SEO: Essential Cost-Effective Digital Marketing For SMBs
Are you a small business owner with an online presence struggling to understand how to grow your business with your website? Or maybe you don’t have a website yet, and want to make sure your investment actually helps your audience find you online? Has a friend, colleague, or article told you you need to invest in “digital marketing” for your business to grow, but you don’t know where to start?
In today's digital landscape, small business owners are increasingly recognizing the importance of digital marketing in driving their success. Traditional marketing tactics like print ads, TV and radio commercials, and mailers aren’t as effective as they used to be, making the effectiveness of your digital marketing efforts that much more important.
At the heart of any effective digital marketing strategy lies SEO, yet the concept of what exactly SEO is or why you might need it might be completely new to most small business owners. SEO (search engine optimization) is the practice of improving your website's visibility and ranking on search engine results pages (SERPs) to drive organic traffic - ultimately leading to more leads, conversions, and revenue for your business.
In this comprehensive guide, we will delve into the world of SEO and provide SMB owners with the knowledge and strategies they need to understand why harnessing the power of SEO is one of the best long-term and cost-effective digital marketing strategies to grow your business
What is SEO?
At its core, Search Engine Optimization is a set of practices aimed at improving the visibility and positioning of web pages and local listings in organic search results. Organic search is the primary way people discover and access online content. A solid SEO strategy is crucial for enhancing the quality and quantity of traffic to your website. Search results on Google are complex and changing constantly, so it’s important to understand what elements on a search results page are influenced and impacted by SEO strategies. For any given search results there will be a mix of result types, some organic and some paid. The image below for a search for local services shows how these elements can appear alongside each other.
How Does SEO Work?
SEO operates on the principle that search engines, such as Google and Bing, use complex algorithms to crawl the internet and determine the most relevant results for a given search query. By optimizing your website's content, you can help search engines find and rank your website higher in the organic search results. Additionally, there are factors outside of your website that will impact your organic ranking such as your Google Business Profile and links from other websites. It's important to note that search engine algorithms are constantly evolving, so staying up-to-date with the latest SEO tactics is essential for maintaining your website's relevance and visibility. As Google updates how they interpret information across the web, SEOs will update their strategies to ensure websites are optimized as best as possible to meet the new criteria.
On-Site SEO vs. Off-Site SEO
To develop an effective SEO strategy, it's helpful to understand the distinction between on-site SEO and off-site SEO.
On-Site SEO
On-site SEO focuses on optimizing the content and elements within your own website. On-site SEO is sometimes referred to as “on-page SEO” but there are many “behind the scenes” elements on your website that can be optimized that users don’t necessarily see on the page itself. On-site elements include your visible text, title tags, meta descriptions, headings, URL structures, website speed, and many others. By understanding how your target audience is searching for your products and services, you can incorporate valuable search phrases (keywords) into your website's content and enhance its visibility and relevance.
Off-Site SEO
Off-Site (sometimes referred to as off-page) SEO encompasses factors that occur outside of your website but still impact its ranking. There are different off-site elements to consider depending on the type of business you run. Businesses with a physical location that customers can show up to (retail stores, restaurants, galleries, automotive shops) or service-area businesses that provide services outside of an office or shop (HVAC repair, SEO consulting, photography, etc) should have a solid local optimization and management strategy for their Google Business Profile and local citations. Another aspect of off-page SEO is attaining high-quality backlinks from relevant and authoritative websites. Backlinks act as "votes of confidence" and signal to search engines that your website is trustworthy and relevant. Engaging in guest blogging, influencer outreach, and social media promotion are all effective strategies for generating valuable backlinks.
The Importance of SEO for Small Businesses
As a small business owner, investing in SEO can yield significant benefits for your company. Here are some reasons why SEO is crucial for small businesses:
Increase Qualified Website Traffic
SEO helps attract high-quality, targeted traffic to your website. By optimizing your website for relevant keywords and providing valuable content, you can attract users who are actively searching for the products or services you offer. This targeted traffic is more likely to convert into leads and customers, resulting in increased revenue for your business.
Long-Term Strategy for Sustainable Growth
Unlike paid advertising, which provides immediate results but requires ongoing investment, SEO offers a long-term strategy for sustainable growth. While it may take several months to see significant results, the efforts put into SEO can continue to generate organic traffic and conversions for years to come. By consistently optimizing and improving your website, you can maintain a competitive edge and drive sustained business growth.
