6 Reasons Why Your Small Business Should Be Visible Online
There is no shortage of mediums to market your business. Television commercials. Bulletin boards. Mailing lists. Magazines. But there is one that often gets overlooked. Search.
|25 July 2016
6 Reasons Why Your Small Business Needs Digital Marketing
There is no shortage of mediums to market your business.
Television commercials. Bulletin boards. Mailing lists. Magazines.
But there is one that often gets overlooked.
Google processes billions of search queries every single day. Your target market is likely searching for products or services that your business offers. Ranking for those keywords at the top of the search results can practically guarantee a steady stream of targeted traffic to your landing pages.
Which translates to more sales for your business.
But actually ranking is not as simple as having a site. In fact, the search landscape is more competitive than ever as businesses all compete for the same keywords.
So how can you increase visibility for your site in the search results?
With search engine optimisation.
SEO is the process of improving your site rankings in the search results. This typically involves optimising your content to improve their relevance and building quality links to those pages. Search is an important marketing channel as it can mean the difference between barely making overhead costs and having a steady stream of targeted traffic ready to buy.
But there are also those business owners who remain doubtful
Here we look at the need for SEO and why it remains an effective marketing channel for your business.
1. More Consumers Now Use Search Engines
Search is a starting point.
According to data from Google, 4 out of 5 consumers use search to find information about local businesses from store directions to opening hours and more. Even if you have a website, your target audience may not be able to find your business if it is not ranking for relevant keywords.
But with billions of active websites, competition for search engine rankings is higher than ever. This is where SEO comes in as it plays a pivotal role in helping your site rank for your target keywords.
2. Extremely Cost Effective
Advertising on mediums such as newspapers and magazines can be incredibly expensive. One downside is that you need to continue paying for the campaign or else traffic to your business also stops.
But not with SEO.
Once your site starts ranking, it stays there with very little maintenance. So you can expect to attract highly targeted traffic to your pages for years to come. Compared to other marketing channels, SEO is easily one of the most affordable and it is an investment that ultimately pays off in the long run.
Another advantage is being able to measure and track your efforts in complete detail so you can determine how much of a return your campaign is generating. Whether you have a small or large budget to work with, SEO can be completely customised to fit your budget.
3. Generates Highly Targeted Traffic
Advertising on television or radio can be hit or miss.
Your marketing would simply be too broad.
But SEO completely changes that.
Someone searching for “athletic clothing for men” knows exactly what they want. And they are also much more likely to convert. Ranking for terms that are relevant to your business puts you in a strong position to convert visitors into consumers.
SEO starts by conducting comprehensive keyword research to identify keywords that your target audience is searching for. The information gathered is absolutely invaluable as it better informs your marketing campaign. Which translates to highly targeted traffic to your pages.
4. The Competition Does It
f you are not doing SEO then you lose a competitive advantage.
Most businesses already understand the importance of search. So they invest heavily in SEO campaigns as they know that better optimised pages translate to higher rankings.
Do any search for keywords that are relevant to your industry.
Browse the first few results and take a closer look at the pages. Are the title tags optimised to include those keywords? Is the site structure broken into separate categories? Is there a blog that has recently been updated? These are all indications that a site is implementing SEO.
Your competition is more than likely investing in SEO. Simply ignoring it essentially means giving your competitors top rankings without even putting up a fight.
5. The Rise of Mobile
Mobile continues to see explosive growth.
Data now shows that mobile traffic has overtaken desktop traffic.
Your target audience is more than likely using mobile devices to search for products or services that that your business provides. Local SEO helps your business rank for mobile searches by optimising your site to be mobile friendly and building quality links.
6. Search Continues to Evolve
Google updates its algorithm hundreds of times a year and also occasionally releases major updates that significantly affect the search results.
The most recent update puts more emphasis on mobile friendliness. In other words, your rankings will start to slip in the mobile search results if your pages are not optimised for mobile devices. Similarly your site could also be penalised for engaging in questionable tactics such as keyword stuffing or backlink spam.
This is yet another reason for the need of SEO as it keeps your business up to date on practices that are acceptable and those that aren’t.
Search engines are here to stay. That much is obvious as Google continues to dominate the market in terms of online searches. So the best way to stay ahead of the curve is to implement an SEO strategy for your business.
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