Today’s digital landscape presents interesting challenges to small businesses. For those with websites, how can they compete with their larger competitors who can afford all the bells and whistles to attract online traffic? Well, there are a few simple tricks that every small business with an online presence can implement to get an edge on competitors, and exposure to their potential customer base. In this article, we will look at five of the most effective marketing tips that can be put into action today to increase online traffic.
1 – Optimize Your Website
Optimizing a website essentially comes down to making it the best website possible with the tools at your disposal. SEO (search engine optimization) comes in many different forms but one of the most effective ways to optimize your website is to ensure that it has been mobilized. This means that your website is mobile-friendly. A mobilized website can be accessed by any internet-enabled device. That includes desktop and laptop computers, smartphones, tablets, and anything else you use to Google the ’net. The point behind mobilization is that a user on a tablet will have the same online experience with your website as someone on a desktop regardless of the screen size. Websites that are not mobile-friendly lose traffic from users who do not access the internet with a handheld device. This could translate to a loss of website traffic and ultimately, a loss of revenue for your business if these users are customers or clients.
2 – Use Targeted Keywords
One of the most effective SEO tools to pull traffic to your small business website is the use of keywords. However, you must use keywords that are relevant to your business type. This may require some additional research but there are online tools you can use for assistance in determining what search terms are being used to locate your business or businesses like yours. The funny thing about keywords is that too much of a good thing can work against your SEO efforts. For example, if you overuse your keywords, you may end up doing something known as keyword stuffing. Search engines can identify that and will penalize websites guilty of keyword stuffing. Another thing to consider is the use of long-tail keywords. These are phrases and sentences that are relevant to your business or service that help narrow down your targeting efforts.
3 – Use Quality Content
Content is another word for all the things an internet user will find on your website. This can include images, articles, anything that speaks to a website visitor about your business or service is considered content. The tricky part here is that search engines are pretty wise and they can determine when they encounter good quality content or content that is sub-standard and basically filler. The use of filler is bad for a few reasons. First, it can earn your website penalties that will impact the ranking of your site. Plus, it can look as if you don’t care about what the visitors to your website find when they land on any of your pages. Finally, the filler can remove any hint of your business being professional or legitimate. This naturally impacts the reputation of your business or service. By using good quality content, you can rise above your competition and project an image that helps your business rather than harms it.
4 – Include Quality Links
A strong linking strategy can help your website climb in rankings and maintain a good ranking. Rankings are pretty much what you are after with SEO because the higher your website ranks, the more likely it is offered up as a search result to a user inquiry through a search engine. Linking can augment this tremendously. But, you can’t just use any link you find online to get this to happen. As has been noted above, anything you do to your website has to have relevance to the nature of your business. Linking is the same. However, this does not mean linking to your competitors. A small linking strategy is with a blog section on your website where you publish articles that relate to the type of business you conduct. Then link from that blog to other quality websites that contain content that enhances that blog. With quality linking, the websites you link to should help yours gain a better ranking.
5 – Get Social With It
One thing about the digital world we now live in is that it is much easier to communicate with those who are interested in the offerings of our businesses. Only, sometimes small business owners are at a loss on how to do that. Years ago, the phone was the most effective way to do this. Thankfully, new technology has introduced social media to the masses. By making use of the branding possibilities of various social media channels, you can easily connect with existing and potential new customers. What social media also does for you is that it gives you the means to promote your business and website where you increase your reach and end up connecting with users in a place where they are already spending time. Plus, you can communicate with them in real-time. Social media can be a vital tool in the marketing of your small business.
Final Thoughts
New technology has changed the way we communicate. It has also changed how we seek information. When looking for details on local business, we turn to the internet. Search engines provide us with access to only those businesses that are active online. To be competitive, small businesses need to have a digital footprint. This usually requires a website. There are many useful tricks to marketing that website that include SEO and social media to reach a larger audience. By reaching more people, the potential exists where new users visiting your online properties convert into new customers. But to do that, your online information has to be of high quality and relevant to the purpose of your business. It is a bit of a juggling act, but once all the elements are in place, your business will increase from the targeted exposure.
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Marina Turea works as content manager at Digital Authority Partners, a San Diego-based digital marketing and website development agency.