Before starting to talk about SEO for small businesses, keep in mind that it is approximately 90% similar to large ones. In this article, we’ll focus on the remaining 10%, the things a small business has to do differently due to a lack of resources or brand power.
7 Keys to Improving SEO for Small Businesses
Currently, we see that digital entrepreneurship is increasing, and with it, more companies want to have better results being on the Internet. For this reason, there are new digital marketing tools for SMEs , such as SEO for small companies , which seek to boost their sales, attract customers, etc.
If you want to start improving web positioning , it is necessary to take into account the steps of digital marketing for your company , because the competition is extremely high. In addition, it is important to establish and define our digital strategies. So if you are a small business, this article can help you a lot.
1. Have SEO specialists
If you want to increase your SEO positioning for your small business, you have two options: have a small communications or marketing department within your business, or hire the services of a Digital Marketing agency where an SEO specialist helps you reach your target audiences.
2. Optimize your website
First, you should know that your business needs to have a website, remember that it is like your business card in front of your visitors. Therefore, you must optimize the website , and if in case you need ecommerce, this may increase sales. In addition, to improve your positioning strategies, it is advisable to create a blog for your company .
In addition, it is important that your website is seen on any device, as there are more people who make purchases through their cell phones.
3. Find the right keywords
It is necessary to know how your customers think, and how they will search for you on the Internet. Therefore, it is important to perform a thorough search of the keywords to achieve SEO for small businesses. To do this, you can use tools like Google’s Keyword Planner and SemRush.
4. Create quality content
One of the factors that helps in SEO positioning for small businesses is to generate quality content in your Content Marketing strategy, because it will increase web traffic. Therefore, you must find keywords to position, and when the article is written on the blog, it must be entertaining in view of your visitors.
5. Works with Google Analytics and Search Console
If you want to see how the SEO performance of your website is going, you must implement Google Analytics and Search Console in your strategy, two free tools that Google offers you to control what happens on your website. On the one hand, you will be able to have an analysis of the visits to your page, and on the other, you will know the indexing status.
6. Take into account a Linkbuilding strategy
If you want to improve SEO positioning for small businesses, you can start by exchanging links with another website, because for Google it is important that other pages give credibility to yours. This is called a Linkbuilding strategy.
7. Be consistent in SEO On Page
One of the most common SEO mistakes is to think that once you are positioned in the search engines, you should stop being constant with it. Remember that web positioning is a process, and it requires being attentive to updates, of the content uploaded to the blog, the optimization of these, among other actions that will improve your SEO.
The lead generation is based on expanding the database of a brand contacts with individuals or companies potentially interested in their products and services. We call each of these contacts a “lead”, that is, a person or company that has shown interest in the offer of a brand and has shown such interest by leaving their data.
The lead generation is a key step in the process of inbound marketing because it allows you to convert traffic to our channels into valuable contacts for the brand, then we can go running along the funnel to get them to become customers .
The lead generation process step by step
The lead generation process begins by attracting visitors to the brand’s website. Generally, this traffic will be directed to a landing page or “landing page” , which will be destined to get new contacts. A very common strategy is to offer the user valuable content, such as a free ebook, a product test or a webinar, in exchange for their contact details.
In turn, this landing page or landing page will be optimized to encourage conversions. Generally, it will include a brief description of the benefits of the content offered, focusing on what it can contribute to the user and not on its technical characteristics. Here we can also find the form that the user must fill in with their data. After filling in the form and pressing the “Send” button or similar, the user will be incorporated into the database, will be sent or offered to download the content in question and will be shown a thank you page.
Each of the users who have left their information will become part of the brand’s database and will become a lead. However, not all leads have the same value, and not all leads immediately translate into a purchase. This is where lead scoring and lead nurturing strategies come into play.
The lead scoring is a marketing technique that involves assigning a score to each lead to identify more likely to become customers have. In this way, it is possible to adapt the tactics to the status of each lead and focus on those who have the best chances to convert.
Normally, we distinguish between three types of leads:
Cold lead . This person has left us their data, but it is still very far from the moment of conversion, that is, it is in the TOFU or “top of the funnel” phase.
