8.7.08 Search Engine Optimization for Small Businesses
Introducing search engine optimization (SEO) specialist and Gorilla 76 partner, Lauren Haman. We’ve been working with Lauren for 2 years, utilizing her expertise in SEO to build search-friendly websites from scratch and implement pay-per-click campaigns to assure those sites are found.
Search engine optimization - it sounds daunting, right? Well, Lauren will tell you otherwise. Here’s what she had to say.
Search engine optimization and marketing campaigns are often seen as luxuries for small businesses, not necessities. Small business owners can all too quickly reject the need for SEO with reasons like “Our customers already know how to find us” or “Our customers don’t use the web,” and here’s the big one: “It’s not in the budget.” However, with proper research and planning, any small- or medium-sized business can benefit from search engine optimization just as much as their large-scale competitors.
Why you need it
A vast majority (over 70%) of online consumers begin their search for a product or service with a search engine. It is true that not all types of businesses can profit directly from SEO. After all, when was the last time you searched Google to find a gas station? But consider this, in April 2006, 73% of American adults claimed to use the internet on at least a weekly basis (up from 67% the previous year).
The ever-expanding market of internet users offers a substantial base for a successful optimization and marketing program, no matter what type of services you offer. Whether your goal is to generate new customers or to offer additional services to your pre-existing client base, nurturing your online presence is both easy and effective. A thorough search engine optimization and marketing campaign can offer a substantial return on investment to any small business.
How to get it
A web-savvy marketing firm (like Gorilla 76) can help you determine goals for your website, research, and execute an effective optimization and marketing campaign based around your needs. Understandably, a small business marketing budget doesn’t always have room for new-fangled, high tech tricks. Fortunately, a good SEO campaign doesn’t need any! Fresh content, market research, a bit of know-how, and a strong website structure are all it takes.
They can also help implement search engine marketing strategies, including Google AdWords and Yahoo Search Marketing, to get the most bang for your advertising dollar. These CPC (or cost-per-click) programs allow you to bid on specific keywords and display your ads in prominent locations when users search for those phrases. The average cost per click for an AdWords small business marketing campaign is anywhere from $1 to $4 – just think how that compares to the thousands spent on print advertising to get the same potential customer through the door. With a modest $300 investment over one month’s time, your website could see hundreds of new visitors. Every one of those visitors is a new potential customer.
However, as with any marketing campaign, the key is commitment. Optimization campaigns generally require routine maintenance, statistics tracking, and updated research. Advertisements for $50 “SEO Quick Fixes” are all too common on the web and are usually scams meant to prey on those who don’t fully understand the dedication that good SEO entails. Hiring a dedicated marketing firm to assist you through the process is the most effective way to generate the most return on investment.
Search engine optimization, if done correctly, is an easy way to boost your website production and positively influence your business. Harnessing the power of the web takes both marketing savvy and internet know-how, and Gorilla 76 has got you covered.