Discussing, the issue regarding the inevitable job of content optimisation for small and medium size companies.
Due to competition, the urgency for procuring an optimized website is prominent for compact and middle level establishments.
In contrast, it still could be a second priority, sometimes, if not always for the large scale enterprises, as they are generally well-set.
Hence, it’s more crucial for small businesses to understand the importance of making visitor friendly websites to rank on Page One of Google Maps Local Listings.
Necessity Of SEO For Smaller Companies
For big businesses, client-oriented web pages might just suffice, but a fully optimized website is a basic marketing need for any medium or mini enterprise.
Improvisation can be divided into two categories :
- Is one enhancing his pages, just for visibility on internet search ?
- Trying to optimise for the visitors first, keeping the crawlers as second priority ?
The fundamental rules of the game don’t change i.e. :
- First improve your business process.
- Build a customer-oriented and smartphone compatible website.For that, producing useful content, proper page titles and headers, easily readable words, easy navigation and purposeful images is required.
- Finally dedicate energy and resources on refined optimization of the website.Adding a blog section, writing meta descriptions, engaging in social media promotion and using SEO improvement tools etc. is necessary.
There is a difference between a search engine compatible and a user-friendly website.
It is possible to find well-built and client-oriented web pages which are non-optimised.
But impossible for a Google-compliant website, to be customer-unfriendly.
Reason being – The crawlers probably know more about your site than you do and position you on that basis on their online results.
The most important factor determining organic visibility of websites is top quality backlinks.
Such incoming links are generated automatically through highly useful in-house content.
Having said that some come with a great difficulty and other through lesser pain.
For example it is not difficult to get backlinks from Google if you handle your Webmaster Tools Console, Map Listing etc. in an efficient manner.
That is provided one adds and uploads wonderful content and handles such accounts in a professional manner.
Another powerful social media source which is not too miserly in passing on a high quality backlink is Pinterest for Business.
Quora too is a great medium for generating superb inward links.
Again, subject to the condition that you contribute towards the portal through valuable inputs during discussions on topics related to your profession.
YouTube also links to your website when you upload exclusive videos on your Channel.
Few more strong sources like guest blogging is a great way to produce good backlinks but one needs to be very selective while undertaking such an exercise.
Few platforms which help you in creating videos and images for your website, sometimes link back.
The rest depends majorly on the calibre of your in-house content.
It takes time to build a reputation which eventually induces authoritative websites to link to you.
Finally, there are many other ways to produce worthwhile backlinks like (you need to be very choosy in all of these modes) –
1. Helping reporters and news journalists by providing them answers to topics they are writing about.
2. Contacting resource websites and explaining them why you think they could link to you.
Undoubtedly those procedures require too much of evaluation and testing, but surely worth the effort.
Making Visitor friendly Websites Is A Basic Marketing Need
Some web pages show up on page one of Google and Bing, even if they are not fully optimised in regards to the lesser crucial SEO elements like :
A. Informative videos.
B. Descriptive picture captions.
D. Infographics and slideshows.
E. Highlighted important points.
One could assume that in such a case the webmaster has concentrated only on developing very high quality website content and nothing more.
It’s like building text and image based matter, solely aimed at providing the latest and most valuable information, while disregarding the optimizing exercise.
But Google, Bing and MSN still do honor such kind of unique visitor friendly websites and ranks them reasonably well.
Some essential elements during web development, like :
- Proper sub headings.
- Writing short paragraphs of consequence.
- Inserting interesting photos.
- Cell phone compatibility.
- Internal linking.
- Appropriate anchor text (not the exact match).
- Using bulleted lists for better readability.
- Highlighting vital points.
- Easily understandable fonts.
- Motivating infographics, slides and videos may make it easier for visitor friendly websites to rank on Page One of Google.
However, there is a classic example of a user-oriented website but still non-compliant with the crawlers.
Such would be the one where the webmaster first develops exclusive content.
But later becomes hyper-paranoid during the optimization process for obtaining a high online ranking.
It could be a case of employing black hat or spam techniques like :
- Buying inbound links.
- Keyword stuffing.
- Using fake accounts for publishing guest article posts.
- Creating duplicate content through plagiarizing.
An optimized website embodies :
- Fast loading speed.
- Mobile-receptive and responsive design.
- Topic specific well written and fresh content.
- Linking up to a proper extent.
- Bing and Google Maps Local Listings.
- Interesting videos.
- Unique and targeted keyphrases.
- Impressive headings
- And detailed and genuine information.
Tips on how to create an appropriate website – by Crown Internet : Video below
Whereas businesses cognizant of the Necessity of SEO and in addition aware of how to choose a website optimizer can improve their chances of a higher organic positioning on Google.
There are two variants of search engine optimization – On-page and Off-page varieties respectively.
The former kind is all powerful.
For example you are organizing a popular sport tournament.
You may not need too much of marketing to draw spectators for watching the sportsmen perform live.
The fans which are seriously interested in the games would in any case visit the venue.
So, one could relate the same to be somewhat similar to On-page Optimization procedures for websites.
The basic product (the event in such a case) is strong enough to sell tickets without much publicity.
Same goes with On-page Optimization – One hardly needs much of advertising or marketing a website if it has high quality content and fully improvised too.
However, one may tie-up with some TV channel to broadcast the same championship matches.
Then it would be something identical to the processes you use for Off-page Optimisation for a website.
Reason being – Such a mode of promotion primarily involves publicity on social media : which is more or less like a substitute to a television nowadays.
Just holding the event i.e. the same in itself being so appealing – would result in higher conversions though.
Reason being – It is more effective in attracting sports lovers towards the event.
It may not be the best mode for generating revenue because most likely most of the profits come through TV ads which one sells while broadcasting.
That is another issue.
But conversions in the context of producing die-hard fans will be higher through just simply organizing the championship.
Same goes with On-page Optimization of Websites : The results are more powerful in drawing the targeted client towards yourself.
However, the latter mode of promotion i.e. a live television broadcast results in a lower conversion in the context of producing serious spectators.
The ones watching the tournament on TV may or may not be as keen on sports as the ones who visit the stadium.
So as both are equally imperative, the chances of obtaining a client through On-page Optimization are more.
One can also say that the ones searching for your service on Google or Bing through typing relevant key-phrases are the same category as the spectator inside the arena.
Whereas the ones finding you on social media might be the ones knowing about the tournament by watching tv.
Small and medium size companies cannot afford ignoring improving their content.
A non-optimised website has no value. You will just end up showing it to existing clients only.
There are many who create websites just for a formality as some of their associates expect them to have one.
But if improvised, it solves the dual purpose of not only meeting that bare formality but also side by side attracting new business.
A Well-built Optimized Website Is As Useful As A Prime Showroom
An appropriately developed audience-oriented site is as strong a catalyst for growth, as a shop at the most premium location in any large city is, for any owner.
A prime showroom is flooded with walk-in customers without making much effort in sales promotion.
Once optimization is undertaken, visitor friendly websites end up being as priceless for a businessman, as any prime retail realty is.
You can sell easy, just like a showroom owner while sitting in your office, by investing only a negligible amount of money in a website.
But one would most likely spend millions in buying a popular retail property.
Instead of using the old-fashioned modes of advertising, which are always expensive.
The wise man might as well opt for building an optimized website instead.
Visit Smartphone-compatible Websites for information about responsive web pages.
Remember – Avoid stuffing paragraphs with keywords, create relevant content, ensure simple navigation if you want to help yourself rank on page one of Google or Bing.