Trends are showing that businesses are cutting back on their marketing budgets this year. This of course comes as no surprise given the state of the economy. But it has left some small business owners in the dark when it comes to where to put their marketing dollars and how best to spend their budgets. Let’s face it there are an endless supply of online marketing tools out there. The question is, which one’s should you choose and where do you start?
While searching online for a visual to show to one of my clients, I came across the following SEO Pyramid and I thought it was a great visual to help pave the way to greater online visibility.
Basically, to more efficiently market your business online, the following rules should be in place (and they are in order of importance):
- You have compelling web content
- Your content and page elements are optimized
- You’ve created and are maintaining a linking campaign
- You business is visible in the social media space
Compelling web content – First and foremost, your site must have compelling and relevant content; useful content that will attract and retain visitors and offer them something they can link to. You want your visitors to buy your product or service and come back for more. So give them something to come back to.
Optimize your content and page elements – Your web content should be keyword rich. Establish a list of keywords that people search on to find your product or service and include these in your content. They must be relevant to each page so don’t go overboard. These keywords should be weaved into not only your web content but all your page elements (i.e. title tags, meta tags, H1 tags, etc.) as well.
Linking campaign in place – Spend some time finding relevant sites to link to and from. The more relevant sites that are linking to you the more likely the search engines are going to find you.
Social media plan– Once everything else is in place, build your business page or group in a social network that speaks directly to your audience. Start a conversation and start networking. Also, don’t underestimate the value of a blog. Yes, it takes time to upkeep but it’s well worth it in the end. Not only does it give your business a personality, it augments your SEO strategy. Get out there, get networking. It’s free!
And finally, BE PATIENT! Gaining visibility online takes time. Keep at it and be patient. And remember you get out of it what you put in.