This document provides tips for small ecommerce retailers to compete with larger brands in SEO. It recommends focusing on long-tail keywords that convert better instead of competitive head terms. It also suggests adding unique, engaging product descriptions instead of stock text, and turning category pages into in-depth guides to add value for users. Additionally, it advises thinking creatively about linkable content assets beyond just buying guides to get links, and leveraging staff expertise through opportunities on sites like HARO. Proper communication with developers is also emphasized to avoid unexpected site changes impacting SEO.