SEO For Small Businesses
We use the internet for finding services near us, much more now than ever before. Google dominates the search engine scene and you can search for anything that you fancy and find relevant content about it. If you’re a business you want your company’s website to show up on search pages when people near you are looking for your type of services. SEO (Search Engine Optimization) plays a crucial role in providing visibility for your services.
SEO ensures that your website ranks higher in search results when potential customers are searching for your type of services. That would mean more people landing up on your website. And a website with useful content will ensure increased conversion, meaning more people purchasing your services.
But how do you implement SEO for a small business website? Let’s take a look:
- Domain: Without a domain, you cannot be found. It should be a name synonymous with your business’s name and services that are you offer.
Many pros in the SEO industry do not believe exact match domains (EMD) work any more. We have found the opposite to be true. Exact match domains, or domains that keyword rich (plumbing-services-allentown-pa.com) still work well in our tests.
Google favors a domain which has been registered for a longer period of time. It’s perceived that the domain that’s been registered for a while is more reliable, it’s like having more trust in a business that’s been around for a while over new entrants.
- Keywords: These are the words people search for on Google when they’re looking for legal opinion or services. If your website doesn’t have relevant content about these “keywords”, it’s almost impossible to show up in search results.
However, it should be kept in mind that overuse of keywords has a detrimental effect on your rankings. They should match the services and specialties that your firm offers.
Pro Tip: Use keywords in the headings and as early on in the content. Don’t repeat the keyword too many times in your content, Google might penalize your page.
- Links: There are primarily two kinds of links. Internal and external. External links are either outbound… which link a word from your website to an external website/URL, and inbound links, where words from other websites link to your website.
The higher the number of links (backlinks) from QUALITY, AUTHORITATIVE websites that point to your site, the more trust you’ll gain with Google.
A word of caution, backlinks from spammy sites which are not remotely related to your site or page content will be looked at with suspicion. It might also incur a penalty from Google. So it’s better to stay away from these unethical practices.
- Social media: Social media is all the rage. The popularity of an article/website or any web content is measured by the number of shares, likes, retweets, mentions or pins. These are commonly known as social signals. The social media platforms allow you to publicize your content effectively and increase their reach.
A measure of the popularity of a site can be traced to social signals and we believe Google search rankings take these into account. We are firm believers in getting likes and shares from various social media accounts with a large number of followers does help your SERP (search engine result page) rankings. It also helps increase traffic to your website.
Influencer marketing is another approach with which you can gain traction for your website. Using social media influencers in your marketing is the practice of building relationships with the people who can build relationships for you. Whether an influencer’s audience is small or large, an influencer can reach consumers via their blogs and social networks that your brand may not be able to.
- Visitors’ activities: Google is adopting a more behavioral approach as it tracks the activities of visitors on your site. When someone lands on your website, via a search made for a specific keyword… the way they navigated your site is analyzed.
The links that were clicked on are used as a parameter to determine the relevance of the search results. Metrics such as click frequency, bounce rate and page views are used as criteria to determine the quality of the pages on your website and thus affect your rankings.
- The relevance of the content of your website: Probably the most important thing on this list is the relevance of your content. If the website of your website has content that is engaging… it will result in increased page views and click rates.
Longer written page content has mostly performed better over shorter content in our testing. However, it all depends on your audience.
Content comes in other forms besides written. Videos and images (infographics) are engaging and keep visitors on the page longer and typically result in higher conversion rates.
You should also experiment with various types of content like videos, audios and other interactive formats to increase visitor engagement.
Your chances are much better when you provide relevant and helpful content to your prospective clients. Your website should also be easy to navigate and provide easy access to the details on how to get in touch with you. Your phone number and address should be on every page of your site. Do not make it hard for a site visitor to contact you.
Getting your company’s website to rank on Google’s first page takes time and effort. It’s a gradual process to move up through the ranks and requires a systematic approach.