“You should always have a well-rounded portfolio of ways to get leads,” said Matt Cutts, the head of Google’s Webspam department, earlier this year. SEO, or online search engine optimization, has been a quickly growing field. Over the past few years, however, it’s become less of a free frontier, and more of a marketing game that has specific rules you need to follow if you don’t want to have your team benched — your website penalized.
Did you know that about 61% of searchers think that local results are more relevant than standard search results? Small business search engine marketing is important for small, local businesses looking to gain more online visibility. Getting a foot in the door today is especially important considering that eMarketer estimates annual increases in eCommerce sales will total $440 billion by 2017.
Are you looking for better tips on how to manage SEO for your online website? Here are three quotes from Matt Cutts over the past year regarding web marketing SEO, and an explanation of what this means for your own business marketing.
1. “‘Our installation code/software used to publish the sold links is not detectable by the search engine bots.’ Au contraire!”
This was a quote from the site Backlinks.com that Cutts retweeted on his Twitter (replying with the French phrase, which means “to the contrary.”). This was a key indication that Google is searching out link networks and shutting them down. For websites, this means that you need to look for SEO marketers engaging in high quality inbound link placement. Cheap, low quality links will inevitably be brought down, and they will bring your website’s rank down with them.
2. “If there’s any site you don’t want to be associated with, you can just do a disavow.”
Here, Cutts is referring to the aftermath of unseeming link schemes. If you pair with a sub-par search engine marketing service, you might end up receiving a penalty notice from Google that you are being removed from search results until you clean up your act. If the sites in question refuse to stop posting, or won’t remove your links, you can perform a disavow — something you can even do at the domain level.
3. “It’s a war on spam. If you go on the black hat forums, there’s a lot of people asking, ‘How do I fake sincerity?’…Why not just be sincere? We’re trying to stop spam so people can compete on a level playing field.”
Cutts is replying here to a question of, “Is this a war against SEO, or spam?” It’s important to keep this in mind for small business search engine marketing as you continue to build your site, as well as the content and social media you have linked to it. One easy way to boost your SEO in a sincere way is to keep a company blog, and update it with great, informative, new content at least once a week. Blogs convert easily to web traffic, generating content that will keep readers and other websites, including Google, looking to you as an authority on your subject matter.
What have you done to improve your company’s approach to small business search engine marketing? What search engine marketing tools do you use? Let us know in the comments.