In order for a SME to be well positioned on search engines, an adequate SEO strategy is necessary. This technique of digital marketing, in fact, is recommended not only for large companies, but also for smaller ones: it is about adopting an organic approach to the online proposition that offers important benefits in terms of visibility in the SERPs. To make a site authoritative and optimize its contents, it is advisable rely on a SEO consultant, which will be able to precisely identify the target to address, that is, the group of users who could be interested in the services and products made available by the company.
Internal training
Le startup and small businesses are generally characterized by a young staff and, at the same time, boast considerable innovation potential. The case of SMEs is different, which are grappling with more traditional dynamics and consequently have a few more problems in approaching the digital sector. Yet never before has it been as important as in this period facilitate digital transformation: this means, for example, providing digital training courses for internal company teams that serve both to increase employees' competence on specific topics and to guarantee them the basic skills that will put them in a position to choose and understand macro-activities even when they find themselves in Outsource SEO, which is undoubtedly a very technical service.
SEO and online visibility
It must be clear, however, that SEO is not the only activity that can be carried out to increase and improve the visibility of an SME. In this case, we operate on the so-called organic traffic, which is not paid but natural, and we try to obtain the most satisfactory positioning possible on the SERP, that is, the search engine results pages. Compared to SEO, Web Analytics can be synergic, which represents the foundation of all the digital marketing strategies, and the same can be said for Sea: behind this acronym are hidden the techniques of Search Engine Advertising, which consist in the activation of campaigns that serve to obtain paid traffic that is added to the organic traffic that comes from SEO. Finally, here is Cro, that is the Conversion Rate Optimization: it helps improve the conversion rate, ensuring that users can benefit from greater fluidity in navigating the site.
Not just Google
It would be a mistake to limit ourselves to thinking about Google when we talk about SEO, even though it is precisely this search engine that in many cases imposes the rules on others. macro-logics of operation. However, there are many other platforms that we are used to using every day and that can be compared, in terms of their functioning, to search engines. Think for example of Bing and other competitors of Google, but also of Amazon for e-commerce. And, again, in the video sector Youtube works like a search engine, and the Apple Store and Google Play do the same for apps. In short, depending on the business you run, the organization of an adequate SEO strategy should also take into account these search engines which can be defined as vertical.
Navigation on the go
When thinking about SEO, one cannot ignore the circumstance that it is from mobile navigation which derives an ever-increasing amount of web traffic. Search engines, therefore, tend to favor those sites that can boast impeccable responsive versions, or even native for mobile. Precisely for this reason today Google is considered a mobile-first index. For more the use of smartphones and tablets has helped change the way users search the web: schematic keywords have been abandoned in favor of more colloquial queries. There has been a Voice Search Boost, and Google has adapted by updating its algorithms to be able to interpret natural human language appropriately.
International SEO
There are many SMEs that have the desire or need to develop their business even outside the Italian borders: there are many local excellences that have a world target even if they deal with rather narrow market niches. Clothing and food are the first sectors that come to mind, but in reality there are many others, for example in B2B: in the international panorama the Design and Style enjoys an excellent reputation. So, even if the search volumes are low, this should not be interpreted as a negative aspect, as all this can offer real business opportunities.
Knowing the target audience
For any marketing activity it is of fundamental importance to know your users, and the same goes for SEO: in this case it is necessary to be aware of the behavior of the target you are addressing, but also and above all of the search intent. It is the so-called search intents: sometimes a potential customer may already be oriented towards a purchase, while in other cases they may only need information in relation to a certain service or product. As is easy to understand, it is impossible not to study the seasonality of trending topic and the keywords that are used, but geolocation and the frequency of searches are equally important.
Why invest in SEO
In an SME it could be useful to have an internal resource that operates as a Junior SEO and who is responsible for managing operations, even if from the point of view of strategic expertise it is always advisable to opt for a external senior consultant or for an agency. Moreover, on many occasions even the most important brands choose to outsource, so as to be able to count on resources that are always up to date, already trained and experienced.
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