Lewis_and_Clark_by_Charles_M_Russell_1918

The vast majority of the day-to-day things that we do are transacted online. We read news online, perform banking and other payment functions through customized Internet platforms and several communication channels are now relayed through the virtual world.

The Internet has greatly influenced our way of life and approach towards commerce. Thus, it has created a new battleground for businesses to covet market share.

In order to stay ahead of the competition you must incorporate Search Engine Optimization or SEO in your business development strategy.

Here are seven (7) reasons why you should do SEO in your business. As you will discover, the “why” will answer the question, “How early”.

1) Majority of businesses are online.

As of this writing, there are 982,891,480 websites actively operating in the Internet. There were also 3,180,213,300 Internet users when I wrote this sentence.

Think about that number for the moment. More than 3 Billion of the world’s population of 7.2 Billion people is online every single day.

The Internet presents a vast ocean of opportunities for businesses to expand their markets. It is no surprise that companies have incorporated online strategies to develop their businesses. Companies are now using the Internet to source suppliers, recruit people and of course, promote products and services.

That is why more than 50% of all small businesses have websites. But it is not enough to have one; your website must be found. SEO is the best strategy to enhance your online presence.

2) SEO remains a relevant strategy.

Despite its track record in building online businesses, there remain naysayers on the effectiveness of SEO. This is largely due to the fact they do not view SEO as an evolutionary process.

SEO techniques have evolved over the years because the markets have changed. Keyword analysis is no longer enough to assure high search rankings. Internet users demand great, engaging content not just keywords. So naturally, keyword research strategies had to evolve and integrate elements that complement effective content creation.

The end result of its evolution is more effective and efficient SEO; a process that produces greater and sustainable results. Integrating SEO with content management presents companies with a better value proposition than just a singular strategy. SEO provides the means, content management creates the purpose.

3) SEO builds your brand.

Google’s Quality Ratings Guidelines is proof the search engine giant is moving towards brand-related metrics in awarding search rankings.

And the biggest mistake most businesses make is overlooking the importance of brand building at the very start. They often believe the brand will follow once business gains traction. But without the identity of a brand, where will the traction come from?

SEO professionals conduct detailed research to identify the target audience of your business. This includes determining which keywords are frequently used to search similar products and services plus uncovering behavioral clues on how the markets respond and interact with the competitors in the industry.

These data are used as reference in the website development process, in your social media marketing program and your content marketing campaign.

So what does these all mean?

It means you should include SEO as early as your pre-operating stages! SEO techniques should already be factored in your web development phase.

4) SEO ties in with other online marketing strategies.

SEO is an effective strategy in building your online presence. But in conjunction with other digital marketing strategies, SEO becomes an even more potent weapon in the battle for search rankings.

The mistake some Digital Marketers make is to have a preference on one strategy over another. The most effective social media strategy would be one that encourages synergy between the different tools as the Digital Marketer’s disposal.

In addition to integrating SEO with content management, it can also be utilized with other techniques such as social media marketing and link building.

5) SEO is a cost-effective strategy.

The benefits of effective SEO is sustainable; it will continue to attract thousands even millions to your website because it is specifically designed to target your audience or the end-users of your products and services.

With SEO, the momentum generated by its campaign can be felt for many months, even years without much incremental cost in revising the program.

Plus an SEO campaign is customizable to your business’ needs and of course, your budget. The SEO professional will always conduct research and studies to determine who your business caters to, what their pressing needs and concerns are, how their purchasing or patronage decisions are influenced and their patterns of qualifying vendors or suppliers.

These are key information necessary to design an effective SEO campaign because search engines like Google have numerous ranking factors and it constantly changes the algorithm per year; sometimes up to 600 times.

The best SEO is not necessarily the most expensive proposal. It should be one that best fits your needs.

6) Your competition is using SEO.

As discussed earlier, most businesses are already plying their trade in the Internet. They could be allocating a larger chunk of the digital marketing budget toward SEO in order to give them a decided advantage in the search rankings.

