Three Tips for Improving your SMB's Web PresenceMonday, January 21, 2019
Posted by Reagan Reeve
According to the B2B research firm Clutch.co, in 2018 a small amount less than two-thirds of all SMBs in the United States had their own websites, but interestingly, the same study also reported that only 17% of those SMBs with websites are actually investing in Search Engine Optimization - or what gets your SMB’s website to the top of Google’s search results so that new and old customers can actually find your official website.
The reason for this statistical discrepancy will be blatantly apparent to most SMB owners. The marketing budget is not unlimited for SMBs, and unnecessary expenses should be avoided, but don’t trick yourself out of realizing the importance of your company’s web presence.
Research has been done that states that upwards of 80% of people lookup and research an SMB or their product or service before visiting a site or buying something from them. Even if your company has a website, chances are your most important content and information is being buried by other, less relevant search results. The following are three ways to ensure the right audience is seeing your site, and benefiting from all of the services you offer:
1. Off-Domain Visibility
For SMB owners that haven’t built a website yet, this tip can be especially helpful. As you build your website, think of other ways to increase your online presence. Tools like Google My Business(GMB) are a great way to provide information and content for potential customers on the web, even before your website is completed. If you have little experience in this area, it can help to consult with an experienced company offering Google My Business services.
It is also beneficial for any company trying to establish an online presence to have consistently-updated social media profiles. This provides a different avenue of exposure for your business, and may even reach potential customers you might not find elsewhere.
2. Technical SEO
The benefits of, and strategies behind technical search engine optimization(SEO) are some of the most important concepts to learn when it comes to getting your website found by the right people.
Search engines rely on complex algoritihims to rank sites based on a host of factors like page load time and rendering speed. Testing your site's HTML and correcting errors, along with finding and eliminating pieces of duplicate page content will also go a long in boosting your page in the rankings. This means there are two important things you need to understand:
- 1. Why search engines view your site the way they do and the factors they are looking at when indexing
- 2. How to control and optimize the aspects of your site that are being evaluated by search engines.
Working with an experienced web development-, marketing-, or SEO-focused company can give you all of the tools you need to harness the power of technical SEO services.
3. Fresh Content
It is important to be consistent and earnest when it comes to posting content for your website. Simply providing fluff content stuffed with industry keywords will usually result in a lower ranking or your site. It is important to work with someone who knows what google is looking for and how to strategically plan content management services as part of your website design. Fully understanding the role of fresh content and how to manage it with a well-laid-out plan can make your website visible to those who are searching for it.
Having a site that looks great is only half the battle when it comes to attracting customers and providing a great first impression. A stream of content that is both relevant and useful plays an important role when it comes to the way Google and other search engines view your site.
Bonus: Up to Date
It’s current year, your SMB’s website should not look like it’s from the same era as bell-bottom jeans. While some would rightfully argue that completely redesigning and updating the look of your website is not an easy step toward fixing your SMBs web presence, it is one of the most important ways a company can improve its presence on the internet. If your SMB needs a website overhaul, Xponex Marketing can help. We’ve worked with dozens of SMBs to modernize their websites and optimize their SEO to give them competitive advantages in their marketplaces.
Whether or not you are looking to redesign your website right now, Xponex would like to offer you a complimentary website audit to help you identify where your SMB can do better site-wise.