Marketing must: Start now to make SEO work for small business

By Matt Stefanski, contributing editor -- Manufacturing Business Technology, April 9, 2009

How do you know if you’re visible to others if you can’t see yourself? That’s the challenge for some of manufacturing’s smaller businesses in today’s world.

Many small businesses are trying out new marketing strategies on a daily basis. It was once considered a significant feat to be found on the front pages of Google through whatever means possible. But today, companies are diligently embracing Search Engine Optimization (SEO) for heightened Internet brand recognition.

First, a definition
SEO simply translates to increasing—and more important—improving Web site traffic from search engines through organic search results. It looks at how and why search engines find your site, and how relevant the search term is to your global content.

The nation’s prolonged economic scare is leading some manufacturing companies to believe that additional expenditures for marketing campaigns and SEO in a down economy can be a waste. With the right tools and a lot of patience, however, SEO can play an important role in allowing your small business to be seen on the front pages of popular search engines just like the big players at a cost that is reasonable, considering the potential return.

Related reading: Targeting the right customers requires marketing/supply chain synchronization

Take, for example, KLH Industries, a precision manufacturing company based in Germantown, Wis. Last summer KLH was organically listed on Google a handful of times, depending on the search term. While KLH does not generally have a product to sell, its focus is on selling a service. And the services it provides are not by any means typical. KLH makes critical parts and components for aerospace, medical, energy, automotive, and electronic equipment manufacturers.

With a limited budget and facing a downturn economy, SEO became a cost-effective way for KLH to put its capabilities in front of potential customers on a much larger scale. For KLH, this has proven to be very effective.

One important aspect that you must understand about SEO is it doesn’t happen overnight. If you already have a Web site, that’s a start—but SEO primarily focuses on content. Content is the best way to gain search engine ranking through organic search.

When writing content for your Web site, keep your customers in mind. Make sure the information is not too technical, simplistic, or wordy.

Keywords play one of the largest roles in SEO, and it is up to you to label your products or services so that search engines can find relevance to your site rather than your competitors.

Asking questions and evaluating answers are key measures to find which methods work for your business type but again, don’t expect this to happen right away. Like any business model you have to put something into place, track it, test it, and analyze it to determine if you have found the optimal strategy.

KLH is constantly exploring new methods and improving on current methods of SEO. Even through this downturn, KLH’s marketing team has developed effective SEO strategies increase brand recognition, lead generation, and customer retention in all market sectors. 

Final thought:

Be sure to remain patient, determined, and open-minded while implementing the right SEO package for your small business. Do your research and don’t be afraid of failure. Remember to focus on what works for your potential customers. SEO is a continuous challenge and perfecting the strategy is only half the battle: The true challenge is maintaining effectiveness.