As large organizations throw resources at search engine marketing, it is harder for smaller companies to compete. Just keeping up with the changes in SEO can take up the majority of a day.
Here's four tips from Jennifer Laycock's presentation during the "Big Ideas for Small Sites & Small Budgets" session at SES to help you stay in the game.
Tip #1: Build Web sites that provide good, solid content that is unique and truly useful to your target audience.
Tip #2: Web site optimization efforts and search ad campaigns should replicate the way customers think and act. "Focus on the words that customers actually use when they search, even if these aren't the highest volume keywords in your industry," said Laycock.
Tip #3: Small businesses must track and manage ad campaigns down to the keyword level. Laycock explains, "Remember, it's not about buying clicks, it's about buying customers."
Tip #4: Jennifer stressed that link building is really not about soliciting loads of links. It's about forming long-lasting business relationships. Think of a link as a business relationship... a referral.