Qualified Lead for Marketing (MQL). This person has already shown interest in the brand on several occasions and we have surely been able to obtain more information about it. It is therefore in the MOFU or “middle of the funnel” phase. In this phase, content will begin to be sent to users that deepen their need and the role of the brand to satisfy it.
Qualified Lead for Sales (SQL). This person has already gone through all the pre-qualification phases and is ready to receive a phone call, a visit or a demonstration from the sales team. We are in the BOFU or “bottom of the funnel” phase.
The lead nurturing is the process of preparing and accompany the leads along the life cycle, providing a series of contents, actions and interactions personalized based on the phase where they are and their interests. Marketing automation can make this whole process easier.
The most common lead generation channels
Although it is also possible to generate leads with offline tools in Inbound Marketing, we are going to focus on the most common sources of lead generation in digital marketing :
Email marketing.Email can be suitable both for engaging first-time users and for maintaining contact with them with lead nurturing actions. Segmentation is essential for this tool to be successful.
SEM. Search engine ads (such as Google Ads) are a very suitable channel for generating leads, since they allow us to guide our actions based on the terms searched by users. The normal thing is to create groups of related search terms, with ads and landing pages that match what users are looking for at a certain time.
Display campaigns. Although banners have a reputation for being intrusive, if they are used wisely they can be a good means of capturing the attention of the target audience and encouraging them to leave us their details.
Advertising on social networks.Some social ad platforms, like Facebook, even have ads specially designed to capture leads without the need for users to leave the social network. It is also possible to use social networks organically to generate quality traffic to our website.
Content Marketing. Branded content (for example, blog articles) are a good place to introduce lead generation campaigns, for example, by presenting a report that the user can download for free in exchange for leaving us their data.
Video advertising. Thanks to the possibility of embedding banners within a video, we can incorporate lead generationinto our audiovisual content.
How to generate more leads with your inbound marketing
These general recommendations will help you multiply the results of your lead generation strategy:
Produce quality content. Content has a double function in the lead generation strategy: on the one hand, it helps us to attract quality traffic to our website or blog, and on the other, it serves to attract users and convince them to leave their data to us. exchange of ebooks, guides, reports and other downloadable.
Analyze your distribution strategy. Not only is it necessary to produce quality content, but also to ensure that it reaches users. Think about how you can use SEO and SEM tools to multiply quality traffic.
Optimize your forms. Forms are the means through which a visitor becomes a lead, so they are a critical point of contact. Make sure they are adapted to different devices, try to have as few fields as possible, and try different calls to action.
Don’t be afraid to experiment. And speaking of testing, don’t hesitate to A / B test different aspects of your lead generation campaigns: search engine ads, form design, landing pages … Only then will you know what works best with your target audience.
Track the results. In any marketing strategy, measurement is essential. Spend the time necessary to establish what your key metrics or KPIs are (total leads, qualified leads, visitors per lead …) and establish regular checks to see how they are evolving and how you could improve.
We hope this information has helped you to better understand how the lead generation process works and how to use inbound marketing strategies to convert web traffic into customers.
If you want to launch your own lead generation campaigns or optimize your company’s recruitment processes, at Cyberclick we have a lot to offer you. We will be happy to collaborate with your team to help you generate more and better marketing leads.
We know that to be successful in a competitive market it is necessary to offer the best brand experience to customers.
This leaves us with the task of finding the most suitable web design agency to deliver the message of our company to potential clients in the most efficient and effective way possible.
Therefore, we will present a series of steps that we believe will help you make the right decision when choosing an agency.
Step 1 – Determine your goal
The first step is to be clear about what you want to achieve with your website and with internet marketing. You need to consider the purpose, the goals, and how you are going to measure success very carefully.
For example, if your website is primarily e-commerce , the focus will be on return on investment (ROI), sales conversion, and building and maintaining your customer base. If you are launching a new business and need brand recognition, you will simply seek to provide customers with information and knowledge about your services or products. In that case it is necessary to have good visibility and a clear focus.
Once you know what you need to achieve your goals, you will be able to see if an agency fits your needs.
To do?: Tell the agency that you are interested in knowing their capabilities and if they can show you solid evidence of it. In response, they should show you success stories and examples of how they have tackled a problem and the solution they have proposed.
Step 2 – Evaluate cost vs. quality
This is often the most obvious. Cost is definitely a factor that may or may not be a factor when it comes to hiring the services of a web design agency.
