As of late, Google has been engaging in several activities that have been met with a substantive degree of uncertainty and debate. Because the major search engine has been penalizing guest blogging network MyBlogGust, marketing firms, and link buyers and sellers, many small businesses are fighting fear. At this point, many of these businesses are still attempting to forge a niche within the potentially profitable yet simultaneously intimidating world of online marketing. And while internet marketing firms are attempting to understand convoluted subjects such as editorial appropriateness and re-inclusion requests, small business owners who are primarily focused on payroll issues feel that they are losing time.

In light of Main Street’s steadily elevating anxiety regarding SEO, one wonders where the solution for the problem will come from. Apparently, the solution is Wall Street. For many years now, financial advisors have stated that diversity is the most viable solution for risk. Apparently, this principle is relevant to the field of SEO techniques. In short, the principle holds that small businesses that fear Google penalization are likely involved in excessive SEO risk and should thus diversify.

Public Relations

Although Public Relations is generally excluded from SEO discourse, this is no longer an acceptable practice. As many marketing experts know, press releases are an integral aspect of a small business’s ability to generate interest and awareness about its goods and services. And although whether press releases constitute an effective link building strategy is still up for discussion, the fact that they generate traffic is indisputable. In order to make the most of press releases, small business owners should syndicate them to channels that have strong readership like MarketWatch and Yahoo Finance. They should also be shared via social media and promoted to customers and reporters.

Pay-Per-Click Re-marketing

One of the first solutions for SEO risk is a Google product referred to as PPC Re-marketing. Individuals interested in this outlet should note that a mere 3% of small business owners view PPC as efficacious. Moreover, many of these individuals do not grasp the difference between re-marketing ads and traditional search ads. Finally, 25% of most PPC budgets are wasted on ineffective campaign management.

Website Conversion

Although many small businesses do not fully grasp the importance of website conversion, they should. For example, techniques such as PPC remarketing and email nurture can boost conversion rates by 65% as a result of their ability to bring leads back to the web pages. And contrary to popular opinion, it seems that consumers actually look forward to receiving targeted ads and emails. By focusing on conversion through the implementation of offsite and onsite strategies, user experiences on a business website can be enhanced substantively. In the long run, these efforts will help SEO.

Summing It All Up

Although Google has engaged in some behaviors that have small business owners worried, the search engine’s activity can function as a catalyst for the renovation of outdated SEO techniques. To make the most of it, small business owners can reconsider PPC, put a new spin on existing conversion and user experiences, and engage their PR teams in open and honest communication about which techniques can be used to accomplish business goals. When implemented consistently over the course of several months, these activities will improve rankings without the dreaded reinclusion requests and/or disavow files.