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3 effective strategies for SMEs

I have a confession to make.

All you need is Google to like you. You need to be compatible to their algorithm and have a good idea of what Google are looking for.

I understand how brutal it can be. You’re new in the market, trying to position your small business in a world of billion-dollar businesses and multi-million dollar marketing budgets. You do not have the experience, nor the budget. Your website has less than 10,000 traffic per month.

You are forced to compete in an increasingly saturated marketplace. The competition is fierce, and it has become incredibly difficult to stand out.

But trust me. SEO is for everyone. There are many strategies out there that is able to accommodate to different budget and business industry. When done correctly, these strategy can help any small business compete with the big boys. In the past I have helped multiple small businesses to do that, and they are still doing well to date.

I’m going all-in today, showing you how to cover all the bases to improve your strategy and help you compete with the big boys in your industry.

Before we start, lets have a brief introduction on SEO.

SEO stands for “Search Engine Optimization”. It is the practice of increasing the quality or quantity of traffic to your website through organic/ free search engine results.

Finding Long Tail keywords to target your site is the key to success. If you are in a niche industry/ specialization, you sacrifice minimal relevance in a large volume of topics for maximum relevance in a much smaller volume of topics. Your goal is to gain maximum ranking potential with less popular keywords.

What’s a Long Tail keyword?

A long tail keyword is any phrase that is made up of 3 or more words. The reason why we are using long tail words is because they are more descriptive, and they are more likely to target the right audience.

In a recent study, one SaaS company found that targeting Long-Tail keyword has significantly increased performance by 2.5x than head keyword variations.

*Tips: When you focus on Long-Tailed keyword, the cost per click is inevitably lower, since there is lesser competition. Hence, they are potentially even more valuable for marketers running paid search campaigns.

Long-Tailed Keyword examples:

So you are running a web-based support application that allows your customers to add a live chat widget to blogs or website and provide live help to the website visitors. You have been running campaigns but did not get a well ROI return. You have approached us and we looked into the targeted keywords from the campaign.

Here’s what we found:

What’s the problem with these?

According to the dictionary, online chat refers to real-time communication that occurs between two users over the computer.

When someone search for “Live Chat” or “Online Chat”, they may be looking for Instant messaging software (Skype, Google Hangouts), Online dating services, Chat rooms/ websites, or Live Chat support software. There are too many possibilities with the keywords that you have focused on.

We then tweaked the keywords with a little adjustments:

Do you see the difference now?

They are more focused on the product that is being marketed, and is highly relevant. This will brings high conversion rate and qualified leads.

This is a fairly crucial step after find your Long-Tailed keyword. While it is essential to optimize your content with these keywords, when it comes to guiding search users to find you, and actually click on your organic results page, you need to persuade them.

Yes it’s true. You have an opportunity to engage people on your website when they eventually come.

But before they do, you need to persuade them.

It’s the same when you have someone standing in front of a cosmetic store, giving out samples and introducing their products.

The Meta title and meta description are what appears when someone pulls up a list of search results. These metas need to include primary keywords you are targeting. The Meta title is one of the most essential element when it comes to on page SEO. It is the title that is seen on the search result page. It is also how Google determines what content on your page is about. The Meta description, thou not used in Google’s ranking algorithm, plays an important role in attracting users to your website. It is usually a paragraph that appears below the Meta title and should give more details about what your page is offering. Ideally, you should always write a persuasive copy that gets searchers captivated.

Hence, if your metadata is relevant and appealing, it improves your rankings in the search results and helps you to attract free organic traffic.

Another great way to best the competition is to target at a much relevant audience, the locals. In today’s context, being the best tailor shop in Jurong is far better than being an OK tailor shop on a national scale.

That does not mean that you are only focusing in one area. Even if your business does operate on a national scale, or perhaps international, you can still specialize in a niche market share and edge out your competition in at least one key area by optimizing for a specific local area.

Running a small business comes with a lot of challenges. There are days where you think you have done everything you could but getting no results. There are days where you think that you have not done what it takes to succeed.

I know that feeling. We have all been there.

My second suggestion will also be my third confession of the article.

I like to be prepared.

And I like reading reviews.

I repeat, I LIKE READING REVIEWS!

Every time before heading a place, be it a local diner or the barber shop, I would Google the place and read up the reviews. It gave me extra comfort and assurance when I read reviews written by REAL people, and extra points when a photo of the food or product was provided.

I’m pretty sure that you have been there done that!

Similarly, you would want to give searchers a good impression too when they look you up. Google, or Facebook, allows others to leave a review of your company. It is likely that people will click through your website if your company has a good rating.

If you get a negative review, do not worry. Reach by responding and solving your customer’s problem. Be honest with them. Your goal is to turn that dissatisfied customer into a brand ambassador.

With these 3 small business SEO strategies and ideas, you may think that growing a successful small business via SEO is easy.

The harsh truth is it’s not.

Because being consistent is the key. No matter how effective or brilliant the idea is, if you do not execute it well, you may not get the results.

It is in no doubt that there is fierce competition in business today. No matter how the niche you are in, always be ready for a competition. With the right information, skills and commitment, you can still grow and make good sales and profit.

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