March 11th, 2010 by Nick

Much of the information about search engine optimization services is geared towards large multi-national companies looking to attract an international audience, and this has created a widespread misconception that search engine optimisation is not really an effective tool for small businesses operating on a local level. But, SEO can produce outstanding results and a far higher return on investment (ROI) than traditional marketing channels for small businesses.

Many businesses targeting a local audience still believe that flyer drops, newspaper advertising or word-of-mouth are the best forms of marketing for them as SEO and social media optimisation (SMO) would not achieve a return on investment. But few of these people realise just how much their customers use the Internet, even on a local level and how it can produce far more effective results.

The problem with traditional marketing methods is hitting the right audience at the right time. For example if you are a plumber and somebody needs a new central heating system, if your flyer or advert lands on their doormat at the right time then you have a chance of winning the work. But, the vast majority of the people that see your marketing will not need a plumber at that exact moment, so your beautifully designed marketing material will end up filed in the dustbin (or at best the recycling bin).

The main advantage with SEO is that your customers come looking for you when they need you. Even on a local level the vast majority of people will search for companies and retailers on the Internet before they approach them directly or visit a shop or office, as they like to know about what they do before they make contact. Having a good web presence produces far better ROI than a hit-and-miss printed campaign as the customers that come to you are already far more committed to buying your products or services before they’ve even picked up the phone or walked into your shop.

Worried that you’ll be a very small fish in a vast global pond? In fact there are many advantages to targeting a local market when it comes to search engine optimisation. Whereas large, international brands have to use generic keywords such as “shoes”, if you’re focused on one area you can include more specific keywords such as “shoes Bolton” and therefore move up the page rankings for people searching in your area.

Concerned about the cost of SEO services? While the old adage that “you get what you pay for” is true when it comes to SEO (if it seems too good a deal to be true then it probably is), effective SEO and Internet reputation management doesn’t have to cost the earth. Any SEO company worth its salt will offer SEO services that ensure quality content with value for money, based on your budget and requirements. What’s more, with an effective SEO strategy in place you will soon see a significant ROI, which, after all, is the whole point of marketing in any shape or form.

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