You can redirect your energy into activities that have a positive return. Customer service is an area where many small businesses do poorly. Investments in training and staff, guided by research, will help retain customers during tough SEO times.
Articles by Adam Stetzer
Small business owners who once obsessed over their top keyword rankings and traffic from a few money terms now need to adjust their thinking with the rise of "(not provided)" keywords and the arrival of the Google Hummingbird algorithm. Here's why.
Most small businesses run very close to the margin and traditionally resist increasing their SEO budget, no matter the consequences. While SEO will is becoming more difficult and expensive to execute, the ROI remains high for small business.
SEO is currently in a "flight to quality". This is what most columnists and bloggers mean by the "new" SEO. Sure, it's similar to the old SEO, but now there's a greater emphasis on quality and avoiding excessive, large-scale, low-quality SEO tactics.
Ignoring social media is no longer acceptable thinking for small businesses. Social signals affect search rankings and consumers do research about products/services on social. Here are some guidelines on how small businesses should use social media.
Small business owners who want to succeed in SEO should embrace diversity, moderation and consistency to avoid the extremes. The trick is to do real SEO that will last. And they must ignore silver bullets as they represent fairy tale thinking.
SEO used to be about tuning a website for optimal consumption by spiders. Today’s SEO is about earning recognition, social spread, and backlinks. Here are practical activities that need to be done every month to achieve real SEO results.
Newsjacking, a type of content marketing, places the emphasis on breaking news events rather than how-tos or technical information and rides the wave of existing demand to get well-earned backlinks and branded mentions. Use it to your advantage.
It's easy to confuse the motives for engaging in content marketing (which are often commercial) with the act of inappropriately pushing a commercial message within content. This difference is paramount, and is at the heart of the advertorial debate.
There has always been evidence that words on pages linking to a website (contextual phrases) are influential, but many SEOs see the importance of co-occurrence, or semantic similarity, increasing in Google's algorithm. Learn the basic concepts here.
Many small business websites do on-site SEO poorly or not at all, which means less rankings, search traffics, potential customers, and business. These steps will start you on a path toward regular, high-quality, content creation and promotion.
Google’s updates are frequent and the rules of the game do shift, but the major elements of onsite SEO and backlinks have been the fuel for better rankings for years. Follow these tips to earn better rankings and build a community around your brand.
With the costs of pay-per-click advertising and search engine optimization efforts rising, the emphasis of a small business online marketing campaign will increasingly turn to conversion. Email is the most effective nurturing mechanism by far.
Email is an essential element in any modern small business marketing strategy. Once operationalized, small business owners will find that launching social, local, SEO and other campaigns will also get a boost by “blasting it out to the list.”
Buying search engine marketing services can be tricky in the best of circumstances given how new and complicated the industry is. Here’s how a small business owner can figure out the difference between a good SEM proposal and a crappy one.
Many small business owners are still quite intimidated by online marketing. The rules change quickly and the barriers to entry can appear high. Local SEO is an obvious choice for any small business who wants an easy path online.
If your current SEM team exhibits these six traits - even when frustrations are high and the value proposition is in question - you may not know how good you already have it and it's merely time for a heart-to-heart discussion with your team.
With an intense focus on the mechanics of SEO, small businesses often lack discipline when evaluating the success of an SEO program. Make sure you have proper ROI parameters are in place and don’t overlook these key marketing components.
A search marketing realignment, reorientation, and for some, total reinvention is in order following Google’s multiple updates in 2012. Here are a few tips for small businesses on how to adapt and launch diverse and creative marketing strategies.
For small business owners, a spate of changes from Google has brought anything but stability. In addition to diversifying your marketing tactics, you’ll also want to embrace social media and focus on the user experience. Here’s how to do it.