Setting S.M.A.R.T.E.R. Goals should also apply to how small businesses improve their Web Presence.
Small businesses simply cannot afford to compete with big business, when it comes to marketing. Likewise, outbidding big businesses on Pay-Per-Click (PPC) advertising would result in substantial monetary losses. Big business operates with big budgets.
To compete, small businesses have to Be SMARTER about Web Presence.
Search Engine Optimization (SEO) advertisements are found just about everywhere you go online, these days. However, many SEO companies make their money by preying on small businesses, with promises of better search results and increased revenue. However, when all is said and done, most SEO companies will not guaranty anything.
Anyone who wants to make money through their website should be conscious of Search Engine Optimization (SEO) methods and techniques. However paying for SEO services, without fully Uunderstanding Web Presence, is just throwing money away!
Sadly, this mistake is made over, and over, and over again.
The owner of an insurance agency approached me about this Web Presence vs SEO issue a while back. He was paying for SEO services, thinking that alone, would bring in more revenue. He spent thousands of dollars with a SEO services company, but the only thing he has to show for it, is a tax deduction for SEO/Marketing.
Sure, I offer Search Engine Marketing (SEM), Search Engine Optimization (SEO) and even Search Rank Improvement (SRI) services, right here on my website. However, my focus is to first educate my clients. I want them to know the importance of a solid Web Presence and how its different from SEO.
It is my opinion that small businesses should pay for assistance in understanding and developing a Web Presence, before they spend money on SEO services.
Being SMARTER is setting Specific, Measurable, Attainable, Realistic and Timely goals for your business’ Web Presence. These goals need to be something someone can Evaluate and Re-evaluate, month after month.
If you want to Be SMARTER about Web Presence, below are two good goals to start with.
- Obtain W3C Compliance Certification on your website by committing to a coding standard and eliminating coding errors.
This goal is Specific. The W3C provides tools making this goal Measurable. This goal is Attainable. This goal is Realistic and one which can be completed in a Timely fashion. If you set this goal on January 1st, you should Evaluate progress after one month and then Re-evaluate progress at six months and the end of the year.
FYI: Achieving this goal will also help optimize your website for search engines and improve your website’s search rank.
- Integrate your website with popular Social Communities.
Facebook is biggest social community in existence right now and a fantastic way to market your business. Facebook’s website beat out Google, as the number 1 visited website in 2010.
Year-end data just released from Experian Hitwise indicates that Facebook was the most-visited website in the U.S. in 2010, surpassing longtime holder of the top spot, Google. – Website Magazine
Yet many companies will go as far as terminating employees who use these communities.
Why not capitolize on the marketing potential of these social communities? Try encouraging your employees to use these communities regularly, but within specific guidelines. Employees should help promote your business and web site when they are on the social community websites, during work hours.
I’m not saying employees shouldn’t still do their job, but it should be pretty easy to multi-task between Facebook and an employee’s current duties. Your employees should understand, the use of Facebook at work is monitored and time spent on Facebook should be used to positively promote your business.
This goal is Specific. The number of posts/links make this goal Measurable. This goal is Attainable. This is a Realistic goal and can be implemented almost immediately, making it a Timely goal. If you set this goal on January 1st, you should Evaluate progress after one month and then Re-evaluate progress at six months and the end of the year.
This goal will help with Search Engine Optimization (SEO) and Search Rank Improvement (SRI), by cross-promoting products and/or services offered on your company’s website, on Facebook, with links back to them on the company website. Trust me when I say, search engines will pick up on this.
If you want to Be SMARTER about Web Presence, but still unsure about which goals to set, hire a professional to help.