How to Bring SEO for Small Business
#1 – Prioritization of Marketing Tactics Drives Small Businesses Crazy
Small business owners know that there massive opportunities from web marketing, but the options and recommendations are overwhelming. PPC, SEO, social media, analytics, design, usability, email marketing – the list goes on and around every corner there’s a case study of a business that’s done remarkable things with each of these.
#2 – The Myth of Great Content Pervades
For those practicing SEO, the flawed concept that “great content” will naturally attract links and rankings is a big problem. “Make great content” isn’t bad advice, it’s just not the whole picture. The site that does a great job converting visitors and providing solid information about their product will, most likely, lose out to a site with subpar material for customers that does a great job building material that appeals to the linkers of the web and marketing directly to them.
#3 – Local Listings are Still a Mystery (and sometimes a thorn in a small business’ side)
I consistently point folks to David Mihm’s excellent resource on the local search ranking factors when faced with these questions, but sometimes the problems go deeper than just listings and ranking. Many business owners have third-parties that set up their local listings on Google (website developers, SEOs, etc).
#4 – Multiple Sites are a Weak Link Building Strategy
I think it’s only natural that when many of us first get into SEO and find out about PageRank and the power of links, we instantly generate the brilliant idea to build dozens or hundreds of sites that all link to our main site in an attempt to bolster these metrics. It’s probably for the best that these tactics are largely useless.
#5 – Last Click Attribution is Killing Analytics
None of the businesses I spoke to employed anything but last click analytics, which can tragically mask the value of all sorts of marketing channels and investments. Yes, Twitter and Facebook traffic don’t tend to convert well, but who knows if those channels are filling your conversion funnel at the top and resulting in sales 3-5 visits later (when the customer searches for your brand name in Google, thus obscuring the true path of discovery).
Tags: SEO, small business
Posted in Google, Organic SEO, SEO
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