You probably already know, a small company with a professional web site can look like a multi-million dollar business. But it works the other way too … a big business with a lousy web site can look like a unimportant web site.
Here are the characteristics I have arrived at over the last ten years working with all types of businesses - large and small.
- site displaying products and services
- has organic search listings displayed on the first page of search results
- have system in place and working it consistently to establish a beneficial web reputation
- doing consistent effort to expand web presence with search engine marketing
- web pages design that is easy to navigate and looks professional
- engagement strategy in place on each web page
- sales funnel is in place to promote conversion of web site visitors
Those characteristics may sound simple for the business endeavors but they are the sweat equity that separate the winners from the losers - those making money online and those wondering why.
The Google update in 2016, Penguin, wiped out all the “get noticed quick” schemes for wanna be business site owners. In other words, Google now disregards any traffic from “pay for click” sites. If you are paying for “clicks” you might as well be throwing your money down the drain because that type of effort wont bring you more visibility in the search engines.
That Google update brought the web back to a level playing field. Today, one of the most highly regarded assets your web site can own are organic links: relevant links from reputable sites. This won’t happen overnight like buying click traffic will. Building a network of organic links takes time, months, but the dividends cannot be beat because they are permanent quality real estate.
This is what distinguishes a business web site, they are willing to make the investment to build that web reputation and expand their presence in the search engines using sweat equity. Can they do it on their own? Sure.
Make no mistake, like everything else, there are skills to be acquired to establish that reputation and implement a quality content marketing strategy.