As a small business, you need to precisely define your budget and make sure that every dollar invested gets at least doubled. When creating a website and web content for your company, you need to make sure the site is created with respect to the latest industry standards and that the content is good enough to get you listed at the first SERP (search engine results page) page.
Being the biggest and the most popular search engine, Google often releases updates to its search algorithms. The purpose of these updates are to keep up with many black-hat methods in SEO (search engine optimization) where people would fill their sites with a bunch of keywords just to get their site as a first result for specific keywords. However, these updates are often quite unfair to small businesses which can’t invest money in special SEO techniques (good ones or bad).
Recently, Google released the Penguin, their latest update to the search algorithm. Penguin specifically targets over-optimized websites, causing small businesses to implement some updates to their sites. If you take into consideration that most small business sites run on WordPress (or any other template-using CMS), you’ll probably see that almost every one of them has the same footer – including the link to the site itself. This is just one of the things Google’s Penguin update might penalize you for. Unfortunately, now you, as a small business, should either do this change (and a bunch of other ones) yourself or you’ll have to hire a professional to do it.
Todd Bailey, SEO expert at WebiMax claims that “Google search is now releasing over 50 updates each month to their search engine, disrupting any consistency of guidelines and punishing small businesses that lack the resources to respond.”
You’ve probably seen the effects of the Penguin update; the search results are dramatically changed since April 24th and petitions are circulating all across the web for the retraction of the Penguin update. There are also some concerns about Google’s honesty in all of this – some people will say that Google did this on purpose to “remove” small businesses from the search results, forcing them to start using AdWords campaigns more.
As a small business with a limited budget for your web, there is only one thing that will keep you visible – the content. Create a blog on your website and write about your business and your niche regularly. Don’t focus too much on the size of the text, but on the quality because that is the only thing that will drive organic traffic to you, regardless of the changes Google or any other search engine introduces.
Take some time during the week(end) and write up 2-3 blog posts for the following week and make blogging your habit. You won’t see the change right away, but as with your business, you should write your blog for the long term effect and results.