Small business owners face numerous challenges when competing for attention on the web. Although the internet offers significant advantages by making it easier for companies to promote their brand and build a strong customer base, it doesn’t necessarily treat all businesses equally.
For smaller business owners typically working with a limited budget, gaining real traction in online search results can be difficult. Larger businesses, with their greater budgets and more extensive SEO teams, usually secure prime real estate in the SERPs.
So, what can small business owners do? They’ve been repeatedly told about the power of SEO to build their online identity, and how a properly optimized website can flood them with customers.
In reality, many of these small businesses have websites that still languish on the third or fourth page of search engine results. Barnacle SEO may hold the key.
What is “Barnacle SEO”?
Barnacle SEO is not a new concept. Coined by Will Scott as a replacement term for “parasite SEO,” Barnacle SEO takes advantage of a basic truth about online search:
Larger websites, with greater traffic, consistently rank higher in the SERPs. Small businesses, even those with great websites, often get lost in the sea of search results.
As its name implies, Barnacle SEO involves attaching your website to a larger site, such as business directories and social platforms, then using that site as a vehicle to get noticed in search results.
These larger sites almost always capture prime real estate in search results and can improve traction for your business in both local and general searches.
For instance, if someone searches for a contractor in Chicago, an independent business owner’s website might not make the first page. However, their listing on a well-known business directory likely will, giving the local contractor a better shot at being found by their target audience.
How to Become a Smart Barnacle
The first, and most important, step in Barnacle SEO is knowing which sites to attach yourself to. Not all sites and local directories are created equal, and some rank higher for certain industries than others.
To find the sites that best suit your industry, perform a few keyword searches relevant to your business. Identify the sites that consistently return in the results, and attach yourself to those.
Some consistently high-ranking sites for most industries include:
- Google+
- Yahoo Local
- YellowPages
- CitySearch
- Angie’s List
Once you’ve identified the directories you want to attach to, create an account and build your business profile.
Creating Your Directory Profile
Once you’ve claimed your company profile, you should optimize it for the best results. This starts with Google Places for your business and extends to other relevant directories.
Make sure all the information you provide is up to date, accurate, and consistent across all profiles. This is crucial because inconsistencies can confuse search engines, causing you to lose potential benefits from your barnacle strategy.
Include your basic information: business name, address, contact info (both phone and email), hours of operation, and website links. Additionally, provide a brief description of your business, images, videos, and details about the products and services you offer.
Most of these sites encourage customer reviews, and leveraging your review profile can help boost your visibility within the site itself and, ultimately, in the general SERPs.
Barnacle SEO takes time, and setting up profiles across various directory sites can be labor-intensive. However, as most of these sites are free, the return on investment makes it worth the time and effort.
Small business owners know how hard it can be to get noticed, especially when overshadowed by bigger corporations with more online resources. Barnacle SEO is an inexpensive strategy for smaller businesses operating on a limited budget and a general best practice for all companies and brands.
Featured Image: Dancestrokes via Shutterstock
