SEO has become sort of a buzzphrase within the business world, hasn’t it? For many, SEO might conjure up a vision of large companies, firms, and other organizations that compete at a global level.
In today’s blog, let’s explore the reasons why SEO is important, especially for small businesses in Massachusetts, where there is a careful balance between large and small businesses.
First, in case you’re new around these parts, let’s get you up to speed with a brief, straightforward explanation of what SEO actually is.
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SEO stands for Search Engine Optimization. SEO is how marketers, via website content, development, and design, tell search engines (such as Google and Bing) what your website/business is all about.
When search engines send their bots (or spiders) to crawl your website, they then use this information to determine whether or not your content is relevant in regards to users’ intents when they perform certain searches.
The more that you can craft SEO-friendly content that delivers exceptional information covering relevant topics and keywords, the higher your website or page will rank on search engines. This prompts an influx of traffic, user engagement, and ultimately, conversions.
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The business landscape moves incredibly fast. Whether you’re a corner Mom & Pop wine and cheese market or a Whole Foods franchisee, organizations must always remain adaptable and competitive. The digital culture that we have become means that, for most, decision-making information is only a few taps or clicks away.
While this may cause concern for some holding onto the past, this actually presents lucrative opportunities for small businesses to compete against their larger chain counterparts. By using SEO to deliver relevant, location-based content describing exceptional products and services effectively, small businesses can gain exposure where they would be buried otherwise.
Small businesses may not have anywhere near the marketing and PPC budget of larger organizations, but they certainly have access to SEO tools, strategies, and a digital landscape to present their brand and messages effectively.
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It’s important to remember that SEO strategy isn’t “tricking” search engines into finding your website. In fact, many search engines have become wise to outdated black hat SEO tactics and actively penalize websites for using them, dropping their Search Engine Results Page (SERP) rankings dramatically.
Engaging in ethical, well-researched, and consistent SEO techniques, such as blogging, keyword research, mobile optimization, link building, etc., you’re creating quality content that also lets Google and other search engines know that your site is to be trusted. Then, once that cycle begins to increase impressions, traffic, conversions, and rise in SERP rankings, Google will start to recognize your company as an authoritative source.
While pay-per-click campaigns certainly offer high value when it comes to marketing your brand(s), there’s no mistaking that organic traffic still reigns supreme. According to a study performed by Brightedge Research, “53% of all web traffic is the result of organic search .”
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So, if you’re hesitant to spend precious time and budget on PPC campaigns and paid social media, rest assured that a proper and dedicated SEO strategy can certainly increase quality traffic to your website. An increase in organic traffic also means that your SEO efforts are exposing your brand to new audiences, potentially bringing in previously unreachable prospective customers and clients.
To put this into perspective, Ahrefs reports that SEO strategies drive 1000%+ more traffic to websites than organic social media — a truly staggering and significant statistic.
Almost everything in marketing works in tandem with each other. SEO strategies, such as quality content creation, mobile optimization, search engine listings, and proper keyword research and utilization all come together to form a better user experience for your website.
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Search engines are smart (like, super smart) and have learned the signals of a poor user experience. Data sets, such as high bounce rates and slow page load times, tell search engines that the user experience on your site is poor at best.
This is especially a HUGE factor when it comes to mobile optimization. In fact, 52.2% of all website traffic across the world comes directly from mobile devices, such as smartphones. This means that over half of the world’s internet users are now using their smartphones over their laptop or desktop.
If your website isn’t optimized for mobile engagement, such as slow mobile loading speeds, lackluster mobile website design, and poor website navigation, you’re effectively alienating over half of your potential audience while destroying your search engine rankings. So, yeah, not a great look for your SEO or your business.
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Sound search engine optimization strategy, providing quality content and user experience to the audiences you seek to reach, provides a semi-even playing field for all companies. The age of optimized e-commerce and digital business means that the gates are down, and all companies (yes, including yours!) can potentially become global competitors through organic search.
Now, not everyone wants to be a global competitor. And, local SEO strategies are an incredible tool for standing out, gaining traffic, and welcoming new visitors to your restaurant, retail store, etc. But, isn’t it amazing to know that the opportunity to grow your business as much as you’d like (regionally, nationally, and even worldwide) is present through dedicated, ethical SEO strategy?
So, if you have any questions regarding growing your local business and/or online presence through an experienced SEO strategy, please feel free to contact Sperling Interactive today. As local neighbors, we’ll be sure to provide you with a comprehensive SEO strategy to ensure search engine exposure and engagement, helping to grow your business as you see fit.
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Whether you want us to take control of the SEO wheel or to walk you through SEO best practices that you can implement on your own, we’re here to help.The success rate of small businesses isn’t great and we’d LOVE to see that improve. A successful business doesn’t thrive due to one factor; there are a lot of moving pieces that need to be in place and your business’ needs are constantly going to be changing. Be sure you do your research before you go into business and avoid these 5 common mistakes to stay on the right path.
In order to succeed in business you need to stand out in one aspect or another. Although many components make up a successful business, you need to build your business around your strengths and get help in the areas you’re weaker. So what are you great at? Do you have amazing people skills? You’ll shine at craft shows and customer service. If you’ve always been an outside the box creative thinker, focus on making your products different from competitors. Love marketing and social media? Spend more time on building your brand awareness.
When you’re running your own business, you have to be self-motivating. There isn’t a team meeting each morning where your boss pats you on the back and tells you what you should be working on. Everyone is different so it’s important to figure out what it is about your business that really gets you excited and find a purpose that keeps you going. Why did you start your business and what are you working towards? If certain tasks are taking over and you no longer enjoy what you’re doing, it may be time to re-evaluate and re-focus.
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If you turn a blind eye on and continue running your business the way you see fit without listening to your customers, the market or your numbers, you won’t stand the test of time. The market is constantly changing which alters what customers want. Dig into your business and understand what’s actually producing profits, increasing your traffic/sales and be sure you’re covering your costs. Stay on top of trends when it comes to social media, colors, styles and design. You may hang onto your loyal customers by staying the same but if growth is your goal, don’t get too comfortable.
You need to know where you’re going in order to figure out how you’re going to get there. Creating a clear vision for where you want to take your business is step 1. Once you have that ultimate end goal, start working on the smaller steps to get there until you have a focus for each week. This will help you plan your days and make your to-do lists. Without that, you may end up going in circles, wondering why you’re not further along.
We need to be challenged! Think of the last job you left out of discontentment. The discontent was probably due to the people (generally not a factor here since your cat is your only co-worker;) or to boredom. Walking into the same setting, doing the same thing day after day is bound to wear on you after a while. Find ways to keep the excitement going whether that’s through designing new pieces, collaborating with other artists, setting new goals or learning new skills.
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If you’re looking for some more information on creating a business that succeeds, check out my e-book MAKE MORE MONEY AT CRAFT FAIRS“The man who moves a mountain begins by carrying away small stones.” This is one of the famous quotes from Confucius. And the success principle within this line explains how anyone can achieve anything they want if they are willing to put in small and consistent effort.
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