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Start off with landing pages focused on long tail keywords.  You can use those landing pages to build site reputation and traffic.  Use that as a platform for competing with the big guys.  Going head to head with them right out of the gate is a recipe for frustration. The analogy I use is that it is like always being at 3rd and 1 in American football.  You don't have to throw into the end zone, you just need to move the ball a few feet.