Why You Need to Learn About Search Engine Optimization

My latest column at Inc Technology is up. Like my last Inc column, this latest one is also about the “search” field — specifically about how and where to educate yourself about search engine optimization (SEO).

I write about search from time to time because I have observed a growing interest among small businesses to learn how to use the Web to grow the business.

The days of small-businesspeople being Web laggards is going away. It’s rare these days that I encounter owners and staff in small businesses who are not online.

A few years ago, it was very different.

In the past when I gave presentations and talks, I used to have to do a lot more background education about the Web, including justifying why a website was necessary. Today’s audiences tend to come in with a basic website already built, or don’t need much convincing about a website. You’re already convinced.

Instead, you’re more likely to ask: “How can we get found in the search engines, or how do we generate leads from our website for our consulting business, or how do we get started advertising online, or why does my competitor’s site rank high in Google but not mine?” — and similar specific questions.

My column at Inc Technology lists some basic resources — and insider tips — for learning about this valuable field of search engine optimization and search marketing. Because, if you are like me, you have to teach yourself a little about how to get better search rankings out of necessity.

Even if you use an outside SEO expert, it helps to have basic knowledge about search engine optimization. You’ll better appreciate how SEO fits into your overall marketing plan, and you’ll have a better understanding of what your chosen SEO provider recommends and why.

Read: Five Ways to Learn Search Engine Optimization. Be sure to bookmark it.

Many thanks to Jennifer Laycock, Editor-in-Chief of Search Engine Guide, who served as my expert source for many of the sources and tips included in the article.


Anita Campbell Anita Campbell is the Founder, CEO and Publisher of Small Business Trends and has been following trends in small businesses since 2003. She is the owner of BizSugar, a social media site for small businesses.

6 Reactions
  1. Anita,
    I do quite a bit of SEO as part of my business consultancy, and you mention a great point–even if a business owner or executive doesn’t have the time to do SEO his/herself, it’s very beneficial to understand the basics so that he/she will appreciate that it’s not a quick fix. A lot of people think a good ranking is something you can just pay some money for, or it only takes a few days or weeks to move up in the rankings which couldn’t be further from reality. It takes several months to achieve a good ranking, and achieving one is just one part of the overall equation to an effective website. I could rattle on, but I’ll spare your readers.

    If anyone is interested in a deeper discussion or needs SEO for their site, please feel free to contact me via the link below.


  2. Just yesterday a few of us from the marketing team went to search engine marketing workshop. The speaker emphasized the need for search engine marketing for really any type of business out there; even if a business mainly sells products from a physical location, potential customers often research products/companies online first.
    Search will continue to be more and more important in driving website traffic AND sales, so thanks for providing a great resource!

  3. I just want to say one word. BLOG. If you have a website and Google isn’t finding it, you need a BLOG. NOW. A blog can get you on page one Google in no time! I have been doing blog consulting for the last year and we are seeing amazing search engine results you could never see with your website. You can get you blog on page 1, 2, & 3 in usually about 90 days! Seearch engines love blogs!
    Michael Snell
    Derrick Sorles

  4. As an owner of a search engine optimization company I can tell you first hand that SEO projects run smoother when the client has a basic understanding of what needs to be done. There are cases as well where the client has done a lot of research and is confused about what should and shouldn’t be done, so sometimes that can make it difficult. My advice is educate yourself, pick a reliable SEO company that you are comfortable with and then let them do their job. Both parties win with that scenario.