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Online Marketing Musts – Part One

Online marketing is essential to any small business. It allows you to get the word out, encourage return business, build a reputation and gain valuable knowledge about your target audience just to name a few.

As a small business owner, one of the biggest challenges you will face when it comes to online marketing, is that with so many businesses available to your potential customers, how do you stand out?

There are many online marketing strategies available to promote your small business, however, in this blog, we will focus on three main ones.

3 Online Marketing Musts

• Search Engine Optimization

• Content Creation

• Social Media Engagement

Yes! These three simple points will go a long way when it comes to your small business’ online marketing strategy. Related Article – Inexpensive Marketing Solutions For Small Businesses

Online marketing must #1 – Search Engine Optimization

Search engine optimization (SEO) is the key to attracting quality organic traffic and is perhaps, one of the most important online marketing strategies. Most small business owners hope that once they create their website, the leads will come in, however, most of the times this isn’t the case. Search Engine Optimization is the process of optimizing your website for search engines, achieving a top ranking search engine position and in consequence making it easier for your potential customers to find you. A good SEO strategy unites two different efforts: on-page SEO and off-page SEO.

On-page SEO

Refers to all the modifications you can make you your site to improve your search engine rankings. Here are 5 on-page search engine optimization tips:

• Page titles:

The page title is the text you see on the top of your browser whilst on a specific page. It is also the title that is displayed in search engine results. Page titles can be edited in your site’s HTML; it’s the text between the tags. When writing your page titles keep in mind:

  • Write page titles that clearly describe the page’s content.
  • Include relevant keywords
  • Make it less than 70 characters
  • Include the company name at the end of the page title.
  • Use unique titles for each page


• Meta descriptions:

A meta description is the short summary that is displayed by a search engine in its search results. Whilst the meta description will not affect your ranking position, keep in mind this is the first opportunity you have to grab your reader’s attention. Ensure this description is short and sweet!

• Headings:

Headings are the text between your tags, like page titles these can be edited in your site’s HTML; if your web page is a book, then the titles would be the chapters. Use these to make relevant information stand out and give your content a cohesive structure. It’s a good idea to include your keywords in your headings, keeping in mind that a larger heading will give more weight to the word than a smaller one. It is recommended to have only one <h1> tag; and depending on the amount of content one or more <h2> and <h3> and tags.

• Images:

Images promote a user-friendly experience, by breaking up the text and adding visual representations that complement your content. When adding images to your site keep in mind the following:

  • Save image for the web: when uploading files ensure they are saved for web. Heavy files slow down your site’s loading speed which impacts negatively your search engine ranking.
  •  Include keywords: images allow the opportunity to include keywords both in the file name and in the alt text.

• URLs:

URL structure is an important factor when it comes to Search Engine Optimization. Your URL structure refers to how your pages are organized. For example: if your small business offers three different services then your URL structure would be the following:

As you can notice, service will be the parent category for all the different services offered. When structuring your URLs keep in mind:

  • You must include your keywords
  • The URL must describe the page
  • Whenever you change a URL you should use a 303 redirect in order to avoid losing traffic.

Off-page SEO

Your off-page SEO refers to all the online marketing efforts focused outside your website. The task is to obtain inbound links from authoritative websites with good page and domain authority. The purpose of off-page SEO is to increase your domain authority and overall presence on the web.

The key to off-page SEO is creating great content that is worth linking to, referencing and sharing. In our next post, Online Marketing Musts – Part Two , we will discuss the importance of creating valuable content, and content generating tips and tricks to improve your overall internet marketing strategy.

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