Affordable Search Engine Optimization
Search Engine Optimization (SEO) for small business needs to be affordable and scalable. What works for a large corporation does not necessarily mean success for the small business owner. Nor does a small business owner have the resources or time that a large corporation has. Search Engine Marketing ( SEM ) and SEO thus should be treated as a partnership that will have a clear and concise path with a finite lifetime.
How SEO and SEM Help Your Site
SEO and SEM are inter-related strategies with the aim of bringing targeted traffic to your site. But how SEO and SEM deliver this targeted traffic differs. Search engine optimization is…
” the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via “natural” or un-paid (“organic” or “algorithmic”) search results … ” [1]
This is accomplished by altering the code, text, site structure, and linking strategy. Most SEO strategies are centered around on-site changes. Some emphasis is also placed on acquiring quality inbound links. Search engine marketing is…
” a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion. ” [2]
This is accomplished by creating link partners either by textual links, advertising spots on other sites, or Paid Per Click ads within a search engine results page.
SEM and SEO Strategies For Small Businesses
SEM and SEO for small business should normally start by with determining the short and long range goals and then evaluating the website to determine if the website is in alignment with those goals. The primary goal should be long term target traffic with a high ROI. This begins with on-site SEO and a sound link building strategy.
While Pay Per Click ( PPC ) advertising does bring targeted traffic, it’s cost over the long term is generally much higher than generating this traffic through SEO. The best use of PPC for the small business is for initial product launch, and short term product marketing (sales events, limited time offers, etc). The PPC model is also good to test the ROI for a website that is not ranking well on 1 particular Search Engine. As conversions are made at an upper price point, the recommendation would be to lower the bid amount over time to a point where you are paying for a position that is not adding much more return than a lower position. This will give you an estimation of how well you’ll do on the first page of that search engine.
Most small businesses find that major overhaul of their site isn’t needed and that small changes over time work the best. Others need to concentrate more on link building and advertising on similar oriented sites to get the most out of their advertising/marketing dollar. Once the correct path is determined, project objectives and milestones are set and a budget and pay plan is in place, SEO begins immediately and continues un the goals or milestones are reached.
Once these goals and milestones are reached, a review of all work should be made. Once the work is checked, a final work payment and possible bonus is paid out. Possible performance check-ups could be scheduled every six to nine months to determine if any minor site adjustments could be made to increase conversion rate.
Get affordable SEO and SEM now
Get affordable search engine optimization or search engine marketing for your small business now! Your competitors have already taken the optimized their site and are marketing to bring in new customers. Don’t let them win your business. Contact Emo now for a free SEO / SEM consultation.
[1] Wikipedia http://en.wikipedia.org/wiki/Search_engine_optimization
[2] Wikipedia http://en.wikipedia.org/wiki/Search_engine_marketing