Small
Business SEO
Local Search Engine Optimization possesses the same SEO fundamentals as the SEO
Services we provide to the larger informational
and eCommerce sites but with a few small twists. While title tags, meta descriptions, proper site architecture and a solid content plan are essentially the same, the small business owner needs to also be aware of the subtle differences unique to a local website. We work with our clients so that they have a thorough understanding of local search and how it ties into the overall local internet marketing approach.
Laying the Foundation
As with all of our engagements we strive to have a thorough understanding of the goals and challenges facing the small business owner. What type of site do they currently have or do they wish to have:
Lead Generation
Informational
eCommerce
The approach for each of these is unique as the goals are vastly different. We then move to breaking down your competitive landscape. Our extensive research dives into what the competition does well, where they are vulnerable and how you stack up. This includes what they are doing on their own websites, how they are positioned in the local search engines and whether or not they are active in PPC.
We also perform extensive keyword research so that the most optimal keyword phrases are integrated seemlessly into the site and become part of the ongoing content development plan. This research includes the lucrative long tail keywords as well as the more obvious short head keywords or phrases. This targeted approach achieves both higher organic rankings as well as boosting the local search listings.
For new sites we look to integrate a strong SEO-friendly web design
that has a cohesive internal site structure, loads quickly
and has usability best practices in place for the ideal
visitor experience.
We consider SEO to be an
integral part of the overall internet marketing strategy and when executed correctly is certainly
what separates the successful from the unsuccessful online.
We have worked side-by-side local
small business owners who have run restaurants,
boarding kennels, accounting firms and doctor's offices and
have worked with small eCommerce sites that offered
1,000's of products. Understanding what each site's
fundamental goals are guides us during each step of the optimization process.
Once the site is constructed we want a backend web
analytics package in place so that adjustments and
improvements can continue to be made based on user
behaviors. Getting the site up and running is only the
beginning for maximizing your online presence.
Connecting with Potential Customers
We strongly believe that our role as the strategic
internet marketing partner is also about education and we
take careful steps to share what we are doing
throughout this entire local search engine optimization process. Often the intel that we are able to gather allows the business to fine tune their message about what makes them remarkable.
Our approach includes looking to add as many ways as possible for our clients to gather feedback from their customers. This includes making them aware of their online reputation from review sites. This is also critical as many potential new customers will look to see how others in their community rate a business before visiting.
Taking this a step further we have also instituted site surveys for instant feedback and blogs to share information about the business and to gather feedback comments that also allow for additional dialog. This type of information is considered pull marketing - customers love to give feedback and have their opinions valued. Without the face-to-face contact that many owners are used to receiving we show them how to leverage the online information flow that is available online.
Our
entrepreneurial background often brings in a fresh
set of eyes to the business and on several occasions we have discovered some untapped market expansion
opportunities based on keyword research, marketplace
analysis and customer feedback. This had led to product line expansions, new
product categories, new service offerings and even entirely new business divisions.
Let Link Juice help optimize your online business.
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