How a small business should optimize their website SEO.
Digital marketing has evolved significantly over the years. Today, it is necessary to stay competitive in the online ranking landscape. Without a well-optimized website and strong online presence, your customers will likely not be able to discover your business. Search engine optimization (SEO) is the holy grail in marketing. However, doing this can be difficult with limited resources or understanding of SEO best practices.
If you have a small business, the main challenge is maximizing your limited budget to grow your brand. Fortunately, digital marketing makes it possible for small businesses to compete readily against big brands, but you need to be strategic to do this successfully.
Check out these top 10 tips for small business SEO to ensure you use the best practices to increase your search ranks and boost your online visibility.
Understand Your and Target Audience
Before you get into the technical aspects of SEO or start with content creation, you first need to have a clear understanding of your business. To start, you can answer these three main questions:
What products or services do you offer to your customers?
Before you can sell your products or services, you need to have mastery over them. Know what you are offering to your customers, as this will also help you understand your industry, competitors, and market.
Who are your customers? Who is your target audience?
Knowing your target market is the key to designing an effective SEO strategy. Your goal is ultimately to make your web pages show up in the right people’s results, so you need to know what keywords to use or what type of content they will find interesting.
What needs are you trying to meet?
Communicating the value of your product or service is critical to attracting potential customers and encouraging them to purchase from you. Think of what pain points you are addressing and what your unique proposition is. These will allow you to set your brand apart from others and create a more distinct name.
Use the Right Keywords
Keywords are a critical element in any small business SEO strategy. The right words will lead you to customers, so you have to pay close attention to your keyword research. That said, choosing keywords is not just about selecting those with the highest volume. In fact, it may be harder to rank with these keywords since large brands are also competing for them.
For a small business, it would be better to think of your niche to find more specific keywords. Use long tail keywords to match your customer’s intent more accurately. While these usually have higher difficulty and lower volume, they allow you to reach a more targeted audience.
Create a Business Listing
Creating your Google My Business (GMB) listing is a great starting point for small businesses that are new to the online space. Through your GMB page, you can add relevant details about your business, such as your phone number, location, address, and images. You can also add customer reviews and answer frequently asked questions (FAQs).
Having a business listing is particularly useful for local businesses. When users search for something near them and your business comes up, they will easily see all the important details before heading to your website. Your GMB listing also helps Google determine the relevance of your brand to display your business to the right users, so you should optimize it accordingly.
Develop High-Quality Content
Content will always be king in marketing, and in small business SEO, this is no exception. To rank higher on search engines, you need to answer the questions users are searching for, and this is where your content comes in. If you want to stay ahead of the game, your content must be value-adding, informative, and compelling to attract readers and keep them interested.
Publishing content regularly is important to stay relevant, but make sure to always prioritize quality. Think of content development to showcase your expertise in your field. By giving readers authoritative, credible, and reliable information, you can build trust in your brand.
Link building is one of the more technical aspects of SEO, but it is one of the most important factors to rank well. Try to network with other credible sites by exchanging links, so you can build more backlinks. Similarly, use internal links to redirect readers to different pages in your site and help Google find more of your content.
That said, you should take note that even though more links can help you rank higher, the quality of the links is more important. You must make sure that your backlinks come from authoritative and reputable sites since these will also affect customer’s trust in your brand.
Leverage Social Media
Social media is a powerful tool that can help you increase brand recognition and boost customer engagement. For one, customers also use networks like Facebook to search for companies, so you want to make sure your pages are eye-catching and updated.
Staying active on social media also helps you stay in touch with your customers, so they remain interested with what you have to offer after their purchase. You can use your platforms to talk about promotions, product launches, and other interesting things your customers may want to learn about your brand.
Understanding your competitors is key to figuring out how you can differentiate yourself in the market. The main goal in SEO is to rank high in search results, so your main competitors will be the top-ranking web pages of your targeted keywords.
A competitive analysis allows you to figure out what practices you can use to achieve the same rank or what gaps you can capitalize on to target in your strategy. There are many tools you can use to analyze competitor sites to get data like:
- Number and quality of backlinks
Improve the User Experience
User experience is a critical step in small business SEO. You want to make sure visitors can easily navigate your site and understand what you are offering. On the technical side, you need to optimize your website for mobile devices and ensure quick page loading times.
Slow page speed can discourage users from browsing your site. Similarly, a non-mobile-friendly website limits your chances of reaching a wider audience, especially now that most users are on mobile devices. Google now uses mobile-first indexing, so your site’s mobile version should be just as complete as the web version.
In terms of on page SEO, make sure you use headings and subheadings to structure your content and make it easier to read. Incorporate keywords into your content but avoid overstuffing since this can sound unnatural. Remember, your goal is to write for the reader and not the search engine.
Get Reviews and Testimonials
As a small business, you need to gain credibility among users so that more customers will learn about your brand. Thus, collecting reviews and testimonials will give you social proof to convince customers that you can be trusted.
Aside from this, online reviews are also important for local SEO since Google considers this in their search rankings. Search engines ultimately aim to give users the most relevant, accurate, and credible results for their queries, so by having good reviews in your business, you can increase your online visibility.
SEO is not a one-time procedure but a long-term process. Thus, it does not stop after you launch your website or execute your first campaign. After implementing your SEO strategy, you should monitor your results to see how your site is doing. Analyze information like organic traffic, how long visitors stayed on your site, where your visitors come from, and the like.
By measuring your results, you can continuously improve your efforts to make sure you achieve your key performance indicators (KPIs).
Build Your Small Business SEO Strategy Today
SEO may seem daunting at first, but all it takes is some time to learn and understand how it works. If you want to get assistance with digital marketing and web design in Clearwater, P3 Agency can help you with all your needs. Let us know about your business and objectives, so we can find the proper solutions. Contact us today at 1-800-515-9422 to learn more and to begin with a free marketing assessment.