There is a slight divide between the corporate world and the online business world. No, it is not the suit-and-tie divide, which has seen corporate attire absent in dotcom start-ups since the 1990s, and it is not the difference in business plans or funding sources between the two worlds. It is the difference in website design and development, and it is a divide that is putting the bootstrapped online business world far ahead of its corporate rivals.
The problem is relatively clear when you visit a big company’s website. There’s content — lots of it — but there’s relatively little effort put forward into converting that content into anything. There’s a ton of information, a list of contact details that puts the Yellow Pages to shame, and massive potential for SEO work. However, very few big businesses put their SEO muscle to work, and more than a few settle for websites that simply do not sell their services.
As easy as it is to blame the lack of SEO on established buying practices — in store orders, online stores, and resellers — it’s not the total problem. Much of it is simply the fact that a lot of corporations simply are not well educated on the ultra-competitive SEO world, and view search as something other than a major priority. If your company is sounding similar, it is time to take a different approach, and to embrace search for the incredible sales and lead generation machine that it is.
These three suggestions could be the difference between an unknown business website and a conversion-powered one. Implement one, two, or all three and you are sure to see a world of difference in website traffic, online sales and orders, and noticeable online PR.
#1: Add a blog to your company website.
Blogs are great for SEO, and they are even better for grassroots PR efforts. By adding a blog to your company website, you introduce a human element to an otherwise stale website. Even a simple blog can add some massive SEO power to your website, and if it attracts attention it is easy to convert that readership into a massive SEO resource.
#2: Experiment with dedicated SEO.
External SEO firms are often a waste of money, especially for small businesses. However, when your online presence has the potential to sell millions of dollars worth of services, products, or coverage per year, it is in your best interests to open yourself to as many channels as possible. Search is the biggest online referrer, and the small cost of retaining an SEO company is quickly paid back in the incredible order boost that you’ll receive.
#3: Use in-house SEO to lower costs and boost awareness.
Hiring a full time SEO for your company is less expensive than you would expect. While contractors are good for temporary assignments and one-off SEO boosts, if you want a dedicated SEO presence it is best to invest in someone that can work for you full time. Experiment with contract work and temporary SEO at first, then decide whether it is worth the expense of a full SEO team.