Creating SEO campaigns for small businesses can be tricky considering locality as well as competition of keywords. Many small businesses look to an SEO to be rain makers or miracle workers in establishing online and foot traffic. So how does an SEO really manage expectations of small businesses and provide results for these opportunities?
Initial Strategy Development
Meet face to face and with your research in hand related to competitors (online – related to targeted keyword). That analysis should discuss authority of those competitors and what is needed to surpass those metrics as well as a timeline. There is nothing worse then setting false expectations and needing to explain later to a client why you are behind on ROI. Outline tasks to be completed weekly as well as benchmarks and run rate reporting.
Discuss and develop plans that meet local search for organic SEO, Social Media and Paid Search. If the goal is to get users to the site immediately then focus that budget toward PPC with geographic settings. If the focus is to get foot traffic into brick and mortar then focus that spend on Social Media engagement. All the while accompanied by an organic campaign for long term increases in rankings.
Little Successes Add Up
Be certain to communicate daily with small business owners regarding SEO, PPC, SMO wins that happen. At the end of the month if your reporting is as favorable as the owner may like you can discuss these little wins throughout the month. Cumulatively, the small business campaign is one that requires direct communication and clear/focused understandings of what they may consider a successful campaign. Remember, small business means the budget they spend is a large investment for them – so be certain to spend time and money wisely.
Earlier this year, the White House introduced a plan called the National Strategy for Trusted Identities in Cyberspace. Kenneth C. Wisnefski, founder and CEO of WebiMax the leader in search engine marketing and ecommerce, announced that the plan may have some “significant disadvantages” and further states “I caution this will open the door to more devastating methods of identity theft”.
The plan was first introduced by President Obama in April 2011 and aims to create an enhanced online identity and bolster confidence in e-commerce amongst Americans. It calls for a single authentication system that can be used for significant transactions placed online, including Social Security, I.R.S. services, banking, and even buying a home. The Identity Theft Resource Center (ITRC) indicated that through the first 6 months of 2011, there were 130 significant breaches, revealing over 9.5 million personal records.
“The new plan proposed by Washington has the right idea, however, the product may increase the extent of fraud committed against others”, states Wisnefski, an expert in internet security. “Essentially creating a master key to your online identity can have extensive ramifications if the single key is lost”.
Wisnefski was recently interviewed on FOX News discussing new Pentagon Cyberwar Guidelines. The video can be found here (courtesy of FOX news).
ITRC states that hacking is the leading cause of identity theft. They also disclose that half of all 2011 data breaches are against businesses, versus government, medical, and financial services.
“Since a security breach through the use of hacking is the leading cause of identity theft, the White House should instead propose a plan to enhance the encryption of secure documents and unique log-in credentials that consumers use online”, furthers Wisnefski. “The majority of stolen personal information comes from a lack of encryption that skilled hackers can easily navigate through. What we need is an increase in protective barriers around the perimeter of our systems in addition to the strength of our keys within the system”.
There are considerations, however that the plan does not correct for, including negligence and carelessness when consumers leave a checkbook or a cell phone in a public area, including restaurants. Instances like those can only be corrected with enhanced awareness by consumers.
“At WebiMax, we’ve seen a substantial increase in the amount of companies that implement an ecommerce component to their website, as it means your company is open for business 24/7/365. In addition to strengthening the perimeters around our online systems, educating consumers as to the dangers and effects of online identity fraud can be two important remedies that are being overlooked. If a consumer loses his master key to his online identity, as outlined by the proposed plan, the thief can have access to the bigger picture”, concludes Wisnefski.
Announced today, Google will be adding “Google Webmaster Tools” data directly to their Analytics platform. This is a big deal for SEO companies as a new section titled “Traffic Sources” and “Search Engine Optimization” with sub-sections displaying data of summary, queries, and landing pages.
With this, people will be able to see how many impressions and clicks through, in addition to comparing impressions and clicks to conversions directly from the search results.
The company is fully devoted to continuing to enhance their analytics platform. During April, the company updated their platform to let users view real-time data.
This information was also reported today on the official Google Analytics Blog.
An industry leader that is well regarded as experts in SEO and online marketing, WebiMax explains our Australian SEO process below. An official press release will be distributed shortly in congruence with this recognition.