Cost-Effective Marketing Solution
Compared to traditional advertising methods, SEO is a cost-effective marketing solution for small businesses. While there may be upfront costs associated with SEO, such as hiring an SEO specialist or investing in SEO tools, the long-term benefits far outweigh the initial investment. Once your website starts ranking higher in search results, the organic traffic it generates is essentially free, making SEO a highly cost-effective marketing channel.
Complementary Relationship with PPC Campaigns
SEO and PPC (pay-per-click) advertising are two complementary strategies that can work hand in hand to maximize your online visibility and drive conversions. While SEO focuses on organic search results, PPC allows you to bid on keywords and display targeted ads on search engine results pages. By leveraging data from both SEO and PPC campaigns, you can create a “full coverage” strategy to increase your brand's visibility on SERPs, drive more traffic to your website, and optimize your overall digital marketing efforts. High-converting PPC campaigns can help identify where to focus SEO efforts so you can begin to shift that spend to other areas with less organic visibility.
Choosing the Right SEO Approach
When it comes to implementing SEO for your small business, you have two primary options: hiring an SEO agency or working with a freelance/independent SEO consultant. Both options have their advantages and considerations, so it's essential to choose the approach that aligns with your business goals and resources.
Hiring an SEO Agency
An SEO agency can offer a comprehensive range of services, including keyword research, on-page and off-page optimization, content creation, and performance tracking. They often have a team of experts specializing in different aspects of SEO, providing a holistic approach to your digital marketing strategy, and will often have experts in other marketing channels as well. However, SEO agency services can be costly, depending on the agency's reputation, expertise, and scope of work.
Working with an Independent SEO Consultant
Hiring a freelance or independent SEO consultant can be a cost-effective alternative for small businesses with limited budgets. Freelancers often have extensive experience in the industry and can provide personalized attention to your SEO needs. They typically offer flexible pricing options, such as hourly rates, project-based fees, or retainer arrangements. However, it's crucial to thoroughly vet potential freelancers and ensure they have a track record of delivering quality results before making a hiring decision. Hiring a low-cost SEO on platforms such as Upwork or Fiverr may seem like a value, but their lack of real expertise and inexperience will often result in less-than-ideal results.
SEO Pricing Models
The cost of SEO services can vary depending on factors such as the complexity of your website, the competitiveness of your industry, and the scope of the project. SEO services typically utilize three pricing models: hourly, project-based, and retainer-based. Ahrefs recently conducted a comprehensive study of SEO pricing that can be a helpful guide in understanding costs and planning a budget, but pricing will vary considerably so expect a wide range of proposals when seeking SEO services.
Hourly Pricing
Hourly pricing involves paying an SEO professional for the number of hours they dedicate to your project. Hourly rates vary widely depending on the experience and expertise of the SEO specialist. Hourly pricing is suitable for small businesses with specific SEO needs or those looking to make incremental improvements to their website over time.
Project-Based Pricing
Project-based pricing involves paying a fixed fee for a specific SEO project, such as an SEO audit, website migration, content creation, product launch, or link building. The pricing for project-based SEO services varies depending on the complexity and scale of the project. This pricing model is suitable for small businesses with well-defined SEO goals and a clear understanding of the project's scope.
Retainer-Based Pricing
Retainer-based pricing involves an ongoing partnership with an SEO professional or agency. The client pays a recurring monthly fee for a set number of hours or a predefined scope of work. Retainer-based pricing provides a more comprehensive approach to SEO, as the SEO professional or agency continuously monitors and optimizes the client's website. This pricing model is suitable for small businesses looking for a long-term SEO strategy and ongoing support.
In Conclusion…
SEO is an essential and cost-effective digital marketing strategy for small businesses looking to increase their online visibility, attract targeted traffic, and drive conversions. By understanding the fundamentals of SEO, optimizing your website's technical foundation, on-site elements, creating valuable content, building quality backlinks, and monitoring performance, you can harness the power of SEO to achieve your business goals. Whether you choose to work with an SEO agency or a freelance specialist, investing in SEO is a cost-effective and sustainable marketing solution that can propel your small business to success in the digital landscape.
