Many small business owners think that Search Engine Optimization (SEO) is only relevant for large businesses with significant marketing resources. Many of us in this increasingly important space completely disagree. A lot of companies have any number of excuses why they do not have a comprehensive SEO strategy. Some of the more popular ones (and our rebuttals) will be our focus:
Excuse #1: “My business is a small, local concern”
A common, but unfortunate misperception holds that SEO is solely for big firms that have pre-existing online presences in nationwide or worldwide markets. A lot of small business operators only want to deal with local prospects. These people believe that expanding their net of potential profits is not worthwhile, as they are unequipped to address a geographically-dispersed business base. Why This View is Wrong In the context of SEO, it is really much more efficient to target geographically-specific keywords and phraseology. In fact, such “geo specific” market triggers work like magnets to affect widespread attraction to your website when geographically precise queries like “San Francisco Chimney Sweeps” are conducted. In addition to yielding more localized, pertinent traffic to your online business platform, it may also affect much higher search engine ranking, as competition is comparatively low. From a logical viewpoint, it is quite apparent that rising within the ranks of search engine results with a commonly used phrase such as “SEO agency” is more difficult than merely optimizing for “San Francisco SEO Agency.” Google is nearly obsessive about generating relevant search results for inquiring internet surfers. Connecting with virtual realms like Google Places works in your favor by directing much higher quality traffic to your site. Moreover, the odds of localized searchers being converted into customers are much greater than for those who conduct nonspecific searches. Thus, the truth is that for local business operators, it is more beneficial.
Excuse #2: “I can’t afford it.”
SEO does entail an initial capital investment that intimidates many business owners. This is particularly true of those who cannot readily fathom how to calculate resulting returns. A lot of smaller companies would rather rely upon more direct approaches to advertising by utilizing drop shipments of printed marketing materials or e-mail solicitations. The underlying rationale is that these methods are superior simply due to their long-standing prior history and popularity. Why This Strategy is Ineffective First, so many tools exist to assist you in accurately assessing your real return on SEO project investments. Do a quick search and you will find them. In addition, a recent Econsultantcy survey conducted several months ago revealed that search engine optimization for small business provided the biggest overall ROI for all other methods – including mass e-mail campaigns. Also, SEO is a veritable “steal” in comparison to pay-per-click or banner advertising campaigns. The advantages offered by SEO are long-lasting and recurrent; thus, your site will continue to have a higher-quality of visitors long after your initial SEO campaign has concluded…………..but keep in mind ongoing maintenance is a must!
Excuse #3: “My firm does not do Internet sales”
Many smaller company websites are very basic and do not offer commissions or direct sales online. For that reason, many small entrepreneurs think that it is pointless to put for the effort to promote their virtual business platforms. After all, they do not expect to receive many e-mails from prospects. Why This Idea is Wrong Regardless of whether your business website is merely a detailed listing of products or services, you must ensure that it is very visible. If you
fail to do so, your investment in constructing it will be wasted. Thus, ensure that all internal content titles and META tags encompass your company’s physical address. If you own a service-based business, it is imperative to include the geographical locals or regional areas in which you operate. Do not forget to add the names of local neighborhoods, small cities nearby, and any well-known local landmarks that prospects might include within search queries. Place your phone number in a prominent spot on your site, as well as a “Contact Us” link.
Excuse #4: “My keywords are too hard for SEO”
Many smaller firms are currently in competition with much larger concerns. Consequently, their owners often think that the most pertinent query terms are too difficult to rank with major search engines. When big business with correspondingly deeper pockets are already utilizing the most desirable search terms, any attempt to compete can appear to be fruitless at first blush. Why This Thinking is Wrong It is pointless to throw huge sums of your business SEO budget towards trying to rank for terms that other firms have far more resources to invest in. This remains equally true of SEO, as it is of general search engine ad campaigns. There are, however, alternatives. Instead, try to encompass keywords with longer tails that cover a narrower range of pertinent products. There is not only much less competition for such terms, but they will lend even greater precision to your online business platform visibility efforts. For instance, attempting to rank the phrase “Term Life insurance for over 50” instead of the broader concept of “life insurance” might be prudent.
Excuse #5: “SEO is too complex to properly handle without specialized expertise.”
Owners of very small firms who have few or no employees often think that constructing a competent SEO campaign entails having a full crew of trained computer experts who also possess vast marketing expertise and correspondingly major fee structures. A lot of these folks do not even bother to look into how small of an initial investment it takes due to simply not having all of the information needed to make a more informed choice. They just continue in their unwitting suffering because they don’t believe they can afford it. Why This Belief Is Wrong In fact, SEO is indeed sometimes a costly proposition. That does not mean, however, that businesses operating on shoestring budgets cannot benefit from the vast advantages afforded by virtual marketing. If you do not have the resources to retain a professional marketing firm or hire a specialized staff member, you may still invest some time to learn SEO fundamentals yourself. Many excellent blogs and other online sites exist that offer SEO education that is easily accessed and disseminated regularly. Not to mention, of course, the numerous printed volumes about SEO that are listed at prices of less than $40 which offer excellent insights. You can make headway on your own this way, it will take time, and you will unlikely ever become an expert, but is it better than doing nothing. Many more individuals are now buying products via the internet than at any other time in history. Moreover, a major paradigm shift toward searching for pertinent product data via mobile devices is currently underway. Thus, ensuring high visibility of your virtual business forum will greatly benefit your bottom line and overall productivity in immeasurable terms. So no more excuses, it is time to jump in and get serious about SEO.