One of the primary advantages of internet marketing – and specifically search engine optimization – is that it can enable businesses of all sizes to compete more effectively, reducing the impact of budget differences.
Small to medium-sized businesses (SMBs) or organizations should aim to gain ground over larger competitors in the same digital space and maximize the chances of being a smaller online entity.
In this post, take a hands-on look at SEO for small businesses and 5 ways small and medium businesses can punch above their weight.
1. Be the expert voice in your field
As an SME, you have the perfect opportunity to put your expertise at the forefront of your business through yourself and other key employees.
Within the online community, you can provide a trusted, down-to-earth, trusted face to the cooler online approach of many of the big brands.
Smaller entities are often seen as already closer to their audience, so when small and medium businesses are able to pivot, define, nurture, and share their offline ways of operating online, the rewards can be enormous.
There are a few advantages that an SME has over a larger company, such as:
- Less red tape and internal barriers to Access to the conversation sooner.
- established People-oriented ways of working They are often required for smaller brands to function.
- Real offline experience It can be adapted within the community for online gain.
- Real opinion and opportunities to Open post comment.
- Agility to adapt the approach and take more risks with Data-backed trial and error.
It is very difficult for larger entities to have a real voice within the online community and this offers a great avenue of marketing for small and medium businesses.
2. Do the basics well
I appreciate that “basics” can have several connotations. However, for small business SEO, always focus on the essentials for success.
Your time, resources, and budget may put limitations on the experiment, so be sure to focus on known factors that affect your website’s SEO successes and visitors.
Don’t get lost in the vanity metrics or success metrics that prevent you from investing those gains in SEO and digital marketing.
There are several basics to prioritize, and they will vary depending on your starting point for SEO, but keep it simple and consider:
- Access to the main contentHow easy is it to find, absorb and convert people as the main pillars of your content?
- user experienceHow fast does your content load and are there any unnecessary distractions that keep the user from moving forward?
- Technical barriersDo you make it easier for search engines to understand, index, and rank your content?
- Understand the pageHow can you reinforce the subject matter of your content and strengthen the signals you send to search engines based on titles, URLs, internal links, and other on-page signals?
- Content hierarchy: When you look at your website’s navigation and support for content access elements (sub-nav, footer, etc.), how easy is it for someone to get to your most important pages?
- Mixed content types: Do you make it easy to categorize your content for all types of relevant search results (image, video, etc.)?
- Comprehensive coverage of the contentCan someone get a comprehensive and complete understanding of a topic without leaving your page? Are there better examples of content available that logically perform better than yours?
- local featureCan you leverage your site to boost your claim to SEO success more than other national, regional or global brands?
3. Build authority with authoritative content creation
Small businesses tend to have a thorough understanding of their audience. When this is combined with SEO and an evidence-based mindset for building content, it can support significant marketing benefits.
High-performance digital content creation doesn’t have to be entirely business-based, or only available through outsourcing to an agency.
There are often combinations of the two to explore to provide maximum capture of the moment without stretching resources or budget while getting the most out of both.
Once you stick to the content plan, you’ll need to focus on the value to your audience versus the commercial value to your business, adjusting the course as you go, to get that balance right.
Trusted authoritative content usually contains:
- rooted and tangible merit to the public.
- independent purpose f interest increase Above are competing examples.
- Opinion and data f Unique insight Closely match your experience and position.
- Public Relations and Media Value; Especially for local publications.
- strong Trusted authorship Within the idea and creation of content.
- effect layers for Multiple personality types.
- Repurpose mixed content To target different user preferences.
- It is easy to access, absorb, and Messages that are well promoted.
First of all, I would suggest that your first major content items be created based on the areas you are most known for in your workplace.
Consider which factors require your company to serve or provide the most, and why people will come to you versus the competition.
From here, you can take advantage of that meaningful differentiation and transfer many of your lessons and tips into a truly valuable content asset that can work hard again and again for your link building and authority exercises.
Great content requires expertise, energy as well as constant effort to generate optimal potential from it.
Check out this related post that can help your content work harder for you.
4. Take advantage of local optimization
To increase your weight in SEO, you need to get every ounce of value from the time you invest online.
Local optimization will always provide SMEs with an opportunity to increase their return on investment.
The reason behind this is that you have a legitimate claim to your local community, and in many cases, a more realistic claim to that visibility than other competing sites, regardless of size.
You probably won’t find an SEO post for small and medium-sized businesses that isn’t a local SEO factor, because it works.
There are basic activities you can do to make progress in local SEO for small businesses. These include:
- Claim and maintain and Share updates on your Business Profile on Google (formerly Google My Business).
- Create Website landing destinations On your website, rich in local content.
- Sowing in your services (where applicable) Local updates and associated information.
- to be active with Local media and publications.
- he ran Location based marketing software and incentive schemes.
- generate local reviews, Testimonials and case studies.
- Actively be present at community sitesand forums as well as question-and-answer sources.
- Share your experiences and Opinion on major social media channels.
- Use LocalBusiness Planner Where appropriate.
Here is a complete local SEO checklist that will help you diversify and prioritize your actions in this area.
5. Become a problem solver
One thing that is always present in all industries is the need for people to have their questions answered, as well as address their pain points.
Prioritizing problem solving is a common tactic that helps get businesses in front of their online audience in the periods when they need it most,
As a monthly (ideally weekly) exercise, dig into your Google Search Console data and find all the terms that include; Who, what, why, where, when and how.
Then consider related pain point queries and phrases including; Problem, problem, and more.
You can then add site operators, cost/price, and other areas such as rating type terms and comparison to this site.
You’ll likely discover many new terms and subject areas your audience is looking for advice and opportunities to put yourself and your SME at the forefront of answering.
This kind of value-based support and audience-aware content creation can provide layers of value and business impact online.
Much of the rich content you create using this approach will have layers of potential.
- You can create a file community centre To house FAQ content.
- From this center, you can build destinations or Content that has broader appeal to your audience and deliver traffic and conversions to your site.
- Could you Promote and share this content socially and on external sites in snippets, to help solve audience questions, and bring fresh links to your content.
- content can be repurposed in other content types Such as video and image content, enabling ranking and SEO gains in new search segments.
- With increased visibility it will do Attracting many new and unanswered inquiries that feed the above session.
- You can always add to inquiries via Complete competitor content gap analysis In seeing the question and answer, and by using free tools like Audience Answer.
Small businesses have a great opportunity to buck their perceived weight online.
By focusing on the five key areas discussed in this post and following suggested tactics that support them, you’ll be able to grow your small or medium business’ SEO success in a meaningful and value-driven way.
- Google On Small Business SEO And How It’s Changing
- Small Business SEO Checklist: 11 Ways to Improve Your Ranking Today
- A guide to local search engine optimization
Featured image: MaDedee/Shutterstock