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How to Leverage SEO to Expand Your Small Business's Audience

Anand Srivastava
Anand Srivastava

Search engine optimization helps get your content in front of more people. Here's how to use SEO to your small business's benefit.

While 2020 is the year of newest SEO trends, there are still many companies that aren’t actually inclined towards starting off with the optimization journey. Needless to say, hiring a full-time SEO expert can be a bit intimidating for certain startups despite the numerous benefits that come along. Therefore, in the subsequent sections, we shall touch upon the basics of SEO which haven’t been discussed yet, keeping the Non-SEO businesses into consideration. 

Before we move any further into this discussion, it is necessary to understand that good SEO can lead to a massive surge in the organic revenue and traffic and this postulate is expected to hold true even in 2020. 

Our theories, if and when discussed, will precisely focus on educating the existing marketers towards including the mentioned SEO strategies and that too if the firm hasn’t yet experienced the massive benefits of this highly anticipated marketing approach.

Focus points of a new SEO setup

Before even planning, it is necessary for businesses to understand the focal points that include determining the existing SEO objective and goals followed by setting up meaningful SEO meetings for the entire team to participate in. Last but not least, it is all about determining the SEO gaps and filling them up with highly functional strategies. 

However, before moving any further, we first need to understand the best possible strategies that can be used by smaller startups, in order to implement the benefits of a company-wide SEO approach. 

Moreover, small business owners need proper guidance in regard to Search Engine Optimization, if this tool is being used for the first time:

Tip 1: Understand SEO

Firstly, SEO might sound like a generic concept but in reality it defines the fate of the business that is looking to establish itself online. This is why the concerned small business setup must understand the diverse facets of SEO, including the likes of content marketing , generation, website development, on-page optimization, local SEO, credibility, and lastly authority building. Once the business gathers relevant insights regarding the same, it becomes easier to follow the subsequent steps despite limited manpower and resources. 

Tip 2: Analyze the SEO Standing

Now that the facets of SEO are factored, in the concerned business must analyze the standing in regard to the preferred budget, speed of operation, ad-based revenue, and the existing fate of the existing competitors who are already making use of the SEO tools. 

Tip 3: Zero in on the SEO Provider

This is probably the most important aspect of determining the subsequent SEO moves. Small business owners who are considering SEO for the first time need to understand the credibility and skill sets of the SEO provider before moving ahead with the hiring process. There has to be a proper questionnaire that needs to be presented to the providers. These should include questions like how their services can improve the online standing of the business, what are the preferred aspects of SEO that would be included, what is the approximate budget, and more. 

Tip 4: Understand the Technical Standpoints

The small business owner who is restricted by limited capital, budget, resources, and manpower must be well-versed with the technical standpoints of an SEO implementation, in order to make the best use of the services that are offered. Some of the more technical aspects include website authority, link building, and adherence with the webmaster guidelines, tracking analytics, and more. 

Organizational SEO cannot and shouldn’t be handled by the business owners alone. Instead, it is always advisable to hire SEO providers for getting the job done as its cut out emotions and bias from the procedure. However, it is important to keep a close eye on the SEO plan and interfere, if and when needed.

Now that all the tips are enlisted, it’s time to lay out the perfect SEO plan that would fit in regardless of the size and spread of the business:

Prioritize Efforts and SEO Planning with OKRs

Non- SEO businesses need to plan out all the strategies before moving ahead with SEO-centric implementation. Moreover, when it comes to looking at the broader digital marketing plan for a business, it is necessary to start with the OKR principle, including a look at the ‘Objective and Key Results’. 

What validates the inclusion of OKR is that this principle is primarily used by the tech giants like Google who have a step pronged approach towards everything. Most importantly, this is more like a management scheme that has its eyes on the SEO objectives and is aligned with the purpose, vision, and objectives of the company. While many firms follow the SMART approach towards adding Search Engine Optimization techniques into the mix, the OKR principle is precisely a better choice as compared to the SMART technique. 

Most firms who are new to the process of optimization usually start off by setting quarterly objectives. This, in turn, helps create a more conscious approach and allows stakeholders to create a vision. The OKR approach also makes room for a data-driven strategy for the businesses to incorporate in addition to the aligning them to achieve bigger goals in future.

Finding SEO Gaps

Mostly, Non-SEO businesses fail to identify the exact set of requirements in regard to an optimization venture and this is why it becomes difficult for them to incorporate newer strategies. The concerned business, therefore, must be able to identify the requirements, beforehand. This includes ranking successful on Google or getting hold of massive organic traffic. 

