How Can Search Engine Optimisation Help Glasgow based Micro Businesses and SME’s Compete?
Establishing and growing a small business into a profitable enterprise can be both challenging and rewarding. Along the way decisions have to be made that will impact the long term future of your business. What to advertise, when to advertise and where to advertise your business are amongst these decisions.
Advertising is an investment and as such needs to produce a positive return if the marketing equation is to work in your favour. The internet is an advertising channel like no other. Its potential to connect with customers just can’t be matched, no matter how many newspaper column inches you buy up or how big your Yellow Pages ad is.
But there’s a fly in the internet ointment, your competitors have a massive head start and have already established a strong online presence. Some of these companies might be deep pocketed nationals capable of spending a small fortune marketing their websites. How can your small Glasgow business possibly compete?
Invisibility Might Be A Clever Trick If You Are A Magic Act
Search Engine Optimisation, the process of increasing search engine visibility and rankings, can help. However, SEO is not the magic pill many people advertise or perceive it to be. It will not propel you to the top of the search engines overnight nor will your phone ring off the hook simply by simply tweaking a few meta tags. Developing and implementing a successful SEO strategy takes time, or to put it more precisely, the results of developing and implementing a successful SEO strategy takes time.
It is said that if you know your enemies and know yourself, you will not be imperilled in a hundred battles; if you do not know your enemies but do know yourself, you will win one and lose one; if you do not know your enemies nor yourself, you will be imperilled in every single battle.
Sun Tzu
According to Sun Tzu, it is important that you pick your battles well. In SEO parlance this means winning by targeting keywords your website is capable of ranking for. For example, many national companies forget about or fail to capitalise on well searched local terms.
The competition for SEO related keywords is fierce but by using Google’s keyword tool it is possible to discover less competitive niche that still offer a worthwhile return. For example, the term “SEO Company Glasgow” is far more targeted and less competitive than “SEO Company”. Similarly localised keywords offer your business an effective and way to attract highly targeted traffic.
The Halo Effect
Targeting and optimising for less competitive term first makes sense in other ways too. As we optimise for one term i.e. tweaking content, building links, distributing articles and press releases etc. not only does the page and the term you are targeting percolate to the top of the search results but other pages within your site benefit as well.
In simple terms, when you create links to one page, pages that it links to also receive some of the benefit. This cascading effect is sometimes referred to as the Halo Effect and means that you can target more competitive terms as your SEO strategy grows and matures.
Keyword research and effective link building are key to the SEO services SEO Scotland provides to Glasgow SME’s. We can help raise the awareness of the products or services you provide by ensuring they can be found at any time a customer decides to look for them. Today that means being found via search. Contact us if you are serious about developing a highly visible, highly profitable web presence.
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