One of the biggest challenges of running a small business is wearing many hats. You may find yourself printing ads, storing inventory, managing benefits, hiring staff, handling customer service, and more. And these days, with so much online business, you can also find yourself under the table as a digital marketer.
If so, a basic understanding of search engine optimization (SEO) can go a long way. When customers enter a search term into Google or Bing, they are presented with a list of web pages related to the “keywords” entered.
Search engines send robots that analyze web pages, examining both the topic and the quality of the content. Using complex algorithms, they categorize and rank web pages, giving them search engine rankings.
Through SEO, business owners can make their content more appealing to search engines. This, in turn, means they appear higher in the rankings. Moz has found that the first page of Google search results gets over 70% of clicks, so high rankings are important.
It is extremely difficult to reach the top of search engines for national or global terms, like “best car 2022”. Many large companies, such as Ford, and large publications, such as MotorTrend, employ entire teams that produce SEO content.
When it comes to “best burger in Atlanta” or “best barber shop in Spokane,” you face less competition. That local pizzeria or hair salon probably doesn’t have a team of content producers on hand. This makes it easier for ambitious local businesses to get to the top of search results.
Additionally, search engines are good at predicting when people need local results. If you’re in Chicago and Google “best donuts” it will show up local results. Detroit’s best donuts aren’t useful for someone in the Windy City.
Add it all up and small businesses may be in the best position to take advantage of SEO.