Say you’ve been tasked with finding a digital marketing company to help make your dental office more visible online and improve its search rankings.
Before signing any contracts, though, you should ask one question in particular: Do you have experience working in a big market? Because if the answer is “no,” it could make a difference.
After all, the same type of digital marketing strategy that works well for a dentist based out of Leadville, Colo., might not produce the same kind of results in Los Angeles, for example.
Here’s why SEO can be more competitive in larger markets:
Bigger population equals more competition for the same space
The fact that larger cities that have a bigger population density can’t be overlooked because it means more businesses – and websites – are competing for the same keywords and search terms as you are. That makes ranking highly in search engine results pages, also known as SERPs, more challenging.
More diverse and sophisticated audiences
It’s unfair to suggest that large cities are more diverse and sophisticated than their smaller counterparts. What it does mean, though, is that you have a larger population to deal with, and sheer numbers say you will run into higher numbers of those types of audiences. That’s why, when it comes to SEO in L.A. and other large cities, businesses need to tailor their digital marketing strategies to target specific audiences and demographics – which can be challenging. It also means that companies in cities like Houston or Chicago should invest in more advanced tactics, such as local SEO and social media marketing, to reach their target audiences as opposed to businesses based out of cities like Wausau, Wis., or Guthrie, Okla.
Higher cost of living
Even the cost of living plays a role in the competitiveness of the SEO industry because businesses in big cities typically have higher overhead costs and marketing budgets. While this enables them to invest more in SEO strategies and tactics, the reverse is true, too, because it makes it more challenging for smaller businesses with limited resources.
More established competition
Another issue you’ll face in big cities: More established businesses have probably been building their online presence for more extended periods. This makes it difficult for new and/or smaller businesses to gain a foothold in your area.
Greater industry specialization
Businesses are often more specialized and niche in larger cities, so the competition for specific keywords and search terms can increase. For example, more specialized law firms may compete for the same search terms in a city like San Francisco as opposed to a smaller town like the San Diego suburb of Escondido, where there are fewer general practice law firms.
That said, you can still boost your brand’s visibility, regardless of where you live. But to succeed in a larger city with more competition, you need to be more strategic with your SEO tactics. And for businesses in competitive markets like Los Angeles, it’s important to not only focus on optimizing your website and creating high-quality content but to also stay updated on the latest SEO trends and best practices.
