There’s a wide range of things that can be called “seo”
However, there’s a pretty narrow window between seo marketing too much and not enough.
Most often, small businesses fall into the latter category. They think they need to do something about search engine optimization (SEO), but they don’t put it far enough up the chain of command.
Seo only gets you so far. You have to invest time and resources in honest to goodness social media advertising, as well as website design.
There are lots of very effective ways to promote your business using other channels too, like YouTube, Snapchat, and Facebook. But if you just focus on getting found via traditional google searches, guess what? You’re spending too much money.
How do we know this? Because we tracked people down the pathway from online keyword usage to final purchase.
And we controlled for variables by comparing two groups of customers: those who used SEO-related keywords related to their visits to the shopping center at which we worked, and those who did not.
The folks who visited our store also happened to be more likely to make a purchase, and by quite a margin. By being taken care of first during their visit to a retail site, brand loyalty was boosted.
These results were similar no matter where you looked—from mobile phones to computers. It turned out that for all transactions, whether online or in stores, taking care of yourself with respect to fun, efficiency, et cetera was important.
Put another way, having a good day went farther than acting politely towards others.
If you’re in business, there are likely other businesses that are competing with yours. And while you may be sure that you offer a great product or service, it is always possible that your customers can find someone else who offers a better deal or more features than you do.
In fact, one study found that increasing competition could lead to a drop in customer satisfaction and as many as nine points on average in customer loyalty.
That said, there are ways for small businesses to compete without offering better products or services. You can improve your marketing by investing in professional website design and paid advertising.
You can also make your customers feel more comfortable with modern tools such as text messaging and social media. Many companies have developed apps that allow customers to communicate directly with employees over chat.
Investing in online reviews is another way to boost company awareness and attract new clients. By providing special discounts to people who sign up for newsletters or referring friends to visit the site, consumers learn about places they might not otherwise know about.
Even if you are not an expert in marketing, there are some things that you can do to increase your visibility and draw customers to your business. One of the first is to focus on quality content and sharing other people’s good work. You will also need to put effort into being trustworthy and reputable.
These are the same qualities that make someone a good person to follow on social media. People trust others to have good information and share opinions with their friends.
You want your business to be well known and for people to know about you, so why not use these same tools to promote your business? Create a facebook page or twitter account, join groups related to your industry, connect with other businesses, write articles that help people, announce specials and discounts, give away prizes, support/finance events in your community, etc.
Be consistent and build relationships by commenting on posts and messages. It takes time but persistence pays off. Most people don't know how to navigate Facebook as easily as they used to, so Twitter remains one of the most useful ways to get in touch.
Your website is how customers (and potential customers) find out about you. Therefore, it’s important to have a beautiful and functional website.
When people look for a product or service around september-october, that’s when they start looking at websites too. So if you open your business earlier in the year, you have time to create a nice website with good rankings.
Google makes it easy for you to search for keywords related to your industry. If you are just starting up, choose some simple ones like “best bread pan recipe” rather than trying to come up with something more complex.
By doing this from home, all of the work gets done automatically. You will be able to tell within minutes whether someone is going to buy what you are offering.
Having a website helps get your name out there, increases traffic to your site, and allows you to sell your products longer after the first listing.
People don’t always want to go to a store to read about the product before buying; sometimes they want to see reviews and learn more information. Having a web page lets them do this from any computer without having to visit a store.
It also gives you an opportunity to advertise other items you offer, maybe for a discount or a special price. People view online content as more trustworthy and relevant than content found on blogs.
Although it’s more cost effective in the short term, you should try investing in organic search engine optimization yourself. There are lots of free resources for learning how to do this, including social groups and other online communities.
You can also hire people to help you out. Find skilled others to help you with digital marketing strategies such as blogging and social media management. These may be expensive options however.
Managing your own content creation skills can be very costly over time. Also, having another person manage your social profiles for you is considered safe practice when it comes to internet security.
Lastly, knowing what keywords people use in their searches can help your website rank higher for those words. You can find keyword data by using Google Keyword Planner or Open Site Explorer.
More than anything, what will help you determine if there is a benefit from seo is to track how many visitors you have to your website because of seo.
You can use tracking software that’s free or paid. Whatever method you choose, make sure you’re using it for an accurate reading so you know whether or not your work is paying off.
Another way to see how effective seo is for you is by looking at conversion rates.
If someone does well in bringing people to their site via seo, then they probably don’t need too much more exposure.
It’s difficult to convert a person who isn’t already familiar with your company into a client, so higher conversions are better. A high conversion rate means less time spent marketing and presenting during that period, and more time spending on the product or service which is what you want.
If you’re focusing on content marketing, that is, telling people stories and offers to engage them with your brand, then you are focused on seo.
You have to remember that for most small businesses, building relationships through content creation is not their job. That is what an advertising team is for.
If you don’t have a marketing plan and consistently create relevant content, then you will see little result from your seo efforts.
Google and other search engines recognize great content and link to it more frequently than they link to ads. Google has even put out guidance papers about how companies can use quality content to increase SEO.
But it all starts with giving everything you write a chance to get ranked. Write blogs posts, send emails, make videos; anything you want to share with others needs to begin with writing a short description of it and publishing it on the web.
From there, the results can be tracked to see if anyone is linking to it. You also need to measure whether or not those links are pushing visitors to your website or app page.
Put yourself in someone else’s shoes before trying to determine which version of your content is better. Who is the intended audience? What calls to actions do they need to take? Are they experienced users or beginners? The answers to these questions determine which version is best.
There are many ways to improve your website’s search ranking, but only one way to find out if it’s working or not – through spending time with visitors to your site.
By taking action to promote new content, you can see an increase in traffic coming from google + rankings, which means people who were previously visiting your page once or twice have now become regular readers.
These are things that will help you get started with seo:
Search engine optimization is very important to have in today’s world of digital business but it is also highly expensive. If you try to invest too much money in one go, you will need to prioritize your budget and start with the basics first.
Once you have some basic SEO skills then you can use these tools to enhance your website further. By focusing on getting pages indexed quickly by Google and other search engines, you will achieve higher rankings and more traffic which in turn leads to better results.
Google Ads are another good starting place as they offer content advertising that can be adjusted after loading to improve quality scores. More about google ads here.