EvoBloggito

ALL Small Business Websites Should be on a Blog Platform

Author: Ray Gulick; Published: Oct 19, 2009; Category: Blogging, Business, Content Management System, Marketing, Search/SEO; Tags: Blogsites, SEO, Small Business; 4 Comments

OK, there are probably a few exceptions to that statement. But for the most part, small businesses—say, 98%—that have either static websites or websites that are separate from their blogs are missing out on two huge advantages:

1. search engine traffic
2. an inexpensive, easy-to-use content management system

Search Engine Traffic and SEO

Attracting search engine traffic is the difference between a website that’s an asset and one that’s nothing more than an expense. If your website is not a search destination for your prospective customers, it’s not helping you very much. Oh sure, if you have a website people can go to when they see the URL on your business card or your Yellow Pages ad, that has some value. But the old idea of a website being a sign alongside the information superhighway pointing to your business is outdated and not very effective.

The key to a website that helps you build your business is search engine traffic, even if your business is exclusively local. I wish I had a dollar for every time I’ve heard a local business person say they don’t need to be found in online searches, because their business is all local. Yet, they spend (lots and lots of) money on local newspaper ads and local radio ads. I guess they think local people don’t have an internet connection and don’t use it to look for local businesses? Think again!

The number one way people look for places to buy goods and services is by internet search, overtaking the Yellow Pages more than a year ago and widening the gap on a daily basis. And that includes checking out local businesses that people intend to drive to and do business with after they’ve determined online that the business offers what they’re looking for and appears to know what it’s doing (the quality of your site and blog posts have some influence on that one).

Blogs are search engine magnets, IF they contain focused, frequently updated content that your potential customers search for. Google’s algorithms favor focused, frequently updated content, the kind of knowledge and information you already have your head. Put it into some blog posts (frequently, and focused) and watch your business benefit from additional traffic from online searches.

Having your blog integrated with your website (what we often refer to as a blogsite) gives the non-blog portion of your website a higher pagerank than if the blog is completely separate from the website, moving it higher in search results.

Inexpensive, Easy-to-use Content Management

Secondly, a blogsite makes it easy for small businesses to update any part of their website using the same backend used to publish blog posts. The days of calling the "webguy" for simple content updates will be over. You may still need the webguy to add certain kinds of functionality or to make fundamental changes in the structure of your blogsite if and when that becomes necessary, but you will have full day-to-day control over the information it displays. And that’s important, because if people are finding your site, the last thing you want them to see is outdated information.

But beyond that, the information on your site can reflect what’s happening currently and can make your website an integral part of your sales and promotion strategy. Suppose you offered a daily special to the first person each day to say the word of the day that they could only get on your website? Suppose you gathered email addresses on your website from people who wanted to be made aware when there was a sale? You could email these opt-in, prequalified customers and save yourself the expense of a radio ad or newspaper ad announcing the sale.

These are just a couple of examples of how having greater control over the content on your website can lead to more business. There are other strategies, likely some that would fit your business perfectly.

Jumping on the Blogging Bandwagon, or Not

Author: Ray Gulick; Published: Jul 4, 2009; Category: Blogging, Marketing, Search/SEO; Tags: Blogging, Local Search, SEO; No Comments

Bandwagons are lots of fun to jump onto: there are usually a lot of upbeat, excited people already there. Many of them are convinced the bandwagon is taking them to a lovely, special place where their dreams will be fulfilled. And possibly they will be. The problem is, when people are in a state of expectant dream fulfillment, they talk as if they’ve found the "one true answer." And if it’s the one true answer, everyone should be on the bandwagon, right?

We think you need a better basis for making a decision to blog or not. We believe there are questions people in companies can ask themselves, the answers to which may indicate whether or not blogging will help them achieve their goals. Blogging can enable people (and the companies they work for) to do great things that they would not have imagined before they started blogging. It can also be a complete waste of time, money, and effort. There is no ideal company profile by industry, size, or geographic location that indicates the likelihood of successful blogging. In every case, that likelihood rests with an individual’s (and their company’s) ability and desire to have a successful blog. Blogging is not for everyone or for every company.

Make no mistake: we are blogging enthusiasts. We believe blogging creates opportunities for businesses that no other form of communication can provide. We also believe effective blogging can be learned, but only if circumstances support learning.

We’re writing a white paper (it will be available on EvoBloggito) to help you determine if those circumstances exist in your company and if blogging is likely to benefit you and your company. There is no "passing score" for the number of questions checked. It’s up to you to determine both the answers and their bearing on your decision of whether or not to launch a company blog.

If you decide to blog, the whitepaper will also offer some guidance and suggestions to help you get started on the right foot. Because getting started is the biggest step you’ll take.

