The question, “Why is SEO tougher for small businesses?” keeps popping up in our keyword analysis. We’ve been emphasizing that SEO is getting more challenging, and it’s especially difficult for SMBs to excel at. But what makes it easier for large corporations? Let’s be clear, it is, even if they’re facing increasing difficulty too.

Here are 10 reasons why smaller businesses often struggle with SEO:

1. Limited Resources

The main reason SEO – and most things in business – is harder for small businesses is money. You need to invest to see returns. While marketing and advertising can bring ROI, there’s often a threshold. For example, we’ve seen small businesses only see PPC returns after increasing their daily spend, which seems counterintuitive. SEO works similarly. A larger budget dedicated to search engine optimization yields better outcomes. Larger companies have the means to hire more personnel, bring in expert consultants, invest in “big content” and top-tier web design, and so on.

2. Time Constraints

This is just as crucial as money. Time is money, so limited funds also mean limited time. Smaller marketing teams mean juggling multiple tasks, preventing anyone from dedicating themselves entirely to SEO. Some businesses are so small that one or two people manage EVERYTHING, making SEO even more daunting. Real SEO requires significant time: crafting valuable content, optimizing web pages, promoting resources, securing links, running A/B tests—none of it is simple. Small businesses often end up rushing or neglecting SEO, resulting in poorly optimized sites with low rankings.

3. Prioritization Conflicts

Limited resources often push SEO to the bottom of the priority list. Blogging and content creation are prime examples - intentions are good, promises are made (“You’ll have that blog post by week’s end!”), but nothing materializes. The reality is, delaying SEO until everything else is done means never doing it. That’s why large companies employ dedicated SEO professionals—no excuses.

4. Keeping Pace with Change

This, again, boils down to resources. A dedicated SEO specialist keeps up with the ever-evolving search landscape. They track industry publications, stay informed about Google’s algorithm updates, and evaluate new techniques. SMB marketers, however, are often consumed with their own industry trends, lacking the time to follow SEO’s intricacies. At nexus-security, we specialize in search marketing—staying current is a must. But if you’re selling shoes or medical devices, your focus is naturally elsewhere.

5. Google’s Brand Bias

While we SEO folks complain about Google favoring brands, the truth is, everyone does. Given equal factors, Google ranks well-known brands higher due to user behavior data indicating higher click-through rates. So, competing for a keyword targeted by bigger brands requires extra effort to prove your content’s relevance. Some branded keywords will always be dominated by larger companies.

6. Established Online Presence

Large businesses didn’t magically appear—they started small and expanded. They’ve typically been around longer. If you’ve run a successful small business for years, that’s fantastic—you have an edge. However, many small businesses are newer, making it tougher to rank due to younger websites lacking established authority and link profiles. This is why newer websites struggle with competitive keywords. Besides Google favoring older domains, large brands have more SEO experience, allowing them to repeat past successes and repurpose content instead of constantly starting from scratch.

7. Website Size Limitations

Smaller businesses often have smaller websites with less content and fewer pages, limiting targetable keywords and ranking opportunities. Large websites attract more traffic partly because they can potentially rank for a vast range of search queries. Large brands have bigger websites due to—you guessed it—more resources for content creation and broader product/service offerings. Think of Amazon and its individual pages for every single product.

8. Software and Tool Constraints

That limited marketing budget strikes again. Large enterprises can afford top-tier software. Their in-house SEOs have tools to automate time-consuming tasks, accessing superior analytics, keyword research, reporting, conversion optimization tools, and more. Small companies often rely on free options, hindering their competitive edge. Manual work also demands more time.

9. Limited Leverage for Links and Media

Reputable, well-established brands tend to attract links organically. Their name carries weight when actively seeking links or media coverage. Mentioning previous coverage in notable publications adds credibility. Smaller businesses often lack this brand recognition.

10. Lack of Direct Google Connections

Larger companies often have a direct line to Google, perhaps even dedicated representatives. If disaster strikes (“Our rankings plummeted overnight!”), they have a contact. Small businesses face a steeper climb. It’s an open secret that big brands, with their substantial ad spending (think $50 million annually), have insider connections and Google’s vested interest in their satisfaction.

Is SEO Still Worthwhile? Absolutely!

Don’t misunderstand: We’re not suggesting you abandon SEO. In fact, at least the bare minimum SEO are crucial for a viable online presence. Essentially, a website should achieve three things:

1. Ensure potential customers can find your site through search.
2. Guarantee easy navigation once they land on your site.
3. Make their next step crystal clear, whether it’s making a call or adding to their cart, and persuade them to take it.

These tasks, particularly the last two, involve web design, usability, and conversion rate optimization alongside SEO. But achieving the first requires considering search engine optimization. While you should utilize other traffic sources—PPC/remarketing, social media, email marketing, word-of-mouth—neglecting SEO means ignoring a potent source of fresh leads.

Small businesses must determine what they can achieve with their resources. Remember, being small can be advantageous! Small businesses are often nimbler and more open to experimentation. So persevere, prioritize the fundamentals, emphasize SEO’s importance to management, and explore new opportunities as time allows.

Do you work at a small business? How do you handle SEO challenges? If not, what led your small business to focus on advertising?