Why SEO should be the Marketing Mantra for the Small Business

March 29, 2011

Anything that a small business publishes online, whether it be through your website or blog, or simply distributed online, should pay stringent attention to the rules set down by the Search Engines, most notably Google. Whether we like it or not, every small business must pay homage to the laws of SEO, when visiting the Temple Of Google. Without it, you will simply be left praying for new customers!!

There are few problems in getting a small business or company to the top of the Search Engine rankings by name. However it is a far greater challenge to get potential customers to discover your company using the keywords and phrases that describe your products or services. The problem is that your bigger competitors have greater resources in terms of manpower and budget. They can probably afford to employ a fully dedicated SEO professional and / or throw a lot of money at a PPC ( Pay Per Click ) Campaign. This simply means that the small business needs to be more industrious and vigilante, in it’s application of SEO keywords.

Small businesses need to develop organic SEO growth

The small business owner / marketing manager should always keep uppermost in their minds that every time you reference your business key words in your online marketing literature, the Search Engines document and register them, improving your company’s status and ranking. Therefore your company’s defining keywords should not only feature in the headlines of all your press releases, blog articles, newsletters and general articles, but should also be sprinkled liberally throughout the main body copy, text and content.

How to identify the best Keywords to improve your SEO

If you are unsure, which are your best and most effective keywords, do some research with your existing and potential customers and also research your competitors and their online marketing activities.

1. Which words and phrases are your existing prospective customers typing into search engines like Google or Bing?

2. Which keywords could and should your company be accessed via?

3. Which keywords will bring the most traffic to your website and maximise sales?

Appreciate the long tail of SEO

SEO can be compared to a comet, in that it is a comet’s long tail that makes it visible in Space; and so it is the long tail of SEO that makes your company / business visible in Cyberspace!!

Getting to the top of Google for competitive or commonplace terms, like “Real Estate” or “Hairdresser” is difficult, and for most businesses is not feasible or an achievable goal. However that doesn’t mean you can’t get your company to the top of the search engines for phrases that will generate traffic to your website and secure new customers.

Keyword Monthly Searches (UK)     Competition      Conversion

Real Estate                          550,000               High                  Low

Estate Agent London        60,500            Medium           Medium

Estate Agent North London 3,600             Low                   High

Don’t be afraid of targetting longer Keywords

A relatively small number of the total searches in any market come from the top 10 keywords. A vast majority is made up from longer, more specific combinations of keywords.

There will be thousands of potential keyword combinations that get less than 100 searches a month, yet convert at a very high rate because they are specific. This means that there are likely to be thousands of keyword phrases that convert well and are relatively uncompetitive in a specific market!

In fact, research conducted by Hitwise suggests that a growing number of searchers are using four, five, six and even seven words in a search query in order to find results that are specific to what they are looking for. The use of shorter keyword variations is actually on the decline.

And remember that you are much better off ranking at the top for a mid or long tail keyword than at the bottom of page one for a head keyword.

And finally always bear in mind that the more specific the search term, the higher the chance of a relevant result and the higher the chance of converting a search to a sale.

If you are an SME ( Small / Medium Enterprise / Company ) and you require help with your PR & Marketing, we would be happy to assist you. For further information…….. www.rhetoric-artofpersuasion.com/marketing-for-small-businesses/

8 responses to “Why SEO should be the Marketing Mantra for the Small Business”

  1. Dom Sterland says:

    Excellent article. It should be noted that it can be very hard to remove yourself from your industry knowledge in order to work out which keyphrases to target. For instance working in the SEO industry I will naturally think of targeting SEO or Search Engine Optimisation but will the average website owner know this?

    It is much more likely that they will be searching for things like ‘how to be top in google’ or ‘why doesn’t my site appear in the search engines”.

    By ‘dumbing down’ you can often get the edge on your competition and if you struggle with this then why not ask somebody who has no knowledge of your industry.

  2. Nigel Temple says:

    Hi Simon

    I agree with everything that you have written. I think that the Long Tail is particularly important, with regards to SEO and small businesses.

    All the best
    Nigel

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