How to use the right kind of SEO for online business promotion

As creative as a business' name is, they can't simply promote a small business using just their name and and ignoring simple, descriptive words. According to a recent article in The Wall Street Journal, target customers will refer to products using different names - and all of those names must be considered when marketing on the web.

However, keywords should be niche rather than generic, especially when small business funds are limited. The key is using descriptive words that will be common enough to show up in multiple searches, but unique enough to not group the business with billions of other search engine results.

Certain keywords can be implemented in the bones of a website with the actual source coding, which is known as SEO. However, selecting keywords can be a difficult process as popular keywords can go out of style and become oversaturated in the industry.

The WSJ says listening to consumers describe business and products can provide keyword suggestions based on what people might enter in a search engine. Keywords can also be created or adjusted based on current trends and common searches within the industry.

However, experts recommend being patient, as it could take months for keywords to prove successful in web searches. Search engines like Google rank a website on more than keywords - including factors like metrics, outside links and popularity of connected sites - which takes time.

"Don't try to game search engines, such as by tagging your site with keywords that are popular but have nothing to do with your business," said the WSJ. Although this trick may seem to work initially, the search engines will quickly catch on and punish the website by pushing them further down the search result rankings than they initially were.

Proper SEO tactics are not the only way to get web traffic, according to the article. Businesses can promote their websites and companies by making connections and sharing links with other businesses, which could be especially beneficial if promoted or connected with larger, more popular sites.

Ari Taube, Massachusetts-based small business owner, told the WSJ that about 40 percent of his website's traffic is from his business' social media pages, outside websites and blogs.

"It's very difficult for someone to just stumble on your website," Taube said. "But when you have other people linking to you, who themselves have a following, that's how you get new visitors."