SEO Management for Small Business – Part II


SEO for Business Part II

In our last post about SEO for small business Part 1, we talked about learning the language of SEO and setting goals.

Today, we’re going to talk about something that goes along with goals, and that topic is determining your SEO budget.

Now, this topic can get complicated depending on whether you’re outsourcing or keeping everything in-house. As with most things involving SEO strategy, you need to start out by asking some questions before deciding on a dollar amount or sending out an SEO request for proposal (RFP) for your project.

Who built your website?

This is important, because there are many ways to design a site and not all of them are search-engine-friendly. DIY folks who create their sites using their host’s software could be at a disadvantage when it comes to SEO because of the way their site is constructed. Additional find could be needed to either update the site or re-build it altogether.

How is your website performing?

You should be armed with information such as popular keywords for visitors who find you thorough search engines. This is basic analytical information that every web host makes readily available through their control panel. If for some reason this info isn’t available to you, consider a new host or looking into Google Analytics or some comparable tool. The good news is, you don’t have to pay for analytics software – and the information they can give you is valuable. Take time to gather the right data and use that to gauge your performance.

What is your competition doing?

If your competition isn’t doing much in terms of optimization, then maybe you don’t have to work quite as hard to reach your goals. You’ll still have to work, obviously, but there may be low-impact SEO activities that you can cut back on while you focus on core SEO best practices.

Who are your customers?

Not all customers are created equal when it comes to using search engines to find products. You may have only a small number of customers who are using search engines to find you. Throwing disproportionate amounts of money toward a small group might not make economical sense in your budget.

What do you expect from your SEO efforts?

I know this question can be a tough one – especially when you are new to SEO and are wary of SEO consultants’ promises of #1 ranking, unlimited traffic and other snake-oil promises. Start answering these questions with the questions we talked about in part I, and see if you can’t narrow them down to be even more specific. The more precise you are with your expectations, the more precise you can be in your SEO budget.

The video above is classic SHADY SEO

Now, you can find the answers to these questions on your own with a little homework and some serious thought, but at this point, it might also be wise to work with a consultant. Not somebody to necessarily DO The work, but someone who can talk through a few things with you – to help you come up with the ideas that you have in your head but can’t readily get onto paper. (Trust me when I say this happens a lot – people know what they want from SEO, but they have trouble communicating it in a way that an SEO expert can act upon).

SEO budgeting is different for every company. I wish I could give you a checklist with some SEO tactics and some pricing and call it a day, but that wouldn’t do anybody justice. Every website and company has different needs, and every SEO consultant has different views about how to meet your goals.

In part III, I’ll talk a little more about SEO strategies and tactics and what they all serve to support – trust.

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