While dealing with small to mid-sized businesses, we get a lot of questions like: “I know search engine optimization works, but will it work for me?” The truth is, search engines optimization actually benefits small businesses more than large corporations. Large corporation are already branded and known so most users are not out there searching for them. Smaller stores are like diamonds in the rough, and search engines can help customers find them.

In order to attract customers as a small online store, a slightly different method should be used:

• Find out what specific advantage you have over larger companies
• Figure out who would appreciate it
• Optimize your site accordingly

Here is an example:

Joe owns a small online shop, JoesPetBoutique.com, which sells unique and trendy fashion items for dogs. His inventory is filled with cool dog apparels from Spiderman t-shirts to NFL jerseys as well as some more formal-wears like sweaters and jackets. When Joe opens up his online shop, he automatically assumes that his customers will be searching on Google for the keyword phrase “dog clothes” or “dog apparel.” After months of adding the word “dog clothes” and “dog apparel” throughout his site, he finds out he just cannot compete with larger websites like TerrificPets.com or PetSmart.com in terms of search ranking. Joe realizes that he is doing something wrong and he tries to figure out what he can do to benefit from search engines. (more…)

Most small to mid-sized business websites are built by web developers and web designers with little or no understanding of the commercial needs of your business. You can’t blame them because their expertise is in creative and technical services, not in your business.

There is a simple and fundamental process to consider when it comes to having a successful website:

1. Define the goal of your website. Make it clear and measurable.
2. Find your competitive advantage
3. Create a user-friendly website that will engage your visitors to take action
4. Measure the success of your goal and optimize your website

Here is a good example:

XYZ Candles sells candles that last 25% longer than any other candles in the market. They have a website with lots of information, but it doesn’t really seem to bring in a lot of customers. Here is what they did to turn this around: (more…)