Promoting Your Business

For a small website, optimisation can be a good option as there aren’t as many pages to optimise for the search engines compared to larger sites.

Promoting your website will attract traffic and build your website up the search engine results page (SERP).

Here are four tips to help you simply and effectively promote a small website strategy and make your SEO efforts go further.

Content Strategy

Content is important for search engines and customers to get a feel for what your website is about and what your business does.

Creating a content strategy will help you define which direction to head, present opportunities and produce content that would be relevant to your readers.

Setting goals

If you have a small website that has no traffic then it is important to create lots of useful content and have a content strategy in place.

Part of your content arsenal should include creating high-quality articles, videos, infographics, podcasts and shareable content. Identify the areas where you can quickly produce content and then move on to other areas.

By setting goals, you will be able to focus your time and efforts in areas that would benefit your business and customers.

Get started – even if it’s one post a week, then do so. Set a schedule as to when you will be posting your content.

In the beginning, start by testing optimum times and dates when your customers will be online and then publish your content to achieve maximum reach.

Ensure that the quality of your content is high and is something that your customers want to consume, rather than low-quality content that will lower the value of your brand.

Beating your competitors

By analysing what your competitors are (or are not) doing, you can then identify opportunities and ideas for your content.

There are tools that can use to see what content your competitors have created.

These include:


Screaming Frog

Similar Web


Not all of the tools will require a paid subscription, some may have free trials and others will allow access to certain features in exchange for an email address.

Remember not to just copy what the rest of the crowd is doing. You have to find own lane and own it by stamping your voice and style over the content by making the content unique.

Give them what they want

It is important to try and get inside the head of your customers and competition.

If you really want to beat the competition, you need to pull out all the stops in order to get to know your audience.

By thinking from the perspective of your audience will make creating content tailored specifically for them a lot easier. Remember to think about what you offer your audience.

Don’t forget to use sites like Story Base, Google, and Quora to find suggestions and insights into what your customers are looking for.

By looking through the eyes of your customers will help you produce loads of content ideas going forward. Create a spreadsheet to store all your ideas and plan your content schedule.

Getting started

Now that you have a bunch of content ideas organised, you need to allocate resources towards the production of the content.

Producing high-quality engaging content can be the tricky part for most business owners. Many business owners that we come across, don’t write let alone writing content on a regular basis.

There are many different ways of producing content. Here are a couple of tips to keep in mind:

Do your research - investigate the ins and outs of the topic

Write down ideas as you go along - these can be used later

Focus the content towards the user

Have at least 500 words

Create a headline sparks interest from the reader

Keep context in line with the message you are trying to get across

Include long-tail keywords and save editing for the end

Include visuals that complement the content

Share your content

Produce content on a regular basis

By sticking to the points above will help you get into the practice of creating high-quality content.

Remember that it will always be difficult at first, but with regular practice, it will become easier as you go along.

Don’t forget that content marketing is a long-term strategy that will help with your SEO over time and it is not an instant or quick solution.

Social Media Marketing

Now that you’ve created lots of high-quality content, it’s now time to get some eyes on it.

By sharing your content on social media you can then start to build a community of followers. Sharing your content on social media will help to drive traffic to your website, improve engagement and increase conversions.

Social media is also a ranking factor for search engines. Meaning the more people that are clicking on your links through social media to land on the relevant content. The more engagement your content gets through likes, shares and comments the more brownie points you will get with the search engines.

There are a number of ways to build a loyal following on social media rather than just sharing your content on Facebook or Twitter and hoping that it will get found and read.

Find your target audience

Target Audience

In order to build a tribe of followers, you first need to know who you are targeting.

By failing to understand your audience and their needs will be a waste of time, effort, and resources. In order to be truly effective, you will need to resonate with your audience on an emotional level.  

Look through your analytical tools and drill down into the demographics of your audience. Find out about their age, location, interests etc and then you can start to curate content that will appeal to them.

Building trust

One of the most important aspects of any online business is building trust. Your audience will need to trust you and your business before they like, share or click through to your website.

There are a number of ways to create credibility for your site:

Create and share high-quality content

Set yourself apart from your competitors by creating your own voice

Tell the story of your brand

Solve problems

Create competitions, giveaways, and surveys to encourage engagement

Promote testimonials

By using the above bullet points will help convince your audience to trust your brand.

