Small Fish in a Big Pond or Big Fish in a Small Pond? SEO for Small Biz

If you run a small business, you’ve probably heard all sorts of advice about how to grow online. People talk about SEO like it’s magic, but when it comes down to it, the big question is simple: is it better to try and stand out in a massive crowd, or dominate a smaller space where there’s less competition?

Let’s break it down. We’re talking location, competition, search results, and how your small business can actually win – even if you’re not a giant.

What Do We Mean by Big Pond and Small Pond?

In the SEO world, a “big pond” means you’re trying to rank for broad, highly competitive terms – like “Accountants”, “bakery London” or “online gift shop UK”. There could be loads of traffic (not always though), but there’s also likely to be loads of competition.
A “small pond” means going local or niche – stuff like “vegan cupcakes in Huddersfield” or “eco-friendly gifts in Cornwall”. Fewer people are searching, but there’s also fewer businesses fighting for the same space.

Why Location Matters for SEO

Google loves local. It really does. Especially when someone searches for something like “hairdresser near me” or “café in Leeds”. If your business is based in a certain area, you’ve already got a leg up when it comes to local searches.

Local SEO is all about helping people nearby find you. And let’s face it – if you’ve got a brick-and-mortar shop, or offer services in a specific area, that’s exactly what you want, right?

Small Fish in a Big Pond: The Pros and Cons

The Pros

• Big search volumes – depending on your service or product there may be loads of people looking for it.
• Massive potential audience if you manage to rank.
• Useful if you sell nationally or internationally.

The Cons

• Tons of competition – big brands with big budgets.
• Harder to rank unless you’ve got amazing content, backlinks and a great site.
• You could end up lost in the noise.

Big Fish in a Small Pond: The Pros and Cons

The Pros

• Less competition – easier to rank.
• Local customers are more likely to convert – they’re ready to buy, and there’s evidence that people prefer local suppliers for things like professional services
• Google shows local results above general ones a lot of the time.
• You can build a strong community presence and loyal following.

The Cons

• Lower search volumes – fewer people looking.
• If your area’s too small, you might hit a ceiling for growth.
• You still need to keep your SEO game sharp – local doesn’t mean easy.

Real Talk: What’s Better for Small Businesses?

Most of the time, it’s smarter to start as a big fish in a small pond. Here’s why:

When you go local, it’s easier to get noticed. You can target specific phrases, set up your Google Business Profile, and actually show up when someone nearby searches for what you offer. It’s not about having the fanciest website – it’s about being relevant and visible.

And the best bit? Local customers tend to trust local businesses more. You’re part of their community. That matters.

How to Boost Your Local SEO

Here’s a few easy wins to help you stand out in your local area:

• Google Business Profile: Claim it, fill it out properly, and keep it updated.
• Local Keywords: Use your town or region in your page titles, headings, and text.
• Get Reviews: Ask happy customers to leave Google reviews. They boost trust and can help rankings.
• Backlinks from local sites: See if local blogs, directories, or newspapers will link to your site.
• Mobile Friendly: Most local searches happen on phones. Make sure your site looks good and loads fast.
• Local Marketing: Think about other options, sponsoring local events can get you mentions with links to your site for example.

But I Want to Grow Beyond My Town!

That’s totally fine – and doable. Start by owning your local area, then branch out. Once your site has authority and you’re getting solid traffic locally, it’s easier to start targeting wider areas.

You could try creating location pages for nearby towns, or writing blog posts that appeal to a broader audience. Just remember: you can’t run before you walk. Build that strong base first.

What If I’m Online Only?

Even online-only businesses can benefit from a local focus to start with. For example, if you’re an artist in Brighton selling prints, there’s nothing wrong with starting by targeting “Brighton art prints” or “Brighton wall art”. Once you’ve got that audience, you can scale up to “Sussex wall art” or even “UK wall art” or “quirky home decor”.

Local doesn’t mean limited – it just means you’re being smart about who you target first.

Final Thoughts: Go Where You Can Win

If you’re a small business trying to get seen online, don’t waste time shouting into the void of massive national keywords. Instead, focus on where you’ve actually got a shot.

Being a big fish in a small pond might not sound as exciting, but it gets you results. It gets you customers. It gets you seen.

Once you’ve nailed that, then you can look at swimming into deeper waters.

Start small. Think local. Grow smart.