For small businesses looking to make their mark, the Internet represents a golden opportunity to let them punch way above their fighting weight. Your website provides an “always on” marketing channel to millions of potential customers. Developing a web presence is a natural extension for any business, however if you are reading this blog you already have an idea that building a website is not enough. You have to make sure your website will gain exposure and generate high quality traffic who can be converted into paying customers. To do this, you need good Search Engine Optimization (SEO).
Primary Considerations for Small Business SEO
Establish Business Objectives
Ask yourself what the main purpose is behind developing a website and what you will use it for? Be specific, such as, “How many new customers is my website going to generate?”; “How much sales revenue will this website create?”; “What role will the company website play within the business’ overall communication strategy?”
Generate Keyword Ideas and Perform Competitive Analysis
Identifying the appropriate search terms, or keywords form the bedrock of every SEO campaign. If you are a small business, a good tip is to look at the use of local search terms, i.e. keyword + location. Also, regularly review your server logs and analytics to see how existing users are currently finding your website. RankPay provides a very useful tool to analyze keyword search volumes and assess the SEO opportunities. (By the way, the tool is free to use from the RankPay homepage).
Assess the Return On Investment (ROI)
You need to estimate the cost of gaining high rankings for your chosen keywords (the RankPay tool will provide you with this), but how much will that keyword generate in terms of volume, and ultimately profit? A professional SEO company can help you accurately estimate the levels of traffic you can expect for a given position in search engine results. You can then calculate ROI to assess keywords in order of profitability, and which you should focus your efforts on.
If you are new to SEO and to e-commerce, this may all seem a little daunting, however the rewards are substantial. There is no other marketing channel which offers such a low cost of entry and is capable of generating such high yields.
Obtaining prominent rankings on relevant keywords across the search engines can be highly profitable; however you must establish your business objectives first, and build your SEO strategy aligned with your core ROI principles.