This past weekend, while running errands, I noticed a new craft beer and growler storefront had opened up about a mile from where I live. My significant other, a big fan of craft and local beer, noticed too and immediately started searching for more information on the business.

Even using very specific keywords, that business’ website showed up well below several other businesses in the search results. Suddenly it made a lot of sense that neither of us had known about this place before, despite it having been open for over a month.

It may seem like SEO is big business stuff, something to consider after a business has settled in and grown. The reality is that SEO is a crucial investment for a small business.

So what can SEO do for you?

Think about how people plan their social outings, how they shop, how they seek out new experiences; typically it starts with a web search. If your business isn’t ranking high for your niche and local area, your potential customers aren’t even going to know you’re an option.

Build a Local Presence

Building a local presence online goes far beyond simply creating a local business directory or two. Good SEO involves making sure all local directory listings for your business have accurate name, address, and phone data, a thorough description of your products and services, and clear photos. This includes the directories you may not have even known were out there.

Build a Strong and Engaged Social Media Following

Your social media networks tie in with your local presence, serving as web-based word-of-mouth. Effective SEO means engaging with all of your social media networks and their followers in a meaningful way.

In order to do this well, you have to know what your followers want. Do they want informative articles, tutorials, candid images?

The simple way to find out what your current followers want is to just ask, but to attract potential customers you’ll probably want to reach out to an SEO firm. They have the expertise to find out what people are looking to accomplish when they seek businesses like yours out.

Optimize Your Website

Website optimization essentially makes your website appealing to search engines by removing duplicate content, making all parts of the site clear and easy to reference, and using keywords and phrases organically (making sure they flow with your content).

Full website optimization is another thing you’ll want to entrust to an SEO firm. Unless SEO is your business, it’s just going to take too much time away from doing what you actually went into business to do if you attempt it yourself.

It’s Just Good Business

No matter what their niche, every small business knows the struggle of trying to simply be seen. You can’t make money if no one knows you’re even there.

Above all else your company should lead the rankings for your company name in your local area. If it doesn’t, you’re missing out on a lot of opportunities that are vital for growth.

Whether you choose to invest your time, by doing it yourself, or your money, by outsourcing to an SEO firm, SEO is an investment in your business’ future.

By: Victoria Vener