Estimated reading time: 11 minute(s)
It’s because of economics
Once upon a time, way back in 2010 or 2011, it was possible for a small business to buy a small business SEO package for $300 to $800 (sometimes a little more) that delivered results. The tactics that worked then are ineffective today.
What were those tactics?
Understand that SEO stands for Search Engine Optimization, and this refers to the technical aspects of SEO that make your website easier for the search engine robots to find and index.
Examples of such details are:
- A properly formatted robots.txt file.
- A fully filled out sitemap.xml file that is current.
- An SEO friendly website title and tag line.
- SEO friendly blog post categories that appear in the web page URL.
- SEO friendly blog post titles that also appear int he web page URL.
- The per post meta data (SEO title and meta descriptions) being set to SEO friendly values.
- Etc, etc, etc
The list goes on.
However today, ensuring your site has a high ranking on Google and a steady steam of visitors from organic search requires more than “just” ensuring the technical aspects of SEO are done well.
Obtaining a high search engine ranking today requires publishing.
But first, let me talk a little about Google
It sometimes seems people fail to get something really important about Google I wish to emphasize here.
Their business model is the attracting of an audience through the presentation of content, which enables them to sell advertising to people wanting access to the audience they’ve attracted.
In the case of broadcast TV and radio, the content they present are shows they either produce or purchase.
In the case of Google, the content they present are search results.
To Google, the quality of the search results attract and keep the audience, which is where they derive 90% of their revenues.
To Google, Better search results = More Viewers = Higher Revenues
The next question is, what makes search results “better”.
In the same way that broadcast TV and radio spend a fortune on shows, Google spends on fortune on developing better search results.
Their somewhat (perhaps very) scientific and analytical approach to this question has led them to (very correctly I believe) equate quality to usefulness.
Content that is of high quality is content that is very useful to the person who did the search.
What does that mean for you?
To rank your website you need to publish. You need to publish content that is useful to the audience you want to attract and you have to keep publishing and promoting your content until your audience shows up in sufficient numbers to make it work for you.
How long this takes depends on too many variables to give an accurate estimate, but the one thing that is absolutely understood is in addition to you doing whatever you do to make money, you become a part time publisher in order to attract and retain customers.
Back to it being about the economics….
While checking and adjusting the technical SEO aspects of your site and your individual web pages is fairly cheap, hiring someone to publish for you is not.
For this reason, and this reason alone, effective Inbound Marketing is beyond the ability of most small businesses to hire it out.
When I did this on behalf of customers (when I did Inbound Marketing rather than taught Inbound Marketing) my minimum was $2,500 per month. I’ve spoken to others and their minimum is $5,000 per month, and I’ve met some companies with a minimum of $8,500 per month.
For most small businesses I’ve met, that too expensive. They simply can’t afford it.
But they also can’t afford to be left behind.
The good news is, it’s not hard
As a small business owner who can’t afford the $2,500+ per month, your only other options are be left out, or learn to do it yourself.
And that’s why the future of small business SEO is DIY.
You can’t afford to be left out, so you have to learn to do it yourself.
To learn more…SEO Needs Link Building