Digital marketing for small-business: where do I start?
Start where it matters most: Google
At search/local, many of our clients are overwhelmed by the idea of digital marketing, search engine optimization (SEO) and everything else that falls under the umbrella of ‘computer-y stuff.’
That’s not without reason — I’ve been steeped in SEO since 2008, and I keep abreast of things like Google algorithmic updates and e-commerce optimization on a day-to-day basis. None of it is especially complex or difficult, but the sheer amount of information that is available, combined with the fact that much of it is out-of-date or not-quite-totally-accurate, means that it can be difficult to find where to even start.
Start where it matters most: Google
Google is, by far, the most well-trafficked search engine on the internet. Not to mention that Google’s suite of tools for businesses (Google My Business) is free, meaning that — mathematically — there is no better ROI in digital marketing than Google optimization.
‘All roads lead to Rome’
In SEO, the old medieval aphorism ‘all roads lead to Rome’ applies. Think of the internet as a big funnel, and all your far-flung social media profiles, local listings, websites and other digital assets are the wide end, and they all lead… somewhere.
For many businesses, that’s their website. However, not every business has a website. Not every business needs one, at least not right now. For some startups, GMB can serve as an interim website, and even offers internal, free tools to create your own without any coding knowledge.
But the most important thing you can do in Google My Business is to verify your listing. Why?
- Forbes — Is Google My Business Worth the Effort For Local SEO?
- HubSpot — The Ultimate Guide to Google My Business
- Google — About Google My Business
- SearchEngineLand — Google My Business Listings: 5 FAQs
Create a Google My Business listing if none exists; however, it’s not inconceivable that Google users — and especially Google Local Guides, who are awarded points for adding information to Google Maps — might have already created a Google listing for you.
If that’s the case, don’t worry about it. You can simply ‘claim’ your listing, and Google will verify that you are the owner of the business by sending a postcard to your physical address. Inside the postcard will be a code you can enter into GMB to verify your listing.
Once you’re verified (the little blue check you see in the image above will be one indication), you can utilize the power of a fully-operational Google My Business platform, and more to the point, your business will begin to appear more prominently in Google Search and Google Maps results.
Explore the platform, and be sure to check in on it periodically. Google crowdsources information gathering, meaning that users (potentially your competitors or malicious operators) can suggest changes to your business’ listing. Even well-meaning, but ignorant, users can unknowingly alter your business’ listing in unhelpful ways, so stay on top of the information for your listing. Make certain it’s completely filled out, and make certain to check in on it regularly to maintain that status.
There is a whole world of Google My Business functionality to explore once your business is verified, but if — like many of our clients at search/local HTX— you’re wondering, ‘where do I even start?’ the answer is thankfully very clear: start with Google My Business.
There is literally no other better first step for you local business than Google setup, optimization and verification.
And the best news is that the platform is completely free for businesses. After all, it serves Google’s users’ interests to provide accurate, complete business listings. Therefore, it is in Google’s interests to provide such a platform and suite of tools.
Before devoting resources to paid-ad verticals, it’s vital to have an underlying foundation of Google My Business and organic SEO. Not only is it free, but having such an underpinning will only boost the effectiveness and conversion rates on your paid ads, when you do wade into those waters.