While the evolution of digital technology has made the ways of doing business and life in general, more convenient, it has also increased the competitiveness in every industry.

Your competition will look for every conceivable advantage over everyone else. So while you remain stagnant, unsure of how to go about your SEO campaign, you are progressively losing ground to someone who is. Every lost opportunity is translated as foregone income.

7) The rise of mobile technology.

As of 2013, there were over six billion SIM cards operating in the world. At the time, the PC still accounted for majority of online traffic. Fast forward to 2014 and
mobile gadgets now account for 60% of online traffic
.

The rise of mobile technology will continue through the unseen future. Market analysts are projecting that by end-2015 there would be over two billion smart phone users in the entire world.

The increasing popularity of smart phones has opened new avenues for the continued development of SEO processes this time targeted toward local area marketing objectives. Techniques have to evolve and go through tweaks to conform to shifts in website design toward mobile responsiveness.

It is never too late to incorporate SEO techniques in your digital marketing plan. While it would certainly have been better to implement SEO at the start, with its ability to evolve and adapt to changes, you will still be able to reap the rewards and generate substantial ROI with SEO at the later stages.

Many local business owners often question the validity of online marketing strategies. After all, where is the sense in spending time and resources in marketing your business to strangers online, when you have a solid customer base that recognizes it as an established presence on the high street?

This attitude may have made the cut 10 years ago, but times have changed, as has online marketing. In the past, online marketing and SEO have been the tools of large corporations who needed to appeal to national audiences, but there are now countless reasons why digital marketing is not only useful, but essential, for local and small business owners. So, it’s time to start seriously considering an online element to your business’s marketing strategy - the trouble is knowing where to start.

To help you make the transition into the digital space, we have put together a short guide to help you identify the main methods of local digital marketing, so you too can start reaping the benefits.

Local SERPs (Search Engine Results Pages)

When performing a geographically specific query, search engines such as Google endeavors to return businesses that are local to that area, and not websites that rank well for the search terms nationally.

The best way to start your business ranking amongst localised search results is to create a local page on all of the major search engines. This is a relatively simple process that involves inputting your businesses information to populate your profile page – you don’t even need a website!

Once your page is created, your business will appear in the local section of the SERPs. Have a look at the example below:

SERP

In this instance the search term is “Butchers in Sidcup”. As you can see, Google returned two local butchers at the top of their results page above more authoritative sites, such as yell.com. This makes it possible for smaller, local businesses to compete with industry heavyweights online.

It’s safe to assume that Carnivore Foods Ltd are fairly established as Sidcup butchers, and have feasibly spent time optimising their business website, as it appears first in the natural results. However, it is still possible for Mason KC to also appear amongst these results with no need for SEO techniques, by simply listing their business in the local section of Google.  

Local competition for the search term “Butchers in Sidcup” is fairly low in this example, and there are a number of factors that you can consider, to determine how competitive the local section of a SERP is for your business and sector, including:

If competition in your area is tough and you find yourself struggling to appear competitively in the local SERPs, there are a number of steps that you can take to optimise your local business page, such as:

Unlike an all-out SEO strategy, which could take months to implement, these are fairly simple changes that will take a few moments to apply and they could improve your online business success rating.

Website Optimisation

If your business has a website, it’s possible to optimise the pages on the site to improve how well you rank in local search. There are a number of steps that you can take, all of which will indicate to search engines not only what your business does, but also the specific areas that you operate in.

 Some techniques that you may want to consider implementing for your own business’s website include:

Optimising your website is useful if you find that there is a lot of competiti
on in the local business section of the SERPs. However, applying these changes may take some time, so your site might not return immediate results. But, if you stick with it, you will be rewarded with even more opportunities to get your business in front of new potential customers.

Business Listings

Another reason that it’s important to make sure your business’s name, address and phone number (NAP) information is always consistent, is for business citations. Much like links to a website, citations act as signals to search engines which indicate the authority of your business. No actual link is required from the website; however it’s essential that your NAP details are always accurate to help Google properly assign the authority to your site.  

