Search Engine Optimization
The world is changing and those who adapt to technology will end up winning. As the human race moves closer to singularity the pressure to adapt to the upcoming technology will increase. If you’re a small business owner who isn’t embracing the digital age you will be left behind. There’s only a few business models I can see surviving that do not adapt to the new futuristic trends.
One of the biggest areas of change is the social media and internet space. There has never been more competition in the market and advertising is more important than ever. The best way to advertise is on the world-wide web. Digital marketing is all the rage because that’s where the people are. Kids these days do not read books or the news paper, instead they sit on their tablets all day and surf the internet. More than any other generation, these kids are nearly immune to advertisements. In fact, studies show the traditional forms of advertising just don’t work anymore. Smart kids and millennial recognize that you are trying to sell them something almost instantly. Their response is to simply “tune you out” and ignore anything else you have to say. This can be very problematic for business owners seeing to reach new audiences, especially the coveted 18-25 age group. These are the future leaders of this country and it’s critical that you get your message out there to them young.
The best way to reach these future buyers is through advertisements in which they appear to be real information. Even better, make that information that they believe they found on their own. For example, if you’re looking for a great place to eat and you ask you friend what their opinion is, that information will carry very large weight in your decision-making process.
Now take an example where the same person looking for a place to eat is driving down the road and notices a billboard for a restaurant. How much weight will that hold in your decision-making process? Probably not a lot because your subconscious mind knows that you could simply pay to advertise your restaurant on that billboard. In reality, the fact that a specific restaurant is on a billboard means nothing in regard to the quality or popularity of the eating establishment. The important point to make is that all advertisements are not equal, and certain mediums of advertising will yield much better results than others. There are also different buyers, but those with buying intent, will do certain things before they ultimately decide to make a purchase. This small but important distinction will make all the difference in achieving actual conversions to your product, restaurant, or whatever item your selling.
Now you may be asking yourself, what in your opinion is the best form of digital advertising? My answer would be to focus on advertising that is not advertising at all in the buyer’s mind. Also, I would want that medium to have a strong buyer intent. This amazing way to increase conversions or sell more products is organic Google rankings. The reason organic Google rankings are so valuable for your business is because people who search the world-wide web actually perceive when they find something on Google it’s their naturally or organically. They feel that search engine results pages are unbiased and are there to deliver them accurate information. It’s important to note, that most search engine results pages include paid advertisements through Google Ad Words or other systems, but Google users instantly recognize these as “not real results” and upwards of 95% of the time avoid these listings. This means the most valuable position on the page is the first organic search engine listing.
Those of you who are internet savvy know that in the last few years Google has been introducing a whole new category of results. These results are called the Google Pack. Originally show up to 7 results, the new Google Snack Pack only shows 3 results before the page transitions into website rankings. In most cases, the Google pack will rank above traditional website rankings. The reason being is for most local geo modified search queries the searcher is attempting to find contact info, hours of operation, menus, website links, and other simple things like that. Google has recognized this and streamlined the process by allowing 2 results per business per page. Sure, there are ways to rank other social assets and other sub URL’s on a website, but for this discussion lets assume we have 2 per company. If you’re a business owner, the goal would be to rank your Google listing #1 and then your website # for the organic results. In reality, excluding the paid ads, this would give the business the #1 and #4 position on the SERPS.
If you study average traffic flow to each SERP result you would know that this person would receive about 40% of the Google traffic at this point. Studies also show that this traffic is unique in the sense that it contains 1 thing other form of advertising traffic does not. The buyer has an elevated level of trust in the product because they perceive that the product, service, or business they just found was found naturally in an unbiased way. To a search engine optimization expert like myself we know this is not the case, but to the average search engine user this is. You may be asking yourself, “ what does this have to do with my business?” The key point I am trying to drive home to you today is that the best traffic you can get to your website would be those coming through organic search rankings. These people feel as if they are reading an unbiased add and in most cases they have buyer intent. I can’t overstate the importance of having the buyers guard down when visiting your online store or brick and mortar business. This strategy will greatly increase profits and customer conversions. That’s why I highly suggest that all people hire the best SEO Company in your area.
A Good way to find the best firm in your region is to type in “Your City” and the word SEO Company. For example in Portland Oregon you would type in “SEO Portland“. The person who comes up #1 in the search rankings for that term is most likely very good and can help you with your website and listing. One thing to remember is that if they can rank #1 for a difficult term like that, ranking your listing or website for your specialized niche should be very easy.