As with everything we buy, the phrase “you get what you pay for” fits perfectly into the world of web design and development. If you start cutting costs just to save a little money, you may not get quality results in the long run when it comes to achieving those you planned in step one.
So, how can you justify the cost of your project? It is actually simple math. This is where you, as the business owner, do some research. How much have you invested in marketing and advertising in the last year? The last five years? How have those efforts produced a return on your investment?
What to do: Ask your agency if they can provide you with clear evidence of the quality delivered to other clients through tangible results. Remember it’s about value, not cost. If the agency can provide an ROI-generating service or website, then cost is not a deal breaker. Don’t let the impact of price keep you from your goals. If you do a little research, you may find that you were spending money on other things with no results for quite some time.
Step 3 – Identify the trajectory
This is not necessarily about how long the agency has been in the business. In fact, many new agencies have great ideas and new methodologies that you can consider. The point here is how much the agency understands about your industry and if they have provided an effective and similar solution to their other clients.
To do?: Ask the agency some performance data, customer testimonials and a success to show its scope and how to measure results.
Step 4 – Communicate and learn
The constant changes in the world of the web make everything more complex and technically difficult, even for us who live and breathe from it every day. So it is very important that you understand what your web agency says and does.
When you enter into conversation with the agency, you will notice that their basic function is to support you, working hard to explain what they do, how they do it, and most importantly, why they do it. The objective of the agencies is to explain their functions clearly and precisely so that clients can understand the service they are going to acquire.
What to do: Ask the agency about the processes, methodologies and why they make certain recommendations and decisions. If you don’t understand a component of the web project, ask. It is true that it is up to you to do your own research on the subject, but you should not feel as if you do not know where your investment is going.
Step 5 – Don’t forget the content
You certainly have your own reasons for needing the services of a web agency, be it for a corporate image change or a redesign of your website. Very often, the first thing that comes to mind is how a web page looks or functions. These are, of course, important factors. But the most important, the one that we probably overlook, is the content.
The agency you choose needs to dig deep, it must ask the right questions about your clients, your business, and your industry. Otherwise you will not be able to achieve the objectives you have set for yourself.
Although we are in step 5, honestly this is the most important aspect to consider when choosing an agency. The agency needs to know the importance of the content. Whether they create the content themselves or have a copywriter, they are building the framework that houses your site. They need to understand how users interact with the content and how you in particular are going to handle the content in the future. In this way, you ensure that your website transmits the message and maintains its quality for years to come.
To do?: Use your content to help customers. Content encompasses everything from written copy to your images, videos, and more. Your web agency should prioritize content over art. In any case, they should be in contact with their marketing team or copywriters if they do not create the content themselves.
Step 6 – Determine what you want to achieve
Invest some time and ideas in your goals and your expectations of the agency. Define what will be achieved in six months or a year, in order to know if your money was well spent.
Think beyond “being first on Google” or “getting more traffic”. What are some of the goals you can achieve?
Generate more contacts
Increase online sales
Improve product or brand recognition
Keep in touch with your customer base
What to do?: Ask your web agency what tools and services they use to measure the traffic of your page. The agency must understand your sales process so that they can provide you with a solution to streamline the process and provide real value through the new website.
Step 7 – Determine your strategy
Every design agency must provide a clear and consistent web strategy. This goes beyond the page. A good strategy gives your business a strong sense of authority, relevance, and trust. If you have a solid plan, the respective measurements can be made. And if you can make measurements, then you can make decisions based on real data. This results in the conversion of website visitors to buyers.
What to do: Ask your agency to explain its approach in great detail. Make sure the strategy is capable of meeting your objectives from step one. The approach will need to set a deadline and stay within budget.
Step 8 – Maintain the quality of your investment
The objective of any agency is to maintain a good relationship with its clients, after launching its website. Depending on how involved you are in maintaining and publishing content, the agency will assist you in your analytical report and make sure that your website helps you achieve your goals.
To do : Ask your agency about their ongoing relationships with clients. How are they helping other clients? Do they have ongoing maintenance or service plans on a monthly or quarterly basis that you can hire?
There are many factors in choosing a certain design agency. However, you should focus mainly on the agency understanding your business and the message you want to convey, in this way you can achieve the proposed objectives.