How well do small and medium-sized businesses know about SEO? To find out, the US SEO agency Higher Visibility conducted a survey. This shows that many companies are wasting opportunities here.
When it comes to search engine optimization, many SMEs predominate in ignorance and incorrect assumptions. This is the result of a study by the SEO company Higher Visibility. This means that smaller companies miss great opportunities in terms of customer acquisition and differentiation from the competition.
According to the study, most companies know that they should value SEO – but they do not know which strategies they can use to positively influence their ranking.
On average, a quarter of those surveyed do not even know common SEO techniques. 21 percent of SMEs do not know how important blogging and content creation are for a good ranking. 26 percent do not know the important role that on-page optimization plays. 24 and 25 percent, respectively, are not familiar with local search engine optimization Delhi and link building. And 29 percent believe that a new website will rank on its own immediately after launch.
Outdated SEO techniques
Those who SEO says a little more often rely on outdated techniques. 38 percent consider keyword stuffing, i.e. overloading a website with keywords to influence the ranking, to be something positive. This unauthorized SEO technique is not at all welcomed by Google. 12 percent also believe that it is SEO-technically okay to publish duplicate content , i.e. content that has been copied from another page. However, like keyword stuffing, posting duplicate content can lead to negative results. Due to incorrect SEO strategies, Google can penalize a website or even throw it out of the index entirely.
Further results of the study:
54 percent of those surveyed have no budget for SEO. The majority of the companies that budget for SEO spend less than $ 100 a month. However, the majority think they would have to spend between $ 100 and $ 1,000 a month to see measurable results.
Current website content? Nothing!
A third of the respondents have not updated their own website in terms of structure and design for more than a year. However, the companies that update their website more regularly are much more satisfied with their ranking than the others.
The majority think that 1-2 times a week or more would be the ideal frequency for posting content on their website. On the other hand, 12 percent think that a maximum of a few posts per year is sufficient.
Almost a fifth of SMEs are not active on social media
19 percent of those surveyed do not use social networks for their company at all. For those who are active on social media, Facebook is far ahead. In second place are Twitter (40 percent), then LinkedIn (27 percent) and Instagram (24 percent).
The interesting thing: only 35 percent of those who are not active on social media say that they are satisfied with their Google ranking. One possible explanation: Social signals show that users are interested in a topic. And positive user signals have a positive effect on the ranking.
These 3 things can be learned by SMEs from the study
The study by Higher Visibility shows that SMEs are wasting valuable ranking potential. Essentially, three recommendations for action for small and medium-sized companies can be derived from the study results:
Learn how SEO works
Google still largely determines which content is displayed and consumed on the web. Therefore, you should know the most important SEO basics and always stay up to date with search engines. Because ignorance does not protect against punishment and can lead to a loss of ranking. For example, you should avoid duplicate content, fill in metadata such as the page title, meta description and alt tags on your page in a meaningful way and refrain from keyword stuffing.
SEMrush has examined the most common errors in onpage optimization . Anyone who neglects such technical basics is wasting valuable potential. If, like about half of the companies surveyed, you do not have an in-house SEO team, you should consider external support.
Update the website regularly and publish fresh, unique content
As the study shows, regularly updating their online presence means that SMEs are more satisfied with their website ranking. Reason enough to regularly bring your website up to date in terms of content, appearance and technology.
This also includes the regular posting of fresh content on a page, which the readers enjoy and Google rates as positive. Because websites that offer high-quality content with added value are preferred by the search engine in the search results.
Good content also includes a balanced use of keywords in all important places, such as the headings. Synonyms and relevant terms help users and search engines to classify texts more quickly.
How much you should publish, however, varies from person to person : According to a survey by HubSpot , significant increases in leads can be seen from 6 blog articles per month. The good thing: Even with a smaller budget, good content can be created and measurable success is recorded.
Be active on social media channels
A well-established social media presence is also part of a professional online presence and can have a positive effect on the ranking. If you present your company on social media channels such as Facebook, Twitter and LinkedIn, you can strengthen customer relationships and attract new users to you.
All of these channels help to direct more visitors to your own website. Which channels you should prioritize in your social media strategy depends on where your target audience is active. Here you will find tips for your content strategy on Facebook , Instagram and Snapchat.
Conclusion: score with relevant content
The online presence is a company’s digital calling card. Small businesses that rely heavily on SEO can gain an edge over their competition, improve their rankings, and attract more potential customers.
In addition to the technical basics, good and relevant content in particular helps to score points with users and search engines.