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jYAF91I 1 796x398 - Small Business SEO? The Benefits and Why It’s Vital

Small Business SEO? The Benefits and Why It’s Vital

When starting a business for the first time, it can be difficult to ascertain what approach should be taken when advertising the brand, or the products it sells. Some may advice you to focus on word-of-mouth for local services, whereas others may insist you need a strong social marketing plan.

The truth is that each small business has its own goals so what works for one business doesn’t necessarily work for another. As such, it’s important for a business ascertain its goals and clarify the niche of your brand to ensure that the right form of digital marketing is put in place.

Those who aren’t familiar with search engine optimisation may dismiss the practice as non-essential for a small business, but nothing could be further from the truth. SEO is just as important for small businesses as it is for global empires. It just needs to be used in the right way.

And according to this Digital Marketing Agency in Scotland SEO can be adopted by anyone, regardless of their budget, meaning its one of the most vital elements of digital marketing that a business shouldn’t dismiss without looking at the benefits it is able to offer.

Determine the Niche of Your Business

Regardless of whether you’re taking on the SEO work yourself or looking to hire the services of a third-party professional, a successful SEO campaign can only be crafted if the niche of the business is clear. Although many businesses may look similar on the service, there are several elements that can make all the difference as to which business they choose.

For example, if you’re a technology company that has an emphasis on using recycled parts and creating machines in the greenest way possible, then it’s important not to focus on keywords that only relate to technology alone.

Those looking to reduce their carbon footprint will be on the lookout for such an item and will using search terms to find a suitable provider. Harnessing these keywords can mean that you’re serving a demographic that’s being completely ignored by bigger companies.

Having a better understanding of what the business can offer allows business owners to ensure that their marketing plans can be tailored to capture demographics that are keen to purchase what the business has to offer, which follows onto the next topic.

Make Use of Keywords Being Ignored

When putting together an SEO plan, its understandable that small businesses fell that they are unable to contend with bigger competition, simply because it has a lower advertising budget.

Although it’s true that some bigger companies will have bigger budgets available, it can also mean that the some of the more unique terms are being ignored for popular search terms. These omissions can include long-tail keywords that are often used in the form of a question.

As well as being ignored by industry leaders, it’s also likely that unique terms will be easy to rank for. So although you won’t get a large volume of visits in comparison to other platforms, you will be receiving visits from customer who are likely to make a purchase.

It may take some time and the use of several tools, dedicating some time to finding obscure keywords can mean that your brand is being recognised for keywords that the competition has failed to account for.

SEO Lets Customers Know the Business Exist

A business can do a lot to promote its brand, but if its not making use of SEO, then its often the case that some marketing opportunities are being passed by.

The popularity of social media needs no explaining, but it’s important to know that it’s not only encouraging improved communication between friends, but it also working wonders when forming relationships between a brand and a customer.

Not only does SEO act as a ‘flair’ for SEO, but it also allows you to obtain reviews and capture customers within the vicinity easily. This ensures that your business is being promoted to local customers, while the reviews left by others can help you escalate up the ranks of Google.

When embracing SEO, it’s important that the business owners understand that the infrastructure used has changed over they years, as has the way people connect to online platforms. Relying on more aged approaches to SEO could mean that the business fails to gain any attraction when trying to stand out among the crowd.

SEO Is Cheaper Than Other Forms of Advertising

Digital marketing can be made up of several elements, which can sometimes include television and radio advertising. While there’s no doubt that this sort of advertising can be beneficial for businesses that are up and running, the cost of such advertising could mean it’s out of reach for small businesses due to their financial restrictions.

SEO is a cost-effective way of advertising, as it can be tailored to meet the company budget, regardless of how small it is. Of course, this may mean lowering your expectations when it comes to how many people you can capture in the initial stages, but it does allow small businesses to advertise without overspending.

Gain More Insight

Digital marketing in the past was limited simply due to the technology on offer. There was also less data to work with in relation to the customer’s journey while on the website, meaning that future strategies couldn’t be tailored. This would mean that although many campaigns would gain traction, not every customer demographic was accounted for.

Nowadays, it’s a vert different story. In fact, there is so much information available, that many businesses are ensuring that they have some sort of Customer Relationship Management tool in place to help them service their customers in the right way.

Although a small business may not need the same complicated infrastructure as that of a large corporation, SEO can still allow a business to expand the online operations of a brand and reach its desired customer base.

