Small Business Must Keep Up - One Way Links Building

Large companies were the first to make significant investments in online marketing because they had large enough budgets to experiment with systems that seem complicated and in which there is no clear connection between investment and return. Smaller businesses have to watch their pennies. But today it is probably more important for an independent coffee shop in Phinney Ridge to be talking to a Seattle SEO firm about marketing than it is for a major coffee brand.

Originally, a company?s Website was like a billboard on the Information Superhighway. Small business owners spent a bundle building a good web site, and they drove traffic to it by identifying it with keywords. The coffee shop, for example, might use keywords like ?independent,? ?coffee,? and ?Phinney Ridge? to tell search engines what it was about. When someone wanted to have a nice hot coffee in Phinney Ridge, they would ask a search engine and the search engine would give them the coffee shop?s Website.

Until recently banner ads, of versions thereof, were the main method of online advertising, and to place a banner or some other clickable item in front of a potential customer cost money. Larger companies were the first to explore online marketing with any vigor. They had the luxury to do so, since they have large budgets for promotion, and comparatively small investment could tell them how effective a new concept of marketing would be.

Money spent on banner ads drove innovation, and the promotional potential of the Internet expanded. Search engines stopped looking for keyword tags and began to look for keyword links, giving birth to modern day search engine optimization. That opened up a whole new door in online marketing, creating a new industry and dramatically increasing the effectiveness of strategic effort, such as manufacturing links to generate traffic.

Of course, the first companies to the SEO table were the ones with the largest brands, and now that the methods have been proven effective most large companies have built their own internal SEO departments. As a result, this kind of marketing has been proliferating, and as large companies become more effective manipulators of search engines they are making life increasingly difficult for smaller businesses.

Greed has a way of eating more than it can hold, so even companies that seem unique are in jeopardy. Keyword tags used to be extremely useful, but site owners got greedy and started to add more and more keywords, including keywords that weren?t directly related to the subject of their site, just to drive traffic. The same will be true of keyword links.

That means that the small independent coffee shop on Phinney Ridge isn?t only competing with other neighborhood coffee joints. It?s also competing with large companies, including massive online retailers and major coffee brands. They will see their search engine rank drop steadily, not because they?re doing anything wrong but because someone else is dominating all the keywords related to their business.

The first clients of an established Seattle SEO company were probably large companies. But now any small business that doesn?t jump on the SEO bandwagon puts its survival in jeopardy. They have to compete for the keywords that are most valuable to them in order to remain relevant online, drive traffic to their site, and convert that traffic into customers..

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