Getting Your Business Online | FEATURE Heading | F
giving you a better chance of getting some visibility.
Above is a sample dashboard showing the SEO score and visibility score for a company (i.e. how visible the company is in Google for its targeted keywords.
The SEO score is a combination of how much authority a website has and how well optimised their content is for their target keywords. You can also see the top three recommendations and an overview of all the Key Performance Indicators (KPIs).
Q: Does SEO only work for very large businesses?
A: SEO works for any business, but you have to pick your battles. By this I mean if you are targeting keywords that are highly competitive, then as a small business owner, you are going to be at a disadvantage competing against big portals or websites that have 1000s of pages, 1000s of quality backlinks and have been around for a long period of time. What you can do is target keywords that are less competitive,
So, it’s better to get listed in position three on page one for a keyword term (e.g. IT service providers, Dublin) that sends you 100 clicks per day than trying to get listed on page one for a more competitive term (IT service providers) that would send you 500 clicks per day that realistically you’re not going to achieve anytime soon.
The development of Google local search is also levelling the playing field when it comes to small businesses getting traction. Local search is primarily determined by location rather than size.
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Peter Cullen founded Interleado in 2007 and initially located the business in NovaUCD. He successfully completed the M50 Enterprise Programme in 2007, a start-up business programme. Interleado was assigned High Potential Start-up status in 2009 and includes Enterprise Ireland as a partner. Prior to setting up Interleado, Peter worked for eight years with Ericsson in software development and operational management roles. For more info visit
www.interleado.com or email Peter Cullen at
peter@interleado.com
PR and Social Media -
Managing Your
Reputation
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Eoin Kennedy of Slattery Communications talks to InBusiness about developing an online
marketing strategy.
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Q: How does PR work in the digital world we now live in?
A: PR has changed radically since the explosion of new media and social media in particular. Social media has profoundly changed the way that people interact, solicit information and even how they perceive an organisation. In an era of ever expanding social networks, dominance of search engines, broadband/ PC penetration and sophisticated internet use, organisations now need to have a robust social media presence. Consumers expect to be able to see much more detail of what an organisation offers, to view multimedia and to be able to interact directly.
Q: How has PR changed?
A: PR has expanded into new media and found whole new territories where it can work to promote and manage brand reputations. The range and type of content has expanded from press release and photo to include video, audio, and greater use and creation of photography. A typical press launch now incorporates a YouTube interview and the reformatting of the press release content to be included on blogs, Facebook, Bebo and Twitter entries. The investment in photography has also now expanded to include SEO optimised photos on
pix.ie and flickr. The release itself is then also search engine optimised and posted on well-trafficked sites. As content is key to Google rankings, PR is now well placed to help increase an organisation’s online presence and ability to be found online. It also means that people get a more rounded version of the organisation than just print media alone. As the traditional media have embraced social
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