02 Aug Small Business Marketing: Increasing Organic Web Traffic
How frustrated are you with your own small business marketing? Does it keep you up at night? Are you constantly wondering why you struggle to gain the web traffic you thought you’d have by now?
Don’t worry. You aren’t alone.
Small business marketing isn’t as simple as creating a website, some business cards, and then hoping for the best. And, it doesn’t matter if your competition is on the Internet or not. You need to be.
Because your customers are online every day. By increasing the organic traffic, that is the traffic that finds you through unpaid searches, to your website you create the opportunity to grow your leads and increase sales.
Here are some great tips on increasing your organic web traffic:
Tip #1: Search Engine Optimization
This isn’t the part where you go through your site and start adding random words to your website in hopes that it will drive more traffic to your site.
Rather, your search engine optimization (SEO) should consist of the following:
- Meta information: You need to add meta descriptions and meta titles to your webpages. Meta descriptions are the short blurbs that search engines, like Google, display under your page titles in search results. You want these to fit the recommended length and also contain any keywords you are targeting for that specific page. The meta title is what appears on the tab or in the top left corner of your browser window. Meta titles should be optimized to include any keywords you are targeting for that page.
- Long-tail keywords: Keywords need to be as specific as possible. Short, broad keywords are much more difficult to rank for because someone else, most likely, already owns that keyword. Instead, make sure the keywords you target are specific, in depth, and longer so that you can capture a bigger market share.
- Unique content: If web pages on your site have duplicate content, then they are probably hurting your SEO efforts. Google and other search engines want to see original content that isn’t duplicated anywhere else on the Internet.
- Load speed: While the load speed of your site does not carry as much weight as other SEO factors, it does play a role in your SEO strategy. Often overlooked in small business marketing, website load speed can drop you in the rankings, if your site is slow.
Tip #2: Create Quality Content
We touched on this in the section above, but creating quality content will help you out quite a bit when it comes to increasing your organic web traffic. Not only do you need to be creating original content for your web pages, but you need to be consistently creating quality content to add to your site.
For many, small business marketing involves writing and maintaining a blog. While you might not have understood the value of this in the past, here’s why you need a blog:
- Establish credibility: First and foremost, leads are looking for an expert or, at the very least, a company that sets itself apart from the competition. One way for you to accomplish this is by writing blog posts. This is your opportunity to provide helpful information to leads and show off your expertise.
- Engage your audience: Blog posts are the perfect opportunity for you to answer questions, even before someone asks. For example, if your website sells products, then you can use your blog posts to explain how the products work, alternative uses, and troubleshooting tips.
- Increase content: Every time you write a new blog post, you create an opportunity to rank for a keyword. What’s more, when you link to your site’s web pages from a blog post, you can help that individual web page rank better. Just make sure the content you produce is always unique and original. Google doesn’t like it when you duplicate content.
Tip #3: Engage On Social Media
Your nephew’s cousin’s son probably told you that your small business needs to be on social media, but what does he know, right?
Actually, he knows something you may not: companies need to be on social. Not only does social media act as a way for customers to find you, but it can increase your search rankings, allow you to collect reviews, and help you engage with your customers.
While social media may not play a huge factor in search engine optimization, it does play a small role and that means your small business marketing tactics can’t ignore it.
Further, when leads are looking for the right company to buy from or do business with, they might turn to social media to learn what other customers have to say. Sites like Facebook allow users to leave reviews of your company while Twitter might indicate how users interact with your business or products.
Tip #4: Use Internal Links
Another often overlooked small business marketing practice is the use of internal links. Again, we briefly mentioned this in an earlier section, but internal links have multiples purposes.
When used properly, an internal link strategy acts as “votes” for pages to be recognized by search engines. When search engines crawl your website and see these “votes” they use them to help determine ranking orders. By linking to web pages from your blog posts and from web page to web page, you can help your web pages rank higher in search results.
Another reason you need internal links is that they help users find more information. When reading through a page, if a user finds a link to another page with information they are looking for, they will be more likely to click on it. When this occurs you can keep users on your site longer and increase your chances of converting them into a lead.
Small Business Marketing
As you start implementing these tips to help your small business marketing, keep in mind that it’s not about having the highest web traffic. It’s about having the right web traffic. You’re much better off having 100 visitors and 10 leads than 1,000 visitors and only 1 lead.
If you’re ready to start growing your business and driving the right kind of organic traffic to your site, then you need a strategic partner who can help you. At Iconic Digital Agency, we specialize in helping businesses grow and increase their leads.