The following is a sample of our WebiMax Australia Website, to launch soon:
The WebiMax Process of search engine optimization (SEO) is a process that has enabled us to be rated the #1 SEO firm in Australia (in addition to the United States) by TopSeos.com. What sets us above the competition is our ability to continuously evaluate our strategies and compare versus the changing dynamics of search engine marketing. While each client has specific, individualized needs and objectives, our approach in creating and implementing the perfect strategy for your firm is vital to the success of the campaign.
This includes review of the following:
- Evaluation of inbound link popularity and internal linking process
- Evaluation of outbound link volume ratio compared to inbound links
- Review of the quality, relevancy and neighborhoods in which existing links exist
- Identify percentage of no-follow and follow links
- Analysis of meta tags, h1 tags and title tags as viewed by search engines
- Competitors in primary keyword verticals
- Evaluate existing keyword density as it relates to targeted keywords
- View existing site maps for accuracy and updated frequency
- Current Rankings
- Targeted keyword analysis to develop a list of keywords which will be focused on within the campaign based on popularity of search and relevancy to website.
- Review specific changes that are needed to the website itself in regards to the structure of the website. (Site map, title tags, meta/h1 tags, header tags, etc.).
- Determine the overall need for additional content on the website and determine how detailed and involved this content will need to be.
- Build a detailed link building strategy focusing on varied link sources such as blog posts, real-time links, link reclamation, sidebar links, footer links, wiki posts and additional sources.
- Analyze potential implementation of Blog or RSS feed to improve frequency of relevant content placed on site.
- Development of the Action Plan to begin the campaign.
- Initial Strategy Meeting w/client. Introduction to Client Account Manager.
- Finalization of primary keywords to focus upon.
Commencement of Action Plan
Once your campaign is “live”, you can monitor the status of your campaign in real-time using our WebiMax proprietary SEO Tools, the Client Center. We provide you with a secure log-in and are the only SEO company that does this.
Your Account Manager will be available to discuss your campaign at any point a question should arise. Each month, we will provide you with a detailed overview of all services performed, inbound links developed and a detailed rankings report that outlines the rankings movement from the prior month.
A follow-up monthly call with take place in which results from the prior month are discussed and the “Action Plan” for the next month is reviewed.
Announced yesterday, Microsoft’s search engine bing will now favor websites that have been “liked” on Facebook by your friends. This obviously changes the rules of search engine optimization (SEO) in that it doesn’t seem to matter the PageRank of the website, if users are logged in to Facebook (as indicated in the top banner) then PageRank is favorably given to websites that your friends have “liked” or recommend. It does not matter if the website contains original, quality content, or even if it normally ranks far off in space of search results, as long as it is “liked” then it’s going to show up high.
So basically, now Facebook is going to control the fate of SEO and search engine results? At least for now, on bing it will. While it is still rather early to hear the responses of major SEO firms and other search engines, including Google, however that dramatically changes the rules of SEO, in the meantime.
Clearly, Google dominates the search engine market and it will be interesting to hear their response as this move breaks from traditional SEO. It’s interesting how there is an ongoing battle between the 2 search engines, yet Google is clearly in the lead with 84% market share, versus Bing’s 4%. We’ll update our audience as soon as more news develops.
WebiMax offers many products and services. One of our more requested areas of service stems from our SEO consulting services division. Here, we focus on clients that have internal teams and require additional consultation to efficiently leverage the effectiveness of their current staff. Below are some of the examples in the consulting services we offer:
Advanced Assistance: A large number of our Fortune 500 clients have utilized our services to enhance the efforts of their internal teams. Our consultation provided them with further detail to surpass the current level of knowledge that their internal teams had, and additionally provided them with more strategic approaches to put in to place. This concept works exceptionally well for clients that have the resources to perform many of the tasks internally but lack the high-level sophistication to get real results from these efforts.
Start-Up Firms: Our client-base is well balanced with Fortune 500’s, international firms, and small businesses. We also work with several start-up ventures that require guidance in developing a strategy to launch their new venture. WebiMax works with them to create a detailed competitive analysis and comprehensive “action plan” for a market entry in to their vertical. This sort of consulting is extremely useful and can help mitigate the costs of “wasting funds” trying to feel your way through the process without any guidance.
Re-Designs of Sites: One of the most perilous scenarios we come in contact with is when a company with good rankings decides to re-design their existing website. If done incorrectly, the existing value of your website can be completely destroyed by changing urls and improper transfer of existing portions of the current site.
We encourage our clients that if they are not well educated in to this process, it is worth the resources to be consulted, prior to changing their existing webpage.If not done correctly, the “clean-up” process can be long, extensive, and often-times cost more.