Big brands dominate the SERPs with their deep pockets and resources. But here’s the good news: you can outsmart them.
As a smaller player, you’re agile. You can focus where they can’t. With the right strategies, you’ll carve out a piece of the SERPs and turn it into a steady stream of traffic and conversions.
Here’s exactly how to do it:
1. Target the long-tail keywords they ignore
Big brands chase high-volume, broad keywords.
Long-tail keywords have less competition, higher intent, and better conversion rates.
For example, instead of competing for “CRM software,” go for “best CRM software for small agencies.” These are commercial terms that you’re more likely to rank for (and win business from).
2. Publish deep-dive content big brands can’t match
Big brands often publish broad, watered-down articles. They know that with their reputation and DR, they don’t need to invest in quality – they’ll probably rank well anyway.
But you can sit in the top positions with them by going deeper. When you cover a topic better than anyone else, Google notices and so do readers.
Deep-dive content answers every question, includes real-world examples, and provides unique insights. Think guides, case studies, or frameworks.
3. Leverage local SEO and specificity
Big brands think big, but they often miss hyper-local or niche-specific markets. This is where you win.
Focus on location-based keywords or niche modifiers to dominate smaller markets. For example, instead of writing “Best Marketing Agencies,” go for “Top Marketing Agencies in Dallas for Healthcare Startups.”
You’ll rank for specific searches big brands ignore, building trust with a highly targeted audience that’s more likely to convert.
4. Win featured snippets with direct answers
Featured snippets are the holy grail of SERPs, often appearing above position #1. Big brands rarely optimize for these because they focus on entire pages, not concise answers.
You can go for these featured snippets by writing clear, direct responses to common queries. Answer in 2-3 sentences and make it easy for Google to grab.
You’ll grab “position zero,” pushing competitors down the page and capturing user attention immediately.
5. Build backlinks with original research
Big brands rarely publish proprietary research because it’s time-consuming. But this is your secret weapon. Surveys, experiments, and aggregated data create unique content others love to reference.
Original research attracts backlinks, media coverage, and high-value traffic. It’s a magnet for industry attention.
For example, our State of Link Building report at my agency uSERP earned 400+ backlinks and over $300k in new business.
You don’t need a huge budget to outrank the big players. Start small. Try the strategies in this list and you’ll be more likely to rank amongst the big players.
-Jeremy