The Ultimate Guide to Local SEO for Multi Location Businesses Blog Image1 - The Art Of Local SEO - How To Rank Your Local Business

The Art Of Local SEO – How To Rank Your Local Business

The arrival of the Internet has changed the way businesses operate and do business. As it has blurred geographical boundaries, the internet has allowed companies to penetrate new markets without the burden of injecting large amounts of capital investment.

In today’s day and age, it is almost unthinkable to not have a digital presence of some sort. Everyone is online; hence it is essential if you want to reach your target market, that you solidify your virtual footprint.

It is a great opportunity for small business owners to widen their customer base at a smaller cost. Marketing through the right channels and right consumers can be the most favorable way to make a mark when running a business in a narrow geographical location.

For example, if a customer wants a service that is within his physical reach or requires anything to be fixed would need business establishments which is in the near vicinity to cater to his needs.

Your local SEO strategy aims to get your business page ranked higher in local searches when requested by the people living in nearby neighborhoods.

There are certain techniques and strategies used in SEO to make your local business website appear in the top results when searched for that particular area.

Using “location” as A keyword

Be it local or worldwide, the basics of SEO remain the same with a few precise changes. Using “location” as the keyword brings out the best results in order to attract consumers from a specific topographical location.

“Location” may be added to site content, meta text, blog post content, description or anywhere else and increases the chances of your website appearing higher in the search results for that specific product. When a search takes place from any specific location, regional business websites can appear if effective SEO techniques are implemented.

Business Listings

When you are looking to generate awareness for your business with respect to location, using sites like Yelp, Google places, Bing, Yahoo Local give a major boost to you ranking higher on search engine result pages.

Regional Directories

You may think that this is quite an obsolete way of marketing but regional or town directories are still quite a useful way for people to look for their desired businesses.

Getting registered on the online version of such directories like Yelp, CitySearch or Merchant Circle is quite a vital aspect that is often overlooked this is why we would always suggest that you use something like Citations Builder which is the best citation building service.

The information should comprise of a user friendly website link, contact details, hours of operation as well as directions to the physical existence of the business.

Have a Social Media Presence

Nothing is being used more than different modes of social media these days such as Facebook, Twitter or Instagram. This is essentially a marketing channel that will expand your existing database of clients to include friends of friends, family members, gain referrals and reach residents who live nearby.

Platforms like Hootsuite and Tiny Torch allow you to keep a track of whenever your business gets a mention and you can get alerts. Make sure that you as the business owner respond to it, be it positive or negative which leaves a positive impact on the customer that you care.

Google does keep positive reviews under consideration in order to rank you higher among the local pack.

Aquiring Locak Backlinks

Getting back links with respect to location may be very difficult. But if a business replies with specific keywords and location to certain blog posts that are relevant to your business type and location, the search engine may grab that data.

If it is necessary to register with the blog to leave a comment. Dropping a keyword and location may also help.

On Page Updates For Your Websites

You may need to formulate the meta description and title of your web page very wisely as the text of meta description and titles appears in search results. This will act as a “mini-ad” for your web page.

This can be a great way of luring the customer to visit your web page as the title tag comprises of 50 to 60 characters while the meta description tags can have 160 to 200 characters. This is a very beneficial and valuable way to attract the user.

Do not blow the chance of being clicked on by using irrelevant and useless text in the title or meta description. If your text for the HTML elements isn’t unique and compelling, then your click through rate will suffer to a great deal.

  • Do not waste this precious space by not providing helpful relevant information.
  • Include the name of your city the business is in.
  • Use one keyword closer to the beginning of the tag.

Adding Testimonials

It is high time that businesses start realizing how integral and influential it is to be having online positive reviews. Research shows that about 84% of respondents value online testimonials as much as they value personal recommendations from their trusted social circle.

Using Structures Data On Your Website

Structured data mark up can be easily added to the site’s code which is commonly known as “schema markup” or “ markup”. This provides additional information about the business like your services offered, how much you charge, the reviews you have gained and a lot more.

This is not a very widely used tool, only 31.3% of websites use this attribute. Keeping that in mind, if you start using it, you can make your local business stand out among the rest.

Google also wants you to add data markup because it makes it easier for the search engine to determine what services you provide and quickly pick it to be displayed on the search results.

Targeting The Right Audience

Targeting the right and appropriate audience can give a boost to your business that is incomparable. There has to be a set of specific customers whom you will market your product to. As a business owner, no one else can be more aware of the market needs.

