Digital Marketing for Small Businesses: Examination of 2019's Data and Statistics
Small business owners are increasingly recognising the importance of SEO (Search Engine Optimisation) and digital marketing in today's digital age. According to a recent survey, the majority of small business owners are focusing on local SEO optimisation, keyword research, and content creation to enhance their online presence [1][2][3][4][5].
One striking finding is that nearly 28% of small business websites have not been updated in more than a year, and 19% have not been updated in three or more years [1]. However, 40.9% of respondents were happy with their site rankings, indicating that regular updates and optimisation are crucial for maintaining a strong online presence [1].
When it comes to budgeting for a professionally designed website, 31.6% of small business owners would expect to pay $499 or less, while 38.1% of surveyed small business owners use their website primarily for information or brand awareness [1]. Interestingly, only 32.4% of small business owners hired a professional web designer or external company to design their website, with 42.9% opting for online website building templates or software instead [1].
Small business owners understand the value of SEO and digital marketing, viewing it as an ongoing effort rather than a one-time task. They leverage these strategies to increase local visibility, generate qualified leads, and build lasting customer relationships [1][4].
In terms of SEO, small business owners are focusing on local SEO fundamentals, keyword research and optimisation, content marketing, mobile and user experience, social proof, and reviews [1][2][3][4]. They are optimising and regularly updating profiles on platforms like Google Business Profile, Bing Places, and Apple Maps Connect to appear in AI-powered local search results [1][4]. They are also using digital tools such as Google Keyword Planner or Ahrefs to identify relevant and trending keywords, then embedding them thoughtfully in website content, meta tags, images, URLs, and local landing pages to improve search rankings [2][5].
Small business owners are also actively publishing blogs or articles tailored to local customers’ questions, seasonal topics, and regulations, helping position the business as an expert and relevant to the community [1][2]. To ensure their websites load quickly and offer convenient features, they are focusing on mobile optimisation, fast page loading, and easy navigation [3][4]. They are also actively managing online reviews and incorporating customer photos, videos, and testimonials to build trust and boost rankings [2][3][4].
In terms of digital marketing, small business owners are leveraging social media to reach their customers. 57.4% of small business owners are managing their own social media pages, while 41.4% using social media for their businesses would expect to see significant results on a social media ad campaign when paying $0-$99 per month [1]. However, 20.8% of surveyed small business owners do not use paid search advertising [1].
The importance of an online presence to the success of a small business varies across regions. For instance, nearly 70% of small business owners in the Northeast believe that an online presence is extremely important, while 7.6% of surveyed small business owners consider Google My Business Map listings unimportant [1].
Despite the importance of an online presence, some small business owners still underestimate its significance. 4.4% of surveyed small business owners consider their online presence somewhat unimportant or not important at all to the success of the business [1]. However, with the increasing shift towards digital platforms, it is clear that small business owners who embrace SEO and digital marketing are better positioned to thrive in today's competitive market.
[1] Source: Small Business SEO Survey 2022 [2] Source: Google Small Business Advertising [3] Source: Moz Local SEO Statistics [4] Source: Ahrefs Local SEO Statistics [5] Source: Search Engine Journal Local SEO Statistics
- Small business owners prioritize SEO and digital marketing, using them for local visibility, lead generation, and building customer relationships.
- A significant number of small business websites have not been updated in over a year, but those who regularly update their sites have stronger online presence.
- In budgeting for website design, a majority of small business owners expect to pay $499 or less, with many opting for online website building templates over hiring professional designers.
- SEO strategies of small business owners include local SEO fundamentals, keyword research, content marketing, mobile optimization, and social proof.
- Digital tools like Google Keyword Planner, Ahrefs, and Google Business Profile are used by small businesses to improve search rankings and appear in local search results.
- Small business owners are actively publishing blogs and managing online reviews to position their businesses as experts and build trust among customers.
- Small business owners are leveraging social media for their businesses, with some managing their own pages, and others seeing significant results with a minimal ad spend on social media campaigns.
