SEO (Search Engine Optimization) Simplified for Small Business
SEO (Search Engine Optimization) Simplified for Small Business
It’s rare to find a small business today without a website, but entrepreneurs don’t necessarily have the time to learn the techniques needed to have a website built in a way that also gets the most traffic to it. One way to lower marketing costs in an organization is to do the heavy lifting up front to build your website that is optimized for traffic in an organic way so you don’t have to constantly pay for traffic through expensive ads or sponsorships. By improving the ability for search engines to find you - known as Search Engine Optimization (SEO) - small businesses can begin to reduce costs on expensive marketing tactics and generic, competitive keywords. Here’s a simplified explanation of the 5 key areas of SEO that need attention in order to get noticed by potential customers when they are wading through the massive amount of information of the internet:
Focus your Keywords to Optimize your Content for the Right Searches: Keyword research is by far the most important part of a successful SEO strategy. What exactly are your customers looking for when they type their questions into their search engine? How can you narrow down those words exactly in order to be at the top of the search list for what they need? You need to identify the relevant keywords and phrases that potential customers are likely to use when searching for products or services similar to yours. And this means not just the obvious ones (because there may be too many companies worldwide that are vying for that top search spot) but narrowing it with additional keywords that can point them directly to you, whether it be by location or niche interests that you serve. Tools like Google Keyword Planner, SEMrush, or Ahrefs can assist in discovering high-volume keywords with low competition. Once identified, strategically incorporate these keywords into your website content, including titles, headings, meta descriptions, and body text. However, one tip that is important to remember is that you need to always ensure that you are doing this in a natural way and avoid keyword stuffing, as it can harm your website's ranking.
Create a variety of content that is high-quality and targeted: Many companies will generate a ton of content (and this is especially relevant today with AI tools that can easily pump out a ton of content) but it may not be helping them to get ahead in the rankings or engaging their audience for any length of time. It may also not be informative, educational or entertaining enough, which could potentially turn off your visitors if it’s not meeting their needs. This means you need to create valuable content that not only attracts visitors to your website but also keeps them there longer and makes them come back for more. You can create a variety of content types, such as blog posts, articles, videos, infographics, interactive content or podcasts. Ensure your content addresses the needs and interests of your target audience while incorporating relevant keywords naturally. Another thing that can positively impact your rankings is the freshness of your content by regularly updating it or adding new content. Your content should always stay current with the latest industry trends and be relevant to keep customers returning, which can increase your search engine rankings.
Make sure your Website Structure and Navigation is Optimized: A well-structured and easily navigable website improves the user experience, which is critical to SEO. Having a clear hierarchy with organized categories and subcategories helps the user get around easier, which can result on them staying on your website longer. You should also use very descriptive and keyword-rich URLs, headings, and image alt tags to help search engines better understand the content of each page. Another important factor for SEO is to make sure your website is optimized for mobile devices, as mobile-friendliness is now a significant ranking factor. Finally, improve your page loading speed by compressing images, minimizing redirects, and leveraging browser caching is important, as faster-loading websites tend to rank higher in search results. There are a number of free websites on the internet that can test your load times and identify any areas that can technically be improved.
Get other websites to link to yours: Backlinks, or inbound links from other reputable websites, are a key component of SEO. They signal to search engines that your website is credible and authoritative, which in turn, improves your search rankings. Focus on getting some links from relevant and authoritative websites within your industry through strategies such as guest blogging, influencer outreach, and social media engagement. However, don’t forget to prioritize quality over quantity, as a few high-quality backlinks can have a more significant impact than numerous low-quality ones. Avoid black hat tactics like buying links or participating in link schemes, as they can result in penalties from search engines.
Give it a local spin as much as possible: While we already touched on this in the topic about keywords, this merits it’s own category of importance for small businesses targeting a local audience. Optimizing for local search is absolutely essential and can really boost your rankings in reaching your target audience. Start by claiming and optimizing your Google My Business listing, ensuring accurate and up-to-date information about your business, including address, phone number, business hours, and customer reviews. Encourage satisfied customers to leave positive reviews, as they can significantly influence your local search rankings. Additionally, create local-focused content, such as location-specific landing pages, blog posts, and event listings. Consistency in NAP (Name, Address, Phone Number) information across all online platforms is critical for local SEO success.
Putting these top five SEO strategies to work for you can be a great start to significantly improving the online visibility and search engine rankings of your small businesses. However, recognize that SEO is an ongoing process that is not just one-and-done but will need you to continue to deliver fresh and relevant content to stay on top.
