In the last decade online search has become more intelligent. Advances in algorithms have resulted in high quality search results that are more relevant to the Internet users. In addition, consumers have become more specific and think through the search query process much more differently. Relating to this, the phenomenon known as the "long tail" was initially popularized a few years ago and today has changed how search content is engineered.

Example of the Long Tail:

• Old method of search: "men’s white sneaker"

• New method of search: "men’s size 11 white tennis shoe near Alpharetta, GA"

People today expect that if they type in that specific of a search query that there will be a competitive listing of several men’s sneaker providers around Alpharetta, GA area that will be able to provide them with their offering of size 11 men’s tennis shoes. While search volumes for terms as specific as this example are relatively low, the conversion rates of such long tail terms are fairly high. If you can identify repetitive conversions around long tail keywords, you might want to consider additional investment in content creation and SEO efforts.

Understanding there are more Online Competitors:

The shift in consumers typing in long tail keywords, typically geo targeted in nature has resulted in a shift in new online competitors emerging and focusing revenue models around attracting and rerouting consumers to your company’s website via non branded search. Who are these emerging click-and-mortar-only competitors?

Redefining ‘Competitor:’

A common misconception many small-to-medium sized businesses have is the definition of "competition." One of the most important discussions had with a new client is discussing the difference between a "brick and mortar" versus a "click and mortar" competitor. There can be overlap, but it’s is important to stress that they are not necessarily the same.

Defining your competitors only is important because it will give you a realistic estimate of what your ranking potential is and the time it will take to achieve increased non branded rankings success. This step is important to identify before diving deeper into SEO work. In addition, it is important to recognize that in the eye of the person conducting a search query, all sites that are ranking in natural and paid search are competing for that searcher’s attention via a click and therefore are competition.

Exercise: Write down your known brick and mortar competitors. How do they compare to non branded search query results for your product and service offerings plus geography? Are there any new companies competing that you didn’t know about? What about informational websites? Which informational websites are using SEO to rank for your desired non branded keywords?

Why New Competitors Steal Ranking Potential:

As long as there is enough inbound traffic and a revenue model to redirect that traffic and host onsite advertising, other non direct websites will act as competitors, pushing for natural search rankings.

These new competitors are able to steal your website’s ranking potential. Take the category of roofing. If you wanted to rank for a general non branded term such as TN roof estimate, you’d have some stiff competition. Not only do you have fellow roofers in Tennessee to contend with, but you also have the online version of all the various phone books, roofing material providers (including big box retailers) and informational sites that aggregate information about local service providers.

How you can Rank with SEO & Content Strategies:

Companies need to consider how SEO marketing can help establish them as non branded search leaders. Most companies know the benefits of SEO and what an SEO professional can do for them. The challenge is to integrate a targeted set of non branded keywords both into website copy on a strategic page-by-page basis and matching this strategy with the acquisition of external keyword-specific hyperlinks. SEO is much more than title tags and META tags. By investing in a robust content strategy and combining that with a targeted campaign to acquire keyword specific hyperlinks a business can transform itself beyond only having branded search ranking potential and can instead control the natural search rankings.

Final Takeaway:

The most important tip to remember is you’ll never have a chance to rank for a non branded search keyword if you don’t use that keyword proficiently on your website and follow up externally with inbound links for the non branded term.