When you set out to improve the rank of your small business website, inbound links are at the top of the list of important considerations. While this rule applies to any website, small business sites are often positioned in less competitive markets and require fewer links than an e-commerce site or an affiliate site. Nonetheless, small business websites require a fair number of links to grab a substantial spot on the major search engines, like Google, Yahoo and Bing.
It’s important to understand the “thinking” of the search engines, which favors both internal and external links. Internal links are generated page-to-page within a website; external links are located outside the realm of a website and link to it. You have total control over internal links, so it is fairly easy to increase their numbers by building more pages within the site.
The idea of creating more pages to increase the number of internal links generally results in panic for most small business owners. They fear what they assume is a complicated process when, in fact, it’s pretty simple: The quickest way to increase internal links is with a blog.
And while the notion of blogging might at first put you off, it too is a fairly straightforward process. Start by setting up the blog. (I like WordPress.) Write about your industry. Think of tips, tricks and money-saving ideas to share in daily blog posts. You may even be able to delegate the task to someone in the organization who has a flair for writing.
Follow industry news and keep track of related events and developments, and then prepare short summaries to serve as your blog posts. Add your own thoughts and take-aways to the copy and in no time, you’ll have a new Web page brimming with fresh, relevant content.
Keep a running list of ideas for blog entries. Jot down ideas in a small notebook or make quick memos in your phone. These flashes will come to you throughout the day and late into the evening, so be ready to make a quick note.
Maintain a regular schedule for the blog posts. Create articles that are around 250 words (readers are more than willing to take on 250 words) and post new articles on the same days each week. If you post four times a week, you will create 16 pages of new content each month. In no time at all, you’ll see substantial growth in the number of pages. In two months, you’ll have nearly fifty pages of new, unique content.
Depending on your typing skills, four new blog entries each week should take sixty to ninety minutes. Be sure to add links in the posts to your Web pages that you want to rank. Your website will grow, links will increase and you’ll move up in the search engine rankings. In short order, the entire process will become a matter of habit and you’ll out distance the local competition in no time.