SEO on a budget: How a small manufacturer started a program from scratch
Think you don't have the resources for an effective SEO program? Thank again! Columnist Dianna Huff shares a case study detailing how a small business was able to make big gains with a limited budget.
The small manufacturers who are thriving in the face of global competition and other challenges have spent the last five to seven years improving productivity and process efficiencies. This focus has often meant that marketing activity was next to nonexistent — with much new business coming from word-of-mouth.
Once a small manufacturer has their process down, however, they’re ready to begin a marketing program that includes SEO. The problem is, where to start? With so much information and so many moving parts, a small business owner can be easily overwhelmed. It’s much easier to simply focus on running the business.
Such was the case with one of our clients, a small manufacturing firm of about 30 people. The owner and his team had done a SWOT analysis and were ready to embark on a marketing program that included SEO.
The challenges, however, were pretty daunting: zero historical data, few backlinks, and building content and brand awareness on a limited budget.