The Upside of 62% of Small Businesses Not Having a Website

Author: Ray Gulick; Published: Jun 8, 2009; Category: Business, Marketing, Search/SEO; Tags: Local Search, Marketing, SEO; 4 Comments

A couple of days ago, I posted my reaction to an article I read that said 62% of small businesses do not have a website, which astounded me. But there’s a big upside in that statistic. You might think I’m talking about the upside for me, owner of a web development company, but I’m talking about the upside for you, the small business owner. Whether yours is one the businesses that already has a website or not, that statistic represents a “sweet” opportunity you can take advantage of.

First, you need to understand that more than 70% of consumers have adopted the web as a place for finding information before they buy (and sometimes as a means of purchase: e.g., Amazon). A great deal of that information gathering results in a local purchase from a local business found online. In support of this trend, Google has made recent changes that enable people to find local providers of goods and services more easily. If you want customers, you want to be where 70% of them are looking (radio ads, newspaper ads, and even Yellow Pages ads do not draw that percentage).

Second, of the 38% of small businesses that do have a website, fewer than one-fourth have websites that are effective in terms of drawing search traffic or giving web visitors reasons to become customers. This is for a variety of reasons, but from observation, I believe it’s mostly because typical small business websites are static, non-interactive, and haven’t been updated since the day they were launched. We call those set-it-and-forget-it websites. A few years ago, they were of some value, if for no other reason than to show your prospects that you were “with it.” But things have changed and that’s no longer enough.

That means fewer than 10% of small business websites are of any value whatsoever in attracting new customers. Which means that, if you create an “effective” web presence, you’re in better position to take advantage of search traffic than 90% of your competitors, and that opportunity is open to you if you already have a website that isn’t effective, or if you’re one of the 62% that doesn’t have a website at all.

The thing about the web is, it’s a constantly changing environment. What worked 5 years ago is hopelessly outdated. What works today will be outdated 5 years from now. That might seem discouraging, but only if you decide to let it discourage you. There are some things to learn in order to use it effectively as a marketing tool, but as my wrestling coach used to say, “It ain’t rocket surgery.” Once you get into it, you will find it all within your capabilities, and you’ll be able to keep up as things evolve.

Let your competitors keep their assumptions that it’s too hard (not knowing makes everything seem hard), or too expensive (certainly not compared to that Yellow Pages ad!), or ineffective (and it is ineffective, if your website is the set-it-and-forget-it variety). As long as they think that way, your opportunity is intact (and as long as you think that way, so is theirs). But as a business person, I’m sure you know some action is required to turn opportunity into reality. (Our phone number, BTW, is on our contact page. I’m just sayin’…)

Blog Readers Only Come for the Jelly Beans

Author: Ray Gulick; Published: Apr 16, 2009; Category: Blogging, Communication, Marketing; Tags: Humor, Local Search, SEO; One Comment

When we implement a blog for a client, it feels a little like we just delivered one of those little Easter chickens (the ones that drop jelly beans as they walk). As delivered, the blog is ready to go, but the bloggers have to load them up with jelly beans, wind them up, send them off to drop jelly beans a couple of times a week to really benefit from having a blog.

Blogs need readers. Readers need to see new posts. No new posts, no readers. No readers, no benefit for your business.

Let there be jelly beans. At least weekly, please.

Online Search for Local Information is Growing Fast

Author: Ray Gulick; Published: Mar 27, 2009; Category: Blogging, Business, Marketing, Zeitgeist; Tags: Local Search, SEO; No Comments

One of the biggest mistakes businesses with a local market make is to assume they have no need for an effective web presence. There is a tendency to think that, if they have a Yellow Pages ad, and advertise in the local paper, people know all about their business. The fact is, people search for local information on products and services all the time, and it’s the fastest growing search segment. According to a study conducted by web behavior research firm comScore, Inc., search for local businesses, products, and services grew 58% in 2008, outpacing overall search growth, which grew at 21%.

Think about that.

Think all your local customers already know about you and your products and services, so they don’t need to find you on the web? Think again. Apparently, they don’t find the Yellow Pages all that helpful. They’re online looking for you; or your local competitors. Makes no difference to them, as long as they find someone local on Google to sell them what they want. If you’re not there, you won’t see their shiny happy faces at your place of business.

Take advantage of the fact that your neighbors are using the web. Make sure your website and/or blog is updated frequently with information that is interesting and relevant to your local customers (hint: it may not be the history of your company). Make sure your website offers a variety of ways for customers to contact you: a submittable form, phone numbers, an email address (make sure it’s protected from spambots). Show your picture on your website (and a picture of each employee) so they recognize you when they come in.

Offer web-only specials: if they say the word of the day (only displayed on your website) at checkout, they get 10% off some item. Offer an online newsletter signup and send them a monthly email newsletter that lets them know what they should be paying attention to (that you can help them with). Offer online signup for a locals-only bargain club. There are a million ways to engage local audiences using your website, and if you can think of some ways that would be unique to your business, so much the better.

It’s time: scrap the old brochure website and replace it with something more engaging; something that attracts the local folks looking for what you have to offer.