THE SPECIFICITIES OF SEO FOR LOCAL SMES: HOW TO TAKE ADVANTAGE OF THEM?

Different technical expertise, as you know, is necessary for your company to excel, stand out. Of these, many are related to computers and the Internet.

As an entrepreneur, you also know that performance, performance and profit are a priority. That’s why today’s SEO solutions for SMEs not only focus on efficiency, but also on return on investment. In fact, the strategies you put in place must not only make you more visible, but they must also allow you to follow the needs of consumers, generate more leads and more sales; all with a profitable and profitable return on investment.

A showcase that pays

A website can be a fantastic showcase to let you know, to show your achievements, to explain your services. In e- commerce, a site well done and dynamic is essential.

Whatever your business sector, your “presence” on the Web should not be passive, shy. It should rather be felt! It must be winning and advantageous. This ultimately means having an optimized website.

In other words, a site always adapted to what you do, what you want to do, and able to attract maximum attention … and prospects. In this regard, there are different options when it comes to optimization.

Sometimes a complete redesign is required. This is the break: we take everything and we start on a new basis. Sometimes, it is the periodic changes that prevail (in jargon, we say: discontinuous evolution). But often, at least that’s what we favor, continuous improvement is a must .

Information technology (IT) is not immune to fashion and trends. What is fundamental, especially with regard to web marketing, is that your website takes advantage of every improvement (design, functionality, etc.).

And that it changes for the right reasons. In business, a novelty “super innovative” is only valid if it results in positive impacts on the profit side.

When the site is unrecoverable

Web marketing does not form a homogeneous whole. Some agencies have the trigger issue quickly put off. For them, an improvement can only be made thanks to a radical change.

When it comes to choosing a marketing agency, keep in mind that it must work with you and listen to you while offering you the means to correct the weaknesses of your website. Several improvement processes are possible. The redesign is one.

Recasting in view

If any increase in the effectiveness of a website does not necessarily go through the redesign of the latter, there are cases where it is necessary.

The redesign of a site is a relatively heavy operation that must be justified and prepared. Audited by specialists. It includes several important modifications to improve the design, ergonomics and navigability of the site. Just like his ability to generate leads .

The structure of a website (its tree structure) is crucial. The information accessible from one page to another is dependent on it. Just like the famous SEO by search engines.

Basically, architecture, framing, materials and tools determine the construction and sustainability of a website. Like a house. Errors, limitations, weaknesses at this level announce a new version of the site. Which is equivalent to creating a new one.

Situations where competence counts

Webmasters , programmers, developers (Front-End, Back-End), strategists … You may know this special fauna. Certainly, they are indispensable experts. They alone can take things in hand when it comes to a real overhaul.

Integration, content management system (CMS), new structures and designs, coding, customizations , etc. Different operations can be on the menu.

Without going into details, let’s just say that a website must be strong enough to support everything a company wants to do through it. So yes, starting again on new bases is then an inevitable avenue. Especially since:

you have decided to sell your products from your site;

you offer services that are now more complex;

you have determined a new vocation for your company;

you have an Internet provider that is dragging your feet or has left you an outdated platform;

you have a site with a rigid graphic design and horribly outdated;

you have a webmarketing plan that requires adapted and effective features (blog, newsletter, survey, etc.)

Another option: the maintenance plan

Today, the development cycles of tools and software are shorter. “Upgrades” are more easily accessible. Functional improvements to the websites can therefore be made on a regular basis, thanks to a maintenance and update program.

Are you a dentist, construction contractor, lawyer, hairdresser, mover or air conditioning expert? Your business website can gain in image, reputation and efficiency over periodic changes (visual aspects, text content, etc.). For this, do not hesitate to use the services of marketing experts.

Beneficial, but an offset is possible

Many entrepreneurs and traders also benefit from these more or less diligent interviews. When “the site is due, we go back to the garage”. This option remains in a reactive and non-proactive logic. It’s not bad…

But it’s not optimal. Why? Because these improvements to the website do not necessarily correspond to variations, changes and fluctuations affecting both the company and its market. It may happen that the website is out of step with reality. And, therefore, do not give maximum return.

In addition, after months of inaction on the website, as many take advantage to make several changes in bulk. This form of improvement, let us repeat it, is much better than a carelessness.

The advantages of continuous improvement

Another way to do this is to follow very closely the websites of the customers. This is basically to observe their online performance (number of visitors, clicks, triggered actions, requests from visitors, etc.), and to quickly make the required corrections.

The approach is different: we are in constant accompaniment and fine tuning . Changes are evaluated rigorously and often. The customer is then part of a process of continuous improvement.

Agencies and companies are therefore brought to work in close collaboration, with openness and flexibility. Needs and solutions are tested in a very short time. The steps are small, but the errors corrected quickly, even in real time.

Such a method applied to websites has its detractors. Some talk of expensive trial and error. However, in the ebullient world of the Web, constantly evolving in terms of the features and habits of users-consumers, work in progress , the creative reflex and feedback cannot be more adapted. And efficient.

Organic and effective websites

The level of follow-up, the speed of reaction or analysis and the importance of additions may vary. A denturology clinic, for example, often does not have the same tracking needs as a business that sells online.

The idea is to keep the website alive, lively, dynamic. Rules are to follow, of course, especially concerning the graphic marks, history not to disorient visitors.

The continuous improvement of a website is particularly suitable for content marketing ( Inbound ). With the Internet, people go to information, to offers. If they want to “find out more”, your site must be able to satisfy them and encourage them to progress towards the purchase.

Choose your Web Marketing  agency

Through proactive, sustained and intelligent “maintenance”, your web agency needs to evolve your website in line with your business objectives. That said, no matter what enhancements you’re looking for, a preliminary strategic analysis is always wise. See here how to get your free consultation .

And for concrete examples of Web projects (sites created, improved) and SEO solutions for SMEs, see some of our achievements .

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