Don’t shoot the messenger but when engaged in organic SEO for small business there is no quick fix. It is true, for a small business website targeted on a local customer base a lot can be achieved in a relatively short period of time but with the initial surge over what follows takes time and effort. That said, the medium to long term returns on that effort should not be underestimated.
Google is the largest search engine and what they (and the other search engines) are looking for is quality content that helps, informs or educates. They are trying to interpret searcher intent and rank pages that satisfy that intent in a high position on Google.
A valid view could be that it has taken the search algorithms some time to catch up with this stated aim and quality content is far from the only ranking signal, the basics are still vitally important but Google has made major strides over the past 18 months (Penguin and Panda) with Penguin 2.0 due within days
Dubious organic SEO practices – particularly related to link building – have, and will continue to be penalised. The way forward is to create quality content (as defined above) and to publish that content on your own site while not forgetting quality local link building and the value of reviews and citations.
If sub-contracting small business SEO activity the implications for search engine optimisation service providers are profound. It will no longer be possible for a business to hire a SEO agency to improve the position of their website on the search engines then simply leave them to it. What will be required going forward is a partnership between the business and the SEO agency where they both contribute to the production of valuable information (content) in all its forms.
There is little doubt a Google update is coming and there is evidence it will again go after dubious link practices and poor quality content, demoting sites using these practices and promote those delivering quality content.
Without content it is difficult to build high quality links. Content can be used to fuel EMail and nurture campaigns. High quality content distinguishes a small local business form its competitors, it builds trust and keeps the business front of mind. All positive marketing activities but the time and effort involved should not be underestimated.
When introducing a new small business website there is always an initial surge of interest and activity. In the early days organic SEO for small business can all seem relatively easy with positive short term results but as discussed above ,beyond that initial surge the only real way forward is based on the creation of content. Results will come but it takes time. It is important not to become discouraged.