As an SEO company we feel “mighty proud” when a clients’ search engine referral traffic is up year over year. That means we are doing a good job; bringing them more traffic from search engines! As a marketer, though, I get concerned when I see the other source of traffic, referrals, is just a small slice of their monthly visitors.
The premise of this series is that your small business can have a better presence on the web by hiring professional consultants who work with you and your team instead of trying to tackle it all yourself. In the last post, we laid out some basic tips for conceiving, developing and maintaining your web site. Now, it’s time to tune up the web pages you created with optimization.
Just having a web site will not create the success you are looking for on the internet. This is more true today than ever before. Competition on the web is hot. The good news is 90% of your competition is wallowing around in one way or another. Very few put together a complete and holistic approach to their web marketing plan. This is because they go it alone, thinking it is a less expensive way to go. They waste a lot of time and money on nonproductive activities. After building your site, it’s time to optimize it. This is a process, not event and is something that is continuously revisited, year in and year out.
At new year time, people like to make resolutions. If you make just one resolution for your internet business plan, please, let it be blogging! This is a task many business owners dread. But if they knew what we knew about the power of blogging and SEO, it might be more palatable.
When Search Engine Optimization got it’s start the entire strategy revolved around what you put on your page. Those were the days! Because now, in competitive categories, it takes a lot more than the singular component of on-page SEO. You need a family of strategies to accomplish higher rankings. It just so happens RNC is a family business. I perform the On Page work while my brother does a myriad of things we lump together into the term, Off Page, or linking but is by no means limited to what you might think is “linking”.
Ive seen this off page work make my on page work sing! It frees me to concentrate on creating compelling SEO on the page who’s sole goal is to convert the search engine visitor to a clickthru to the clients web site. It is possible to engage us for one or the other but it really just doesnt make sense anymore.
After all, the stakes are much higher today. Ten years ago some people used the internet to help make a lot of buying decisions. Today, it is without a doubt the primary way for businesses to reach, communicate and interact with customers. This is not just a pitch though. However you go about optimizing your web site for the search engines, make sure you cover both bases. On Page work requires a complete audit of the entire website and then ongoing care and feeing. Off Page work is an endless discovery and relationship building process that proactively does what the web was intended to do; link it all together for the end user.