Here’s how you can start building your social media presence:
- Start off slow. Don’t try to be active on Facebook, Twitter, Instagram, Pinterest and all the other social media platforms. Instead, focus on just one platform. For most small businesses, Facebook is the logical choice for its audience and versatility. However, businesses that sell highly photogenic products might try Instagram or Pinterest.
- Develop your voice. Your goal is to establish your website (and, by extension, your business) as an authority in your field. This is why creating high-quality content is so vital. Only share informative, engaging content. Share stories that will connect with customers. Most importantly, be useful, educational or entertaining. All of these things will make your voice credible.
- Boost your Facebook posts. Yes, this costs money. But this is a great way to put your most compelling posts in front of people who aren’t yet aware of you. Eventually you can work on other social media platforms, but for now, stick with one platform to maximize your results.
Build Your Link Profile
Inbound links will likely always have value in SEO. The more quality websites link to your business, the more Google will evaluate your business as deserving a higher page rank.
There’s no shortcut to building a quality link profile. In the olden days of SEO, marketers would spam their links in forums and article comment sections, but nowadays Google views such spamming as low-quality linking and punishes offenders accordingly. The key to improving your link profile is by connecting with other reputable websites that are relevant to your business.
Here are a few tips:
- Get listed on Angie’s List, Yelp and other business directory website.
- Write guest posts and articles for journalistic and trade publications, requesting a link with your byline.
- Connect with influencers and bloggers via social media.
Link building is a slow and steady process. You’ll make progress here simply by improving your approaches to content generation and social media marketing.
Pay for Clicks
Even a top spot in Google’s organic search rankings isn’t as powerful as it used to be. That’s because Google shows paid search results, knowledge graphs, locator maps, business listings, AMP carousels and more above those coveted organic listings. There’s even less top-tier real estate on smaller smartphone screens.
If you can afford it, then launching a pay-per-click advertising campaign is a great way to bring instant visibility to your website. Advertise on either Google AdWords or Facebook Ads and you’ll get as many visitors as you can pay for.
That said, PPC advertising is a great way to waste money if you’re not careful. Here are some tips for first-time PPC advertisers:
- Start with a very focused keyword list.
- Don’t use broad-match keywords.
- Include a “call to action” in each of your ads.
- Each ad should go to the most appropriate page within your site.
- Use negative keywords to filter out visitors who probably won’t convert.
There’s so much more to pay-per-click advertising, but the above tips will get things moving in the right direction
Watching your website climb in the search rankings is a thrilling experience. If you execute a strategy like we’ve reviewed above – leveraging the power of strong content, social media marketing and quality link building – then you can make it happen, even if you’re starting out with a bare-bones site. Don’t bite off more than you can chew, and don’t act without first getting to know your audience. Do these things, and even your small business website can score big SEO victories.