SEO is a crucial, yet often underestimated, part of small business marketing.
As a small business owner, perhaps you don’t have the resources or time to dedicate to your online presence. Investing in content marketing, however, can yield significant returns in business growth and boost profits.
For that reason, it’s worthwhile implementing a strong SEO strategy.
What is SEO?
SEO stands for search engine optimisation. When done correctly, it makes it easier for search engines like Google to find your website.
In Australia, 95% of internet users use Google. Google dominates the web and makes the rules when it comes to internet searches. It does this through a specific set of algorithms. When someone does an online search, Google crawls the web to find the best websites that relate to that search. It takes into account things like keywords and backlinks.
Keywords are the words or phrases used in a search. For example, someone searching for a hotel in Sydney may use the words “best hotels in Sydney” or “where to stay in Sydney”. Your website has a greater chance of being found if they contain those keywords.
Backlinks are links from another site to your website. If the backlinks you receive come from high-authority sites, it raises your website’s authority. The higher your domain authority, the better your website will start to rank in searches.
Why every small business needs to master SEO
“Build it and they will come” won’t cut it in cyberspace. Creating a website doesn’t mean customers will automatically flock to it. As of August 2019, there were 1.7 billion websites on the internet. That’s a staggering number! How will your ideal customer find you? That’s where SEO comes in.
Many shoppers start their search for a product or service online. When doing an online search, 75% of internet users say they never scroll past the first page of search results. Google’s much-coveted first page has limited space and not everyone will reach it. A good SEO strategy can, however, help get you closer to it. The higher you start to rank, the easier it will be for customers to find you. Australians spent A$27.5 billion in online shopping in 2018. If you want a slice of that retail pie, you need to optimise your website.
How small businesses can master SEO
For non-techies, all this SEO, keyword and algorithm jargon can be overwhelming. But mastering SEO isn’t as hard as you think. You can learn how to optimise web page URLs, headings, title tags, meta descriptions and images by doing some online research or taking an SEO short course.
Once your website is more SEO-friendly, keep adding content to it. The best way to do this is with a blog. Blogs allow you to share your knowledge with your target audience, helping to position you as an industry authority. When a customer trusts your expertise, they are more likely to purchase your product or service.
Creating great Google-worthy content requires a keyword strategy and some writing skills. If writing isn’t your strong point or you don’t have time to dedicate towards content creation, then outsource it to an expert.