In our ever evolving online world, search engine optimisation is becoming more and more important. Especially for challenger brands to looking to grab a piece of that e-commerce pie. 

What is SEO?

Briefly, SEO stands for search engine optimisation. This is the practice of making websites and their webpages more search engine friendly in order to rank highly in SERPs (search engine results pages). The goal here is to peak page 1 and occupy top spots for valuable key terms. In turn, this can gift domains more impressions, clicks, sessions, conversions and revenue – so it’s really important! 

What is a Challenger Brand?

A challenger brand is a brand that is not the market leader, but one that defies traditional expectations for their industry by being determined and focused. Think Uber, Glossier, and Mous.

Why is SEO crucial for Challenger Brands?

Whilst SEO is important for any brand, it is particularly important for challenger brands. Most industries have a recognisable market leader, for instance when we think of pharmacies those of us in the UK may find our brain automatically goes to Boots, and those in the USA may think of Walgreens. And whilst we may visit the local independent pharmacy to pick up the odd item in person, most of us are likely to go directly to a giant name that is renown nationally or all over the globe. 

However, this is where SEO comes in for those brands attempting to challenge market leaders. Whilst lots of people will automatically visit a dominant brands’ website, there are still many who will use search engines to find ‘shampoo,’ ‘paracetamol,’ or ‘toothpaste’ – this is where challenger brands can go head to head with the competition by grabbing those customers who are not searching for any singular brand but rather a type of product. This is where real business growth can start to be seen for challenger brands because market leaders often neglect SEO and rely on brand alone. By investing in SEO, challenger brands can increase their chances of landing those top coveted positions on Google for keywords for the product or service they are offering. Unlike paid ads, SEO does not charge per click or per transaction as it is entirely organic, making it a better marketing channel for returns on any organic search spend. Whilst ads run for a limited amount of time and so only bring in traffic for that period, SEO is a constant, your website is always talking to Google and so SEO has longevity.

During the 2020 lockdown, more people have turned to online solutions for their needs. Although our physical shops have started to reopen after months of closure, many people will be sticking with their new online shopping habits rather than return to the days of browsing the local high street. With some shops leaving high streets and town centres, or closing entirely, online shops have thrived. Those brands that have a long term SEO strategy are going to be the ones to profit most from this colossal shift. We’ve seen that when lockdown happens searches for products increase drastically. Businesses that have solid SEO foundations in place and are already ranking in search, should another lockdown happen, are more likely to benefit from organic search. So why wouldn’t you want to be ahead of the game?

Introducing Escaping Gravity SEO Consultancy for Challenger Brands

So you now understand just how important SEO is for challenger brands and why you need SEO for your business, you’re wondering how your company can start investing in it. 

Our growing team has over 25 years of SEO experience, with co-founder Jamie Riddell having over 20 years of experience in SEO and digital marketing. As of May 2020 our clients have had an average ROI of 20. So if you want to skyrocket your growth, get in touch with us today to see if we could be your next SEO consultancy