Podcast Summary: Small Business Quick WINS w/ Jay Schwedelson Presented By Thryv
Episode: SEO and SEM Strategies for Small Businesses with Adam Roth
Release Date: November 7, 2024

Introduction

In the latest episode of Small Business Quick Wins, host Jay Schwedelson welcomes Adam Roth, a leading digital marketing expert from Thrive. With extensive experience managing over $250 million in search engine marketing (SEM) budgets, Adam shares invaluable insights tailored for small business owners looking to enhance their online presence through effective Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies.

Understanding the Basics of SEO

Adam Roth emphasizes the foundational steps small businesses must take to establish a strong online presence:

• Establish a Website:
  "The first thing you want to do is make sure you have a website." (02:05)

  A website serves as the cornerstone for all digital marketing efforts. It’s essential for businesses to have a professionally designed website that accurately represents their brand and services.

• Detailed Service Descriptions:
  "You need to describe every one of your services on your website." (02:20)

  Rather than having a single page listing all services, Adam recommends creating separate pages for each service. This approach enhances SEO by allowing Google to index each service individually, increasing the chances of appearing in relevant search results.

  Example:
  For a landscaping business, instead of a single page listing services like mowing, tree trimming, and high-end design, create individual pages for each service. This specificity helps attract users searching for particular services, such as "tree trimming," directly to the relevant page.

Leveraging Online Directories

Adam Roth highlights the critical role of online directories in boosting a business's visibility and SEO performance:

• Primary Directories:
  "The second most important thing that I always talk about with small businesses is you need to get listed in the online directories." (04:24)

  • Google My Business: Dominates the online directory landscape. Ensuring your business is listed here is paramount as it appears in Google Maps and local search results.
  • Apple Maps and YEXT: Other significant directories that contribute to online visibility.

• Benefits of Directory Listings:
  "There are some technical reasons why it also helps your website itself rank. Google is looking at all these directories and seeing if you're listed and that that in and of itself will help your own website rank better on Google because they're able to verify that you're a real business who has been added to each of these directories." (05:57)

  Being listed in multiple directories not only drives traffic but also signals to search engines that your business is legitimate and trustworthy, thereby improving your website’s ranking.

• Directory Listing Services:
  Adam suggests using services like Thrive’s directory listing service, which can automate the process of updating and maintaining your business information across various platforms, saving time and ensuring consistency.

Effective SEM Tactics for Small Budgets

When it comes to Search Engine Marketing, Adam provides strategic advice for businesses with limited budgets:

• Starting with Affordable Platforms:
  "If you're starting out in paid search, I would definitely recommend starting on a budget with either Facebook ads or display ads if you don't have a lot of money." (06:42)

  Platforms like Facebook Ads and display advertising are cost-effective entry points. They offer high returns on investment, especially for local small businesses where competition may be lower compared to Google Ads.

• Avoiding High-Cost Platforms Initially:
  "When you have a smaller budget, if you have a larger budget, Google will actually kind of give you a little bit of green light." (06:55)

  Google Ads typically require a higher initial investment to see significant results. Starting with more affordable platforms allows businesses to test and refine their strategies without overspending.

Protecting Your Brand with Paid Search

A crucial aspect of SEM that Adam emphasizes is brand protection:

• Bidding on Your Own Brand Name:
  "It's one of the recommendations that I make early on in the Google Ads platform is to bid on your own name because users are relatively simple and they often click on the first link." (07:37)

  By bidding on your own brand name, you ensure that your business appears at the top of search results when potential customers search for your company. This prevents competitors from capturing these valuable clicks.

• Assessing the Need to Bid on Competitors' Names:
  "What we quite often see is that bidding on your competitor's brand name also won't give you too much of an added lift to business." (08:47)

  Adam advises against wasting resources on bidding for competitors' brand names, as it rarely results in significant business gains.

• Strategic Budget Allocation:
  Allocate a small portion of your SEM budget specifically for bidding on your own brand name. However, if a competitor isn’t bidding on your brand, redirect those funds to more impactful areas.

Key Takeaways and Actionable Tips

1. Optimize Your Website Structure:

   • Create individual pages for each service to enhance SEO.
   • Ensure comprehensive and detailed service descriptions.

2. Enhance Online Visibility Through Directories:

   • Prioritize listings on Google My Business, Apple Maps, and YEXT.
   • Utilize directory listing services to maintain consistency.

3. Budget-Friendly SEM Strategies:

   • Start with Facebook Ads or display ads to maximize ROI.
   • Reserve larger advertising budgets for platforms like Google Ads only when feasible.

4. Protect Your Brand Online:

   • Bid on your own brand name to secure top search result positions.
   • Avoid bidding on competitors' names to prevent ineffective spending.

Conclusion

In this episode, Adam Roth provides a comprehensive guide for small business owners to harness the power of SEO and SEM effectively. By implementing these strategies, businesses can significantly improve their online presence, attract more customers, and drive growth without exceeding their marketing budgets.

Notable Quotes:

• "You need to describe every one of your services on your website." — Adam Roth (02:20)
• "There are some technical reasons why it also helps your website itself rank." — Adam Roth (05:57)
• "It's one of the recommendations that I make early on in the Google Ads platform is to bid on your own name." — Adam Roth (07:37)
• "If you can Google your name and you see that your competitors aren't bidding for you, then it's probably not worth your money." — Adam Roth (08:47)

Stay Connected:
To gain more insights and actionable tips from top small business leaders, subscribe to Small Business Quick Wins and make sure to follow Adam Roth on LinkedIn. For comprehensive business management solutions, visit Thrive.com.

Timestamp References

• 02:05 - Adam Roth on having a website.
• 02:20 - Adam Roth on describing services.
• 04:24 - Adam Roth on online directories.
• 05:57 - Adam Roth on technical SEO benefits.
• 06:42 - Adam Roth on starting SEM with a budget.
• 07:37 - Adam Roth on bidding on your own brand name.
• 08:47 - Adam Roth on not bidding on competitors' names.