We all know the Internet is becoming increasingly competitive and it can be tough these days to get noticed on the web. This competition has spurred many changes to how we write, design and list websites. It has also introduced the need for ongoing web support to ensure your site is indexing properly and staying on the first page of search engine results.
As a SMB owner it seems as though companies who perform SEO have a decided advantage in visitors and customers, so how does a SMB get seen these days?
Before I go any further let me briefly describe what SEO is: SEO is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines. There are many aspects to SEO, from the words on your page, key words in your site tags and descriptions to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.
Search engines like Google, Yahoo and Bing are only as successful as their ability to provide a user with links to the best websites related to the user’s search terms. If your site uses those search terms then it has a higher chance of being listed by a search engine. The trick and all the buzz about SEO is that there are literally thousands upon thousands of companies all doing the same thing; competing for the same key terms. Your job is to find a way to show search engines that your site belongs at the top of the heap.
As the owner of Creativeworks, a marketing agency dedicated to increasing marketing results for SMB owners, I have a few SEO tips I’d like to share with my fellow SMBs to help you better understand and ensure you’ve covered the SEO basics on your website.
Write for SEO
The most important component of SEO is excellent content. Without strong content, SEO tips and tricks will only provide a temporary boost in your site’s ranking (at best). That said, your site won’t rise to the top of every search engine’s results based on content alone.
If you have a new website, submit it to the major commercial search engines like Google, Bing and Yahoo! If your site cannot be found by search engines, or if your content cannot be put into their databases, you’ll miss out on incredible opportunities available to websites provided via search.
Create Search Terms
Search terms (or key word terms) are the words that users type into the search box at Google, Bing or Yahoo and they carry extraordinary value. Search engine traffic can make or break an organization’s success. Investing in SEO, whether through time or finances, can have an exceptional rate of return when compared to other types of marketing and promotion.
Organic vs. Paid
In the world of SEO, organic does not refer to the use of toxic and persistent synthetic pesticides and fertilizers! It refers to listings that will appear because of their relevance to the search terms. Paid SEO is using key search terms tied to adverting which may have your website appear on the first page as well, but as advertisement listings. A common Pay per click (PPC) (also called cost per click) advertising tool is Google AdWords.
I’d be remiss if I didn’t mention another term gaining popularity these days: content marketing. Many companies who have been practicing SEO for years and want another approach to help increase their rankings are now turning their attention to content marketing. I’ll discuss this in more detail in next week’s blog.
Depending on your time commitment, willingness to learn, and complexity of your website(s), you may decide you need an expert to handle things for you. But no matter if you hire a SEO firm, marketing agency or handle your SEO yourself, the right SEO can net you thousands of visitors and attention.
I am always interested in hearing from you. Is your website optimized? What types of rankings have you experienced? If you are not listed on the first page search results, is that acceptable to you? Let me know in the comments below.