June 25, 2013
Imagine you’re the owner of a café in Louisville. You’ve been in business for a few years and have a solid customer base who regularly return weekly. And although they love your food and even tell their friends about your restaurant, you haven’t seen an increase in business for some time. Your revenue and your bottom line has plateaued and you’re puzzled as to why.
New competition could be a reason, this is especially true with the dozens of great restaurants in the Louisville area. But, it’s also possible that no one outside of your customer base is aware of your café or knows where it is. For whatever reason, your story is simply not reaching potential new customers. The traditional solution is to place a small ad in a local publication but chances are the ad placement is not cheap and you rarely see a good response.
So, stop and think about it for a second. Let’s say you’re in an unfamiliar neighborhood or city or and you want to get something to eat. What do you do? You pull out your smartphone, tablet, or laptop and you search for restaurants or cafés on Google, Bing, or any other search engine. Then you typically make your choice from one of the first few choices that are listed.
You’ve just made your selection based on someone taking the time to strategically optimize their web presence with relevant keywords and content. That’s the essence of organic SEO (search engine optimization). Posting relevant content plays a key role in positioning your business towards the top of a search result. It allows you to be visible and present as an option in the minds of those potential customers you seek. Even if you have the best croissants and coffee in the Midwest, nobody is going to buy them from you if they don’t know you exist. Achieving strong SEO is less about cost and more about posting good content. If you feel like your business needs a boost then it’s time to start sharing your story.
“If you want a happy ending, that depends, of course, on where you stop your story.”
~ Orson Welles