Anyone who is running a presence online today, be it e-commerce or a business website, knows how difficult it is to first achieve and then maintain a strong presence on the internet.
With major search engines, one in particular who shall remain un-named in this article, it is difficult but never impossible to get and maintain an organic presence. It is difficult because search engines today are not about helping small businesses grow and thrive, as they were in days past.
Today, best and better placement is given to companies who pay for placement. That is no secret. And, for the small business who does not have a $10,000 advertising budget, makes life a wee bit difficult. And makes these businesses work harder to achieve their goal of good to decent placement in search engine results.
Another obstacle standing in the way is the use of search engine filters when displaying search results. What these search engines are doing is deciding to display only so many results for any given search term, dependent on what they consider to be “relevant”. They are omitting results that they consider to be too similar.
Which means, for the small business owner, they can submit a sitemap with 1000 url’s, be they products or pages, and the search engine will only choose to index just so many because the search engine decides what is too similar and filters the rest of the results out. So if you are selling ABC widgets and they have similar names because each widget is custom made, in reality very few of those are getting indexed.
What to do?
Fight back fire with fire. Make good use of your blogs. Yes, have more than one. Feature different product lines in each blog. This ends up working to your benefit because you will then have multiple sites linking back to your website or store, each blog will have it’s own set of tags that are independent of each other, and your search engine visibility is thus multiplied.
Post from your blogs to social media as well, not from your website. Why? You will be using subtle marketing tactics by attracting different segments of readers and eventual shoppers at your store or prospective clients to your business website. Different people are drawn to different things.
You will end up creating segmented, targeted traffic to particular blogs that have the information or products those targeted audiences are interested in. With interesting, visual posts, when they are ready to buy or touch base with you, it’s a much less stressful “sell” than one blog loaded with stuff or information that may actually turn potential customers away.
Content is still King; and the blog still reigns supreme even after all these years. A little extra blogging effort goes a long way and saves you valuable advertising pay per click dollars.