It has been suggested that business citations are one of the leading signals that Google uses when determining where your site will appear in its local rankings, so it helps to do what you can to attain as many of these as possible.

Since the dawn of the internet, the word directory has been tainted by old school SEOers. However, providing you know the difference between a good and bad directory, they can still be a valid way to help build authority online for your business. You should typically be targeting sites that allow you to verify your business. To help get you started, here is a list of some useful directory sites that you could look to. (Ed. Note: this list is localized for UK businesses. Many of these have US counterparts as well.)

www.192.com

www.citylocal.co.uk

www.yell.com

www.cityvisitor.co.uk

www.yelp.co.uk

www.localdatasearch.com

www.thomsonlocal.com

www.tipped.co.uk

www.manta.com

www.uk-local-search.co.uk

www.qype.co.uk

www.approvedbusiness.co.uk

www.opendi.co.uk

www.city-listings.co.uk

www.2findlocal.com

www.moreuk.com

www.localmole.co.uk

www.mylocalservices.co.uk

www.118.com

www.mysheriff.co.uk

www.freeindex.co.uk

www.smilelocal.com

www.directory.independent.co.uk

www.thelocalweb.net

www.directory.thesun.co.uk

www.businesslist.co.uk

www.locallife.co.uk

www.local-buzz.co.uk

www.uksmallbusinessdirectory.co.uk

www.localstore.co.uk

Source: http://www.seomark.co.uk/

Remember, this is just a starting point - the more places that cite your business’s NAP information, the more authority your website will receive.

Directories are not your only option when getting your business cited. You should also be targeting blogs, press releases, and forums, as well as question and answer sites. Links will certainly help drive traffic directly from these sources, but all you need is your business’s NAP details cited for authority.

Importance of Reviews

The final piece of the optimisation puzzle comes in the form of online reviews. Whether you have taken an active interest in your business’s online presence or not, it is certainly something you’re going to want to handle from now on.

Recent studies have suggested that search engines rely heavily on online reviews when ranking your website in the local section of their SERPs. Not only will reviews help influence search engine ranking, but they have been proven to also heavily influence potential customers when deciding which links on a SERP to click on.

Getting online reviews for an offline business is a difficult task, and you must be careful about the ways in which you’re soliciting reviews for your business.

You shouldn’t look to solicit reviews in return for gifts, or submitting fake reviews - they should be as natural as possible. However, you can use your website to prompt customers to leave you feedback. You can also hand out leaflets in store with QR codes that link to review sites to help get your offline customers to leave you reviews online.

Responsive Design

Responsive design is becoming increasingly important in online search, and it’s certainly something that a local business can benefit from. It may not be at the top of your priority list, but a mobile site makes your business all the more accessible to customers. If you take an electrician for example, there is a good chance that a customer will search for your service on a smartphone in an emergency.  

mobile-friendly-highlighted

Google has announced that responsive design for viewing websites on mobile devices will play an even bigger part in their ranking algorithms in the coming months. As of April 21st 2015, sites that do not have a mobile friendly experience may be demoted, which could impact a business’s overall visibility online. On the other hand, sites that are responsive in their design will have a tag indicating so on Google’s SERP.

Sooner or later, responsive design will pay dividends for your business’s online visibility. It’s recommended that you start considering responsive design now, so you can make the most out of any future algorithm changes in favour of mobile friendly sites.

For the first time, digital marketing is making it possible for local businesses to go global. Even for those without a fully-fledged online presence or website, the power of search marketing and SEO can be harnessed – as can the benefits that come with them. If you’re a small business owner, and think your company could benefit from a bit of a boost online, consider implementing the above Google Local changes. Many of the aforementioned adjustments take very little time and effort to execute, and the benefits reaped can give your business long lasting benefits.

© Copyright 2022, Inbox Attack, LLC.
Rowlett, TX
Oceanside, CA
Glendale, CA
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