Keep yourself in the shoes of the customers and think of the keywords you would use if you would require the services your business offers. This process of elimination can drastically increase your sales and reduce your efforts by a great deal.


linkbuilding - Link Building Tips & Tricks For Small Businesses

Link Building Tips & Tricks For Small Businesses

The digital marketing phenomena known as search engine optimisation used to rely heavily on the concept of link building. However, as business ventures and corporations took to controversial link building exercises, Google revamped its strategy. Regardless, it has managed to retain its position as a critical ranking factor on search engine result pages.

What is Link Building?

If someone has placed a direct link to your website, it reflects as an authentic source of information and content. That link represents the worth of your content as someone has quoted it as a reference. This is what encouraged search engine giant Google to utilise backlinks as a ranking variable. It was a simple concept: the higher the number of links from external, pertinent websites to your website, the higher you would be placed on a search engine result page.

With time, Google’s ability to the relevance and quality of a backlink has increased greatly. It has started to identify questionable links and has stringent penalty policies to deal with entities engaging in such practices. Despite this, when done right, link building can be an effective factor in giving you a top position on Google’s result pages. Keep in mind that other factors have also come into play for ranking decisions since the last few years.

Check out our top tips for link building in the year 2018 shared to us by the team at Edinburgh SEO.

Use Research and Data

The application of research and data is one of the most powerful link-building techniques to exist in the virtual realm. As per search engine optimisation gurus, it is seventy percent more effective than other link building alternatives. The essence of first hand primary research cannot be emphasised enough. Nothing holds greater value then original, verified content that shares industrial insights and never-shared before facts. Being the owner of such data gives you the right to earn backlinks and will bring people over to you instead of you being the one to chase them.

How can you apply this to link building?

  1. Find a subject area that will add value to your target audience. For instance, a fitness club can explore and research the effectiveness of different kinds of diets. It can invite its members to take part and research which diet yielded the greatest amount of weight loss results.
  2. Do your own primary research. Taking the example from above, it is recommended to focus on a specific sample size and implement demographic parameters such as age and gender. Gather as many variables as you can and remember that the more your research data is illustrative of a specialised customer or industry group, the higher the possibility of building links.
  3. Publish your findings and dress it up with some design feel. Use graphs, charts and tables to make it reader friendly.
  4. Kick off a series of content pieces that stem from your primary research. We are talking podcasts, blog posts, infographics, tweets and what not.
  5. It is imperative that you get your research out there and promote it productively. Let people know that there is a whole plethora of knowledge that you are willing to share about the world of fitness.

Publish Content on Social Media Platforms

The majority of search engine optimisation companies find posting content on social media platforms to be effective 68% of the time. This increasing the chances of your content gaining links naturally and also helps gain social signals.

How can you apply this to link building?

  1. Download social listening programs to locate your target market on social media. This will help you monitor the strength of your brand on these platforms and let you concentrate your efforts on solidifying the brand footprint on those channels.
  2. Evaluate the engagement rate on these social media platforms and see which is the most popular.
  3. Draft content that is going to captivate your consumer’s interest.
  4. Re-promote your existing content: Keep the word going about your research and reformat it in different ways to share it. Publish it on other platforms besides Facebook – such as Instagram & Snapchat. Do give it a slight mention every other week to keep attracting different links.

Posting Sector Specific Interviews

This is another effective tool in link building for search engine optimisation techniques. Publishing interviews from leading experts in your niche or industry will appeal to other online businesses to quote you as a resource and link to your website as well. in order to have a successful interview, keep the following two things in mind: try to find a key influencer or a popular voice in your industry and also structure your interview questions to be relevant. Create your questioning strategy around benchmarked practices, business values, customer insights and such.

How can you apply this to link building?

  1. Research and do your due diligence.  Try to find what subjects are of interest to your customer market and which opinion leaders will be able to offer valuable business insights to your audience. Learn about your selected interview candidate’s background to verify his authenticity and expertise on the topic.
  2. Plan your questions in advance. Put your list of questions together that will peak your reader’s inquisitiveness and serve as a solution to any points of concern.
  3. As important as it is to stay on track during the interview and direct the flow of conversation towards your relevant topic, it is acceptable to incorporate some other topics of interest as well.
  4. Just like original primary research, formal interview specific interviews are going to be useless if you are unable to share them with the world.
  5. Recycle your content and share your interviews on variant social media platforms. Do send the final version of your interview to your candidate as well as he may want to link to it as well

Using Videos to Generate Links

There are plenty of user friendly online tools that can help you edit and promote your videos.  Similar to the content promotion strategies above, share your videos on social media and post it on Youtube as well. This will help you gain exposure and obtain external relevant links.