If you aren’t being found on the internet, you aren’t being found. Think about your own practices. You’re thinking of purchasing a new piece of technology. What’s the first thing you do? If you’re like me (and everyone else), you go to Google and try to find the best company to meet your needs. How do you feel about that company if they have an outdated website? Or worse, if they don’t have a website at all?
The same thing applies in the B2B world – especially in the technology industry! If you aren’t proud of your website, it’s time to take the steps to fix that. Update the copy and make sure the aesthetics make you look current. If you’re modern in your marketing techniques, you’re going to be funneling all the attention to your website. Don’t let it fall flat.
If you ARE proud of your website, you need to start showing it off! I always tell the partners I work with – “there’s no use in talking if no one is listening.” SEO (search engine optimization) is the foundation of being found on the internet.
There are two types of SEO: Organic and pay-per-click. Pay-per-click is the easy way. You keep writing the checks, and Google keeps putting you at the top of the list. But what happens when you stop paying? Your website is no longer anywhere to be found. There are also concerns of credibility. Let’s take a step back to your personal life again. How often do you trust the ads at the top and sides of your search? You know those companies are paying for the top spot and you know that it has nothing to do with whether they’re trustworthy.
Organic SEO takes time, effort and PATIENCE. You aren’t going to get to the first page the first day you decide to implement your SEO strategy. And it’s frustrating. There are a lot of SEO requirements that are just out of your control. But the good thing is: it’s out of everyone else’s control too. Focus on what you can fix, like keywords and updated content, and you’ll be on your way.
Here are some quick tips on how to keep your website in top SEO shape:
- Know what your prospects are searching for to get to your competition. Maybe you want to compete for those same keywords, but maybe now’s the time to carve out a niche for yourself. Keyword research can help.
- Start a blog! Most small businesses are just too busy to keep up with a blog, they don’t think they’re good writers, or they just don’t know what to write about. Here’s some good news: your audience isn’t looking for Shakespeare to tell them about the newest technology – they want to hear from YOU. The expert! Blogging is an excellent way to personalize your website and make your prospects feel connected. It’s also really great for SEO. It’s the perfect platform for keyword-rich, constantly updated content. Google loves new content.
- Get involved with social media. The more links you have directing people to your website from outside, the better your ranking will be. This can go hand-in-hand with starting a blog. Introduce the topic through Twitter, and then shuttle them to your website to read the rest.
- Get some help. If you use an open source platform like WordPress, there is a lot of maintenance you can do yourself to keep your website looking up to date. But when it comes to SEO, there’s a lot that you can’t see. An experienced marketing group or web developer should be able to go behind the scenes of your website and add the right keywords.
Do you currently have an SEO strategy? How do you think it stacks up?