Do you need an SEO agency that you can count on? Maybe you just need someone who can give you some assistance with your current campaign. Either way, you have come to the right place. We pride ourselves on being the best in the business, not to mention that we are always striving to ensure that we go the extra mile for our clients where possible. If you want to find out more about SEO or how your business could benefit, then this is the guide for you.
Does SEO work for Small Businesses?
SEO for websites is imperative because it helps you to establish yourself as an expert in the field. It also helps to drive traffic to your site, while allowing you to promote your business for free. If you are unsure how important this aspect of digital marketing is, this is understandable. So many other businesses are in the same position as you, and in fact, only 36% of small companies have any kind of SEO strategy. Not having a digital marketing strategy that includes an aspect of SEO could mean you are missing out. Experts in digital marketing often stress the importance of having a strategy for your campaign and the effects it can have on business growth. SEO for SMBs is one of the best ways for you to promote your company and on top of this, it can help you to stand out from the competition. Want to find out more? Keep reading. If you’re just in your start-up phase, you can read this article to learn more about the free tools and best practices for start-ups.
Small Business SEO And Local Search Ranking Factors
Did you know that just under half of searches on Google are local searches? This just goes to show how important local SEO for small and medium business websites is. Local SEO plays a huge part in your marketing strategy and without it, you may find it very difficult to attract the new customers you need to grow your company. If you want to make the most out of your small business SEO strategy, then you need to consider your ranking factors. This will help you to evaluate pages so you can determine the order of relevance while helping you to make the most out of the campaign you have.
Identify The Service or Product You Offer Your Customers
It’s imperative that you understand the service or product that you offer to your customers. Start with learning to identify your customer’s needs using various tools. You can use existing customer data and you can also use customer journey mapping to help you with this. Soliciting customer feedback and studying your competitors is a very good thing to do as well. Keyword research, social media listening and more will aid you in identifying what your customers are looking for while also helping you to better understand the service you are offering. By taking the time to know your customer pain points and the terms they are searching for, you can make a huge difference to your ranking strategy.
Finding the Right Keywords
To be effective, you need to understand both the pain points of your customers and their motivations, so you can find the right keywords. There are numerous tools available to help you do this, and one we like to use is SEMRush. This tool allows you to start with a keyword or phrase giving you helpful indicators such as the search intent behind the keyword, variations, search volume, and the competitiveness of the keyword.
You can also use this SEO value calculator, which is one of the best SEO tools for small business use. It allows you to calculate the potential on investment (ROI) based on target keywords. If you go off keywords alone when trying to target specific search terms then you may not end up reaching the right target audience or missing a more valuable keyword.
If you focus on your customer pain points but not researched keywords, then you may not be able to reach the right audience there either. If you want to do something about this then you need to try and use both in conjunction with one another. Understand your customers, as well as the terms they are searching for.
Don’t Overstuff Your Site with Keywords
It can be a delicate balance ensuring the content you present to your site users is both helpful and well-optimised, without being stuffed full of your target keywords. If you add a ton of keywords to your document, or if you have keywords that have no relevance at all then this will work against you. This is a black-hat method and although it may sometimes give you some immediate results, in the long term, it’s not a tactic worth following as Google will quickly spot this and correct its rankings.
Optimise Your Pages
Optimising your pages is a crucial part of SEO for small and medium business websites. When it comes to page optimisation, you need to think about user intent throughout the buyer/customer journey. It is also helpful for you to improve UX with A/B multivariate testing. With page optimisation, you will soon see that it consists of various elements, and only when these elements work in conjunction with each other, can you ensure that your page is fully optimised.
Publish High-Quality Content
Targeting keywords will help to ensure that your site ranks highly. That being said, if you’re not publishing high-quality content then this will result in your rankings dropping at a later date. High-quality content relates to Google’s E-A-T guidelines: Expertise, Authoritativeness, and Trustworthiness.
It’s also important to ensure you’re presenting content to users that is relevant and helpful, written to enhance a site user’s experience, rather than purely to have your website rank for particular keywords. Google rewards content that has been written by humans for humans, not for search engines. Following this formula will help in the long run.
Link building will solidify the rankings of your site and it will make it much easier for you to maintain your position in the SERPS. You have a lot of options available when it comes to link building, such as trying to get organic links by publishing great content or creating newsworthy stories via digital PR. Local business directories remain to be the best way for local businesses to get the links they need, not to mention that they give you the chance to advertise your business and what you have to offer.
Make Sure Your Website Is User-Friendly
If your site isn’t user-friendly then this is a major red flag for customers. Signs that your site isn’t user-friendly include a high bounce rate as well as high cart abandonment. If you want to do something about this then it’s helpful to make sure that your site has a good flow, and that your pages are linked together in a logical order.
Meta Titles and Descriptions
Metadata provides information about the page and the content to search engines. Including keywords in your metadata is one of the best ways for you to target search terms. Make sure that your meta titles and descriptions are unique, and that each one accurately describes the page.
Fix Your Technical SEO Issues
Technical SEO issues, like indexing issues or 4xx errors, often get flagged on Google Search Console (GSC). If you aren’t quite sure what the issue is with your site, or if you have seen a sudden drop in your ranking then this is the first place you should check. It is also good practice to keep an eye on your website’s performance on GSC.
Optimise The Speed of Your Pages For SEO
Optimising your site for speed is essential in terms of SEO. Google often gives the fastest sites priority, because they give customers the best experience. Of course, if you want to ensure that your page is the fastest that it can be then it is a good idea for you to compress your images. A good SEO company will always test and document changes as the website updates, to ensure that everything is still optimised and able to load quickly. Google’s PageSpeed Insights Tool is a fantastic way for you to find out if there are any changes you need to make here.
Optimise Your Google Business Profile
You need to make sure that you optimise your Google Business Profile. Your business profile gives you the chance to target new customers by enabling your location, while also helping you to appear at the top of the Google Ranking page. Optimising your profile with keywords of the services or products your business offers is always a good idea, as this provides useful and relevant results for search queries.
Ratings and Reviews
Hopefully, your customers are leaving ratings and reviews of your business, and it’s always a good idea to pull those through to your website and showcase what other customers are saying in front of potential new customers. You need to try and capitalise on trust signals like this and you also need to try and tie them to your online profiles. By doing this, you can boost your ranking.
Monitor & Review Your SEO Efforts
Monitor your SEO efforts and track any changes that happen. Sometimes it is a matter of testing approaches to see what works for you and your business niche. If you can do this then you will soon find that it is easier for you to see what further adjustments have to be made. If you don’t track your efforts then you’ll never know if what you are doing is working, and this will work against you in the long run.
Get in Touch with our SEO Agency Today
We’ve shared some tips and tools that should help you get started on your SEO journey for your SMB, but having a clear strategy helps. If you want to make sure that you get the best result out of your search engine optimisation for your business campaign, then our SEO agency in Birmingham is ready to chat.
We have a team of experienced professionals at Distribute Digital, using strategies that have been proven to get results. So if increasing your organic traffic and improving your search result rankings is on your priority list for your small- or medium-sized business, we’re the team for you.