The ever-changing landscape of SEO can feel like a confusing rollercoaster ride for small businesses. Two recent events have certainly added to the dizzying feeling.
The first involves a leak of internal Google Search API documents, which contain code suggesting how Google’s algorithm chooses which sites to display for a particular search. This leak revealed a disconnect between what Google has said publically and how its algorithm actually works.
The second involves House Fresh, an independent publisher that tests air filters. They recently wrote an article discussing the dominance of established brands in search results and how smaller brands get less traffic as a result.
It’s understandable if these developments leave you feeling discouraged. But fear not, there are still ways for small businesses to navigate the SEO terrain and build a strong online presence. Let’s break down some key takeaways and actionable strategies.
Building a Strong Brand is Your Secret Weapon
Imagine searching for a plumber. You’re more likely to trust a familiar name with positive reviews, right?
The same principle applies to online searches. Google’s algorithm increasingly favors websites with strong brand recognition.
So, how can a small business compete with established brands?
- Craft a Compelling Brand Identity: What makes your business unique? What kind of experience do you want to create for your customers? Develop a consistent brand voice that reflects these values across all platforms.
- Become a Local Hero: Get involved in your community. Sponsor local events, collaborate with other businesses, and participate in local forums (i.e. Facebook groups, subreddits, etc). This will allow you to connect with potential customers, build trust, and maintain a presence within your community.
- Become a Content Powerhouse: Share valuable information, tell interesting stories, and showcase your expertise. Blog posts, social media, and newsletters are excellent ways to build brand awareness and establish yourself as a thought leader.
Building a strong brand takes time and dedication, but the rewards are significant. Customers are more likely to choose a brand they recognize and trust when making purchasing decisions.
Diversifying Your Marketing Channels
While SEO continues to be a valuable aspect of any digital marketing strategy, these recent developments from Sparktoro and HouseFresh underscore the importance of a diversified approach. SEO should be one of many channels you consider in your overall strategy.
Thought leaders like Chris Penn at Trust Insights have recommended having at least one way to connect with your clients that doesn’t rely on an algorithm. This could be:
- A newsletter
- A private social media group
- A Discord channel
You can easily connect with your audience using channels like these without having to worry about algorithms or needing a lot of resources.
The Case For Sharing Things You Love
Building trust with your audience is essential for long-term success. A great example of this is Austin Kleon, a writer and artist who sends a free newsletter once a week. Each email features books, music, or art that’s currently inspiring him.
By consistently delivering valuable content, Kleon has built a positive association with his brand. I have a certain expectation when I click on his emails: I know I’m about to experience a new world of content because he’s consistently shown me that that’s what his newsletters are about.
This stellar track record has allowed me to form a positive association with his brand. So each time I see his name in my inbox, I know I’m about to read something fun (which has definitely played a role in my purchasing his books Steal Like An Artist and Keep Going).
This is prime content marketing: providing value first, building trust second, and converting that into sales. By enacting a similar strategy with your own newsletter, you can be well on your way to achieving the same result.
A Word of Caution: Quality over Quantity
Earning a spot in someone’s inbox is a privilege. Just like Austin Kleon demonstrates, consistent value delivery is key. Break that trust, and you risk losing subscribers forever.
For example, I recently saw a video in a newsletter from The Skimm, a female-focused digital media company, that made me second guess whether or not they were still earning their spot in my inbox.
The video was the first element of the newsletter and it promised “Tips on how to optimize your Sundays.” So, when I chose to click on it, I was expecting 3-4 genuinely helpful tips on how to optimize my Sundays. However, the video ended up being a Bose headphones ad disguised as helpful content.
Since I read their newsletters every day, I initially decided to overlook any dissatisfaction I felt. They often deliver exactly what they promise; TheSkimm’s mission is to “succinctly give women the information they need to make confident decisions…breaking down the news, trends, policies, and politics that impact women so that they can navigate their daily lives and futures.”
However, when I noticed the same ad being reused in another newsletter later that week, I felt that I needed to reconsider which links I clicked on, even though I usually love their content.
Quality over quantity is crucial. This ad wasn’t strong enough to use twice within a few days.
The key takeaway here is don’t waste your audience’s time. An inbox is a direct gateway into someone’s daily routine. Make it worthwhile; otherwise, they’ll consume content elsewhere.
Need Help Getting Started?
If you’re not already communicating with your audience via a direct channel, there are some initial steps you can take. First, evaluate which channel makes the most sense. Is it a newsletter? A discord? Maybe it’s a text message campaign!
For those who opt for a newsletter, there are some initial steps you can take:
- Step 1: Compile data. This could include phone numbers, emails, or other information you have about your audience.
- Step 2: Set a realistic cadence. But be cautious to not overcommit, especially in the beginning.
- Step 3: Prove yourself…again and again. Remember that trust isn’t earned overnight and that it can be quick to break. Commit to delivering high-quality content on a consistent basis so your customers know they can rely on you as a helpful resource.
Regardless of how SEO and other channels evolve in the future, you can set your business up for success by focusing on brand building, diversifying your marketing channels, and implementing a direct communication channel with your audience.
At Sweet Rose Studios, we specialize in helping small businesses develop and execute effective marketing strategies. We can help you build your brand online, diversify your marketing channels, and create high-quality newsletters that resonate with your audience. Contact us today to discuss your specific needs and goals.