Private Placement Offering

Does your business need Search Engine Optimization (SEO)?

Yes!  Absolutely!  If your business has a pulse, you need Search Engine Optimization.  SEO can add tremendous value to a business’ marketing efforts (this is even more true when tied with a good analytics tool). 

The more appropriate question is where should your business spend money on SEO.  The core of my business law practice is in working with small to medium size companies in Indiana technology, software licensing and SaaS markets.  For these companies the question is not whether SEO will help (it will) , but whether the business should fork out it's cash to maximize it's search optimization (i.e., what is the ROI; when does it materialize?).  I help many businesses raise capital through private placement offerings.  On the back side of the equity raise is ALWAYS living to your budget!  So, how should a businesses budget for SEO.

There is a helpful article on Small Business Trends on SEO Trends for 2009.  Let's face it, it is valuable and here to stay! Stay on top of the trends.

Also, check out Doug Karr’s post on how backlinks and content are more effective places to spend cash than on SEO Experts.  This is a great post, and thank you Doug!  I find that the gut reaction to SEO for most business owners is to throw money at an SEO expert that will presumably take care of the situation but charge a great deal for his services.  For most businesses there are options which cost less and are more effective.

Search optimization is based on relevant content (keywords and search phrases, backlinks, recent materials…).  Blogging is a great platform for this as content and keywords are refreshed every time a new post is made.  Also, some businesses can consider adding tools to a website to help third-parties provide content on their behalf.  Take Amazon for example:

• allowing user reviews on all their product pages
• posting full product descriptions (scroll down) from manufacturers
• inviting authors & artists to add content to the site via Amazon Connect
• inviting shoppers to create themed product lists
• creating linkbait, like the current Harry-est Town in America list
• allowing shoppers to upload their own product images
• managing the Amazon Daily blog
• making their URLs much more SEO-friendly than in the “old days”

(source: Small Business Search Marketing).

Regardless of the mode, businesses should consider their optimization plan and prepare a strategy for marketing, and more importantly being found, on the web.