Sharing the content

Sharing the content

There are over a hundred social media sites out there and it is important for business owners to identify which platforms their audience is on, what platform to target and which to avoid.

Not all social media platforms are suitable for the content you will be producing. You will also need to take into account the time it will take you to get your content spread across these platforms.

To begin, start with one or two platforms and then build out as you start to grow. Facebook is a great place to start as they have over a billion users, but recently they have changed their algorithms and reduced the amount of branded content that is seen by users.

Mix it up

In order to increase your post reach, you may need to spend some money on Facebook ads to boost your reach and get your content seen by your targeted demographic.

Use hashtags and groups to get more people engaging with your content. Remember that you will need to adjust your content for the different social networks – Twitter only has 140 characters while with Facebook, you can make posts as long as you like.

In order to really stand out and get noticed by your target audience, post, share, retweet content, follow and engage with influencers.

Online retailers such as BooHoo have used social media to reach their target audience of 18-24-year-old Millennials with 90% of their audience using Facebook, 60% on Instagram and 58% on Twitter.

BooHoo’s Digital Strategy

Boohoo's Digital Strategy

Every social media platform has differences and it’s important to experiment to see what works. Don’t over post to a particular network as you could receive a temporary or permanent ban.

Visuals and videos are hot property and certain social media platforms like Instagram and Pinterest love high-quality images. Sharing low-quality images or videos will do more damage to your brand than good.

Alternative platforms

As mentioned earlier, there are over a hundred social media platforms with some just focusing on the area they are based in like VK (VKontakte) which is like the Russian version of Facebook or the Chinese equivalent, Weibo.

Take a look through forums that specialise on topics within your niche. Sites such as Quora and Medium can easily boost traffic to your site.

Engaging with the community on these sites will quickly build your authority. Once you have built your base of followers, you can then start including natural links back to your site. Forums are a great place to understand what your customers are looking for.

Link building

Link building is an essential part of building authority for your website. You will need to dedicate some time to build off-page links.

Larger companies will have the resources and content marketing strategy to quickly build their authority using their high-quality content to create more links with other authoritative sites.

It can often be difficult for smaller businesses to build your link authority, but there are some tips you can use to make your links stronger such as:

Registering with online directories and listings

Get bloggers and influencers to link to your content and website

Tell the story of your brand

Connect and reach out to journalists

Create competitions, giveaways, and surveys to encourage engagement

Guest post on other websites with similar interests

Link building is not a quick solution and it does take time finding the right sites to link to but it is important as search engines use natural link building to rank websites.

Remember that the quality of the sites that you link to is very important. It is better to have fewer links from authoritative sites rather than lots of links from spammy sites. Linking to spammy sites will harm your website ranking and would do more damage in the long run.

TIP: Quality over Quantity.

Paid Campaigns

Paid campaigns can be expensive and if not done correctly, can deliver no results whilst eating up your marketing budget.

Pay Per Click

Paid campaigns are great if your website content and landing pages are optimised for the new website visitor. If the site is not optimised then it can leave a new prospect confused and they will bounce off your site, costing you money in the process.

In order to get the most from paid campaigns, it is important to address the following:

Define your goals and objectives

Make a list of keywords to target and remove negative keywords

Bid on selected keywords

Write copy that will get people clicking on your ad

Set a fixed budget

Monitor the performance of your ad and the conversion rates

Ensure the ad takes the user to the right page

Write catchy headlines to spark readers interest

Write catchy ad headlines that will spark readers interest

When it comes to paid campaigns, do your research and plan your strategy before spending a penny.

When it comes to paid campaigns it is important to remember that you will be getting traffic and visitors as long as the ad is running. Once you have spent your budget the traffic and visitors will stop. Organic reach will be slower in the beginning but the traffic will be natural and consistent.


Promoting a small website can be fairly easy if done correctly, yes it does take time to plan and organise but the results will come in slowly and increase your page rankings.

SEO is fundamental to attracting new customers and increasing your website authority. Even if you don’t have a budget, optimising your site can be done just by putting in the effort.

Remember to keep an open mind and be willing to learn from mistakes. SEO and online marketing do not have quick results (unless you are running a paid campaign) and you may need to wait weeks or months to see the fruits of your labour. With some focus and hard work, there is no why you cannot optimise your site to compete against your competition.