Small Business Marketing Beyond Google: A Holistic Strategy Local Companies Can Use to Build Thriving Brands Right in Their Communities
Many small businesses believe appeasing Google's ever-changing algorithms is the key to success. While search engine optimization (SEO) is important, relying solely on it can be a recipe for frustration and missed opportunities. This is why I routinely tell new clients and reiterate to existing customers that a multi-pronged approach far better empowers small businesses to thrive beyond the whims of Google.
The Risk of Over-Reliance on Google Algorithms
When small businesses solely focus on meeting Google's ever-changing criteria, they become vulnerable to fluctuations in search rankings. Google's algorithms are complex and constantly changing, making it challenging for businesses to keep up. This can result in a loss of visibility and traffic if the algorithms suddenly favor other websites. (Or, just inexplicably leave yours to suffer huge traffic and engagement losses.)
Why You Shouldn't Be Obsessed with Google's Algorithm
Google has a well-documented history of making seismic shifts in its core ranking factors. These include but are not limited to Panda, Penguin, Hummingbird, RankBrain, Bert, and the Helpful Content Update.
The search giant will also make future changes in response to how people interact with the web, to deliver more relevant search results, and of course, to better serve its paid advertising business. But, there are other valid reasons small businesses shouldn’t obsess and chase Google’s algorithm changes:
The algorithm is a moving target. Google's algorithm updates frequently, forcing businesses to constantly chase the latest trends. This can be time-consuming and resource-intensive, diverting focus from core business activities.
Limited reach. SEO primarily focuses on organic search results, which is just one piece of the puzzle. Customers may discover your business through other channels like social media, community events, and/or word-of-mouth.
The human touch matters. Google prioritizes content that prioritizes user needs. Building genuine customer relationships through high-quality service and storytelling creates loyalty that goes beyond search rankings.
Although Google is undeniably an important player in the digital marketing landscape, small businesses should not place all their bets on trying to constantly placate its algorithms. By diversifying their online strategy, building a strong foundation beyond Google, and embracing a holistic marketing approach, small businesses can position themselves for long-term success in the ever-changing digital world.
Building a Strong Foundation Beyond Google
Instead of fixating solely on Google, small businesses should focus on creating a solid foundation for their online presence. This includes developing high-quality content, engaging with their target audience on social media, and building a strong brand identity.
Diversifying Your Online Strategy
By diversifying their online strategy beyond Google, small businesses can reduce their dependence on a single platform. This can involve investing in other marketing channels such as email marketing, influencer partnerships, and content collaborations. By spreading their efforts across multiple platforms, small businesses can fortify their online presence and reach a wider audience.
Take this Multi-Pronged Approach to Small Business Success
Again, it’s still important to use the best SEO practices and follow Google’s Search Essentials (formerly Google Webmaster Guidelines), but small businesses should keep their marketing balanced, put circumstances in perspective, and diversify so they are reaching as many people as possible across different mediums and through traditional means. Small businesses accomplish these goals by doing the following:
Harness the power of social media. Connect with your target audience on platforms like Facebook, Instagram, Nextdoor, and more. Build a community, share engaging content, and showcase the heart of your business.
Embrace the power of storytelling. People connect with stories. Share the story behind your business, highlight your mission, and showcase the impact you have on your community. Regardless of how you do it, storytelling is a powerful and effective tactic because it taps into emotions and forms a connection that fosters trust.
Become a local authority. Answer the questions your customers are asking! Create informative and helpful blog posts, infographics, and videos that address their needs and establish yourself as a reliable and trustworthy resource.
Prioritize customer experience. Provide exceptional customer service, both online and offline. Positive word-of-mouth is one of the most powerful marketing tools available. (This works in online groups, forums, and more, too.)
Get involved in your community. Sponsor local events, volunteer your time, and collaborate with other businesses. Building relationships within your community fosters loyalty and increases brand awareness.
By focusing on these strategies, you'll create a strong foundation for your small business success. You'll be less reliant on Google's algorithm, build deeper customer relationships, and establish a lasting presence within your community.
Embracing a Holistic Approach to Marketing
Ultimately, small businesses should adopt a holistic marketing approach that goes beyond appeasing Google. This means focusing on creating valuable content for their audience, building strong relationships with customers, and maintaining a consistent brand image across all platforms. By prioritizing these elements, small businesses can establish a more resilient and sustainable online presence that isn't solely reliant on Google's algorithms.