Don’t Burn Your SEO Rank
It’s easy to burn yourself or your dinner if you don’t know what you’re doing in the kitchen, and small business SEO, or search engine optimization, is no different. Both skill sets involve patience, careful planning, and the ability to multitask.
Results are based on skill and experience. Too little heat and it never gets done, but too much and things can burn, costing time and money. This is why a lot of people opt for dinner in a restaurant as opposed to attempting to prepare a complex or unfamiliar dish at home. They understand that sometimes letting an expert handle the heavy lifting is the way to go. Sadly, most small businesses end up burning themselves and their website rank when it comes to home cooked SEO.
It isn’t that these companies don’t care, but rather that they simply haven’t been brought up to speed on what search engine optimization is and how it can benefit small businesses. Too often they rely on the help or advice of inexperienced people who don’t fully appreciate the complexities inherent to the business of search engine optimization. That isn’t to say that having an inexperienced person help out with SEO is a bad thing, but much like the example of a kitchen, in most cases their help should be limited to assisting the chef, not directing the operation.
That concept is fundamental to almost every other area of managing a small business, but because SEO is still a relatively new concept, most business managers don’t understand why it is important. This is key to understanding why search engine optimization hasn’t taken root in more small businesses. These companies would never consider letting their web developer manage corporate accounting, or trust the secretary with legal matters, yet they’re perfectly comfortable letting relative amateurs manage their business SEO.
Part of this has to do with the fact that the term search engine optimization is somewhat misleading. It implies that the search engine is fine, and the web page us just receiving a minor adjustment. In fact, nothing could be farther from the truth. If more small business owners were aware of the short comings of search engines, they’d be far more concerned with leaving their web pages to be eaten by the wolves of Bing, Google, and Yahoo.
Search Engines Don’t Care About You
The only thing that they see are the number of words, relative grammar and sentence structure of a site, and the total number of visits. Links also factor into this, but a site with no links can rank quite well if there is a good deal of traffic to it, whereas a site with no traffic isn’t being seen, so it takes much longer to get noticed.
In other words, search engines aren’t as smart as people think they are. This is why links are secondary to on page SEO. Plus, as Matt Cutts, likes to point out from his position as head of Webspam at Google, links naturally show up over time on good content. Unfortunately, what he doesn’t mention is that more often than not, good content simply doesn’t get seen by enough people. It slips through the cracks of search engines technology, leaving few visitors, and less links. That’s why small business web sites need search engine optimization.
Technically SEO is just a band aid for evolving search engine technology. It’s not perfect, but it does help a content to get noticed by search engines like Bing, Yahoo, and Google. It makes sure that key words, phrases, and meanings from web pages are visible to the powerful but limited intelligence of search engine. An great example of this can be seen in the number of times we’ve said that SEO is the best way to optimize web pages for search engines. Another good example would be in the discussion of how small businesses can effectively use search engine optimization to increase their page visibility.
These terms were used almost, but not quite excessively. Since they were used in context, adhering to the general theme and point of the article, and presented in an intelligent and easy to read manner, search engines and readers will soak it up. That increases organic rank, and in a nutshell the most basic and rudimentary search engine optimization. Technically it isn’t any more difficult than flipping an egg without breaking the yolk, provided you’ve got the right tools and a decent egg.
If, however, you’re serious about small business search engine optimization, you’re going to find yourself in gourmet omelet territory. For that you’ll want a special pan, warm eggs, just the right spices, a gas stove, and a number of properly prepared fresh ingredients, depending on the season and who you’re cooking for.
Quality SEO Always Increases Business
If that person cooking an omelet doesn’t sound like you in terms of SEO, then you probably don’t know what you’re doing. In that case, you should consider hiring someone who is an expert in SEO. They can take care of the search engine optimization for you. You’ll protect your business reputation and save money in the process. They will be able to show you your current market status, and demonstrate increases over time, which you should be seeing as increased sales, calls, or overall business.
The best part of hiring a professional? You’ll have time to enjoy your omelet and run your business while someone else takes care of the dishes. If you’d like recommendations or advice on finding someone, you can hire a consultant to identify and manage a cost effective solution. If you prefer to take the bull by the horns and do it yourself, you can head over to Elance, just make sure they get your order right and don’t burn the SEO toast.
What do you think? Are you a small business owner? Let us know in the comments section below.