One key area that many home-based businesses need to work on is visibility.
If you don’t have a brick-and-mortar store and rely exclusively on your online presence for sales, then this is especially true. According to Google, business listings that include their own website get up to 35% more clicks.
If your competitors have a strong SEO strategy, they can begin to corner your market, and build lasting relationships with customers who should have been your customers! If you aren’t on the good side of the Google algorithms, your target market may not be able to find you.
As such, understanding the ways that SEO can benefit your home business is essential to remaining competitive in today’s digital market.
The Key Pillars of SEO
SEO for home-based and small businesses is really no different to SEO for large companies.
There are three essential pillars that must be present for strong SEO rankings. These are:
- Technical SEO,
- Strong content,
- Link building.
Your rankings depend on everything from the way your site is designed to your URL structure. Something as simple as organizing content into appropriate sub-folders (a “silo system”) can improve your SEO and make your site easier to navigate. This can keep customers on your site and make them more likely to return.
This technical side is something that a good SEO agency can explain to you and help you with. The next area – content creation – is certainly something you can play a very active role in.
Why is Content Key for Small and Home-Based Businesses?
By creating dynamic, engaging, entertaining content, you can obtain the likes, shares, and community involvement that are key to boosting brand awareness.
Statistics show that small businesses with blogs obtain 126% higher lead growth than those without blogs. Moreover, over 80% of marketers use digital content to entice customers. The key to creating great content is to make every click authentically worthwhile for readers.
This can be done by providing new and important industry information, creating content around industry-specific products or services, or by providing marketing reports or other fresh data based on research. Content is something that needs to be strategically planned, researched, and created. If you set up a content calendar for your business, you can create content that’s timely and relevant, and then use tools to ensure it’s published and shared at the most opportune moment.
Link Building Still Matters
Today, Google values quality backlinks over quantity. To obtain quality links back to your site, creating content that is authentically worth sharing is vital.
It can be harder for smaller businesses to compete with big companies and their dedicated marketing teams. However, the one thing that can always get you noticed is insider knowledge of your own brand and industry. As such, posting content about your community, featuring actual customers in your content, and being one step ahead in terms of sharing news and industry developments can help to establish you as an expert
SEO agencies often have teams whose sole purpose is to create content containing links to your site. This content, far from being just an SEO ploy, should be authentically useful to readers, and the link back to your site an organic part of the content itself. Specialist agencies have writing staff that specialize in various different fields, ensuring that the content is high-quality. Building good relationships with other businesses can also help. For instance, by sponsoring local events, taking part in community efforts, and sharing positive experiences of work with other companies, you can obtain genuine links back to your website in an effortless, organic manner.
SEO is really no longer optional for small businesses wishing to get noticed in the competitive online world that is online marketing. The magic begins with ensuring your website sits on a stable technical footing, and is attractive and easy to use. When it comes to SEO, content continues to be king, so set aside the budget and time you need to create cracking blog posts that your readers will truly want to read.
Just because you’re a smaller business, there’s no need to think small. If you work to build better content than everybody else, you should find that it steadily builds a momentum of its own.
Founder of HomeWorkingClub.com – Ben has worked freelance for nearly 20 years. As well as being a freelance writer and blogger, he is also a technical consultant with Microsoft and Apple certifications. He loves supporting new home workers but is prone to outbursts of bluntness and realism.