A strategy to utilize common search engines such as Google and Yahoo to attract new business could be just the plan to increase sales. Global companies invest heavily in optimizing their web presence so that company web pages will be more likely to attract viewer traffic from prospective clients. Search Engine strategy though, is not only for large companies. Businesses of any size can use SEO strategies to win new customers and attract internet traffic.
Consultants in the field frequently get the question – “What kind of company can profit from an SEO effort?” The answer is simple. A web page that draws the attention of potential customers is an important advertising and marketing methodology for any size or type of organization. Still, there are differences among company types that would determine how an SEO program would be effectively implemented.
Those organizations exploring an SEO investment would consider several factors in how to go about it. Depending on the type of company, different strategies are available to attract traffic, so prior to planning an SEO project, consider the following business-type questions. Is the company:
Small or Large? Local or National? Product or Service Oriented (or both)?
Responses to these questions should provide answers into the challenges and type of SEO effort that would be effective.
Small or Large? SEO programs can be expensive for large firms. These companies compete for every customer possible using a wide product/service offering, pricing strategies and delivery options. The high volume of detail requires a great deal of human effort to handle and manage. Accordingly, optimization of the company’s website would mean careful analysis of the products being offered so that these features may be effectively presented on the web page.
Smaller businesses don’t have anywhere near the SEO budgets found in large companies. Still a website is highly effective for these enterprises if it can be focused on the unique qualities offered. Location, understanding of local buyer behavior and local support or service can all be inexpensively presented on the web page as unique assets or advantages that the local company provides. People prefer to buy from people they know. Small companies can present ownership information and make local buyers comfortable with the business relationship much more than large companies. This can be a huge advantage over the mega-chains.
Local or National? Global organizations usually have extensive central websites and enjoy consistent traffic with many external links already established. Larger companies such as these generally need to attract a lot of search traffic for competitive phrases. These companies though, usually have a high number of products and services – each of which requires its own, separately optimized product page. Optimization efforts then focus the web message around product features for each product page.
Companies that do not enjoy existing high-traffic websites require a different strategy. Link building in particular needs to the central focus of the SEO plan in the early stages to get the website recognized and indexed on the search engines. Further link-building then establishes the page as significantly relevant. Link building differs from large SEO projects in that they should include a location parameter or value for the local business. Searches for “refrigerators” will return links to websites owned by major manufacturers. Searches for “refrigerator dealers in Pullman, WA” will return pages for local distributors in that area that handle that product. Larger companies typically do not compete effectively on a local level, so this could be a significant advantage in drawing relevant traffic.
Product or Service? The central SEO strategy of course surrounds the value of the product or service. Product pages provide large volumes of information, product specifications and other useful facts. Companies provide these pages to deliver information and attract attention from potential customers. Product and support/service features then are the central focus of the SEO strategy for product companies.
Companies providing services must rely on creating a value statement to characterize and quantify the value of the service provided to customers and clients. Saving money or time with the service is a good economic argument to present, but in the end, service companies have to state and restate the value of what they provide in terms customers can grasp. Service web pages an often focus on key phrases that customers would commonly use in asking questions.
Any company can use SEO to develop new revenue streams and win new customers. An effective SEO program though, requires a specialized message strategy developed specifically for the individual business or organization. As no two businesses are identical, the SEO strategies will not be identical to others in the market place. So, careful consideration of these and other questions about the type of organization will determine what would be the most effective way to use the Search Engines to bring in more sales and revenue.
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