players. Last week there was an article on our sector and the newspaper article suddenly appeared from nowhere to high up on page 1.

This made me wonder what would happen if suddenly the big guys in travel (who've previously overlooked our sector) suddenly optimise for our terms? Would we stand any chance at all against sites like Thomson or Thomas Cook even though we're specialists? Is there a chance that we, and the other specialists in our sector, could end up buried deep in google somewhere if the big guys set up a few well optimised landing pages?

[SEO_AM]

Is there a chance a competitor, big or small, may beat you? Of course.

Get your eyes off of the rear view mirror and look towards the horizons. Develop strategies that will keep you competitive no matter the circumstances. Implement those strategies today. By the time that FEARED competitor moves into your market, s/he will already find you there in your niche... hopefully dominant.

Bottomline: The only thing that slows down or keeps competitors from entering a market are barriers to entry. Do as much as you can to enhance those barriers.

[EGOL]

We're in travel, a huge pond with big players, but up until now our niche has been pretty much overlooked by the big players.

You know what they say about the value of "high ground". Take as much of it as you can as soon as possible. Then start digging in, sand bagging, fortifying, provisioning.

Last week there was an article on our sector and the newspaper article suddenly appeared from nowhere to high up on page 1.

Sounds like an easy niche, once overlooked, now on the radar.

This made me wonder what would happen if suddenly the big guys in travel (who've previously overlooked our sector) suddenly optimise for our terms?

They toss up their pages today... take top SERPs across the board tonight... and in the morning you are screwed.

Is there a chance that we, and the other specialists in our sector, could end up buried deep in google somewhere if the big guys set up a few well optimised landing pages?

You know what they say about the value of "high ground". Take as much of it as you can as soon as possible. Then start digging in, sand bagging, fortifying, provisioning.

[Jocelyn]

Yep... niche or not, when they move in, they move in. Used to get craploads of poker traffic... till the casinos walked all over me. Never stop building new stuff or you'll eventually look for a new income.

[YoFluffy]

Sorry, I suspect I haven't been clear on my first post. This isn't about marketing strategy - we have a unique offering and forever developing. The question is about the big guys targeting our term for easy pickings, particularly as the less niche holiday-related terms are extremely competitive.

I don't fear the big guys moving into our sector in their product range, it's not an easy niche to 'beat' in terms of offering - and it's something smaller companies excel at because of the personal service (one sale can take up to 2 years of gaining the customer's confidence, but leads to very loyal, returning clients who are prepared to pay significant premiums). We have a USP that a big service provider is unlikely to be able to match.

What I do fear we couldn't match though is a site with so many significant backlinks across broader categories moving only into our search term. They don't necessarily have to compete, if a site like Thomsons simply create a landing page on any sector with our terms (even if they don't really cover it) and it usurps all the smaller sites that do, it sort of negates the whole rational behind targeted searches....

[SEO_AM]

If you feel that an elephant can take some of your money words easily... have you thought about the strategy of becoming Adword gurus, or hiring one as a consultant, if and when that elephant farts?

[EGOL]

The question is about the big guys targeting our term for easy pickings...

Maybe you should worry about the person or company who will move in for the adsense income and with an attempt to divert them from your product to an alternative. It sounds like yours is expensive and requires patience to arrive at a deal. Those are targets of sharks and weasels.

[SEOLLC]

I compete on the toughest phrases in the world, even though I'm just one guy sitting at his desk 7 days a week for 12-18 hours per day.

I do this on some of the toughest phrases in the world, for my own sites and those of my clients.

If you take the time to build the best site in the world on a niche, a phrase or an entire industry, you will be rewarded with rankings and even "Authority" site status in the search results.

No, it's not easy and it's not a given. It is not going to be given without contest, but don't be afraid to compete because only a handful of your competitors will even try to trump you.

You can do it if you try and if you work at it. If you don't see movement in a couple of months maximum, you're missing something. In that case, consult with an expert SEO and pay them for training.

Keep in mind, SEO has as uch to do with website design, architecture and social media as keywords.

Oh, and DO NOT buy links.

Think of developing your online business as if you were an athelete or a body builder. DO NOT cheat yourself. No Pain, No Gain. Do it the hard way, it will be better in the long run.

[Test-ok]

sounds like ya got it figured out SEOLLC...good for you.
Out of curiosity...Whats the tough phrase your knocking down for your site?

[thegodfather]

I don't fear the big guys moving into our sector in their product range, it's not an easy niche to 'beat' in terms of offering - and it's something smaller companies excel at because of the personal service (one sale can take up to 2 years of gaining the customer's confidence, but leads to very loyal, returning clients who are prepared to pay significant premiums). We have a USP that a big service provider is unlikely to be able to match.

Just my opinion:

That'll make a big difference in terms of Return On Investment for the big company. A lot of the big dogs do like to target keywords in as many niches as possible, especially when trends come into play. They like to the company that is "hot right now".

And what you're saying is true - a lot of the time, they can't even provide the service or product they claim. The simple matter is, they want to keep up to date with the times; if that means they'll throw away a few $$$ in the process of getting there, they'll do it. They have the budget to try out new avenues and see whether it'll work or not - smaller companies don't (at least not to that degree).

As a smaller company, it's can be a blessing and a hindrance. Some potential customers may have a certain element of trust in a big company's brand name. Therefore, automatically jump to them. Whereas, some may see your small / never-heard-of-before company and identify it as the most likely contender for providing a friendly, efficient service where you a not just a 'customer' or a 'number' but a valued human being.

Every case is different of course, but I feel that the introduction of a big company doesn't always impact on your ROI.

[SEOLLC]

sounds like ya got it figured out SEOLLC...good for you.
Out of curiosity...Whats the tough phrase your knocking down for your site?

I'm really proud of these because I'm a single guy working from home :-)

Number 1 for SEO and Internet Marketing Services and depending on your location - between number 2 and number 18 for Internet marketing services.

The rankings up with these competitors is really volatile, so I have to work on the site almost every single day in between paid gigs for customers.