It wasn’t that long ago when marketing was simple. All you had to do was put together something that grabbed people’s attention, and call it a day. Sure, some things were exciting without managing to sell the product, but you knew that the idea was to create something attention grabbing. As long as you could pull that off, you were bound to get at least some boost in sales.
Unfortunately, times have changed, and technology has changed with it. These days, simply creating something attention-grabbing isn’t going to work. Not only that but if you create something too attention grabbing, it can have a detrimental effect! This is particularly the case of internet marketing, where many people have ad blocking programs. A primary stated reason for such programs is ads that make noise or auto-play video, so creating such things is a great way to ensure you don’t get your product seen.
This can be incredibly detrimental to local businesses. In a market where physical advertisements simply aren’t garnering as many sales as they used to, local businesses have to resort to new and innovative forms of advertising. And since ad blocking programs make most traditional forms of online advertising useless, what tools are available to local businesses to market their product or service?
Search Engine Optimization has become the go-to tool for online advertising. This is because it can bypass the problems of ad blocking programs since it doesn’t use any advertising in a traditional sense. There are no images or great sale links in the sidebar of websites that take a potential customer to your website.
Instead, a company can create a business website, and then through SEO tactics, they can ensure their website is at the top of the Google search results. This is incredibly beneficial because studies have shown that most people will simply click one of the first few links on the top of a search result page. They won’t look further down the page, let alone check the second or third page. This means that if you can’t get your website up at the top of the search results, you’re almost certain to miss out on those potential customers.
This is particularly the case of local businesses. Twenty or even ten years ago, a person would look for a new restaurant via word of mouth or by checking the Yellow Pages. The Yellow Pages are long gone by now, and most people simply go to Google. In the age of the internet, many people leave their reviews and opinions of restaurants online. If you can set up your website to be at the top of the search results, then you can ensure those potential customers see you first.
So how does one optimize a search engine? It’s a matter of knowing what information a search engine is looking for when people type in search terms. If you can figure out what search terms people are going to use when they’re looking for a business like yours, and you can make your website appear to have the most to do with those search terms, then your site will be near the top of the results.
This is easier said than done. There was a time when only showing particular keywords into your website would work correctly. If you could put “Chicago Plumber” on your site more than any other site with “Chicago Plumber,” then you were generally near the top. However, this resulted in businesses using predatory tactics such as keyword stuffing to get their site noticed first. This caused problems since search engines could never promise a person the site had anything to do with their search terms.
These days, keyword usage is still significant. However, search engines look for other things, such as the words around the keyword to match context, how often the website is updated and maintained, and several other checks to ensure each website is relevant to a search a person makes.
This is why hiring a professional SEO company is the most important thing you can do. If you’ve never tried to optimize your website, then you’ll find yourself quickly overwhelmed with the number of different things you’ll have to account for. Trying to manage local SEO can be a nightmare, especially when you consider that you’ll have to manage social media, as well. If you have any hope of utilizing SEO tactics appropriately, you’re going to need a professional.
And using SEO tactics and keyword research is important, especially if you’re a local business. Times change and business have to change with them. Otherwise, a business will fade away, only to be replaced by firms that know how to get the word out about themselves. So if you don’t want to be left behind, hire a professional SEO company and ensure that you’re getting the customers you need.