At the risk of making this the shortest blog post in history, the answer to the question, “do I really need a website?” is a simple, and unequivocal, YES! There are no two ways about it for a huge raft of reasons. The first is that if you are relying on social media platforms to generate business, you’re on incredibly shaky ground that you don’t even own. As we’ve witnessed this year, any time at all, your social media presence could vanish in a puff of smoke and you’ll be left with no way of reaching anyone, let alone attracting new business. The second reason is that a website (done well) promotes you as professional, credible and valuable. My final reason is the focus of today’s blog – your visibility and reach for new customers or clients through your website, is exponentially better than relying on social media platforms (and their changing algorithms) alone. Enter: SEO for small business…
Ok, you’ve caught me… what even is SEO for small business?!
SEO stands for Search Engine Optimisation. Essentially, the goal for any business is to be in the top spot on the search engine results. That doesn’t just happen by luck, or overnight – it’s down to specific strategy and time. When potential customers are searching, they’re not necessarily looking specifically for your business name (although this may be a factor if you’ve got good word of mouth working for you). They might be looking for specific words or phrases that relate to the products or services you offer and there is the first pillar of your SEO strategy: keyword selection. SEO for small business is no different than for large corporations in this regard. Everyone is jostling for top position and finding new ways to get there through the way they optimise their websites and blogs.
My business is doing fine, why is SEO important for my small business?
It’s a pretty common argument against having a website, but ‘my business is doing fine’ is a fairly short-sighted view, and I’d argue not particularly ambitious. If your business is only present online through social media, at best you’ll be reaching 5.2% of your intended audience organically (unpaid). Compare this to a well-constructed, fully optimised website that is ranking thanks to your strategic approach and consider this: 97% of people go online to find a local business, and 93% of online experiences begin with a search engine. Do you really want to be missing out while your competitors get discovered first? A website with strong SEO is vital for your small business!
OK, you’ve convinced me, but I have no idea where to start…
Great, you’re on board with having a website and setting up strategies to make SEO work for your small business. But where to start? Who do you trust to help you – and trust me, you will need help. Unless it is already a specific skill set of yours, taking a DIY approach to building a website and optimising your content is counterproductive. Invest in an experienced web designer the same way you would invest in an experienced bookkeeper, or plumber, or lawyer – some things just need the professional touch.
Amanda Findlay is a certified bookkeeper with a brain for business strategy. Get in touch today to discuss how Complete Bookkeeping Concepts can help you improve your business’ visibility.