Once the requirement list is laid out in the open, it is important to find the gaps and make arrangements to fill the same before opting for a full time SEO implementation. The most obvious techniques in this regard include fixing the technical infrastructure, ascertaining content relevance, and establishing the needed authority using backlinks. Once these three components are identified and given attention to, it becomes easier to implement successful SEO strategies. However, indulging in online SEO ventures isn’t a great idea as this approach actually defeats the entire purpose of search Engine Optimization. Moreover, the only way non-SEO businesses can be added into the scheme of things is by convincing them about the ease and seamlessness of SEO. 

At the end, it comes down to the individual preference while undertaking relevant SEO initiatives. However, a good start for the newbies is to start making the website worth Google’s undivided attention. The companies must start by focusing on technical SEO, website crawling, indexing, backlink gathering, and budgeting. 

Startups should also concentrate on the likes of content creation, website structuring, and an effective keyword driven approach for strengthening their SEO goals. Once these building blocks are taken care of, even the non-SEO businesses can be made to realize the effectiveness of the approach.

SEO Team Meetings

A majority of non-SEO businesses usually rely on agency-based hiring for handling the likes of SEO and SEM initiatives. However, while they are usually sceptical regarding the same, it is the’ Traction and EOS’ meeting system that can be used to get a fair operational idea. This is one meeting framework that allows businesses to work closely with the ‘objective and key results’.

Businesses need to understand the value of OKR and SEO meetings while pairing them up as manageable business activities. The idea going into the future would be to create inspiring objectives in every quarter while making efforts to realize the same. Moreover, all the necessary aspects of the SEO initiatives have to be taken care of in order to get the most out of a venture. 

Why SEO should be the Second Language for Businesses?

It goes without saying that SEO is the winning mantra, especially going into 2020 and beyond. However, it is necessary to follow set of strategies in order to make the non-SEO businesses adapt optimization techniques, in a holistic manner. 

  • Strategy 1: SEO KPIs

Needless to say, Non-SEO and SEO teams have diverse agendas but they usually point towards the betterment of the firm. While the Non-SEO team might be on the side of quick launches, the SEO side might just ask for some time for the redirects and more. This is where the inclusion of SEO as a top down approach comes into the play as only then would the non-SEO business include SEO KPIs into the scheme of things.

  • Strategy 2: Results

Nothing looks more convincing than results and the set of benefits can obviously convince the non-SEO businesses into adopting optimization techniques. However, it eventually boils down to section or department specific results. Firstly, the revenue marketing department of the business needs to be made aware of the lead potential pertaining to an organic channel; courtesy of the purported SEO efforts. Secondly, the web performance department must also be made aware of the user experiences and load time that can be improved upon if and when SEO is incorporated into the scheme of things. Lastly, the executive department of the organization needs to understand the perks of the revenue improvement courtesy of the incorporated SEO module. Once all the departments are shown the results, convincing the non-SEO businesses into adopting an SEO-centric approach becomes easier than ever.

  • Strategy 3: Speak the same Language

Non-SEO firms will never understand the SEO language if they aren’t made aware of the same, beforehand. The most usable piece of advice in this regard would be to approach the company using a layman’s language and suggesting the inclusion of SEO, strictly from a real-time perspective. Talking about online identity and making the Non-SEO businesses understand about the Google indexing process might be a pretty good start. 

SEO is integral to the success of a business, regardless the nature of the same. Moreover, with 2020 already upon us, there is no way out for the organizations but to concentrate on improving their digital identity; something that can be improved upon only with SEO. However, the mentioned steps, if and when followed, can readily help organizations adopt SEO, even if they have kept a distance up till now. Non-SEO businesses are rarely encountered but even if they exist, it is the responsibility of the marketing team and management to incorporate SEO-powered strategies into the scheme of things in the aforementioned ways.

Image Credit: Chainarong Prasertthai/Getty
Anand Srivastava
Anand Srivastava Member
Anand Srivastava is an entrepreneur, internet marketing expert and a technocrat. After completing his Master’s in Business Administration, Anand took over the internet as one of the leading business leaders— across the country. He started off with many joint ventures— including news creation, digital marketing models, technical setups and even e-commerce. He is currently working on some of his individual projects and making giant strides when it comes to success and recognition.