In a highly competitive environment, where bigger and more popular brands dominate various industries.
Such brands combine both SEO and SEM strategies, making the market and playing field for smaller brands a difficult place to penetrate.
However, all hope is not lost and SMEs can still harness the many available opportunities by understanding and using SEO strategies to move ahead and make consistent progress.
SEO and SEM
The term SEO stands for the acronym -Search Engine Optimization, while the term SEM stands for the acronym- Search Engine Marketing.
SEO and SEM help search engines understand better what a person or business represented online via the various online platforms (websites, blogs, social media etc.) has to offer, when someone searches using words or phrases related to such a business or brand.
For examples, when an online user searches using the phrase “Photography studios in Lagos” or “Lagos Photographers”.
Relevant brands are likely to appear in their search results based on some factors that will be highlighted below.
When a search engine returns results, some of them are paid advert and the rest are unpaid results that search engines believe are relevant to the phrase entered into the search box.
These unpaid results are referred to as “Organic” results, while the sponsored or paid advert results are referred to as “Inorganic” results, because they are paid for.
The ability of an SME to harness SEO opportunities will determine if it is able to yield great organic results when there is a search for anything related to its brand.
The Search Engine Algorithms
Search engines have formulations or algorithms that help them order the list of results.
The search engines constantly scour the web for new content and try to make sense of it.
Where your website, blog or communication platforms appears in these results is affected majorly by the words (keywords) you use on your site; as well as other factors such as how many websites link to yours etc.
Search engines look out for the best possible results using some of the following:
1) Popularity: They look at how popular and active a site or communication platform is.
This is why a good following and active communication platform is very important. A dormant website or communication platform will often experience a decline in popularity.
2) Engagement: What other people or sites are saying about them.
A communication platform that is active and has lots of engagements (likes, comments and shares of its content) is likely to rank higher than one with little or no engagements.
This is why regularly putting up engaging blog posts, articles and generally relevant content on your communication platform remains essential and redirecting traffic using links is important.
3) Keywords: They might also consider words on the web pages/ blogs or keywords in the code of a page to better understand the topic or search phrase or word.
When crafting content for your communication platforms, it is important to ensure that relevant keywords that describe your SME or brand, what it offers as a business and what it stands for should be infused and incorporated into your content.
This ensures that your page is recommended to the right demographic and audience when there is a search.A keyword search needs to be performed to ensure you have relevant and treading keywords that can give your communication platform a boost and an opportunity to be ranked higher by search engines.
Some tools you can use to conduct a keyword search include: Google Adwords- keyword planner, SEM rush, KW finder, Keyword tools, Moz’s Keyword Explorer etc.
4) Location: The searcher’s geographical location.
Indicating your SME’s location on your various communication platform remains critical and helps Search engines recommend your pages to people who might find your brand and service offerings relevant to their needs in proximity to the location or address they indicate in their search.
The use of google listings using “Google my Business” is a good place to start, asides the listed location information on your various communication platforms.
5) Device: The devices used by searchers so that they match searchers with the best possible results.
Yes, search engines also consider devices.
In an era, where most people now communicate and work on the go using mostly mobile devices, then it is important that your communication platforms, especially your website or blog remains navigable and mobile friendly.
This is because, when a mobile user finds your page but experiences difficulty in navigation, such a user is most likely to leave your page and move on to one that has better navigation and clarity. Even when you may have the exact services they may need.
All of these components help search engines find the best match for a search by an online user.
It is true that even though bigger brands already take into consideration all these factors to optimize their online presence, as an SME or Small business owner, you can ensure that you also tap into these SEO opportunities and not lag behind.
Applying SEO strategies as an SME may not be the fastest way to grow, but pays off in the long run with organically generated results. It only requires some level of patience and a lot of consistency, even as you continue to adapt and apply the changes that occur in the world of search.
This is because the work of SEO is never done.
Key Highlights
Grow actively and steadily your communication platform with relevant information that keeps your audience engaged. This can be done organically without sponsored content. A slow approach, but one that is achievable.
Encourage the engagement and participation of your audience on your communication platforms.
Sharing insightful information, trivia, giveaways and sometimes, fun activities that help with great engagement.
Use relevant keywords, as well as trending keywords or phrases that are related to your field, what your SME or brand represents and stands for.
Be listed online and include details of your location on your website and communication platforms for identification and recommendations by search engines to an online user during a search.
Ensure your website and communication platforms are navigable and mobile friendly.
Article by Opeolu Adeyemi.
Corporate Communications and Public Relations Consultant
Founder, Brave Publicity Ink!
Brave Publicity Ink! 