The size of a business hardly matters on the web where effective Internet marketing strategies enable small businesses to promote their products and services alongside large companies with huge marketing budgets. Landing at the top of search engine results pages directly affects sales and profits as a vast majority of Internet searchers tend to view and click on links only appearing on the first page of search results. Small business SEO (Search Engine Optimization) holds the key to high search visibility and is a necessity for business survival.
Basis of Small Business SEO
Search engines aim to provide the most relevant search results that are responsive to keywords which Internet consumers use to find products and services. The results are influenced by hundreds of factors which are used to measure a web page's relevance and popularity. These factors are addressed by on-page and off-page search engine optimization techniques.
On-page SEO deals primarily with the HTML code and visual appearance of a web page. Every web page has a visual and HTML version for human visitors and search engine robots respectively. Internet users prefer pages that are uncluttered, present informative content and are easily navigated. Search robots are programmed to lift data found in tags, making it important to incorporate relevant keywords in appropriate parts of a page's HTML code.
A good search engine optimization service will usually provide web development incorporating on-page techniques at the earliest stages or review an existing site before making HTML code adjustments. Content plays an important role in SEO as Google webmaster guidelines emphasize the primacy of attracting human visitors in search rankings.
Off-page SEO focuses on building related links to a web page or website. This process is continuous and involves several strategies such as:
online directory submissions
social media integration
commenting in blogs and forum discussions
online press releases
Website and business owners need not learn all these techniques in order to implement SEO in their web pages. There are tools and systems for almost every SEO technique developed by Internet marketing experts . A SEO service should be able to implement strategies using the most cutting edge tools for keyword research, website development, sitemap generation, video creation, and automated email marketing, all of which complement social media marketing.
No singular technique is more important than the other. The best small business SEO strategy combines both on-page and off-page techniques conducted and measured regularly for long lasting results.