Small to Medium Sized Business Web Presence: What’s Really Necessary?
As a small to medium-sized business owner, you are likely wondering how dedicating your precious time and resources to your web presence (not just a website) will truly benefit you.
What’s the point? How about a strategic web presence that will give your brand widespread visibility across major platforms and search engines. This visibility will lead to more eyes on your business, more traffic on your site, and more prospective leads.
The beauty of the web is that you’re able to instantly give people what they are searching for!
Small Business Web Presence Toolkit
In order to drive leads and increase visibility, you’ll need to have a strong & coordinated set of tools in place.
This web presence should consist of:
- A professional website
- Quality content, pages dedicated to each product or service
- Trusted off-website citations, linked references to the business
- And a fundamental SEO strategy for all of the above
Having a professional website, possibly with a well-designed logo that people will recognize, is a start. It is the brand online, a place where a depth of information can be used to differentiate, but it’s also the bare minimum.
Quality content that differentiates and defines advantages is a necessity. Each product or service should have its own page. You need content that defines your brand as an authority in your field. If not, assume that Google will not be interested in ranking it, because that is what Google is looking for.
If the subject of your products and services is competitive, then assume that other website references for & links to it are necessary in order to competitively demonstrate that authority.
Once those are set in place, you are still going to need a solid SEO strategy in order to tend to all the details that are going to be necessary to outperform the competition! The analysis of your visibility must be included in order to see what is and maybe what is not working on an ongoing basis!
After all, you need to be visible in order to start capturing consistent leads. This is the lifeblood of your small business and the reason for working on a web presence is so worthwhile.
Success on Google / Search Engines
When you dedicate the time, energy, and patience needed for a strong web presence, you will be rewarded within the major search engines like Google. You will have unlocked an extremely powerful source of free, organic advertising.
With Google, you are able to show up right in front of your ideal client exactly when they are looking for the services you offer. Unlike advertising that interrupts, they are qualified as a lead by their effort!
In order to rank and increase visibility on Google, it is highly recommended that you become familiar with the tools they offer to help, including:
● Google My Business
● Google Search Console
● Google Analytics
After all, who would know better than Google themselves how to succeed on their platform? And why would they offer these tools if using them didn’t offer advantages?
Fundamental Search Engine Optimization
Optimizing your website for the search engines is always a moving target and never an exact science. That would make it too easy for those trying to game their system. So when analyzing your site’s content, you want your focus to remain balanced between what is a good human experience and what search engine algorithms can identify as a useful human experience.
At any time, there are up to 200 signals Google’s algorithms will use to rank your page versus all the others. You will never know exactly what all of those are nor how highly weighted any one signal is. With experience, having leveraged strategic trial and error, you can come up with a system that delivers consistent results.
Advice For The Busy Small to Medium Sized Business Owner
If you’re not willing to spend hours learning these principles and strategies, much less executing the tedious ongoing requirements, your next best option is to seek out experienced help.
The Cost of Search Engine Optimization
The cost of a fundamental SEO plan to start the process of building a powerful web presence for your business consists of the following:
- The specialized tools and software necessary
- The size of the target market
- The size of the competition, including the geographic area where it is engaged
- The number of target keywords
- The time & labor necessary to execute it all on an ongoing basis
We’d love for you to consider Kinetic Knowledge in your journey to building a powerful web presence for your small business. Don’t hesitate to reach out and ask us:
- What’s done
- Why it’s done
- For references
- For examples