by Lori on August 4, 2010
Many small businesses that were previously reluctant to develop a web presence are starting to recognize the importance of getting on line; there still exists a window of opportunity to establish an early stronghold for a lot of niches. Even if the competition is already online it is not too late to outrank them.
The reason for this is simple; many online businesses have achieved on search engine rankings because of being there first. Many of these businesses are complacent and thus have weak or non-existing marketing strategies. Little do they know that the world of SEM keeps getting more complex as time marches on. It is simply not enough to fix a few on page factors. Sure a lot of SEO is not rocket science; but it sure is time consuming. Businesses that think they “know” SEO and only do a few token tasks are placing themselves in jeopardy. Their keyword ranking positions are prime targets for small businesses who may be just arriving on the scene but who are also more savvy. They are more savvy because they recognize the need to get e.g. SEO done….not play with it in-house. They are free to focus on their businesses rather than spending time and energy figuring out what Google will do next.
The reality is that outsourcing …whether it be outsourcing SEO and other SEM activities is the way of world; people consume services of all types because they know there are better ways to spend time…otherwise we would all be changing the oil in our cars, cutting our own hair, and making our own coffee rather than buying it out. Additionally, service providers are expert and efficient…making the whole process more affordable, pleasant and productive.
Outsourcing SEO is a great way for small businesses to become extremely competitive online; this is now especially important for local search which is growing at a phenomenal rate. Mobile search is adding to this growth too. It seems that there is just too much at stake for a small business to fool around with learning all there is to know about search engine marketing; time is on the side of those who act now.
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The word directly from Google is:
“Caffeine provides 50 percent fresher results for web searches than our last index, and it’s the largest collection of web content we’ve offered. Whether it’s a news story, a blog or a forum post, you can now find links to relevant content much sooner after it is published than was possible ever before.”
What does this mean? Simply this: freshness of content is greater than ever. According to Matt Cutts, one way to do this is through blogging:
“Blogging is a great way to show people the human side of your company and provide information to customers and visitors. Blogging is also much lighter-weight than a press release. The only time I’d refrain from blogging is if you don’t anticipate updating your blog very often. If you only do a blog post every year or so, it makes your site look more like a ghost town than a vibrant community.”
Keeping content updated is often very difficult for small businesses that do not have a dedicated staff of writers or video producers. These efforts are very important, however, every small business needs to consider the highest and best use of time, energy and money. Is it more cost effective to take time away from important business tasks to blog and build backlinks? Or is it more cost effective and expedient to outsource SEO tasks of all sizes? You do not need to have a full fledged SEO program if your budget cannot handle it; but you need to do something. This is the advantage that flexible and customized SEO programs can offer small businesses with all budget sizes.
There is no doubt that Google Caffeine is radically changing the face of SEO; the reality is that the Internet is not static….but in fact very dynamic. Does your small business have the time to keep up with the changes? Chances are the answer is no. It is also a fact that small businesses need to be on line and get a strong presence before the going gets even tougher….and it will get tougher….competition for local search will continue to heat up….big time….More and more local companies are “getting it”.
More reality: well done SEO builds an on line presence which means you build the book value of your business. The more time you spend trying to keep up with good intentions (i.e. keeping up your blog), the more time your competition has to pull ahead.
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