Small businesses have their own difficulties in getting queries to the TOP of Yandex and Google search and a limited budget. Competing with large companies can be almost impossible, especially when all the first lines of search results are occupied by trading holdings and aggregators. Let’s figure recent mobile phone number data out what techniques and strategies will be most effective for small businesses in 2022, according to the specialists of our promotion department at ADVIANA.
It is worth starting with the same basics
The correct selection of keys. Do not try to collect just the most frequent queries in the areas of goods and services. If the search results are densely occupied by large sites, you can invest too much effort and money in promoting such queries and not get the desired result. Jeff Riddall, Senior Product Manager at OneLocal, advises focusing on optimizing thematic groups of keywords based on intent at each stage of the customer journey. Thus, small and medium-sized businesses should use keywords and look for gaps in content. This is how you can add value by answering specific user questions. These can be completely indirect queries for purchase and order, and a search for pros and cons, reviews, overviews, expert opinion. When selecting keys, focus on phrases with a “long tail” and search suggestions.
Focus your efforts on local search only. Don’t chase and copy big companies, find and occupy your niche. To understand what local search is, imagine queries like:
- flowers near me
- lawyer in [city name]
- Call a doctor in [city name]
Keyword research for local SEO hasn’t changed much, but which strategy to choose? there are some changes. Statistics show that people now have more access to devices like smartphones. These devices are paving the way for voice search to become a major way to perform local searches. If your industry is service-oriented, consider adding keyword variations to your on-page queries that include questions. Creating a Q&A section can help with this. Another way to optimize voice search is to use conversational keywords.
It is worth remembering that the first contact
With the client occurs in social networks: according to statistics, more than half of users use them to search for products. However, social networks have a number of disadvantages for small businesses. They can effectively convey the brand image, but are technically poorly suited for trade. Therefore, the question of whether the company has its own website is always relevant, where it is more convenient for the user to get acquainted with the range, prices, delivery conditions, format of service provision, etc. In addition, the site additionally works to increase trust. However, it is worth saying a few words about this separately.
Advantages of a website for business over social networks
The communication system today requires a broader andorra business directory view. Business should not limit itself to a social network account, especially in a period when the most effective ones, from a business point of view, have become unavailable for advertising activity.
In addition to a more convenient presentation of the range and description of services, the site allows you to customize processes in a way that is convenient for the company. For example:
- connect to the CRM and set up automatic updating of the product list, depending on their availability in the warehouse;
- set up advanced e-commerce in analytics systems and conduct deep marketing analysis by collecting a variety of data about users and their behavior;
- stand out from the competition with design and functionality.
To summarize, we emphasize once again, do not neglect creating a website. We understand that this requires additional costs, but today there are many anti-crisis solutions that are quite affordable for small businesses. Remember, the future of communications with clients is in the hybrid format of “social networks + website + messengers”.
Conclusion
The departure of major players in the advertising market from Russia, which has led to a reduction in large advertising “inventory” in the form of Instagram, Facebook and Google Ads, has led to a market decline of around 10-20% at the moment. For comparison, in 2014 it fell by 10% overall. Most likely, this phenomenon will be short-term. In the long term, opportunities are opening up for Russian technology companies, primarily Yandex and VK. They, as well as Tik-Tok and Telegram, which continues to experiment with monetizing its audience, will be the main beneficiaries of a large redistribution of advertising budgets.
During the period of audience migration, communication with clients requires the broadest possible view. Although, in terms of traffic, there are not so many options left. We have VK, Yandex.Direct and Odnoklassniki. Telegram is unlikely to open targeting for everyone in the near future, and TenChat still has a small audience. SEO is becoming more relevant, especially in Google, where context is most likely temporarily, but disabled. At the same time, it is clear that Direct is not familiar to the social media audience, so the main channel for them in the near future will be targeting in VK.