If you are a business owner and wish to remain competitive and easily accessible to potential customers, you cannot ignore the significance of being “found” by customers online through a process called “Search Engine Optimization” or SEO for short. First of all, if you own a business and are not present online, it is the equivalent of being invisible to the majority of potential customers. According to the U.S. Census Bureau, “95% of all households with a computer use it to connect the Internet,” a percentage that dramatically increased from a mere 18% in 1997 (2012).http://www.census.gov/hhes/computer/files/2012/Computer_Use_Infographic_FINAL.pdf
Since most of us spend our days in front of a computer, we tend to look for a business, product, or service online, using a search engine such as Google to quickly search for what we are looking for. The results are instant, which is why it is so critical for business owners to ensure they capitalizing on their assets by properly positioning their company online. It is not enough to merely post a website or information about a business online, and that is why SEO is so important.
What is SEO?
According to Wikipedia, Search engine optimization (SEO) is “The process of affecting the visibility of a website or a web page in a search engine‘s “natural” or un-paid (“organic“) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.”http://en.wikipedia.org/wiki/Search_engine_optimization
In other words, yes, it is critical for businesses to be found by customers using a search engine, but more importantly, where and how quickly they are found can make or break a business’s success. Therefore, business owners must optimize and/or maximize their web presence in order to outperform their competitors. Internet marketing is the most common method for promoting businesses in this day and age, because you have to advertise where your audience is, and they can usually be found online.
SEO: a right way and a wrong way
Here’s a quick “cheat sheet” for beginners when it comes to SEO. You want to avoid the three most common mistakes, which include:
- No value proposition. If you don’t decide on a “claim to fame” or differentiator for your business versus your competitors. Then you are lacking a “value proposition.” For example, if you are advertising for your bakery online, you cannot simply use terms like “bakery.” Rather, you should focus on specific key words or phrases such as “award-winning,” “lowest prices available,” or “customer top rated.” Figure out what makes your business unique and special (your “value proposition) and then be sure to promote it as such by using key words that will capture online users and drive website traffic. You must give users an incentive to choose your site versus a competitor’s site, and this is accomplished by including a value proposition.
- Building a non-cohesive user experience. Every element of your business model must function cohesively, in order to work in tandem as a well-oiled machine. Business development, marketing, and SEO teams must be on the same page for users to trust a company and spend their dollars there versus with a competitor. It is important for businesses to have integrated marketing campaigns, which all tie together for users in order to give them a harmonious user experience.
- Focusing on SEO trends versus presenting compelling content. Consumers aren’t merely looking for a few keywords when they are searching for a business or product. They are savvy Internet users and researchers, therefore you should set the bar high and ensure your content is readable, engaging, and informative.
