10 reasons why SMEs need to focus more on search
It is now widely accepted that for any business or enterprise to succeed, it must have an online presence. The internet has grown exponentially over the last decade, and large organisations have taken advantage of its rise.
Small and medium enterprises (SMEs) have also benefitted from the added publicity and presence afforded by the web, but there are some SMEs that could expand further by focusing more on search.
Here are some reasons why…
1) It brings a natural audience
Organic search means that the visitors to your site are natural. This ensures that as an SME grows and expands, it begins to create authority and credibility in its field by naturally attracting visitors to its site.
2) It allows evaluation
Focusing on search engine traffic can provide interesting data for analysis. It allows SMEs to determine what works and what doesn’t. From here, you can channel your efforts into the things that are successful, further improving performance.
3) Search can build brand awareness
Various content methods can be used to attract search traffic to your site. If your content is good, you will begin to build a reputation as a leading brand in your market. Written content, videos and visual content can all help with your search efforts.
4) It can help with discovery
The search traffic that you attract can be recorded and analysed in various ways. Google Webmaster Tools or Google Analytics can be helpful in identifying which keywords bring people to your site, allowing you to focus on these and other variations to improve your traffic further.
5) Earn recommendations
When you have a clear search engine optimisation strategy and provide good, valuable content, you can begin to earn recommendations from other websites in your field or niche. Links from authoritative sites to your own can help SMEs to improve their visibility in search rankings.
6) Improve sales with targeted traffic
As well as organic search traffic, pay per click search can also be beneficial to SMEs. This is where an advert is placed above the organic listings in search engines, and you pay when a person clicks through to your site. These listings are triggered by keywords, so you can be sure you are bringing the right audience to your site.
7) Brings new customers
Social media marketing can be a great way for SMEs to generate sales and buzz, but unless people know about your business and follow you on social accounts, they won’t visit your page. Focusing on search allows you to attract new business, as well as retaining current customers.
8) Allows you to solve problems
When people use search engines, they are usually searching for a solution to a problem. If you have a product or service to offer, you have a solution to that problem. This means that you can add value to people by providing your services through the search engines.
9) Gives you 24/7 exposure
Having an online presence that focuses on search means that people can access your products and services at any time. Business is no longer a 9-5 thing; search marketing means that your business won’t miss out on custom after hours.
10) Constant presence
Finally, search engines are now increasingly used ‘on the fly’ via mobile devices and tablet computers. This convenience means that you can reach people when they need to be reached. It can also mean that you are listed in geographically targeted listings, building local knowledge of your brand or business.
Whilst traditional offline marketing and social media campaigns also contribute to the success of SMEs, search is unquestionably one of the best ways to develop and grow a business.