You don’t have to be bigger to be smarter.

How many times have you heard that technology will save you time and make you more efficient? I think the underlying assumption is that it will make you smarter too. The old adage that “more” or “newer” is better is a cliché I have often found to be lacking. The internet has made barriers to entry in many businesses much lower and new competitors are just a few clicks away. The ability to compare prices and to find a cheaper alternative is the norm, but many of us have learned from experience that the cheapest bid isn’t necessarily the best choice. And while I’m on a cliché roll, how about my favorite, “you get what you pay for.” Of course, that’s not always the case either. Ultimately raw data (e.g., traffic is up 500%) can be misleading when your ROI is measured in leads, quotes, and purchases rather than traffic.

In the world of SEO, the biggest companies or largest websites don’t automatically get the best search engine rankings either. A bigger site with more content will usually get better results than a smaller site with similar content; however, one page “micro-sites” with the product name in the URL can yield impressive search results as well. Having a product or service in your URL can put you on the top of the list.

Many companies, of course, put their company name or the brand in their URL and you wouldn’t want to lose that brand identity and presence. Have you considered adding other domain names that are key search terms in your industry and building landing pages for those specific URLs? You want to add a link to your main website for added benefit. For example, type in “Industrial Search Engine Marketing” in your favorite search engine and you may recognize a couple of the top results.

Now, it’s your turn to research the terms that are being searched in your industry and check out your competitors’ keywords. You might find an opportunity to grab market share by creating a new domain using these keywords in your new URL. And I’ll leave you with one last cliche: use this SEO tactic to work smarter, not harder!

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