Why SEO Isn’t Always the Best Strategy
Many businesses assume that SEO is a must for every company looking to grow online, but that’s simply not true. SEO isn’t a one-size-fits-all solution, and for specific industries, pouring time and money into SEO might not provide the return on investment you expect.
Consider this: if you run a restaurant, a café, or a hotel, is your ideal customer really Googling for your website, or are they searching on platforms like Tripadvisor, Google Maps, or Deliveroo? In many cases, people are already using dedicated apps and review platforms to make their decisions, bypassing traditional search engines altogether.
For some businesses, especially those in hospitality, gadgets, or local services, the customer journey often starts with external platforms like review sites, listicles, or map-based searches. Competing with these giants in SEO might be a losing battle.
Competing with Industry Giants and Review Sites
The Dominance of Listicles and Review Platforms
In many industries, search results are dominated by large, high-authority websites. If you’re in the restaurant or hospitality business, chances are your potential customers are starting their journey on Tripadvisor, Google Maps, or Deliveroo rather than searching for your specific website.
Likewise, if you sell gadgets or consumer products, your audience is likely reading reviews on TechRadar, CNET, or Wirecutter. Competing for rankings on broad search terms like “best hotels in Edinburgh” or “top smartphones of 2024” is nearly impossible for a small or medium business.
These high-authority platforms have massive content libraries, backlinks, and brand recognition. No matter how much SEO effort you put in, outranking them on general keywords is unlikely. Even if you manage to squeeze into the rankings, most of the traffic will still go to these bigger platforms.
The Rise of Google Maps, Local Packs, and AI Overviews
Another challenge is the increasing prominence of Google Maps and local pack results for businesses like restaurants, cafés, or local services. When a user searches for “ramen near me” or “hotel in downtown LA,” the first thing they see isn’t your website—it’s a map with a list of local options and reviews. Even if you’ve spent time optimising your site for search engines, these features can push your site further down the page.
Additionally, AI overviews are beginning to disrupt traditional search results by summarising information directly within the search engine. For broad search queries, AI might answer the user’s question without them ever needing to click on a link. This shift makes it even harder for smaller sites to capture meaningful traffic.
Where to Focus Instead: Leverage External Platforms
Given these challenges, it’s time to rethink your SEO strategy. Instead of fighting for rankings on general search terms, focus on getting your brand listed on the platforms your customers are already using.
Get Your Brand Listed Where Customers Are Already Searching
For many businesses, being present on external platforms is more valuable than trying to optimise your own website. If you’re a restaurant or café, make sure you have a strong presence on Google Maps, Tripadvisor, and Deliveroo. Keep your listings up-to-date with accurate hours, high-quality photos, and current menus.
If you sell consumer products, ensure your brand is mentioned on review platforms like CNET, TechRadar, or Trustpilot. Get your product in the hands of the reviewers who write for these sites. Encourage your customers to leave reviews on such sites. Customers trust these platforms for unbiased reviews, and showing up in a comparison list or review article will get you far more visibility than trying to rank for the same terms on your own.
Focus on Brand Search and Category Terms
Once you’ve established a presence on external platforms, shift your SEO focus toward brand search terms and category-specific keywords. This means optimising your website for searches that are more likely to convert, like “[your brand] reviews” or “[category] from [your brand]”.
For example, if someone searches for your product category, you want to ensure your site shows up with relevant information that meets their needs. Instead of battling for broad keywords like “best shoes,” aim for more specific terms like “shoes for walking the West Highland Way.” This will help you capture the right audience at the right stage of the buying journey.
Build Your Brand Beyond Traditional SEO
For many businesses, especially in industries where customer journeys begin on third-party platforms or review sites, SEO isn’t the best focus. Competing with giants like Tripadvisor, Google Maps, and TechRadar is costly, time-consuming, and often ineffective.
Instead, focus on getting your brand listed on these platforms, and optimise your website for brand-specific and category-specific search terms. By aligning your SEO strategy with where your customers are actually searching, you’ll achieve better results without wasting resources trying to outrank sites you can’t compete with.