Per Search Engine Land: SMBs Want SEO Training

An organization called the Local Search Association (LSA) conducted a survey of small business owners and the survey strongly suggests SMBs want training in search engine optimization.

I find this very interesting, because when I provide an overview of what this takes to owners of small businesses, I generally get one of two responses:

1) They don’t have enough money to hire it out.

2) They don’t h ave enough time to do it in house.

But in aggregate, to me the LSA survey is great news.

Effective search engine optimization is expensive, and the only way I know to get this tool into the hands of small business is to teach them how to do it themselves.

When They Don’t Have Enough Money

In it’s purest sense, Search Engine Optimization is the technical configurations of a website that make it easy for the search engine robots to find it and index it.

While there was a day that you could rank your website by simply making the required SEO adjustments, today you need to publish in order to rank.

No matter how small your business is, a part of your business needs to be publishing. Blog posts at a minimum, and short “explainer” YouTube videos go a long way to making it easy for people to find you.

Hiring out enough publishing to make this work in months rather than years costs a few thousand a month.

Most small businesses I talk to don’t have that kind of cash flow.

When they don’t have enough money to hire out, they need to learn to do it themselves.

It can be done with as little as 1 to 2 hours per day, but that is EVERY DAY, day in and day out (weekends too).

But someone has got to do it.

When They Don’t Have Enough Time

Some businesses on the other hand do have the $2,500+ per month it takes to hire a quality agency. If that’s your case your goal is find a good one.

The best way to find a good agency is through referral since standards in this industry are pretty loose.

One word of caution. When I find a company running paid ads in order to attract SEO clients it makes me nervous. Maybe they’re a new business and they need time to “wind up” their website, but if they’re not finding their own clients through SEO, why do you think they’ll find some for you?

Some Small Businesses are Feeling Stuck

I understand why. They feel they lack both the time and the money.

What is the best way to become unstuck?

The only way I know to become unstuck is to find someone who will devote an hour or two a day and make this a priority of their job.

That’s the bad news.

The good news is I’ve seen over and over and over where 5 to 7 months of diligent effort results in so many high quality incoming leads that businesses are transformed.

The good news is what when you do the work, it works, and it works like nothing else.

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