So goes the lament of the business owner with a newly minted ABN, a great concept, and a website languishing 47 pages deep in a Google search.
So what’s going wrong? Many people make the mistake of thinking that a great website is all it will take to get their business off the ground, and have the phone ringing off the hook. Not so. Picture the internet as an endless mall, full of stores offering products and services, many of them similar to or exactly what you are offering. In building a website, you have simply created a storefront for your new business. It might be a very attractive storefront, however before anyone can walk through the door to see what you have to offer, first they need to be able to find you. This is where search engine optimisation (SEO) comes in.
Content and keywords
SEO in a nutshell is the process of using keywords in your website content to attract attention to your page from search engines. When done well, search engines like Google, Bing etc. will be drawn to your site based on these keywords, meaning your website will rank higher in the organic search result listings. Think about your own experience when you’re searching for something online; how far into the results pages do you scroll? 3 pages? 1? Unless you have a unique product or are in a niche market, in order to capitalise on internet traffic your site needs to rank as high as possible. There are many facets to effective search engine optimisation, and this is where the search engine marketing services of a company like BaseHost can help. A BaseHost SEO expert can incorporate keywords into your web content specifically targeting your customers, ensuring they are optimally placed to attract the attention of search engines. The key to good search engine optimisation is ensuring keywords are integrated in a way that ensures your content reads well and flows smoothly.
Organic search engine optimisation is just that, an organic process, requiring regular updating and maintenance to work effectively. Getting your website onto the first page of Google is the ultimate goal, and like the Pantene lady says; it won’t happen overnight but it will happen.
Social media presence
Search engine optimisation and social media are a little bit like wine and Friday nights, you can enjoy them separately, but it just doesn’t have the same magic. A great website on its own is not enough to help your business to be a success. Your site should be one part of a series of media communication tools that form the online face of your business. Platforms such as Twitter, Facebook, LinkedIn, Instagram, Pinterest, YouTube, and blogging are all examples of tools which, when used correctly, can support your website and attract attention to your business.
This is not to say that you should immediately open accounts with all of the platforms above and start posting. The key to effective social media marketing is selecting which platforms are appropriate for your business, and where your target audience is likely to be looking. Some key points for launching an effective social media marketing campaign:
Consistency is key when it comes to building an online following. Clearly understand what your message is, choose how you want to communicate it to your audience, and do it regularly across your chosen platforms. The point of social media marketing is to create an online presence, so be present.
Know your customer. Post about your business, but also post about interesting topics relevant to your market. Write regular blog posts; it’s a great way to highlight what you have to offer, and engage with your customers. Don’t be too reliant on automation, like and share, interact with your followers, and respond to comments.
Small things can make a big difference to your social media success. Time your posts to capture your target audience when they’re most likely to be online. Create a style that is unique to you or your business. Post regularly (but not too regularly. Nobody likes a chatty Cathy).
Social media is no longer just for checking on what your old friends from high school are doing with their lives, it’s one of the principle methods of communication for businesses as well, and search engines are starting to take notice. Supporting your SEO strategy with a well-orchestrated social media campaign can help to boost your search engine ranking, and take your business one step closer to that number one spot.
Interested? Still have questions?
Get in touch with the BaseHost team