Everyone thinks big brands are untouchable in search results. But most big brands have terrible SEO.
A lot of the times they show up because Google simply doesn’t have anyone better to put there. You could be that anyone.
Large companies have large teams, large budgets, templated content strategies, and zero focus on the niche terms that actually convert.
- They’re optimizing for brand awareness.
- You should optimize for buyers.
Own a niche. Be specific. Show up for the buyer intent searches they’re overlooking.
Converting 9 out of 10 for specific search targets is way better than converting 1 out of 1,000 for broad targets with no benefit other than bragging rights.
The goal isn’t to outrank Nike for “running shoes.” The money is in owning “best trail running shoes for wide feet.”
The searches where the person already knows what they want and search for that very specific thing are the search targets that convert.
