For small businesses, recent developments in (SEM) search engine marketing industry have been quite terrifying. Small business owners already living on the edge, often with a large debt and little margin for error. These small businesses have a high failure rate and rapid growth since the collapse of the internal market.
These entrepreneurs are looking for stability, just like the rest of Canadian companies and worldwide. Unfortunately, lately a stability on Google search yielded few results. Some profiles of blog with a great reputation in the networks were fully désindexés from the database of Google in March, including the now famous BuildMyRank blog network. After that, a million Web sites received warning links «abnormal».
Meanwhile, a storm of speculation about industry erupted after that Google talked about over-optimize. This week, we finally learned the new algorithm of Google webspam, an offensive all-out to detect the tactics of type spam such as keyword stuffing, spam and ‘spun’ content – spun link.
Small businesses have been riding on Google guidelines comparable to a round in the roller coaster, essayeant to understand the new reality of the ‘how’ highlight small business on search under these new rules engines. The bar was clearly raised since last year, when the discussion turned on the subject of the Panda update, which has targeted content generated and modified automatically, as well as extremely low quality content.
How can small businesses continue to enjoy the benefits of massive traffic from Google?
Diversification is the key
The first task for small businesses is a diversified approach of marketing on search engines. The best analogy is that of a financial advisor. Similar to your stock portfolio while only one stock title, it is not advisable to put too much of your SEM in one basket.
Give too great importance on the base link is the first symptom of the need for a broader vision. Those who are foolish enough to be completely dependent on one of the networks that Google has pulled down learned this harsh lesson through a rapid drop in the rankings. Then there are those who have received a real Google Alert and living now in daily fear of being completely removed search engines.
But even those who have lived ‘abnormal’ issues of strengthening ties, it is time to rethink the design of the links. Reposition your way of thinking, with a renewed focus on:
Creation of buzz.
Save links to the content.
Do not neglect the possibilities for many other campaigns consumer target, many small businesses have not yet entered, such as email marketing, social media and customer reviews.
Social media are well established as a legitimate marketing tactic and more customers go to social media for business validation and customer service issues.
Small businesses often ignore social media because it is believed that social does not directly contribute to search engine rankings. It is time to update this thought.
The lesson goes same for owners of small businesses who are not actively involved in associations, writing Blog, writing posts invited and regularly talk in forums with experts from the industry. Many small businesses have not always collected customer reviews.
All these activities leave fingerprints backlink from a unquestionably legitimate company that is truly committed to his community. It is a solid SEM strategy.
Focus on the end-user
Beware, this is not a new message from Google. But it has real teeth for those who do not listen.
Web content should be centered on the end user. This means that it is educational or otherwise enhances the experience of the end user (as humor). After all, high quality content is the Google search engine a power plant.
Contribute to that mass of information. Every business has valuable information to share. Plumbers may make a Video how do/how-to’s of a DIY. Accountants can write about a recent change in the tax code that helps to save money.
The emphasis placed on education rather than marketing puts a small company on the right side of the optimization for search engines (SEO) online. Indeed, a backlink in return a valuable contribution is quite OK.
Although it may seem that the requirements above are just different words for the strengthening of the traditional ties and marketing content, small businesses should reconsider their position. Do not interpret the evolution of SEM as a simple exercise in semantics.
There have always been plenty of shades of gray in SEO, which is why the language issues.? How small businesses think and speak of actions SEM guides.
Google has done a company called “BuildMyRank.” Can Google take them down if their name was “BuildMyBuzz” and their product was legitimately placed on the quality of the content, education, videos ‘how to’ and the creation of buzz for real small businesses? To you to judge.