My guest expert in this latest column is Geoff Karcher, CEO of The Karcher Group, a Web development firm that adopts an integrated approach to Web design and search engine optimization or SEO, as it is called. Geoff advocates (1) having a Web strategy, and (2) using your limited time and resources wisely — rather than jumping on the social media bandwagon without thinking your goals through first:
Karcher: With any online search strategy, you have to keep your eye on the ball. It’s not about traffic. It’s about conversions and sales. Ask yourself: Are the people who visit a typical small business website from a Digg link or who visit a business MySpace page likely to become customers? If so, then it could be a winning strategy for your company. But if you think the person who arrives from Digg is not likely to ever visit again, take a long hard look at why you are devoting time and energy to Digg. Since most small businesses have limited resources, you may find your limited time and money can be better spent elsewhere.
He goes on to identify what he calls the four fundamentals of online visibility and marketing for small businesses. He suggests focusing on the fundamentals first.
Sage advice, I think. Read: Can Digg and MySpace Be for Business?