The first step to search engine optimization (SEO) for your small business is to understand how major search engines view websites. Most search engines such as Google use a “crawler” that gathers information about all the content that is hosted on that particular search engine. This crawler searches websites and builds an index that we see when we search for something on Google.
Ultimately, optimization is about building an SEO-friendly website that connects potential customers to your business. While there is still value in word-of-mouth, SEO amplifies your marketing efforts. Not only that, but one of the unique features of SEO is that anyone within any industry can benefit from it. This blog will go over how your small business can make the most of its SEO and grow.
Improving search engine ranking
The results that are generated when you submit a search are what Google thinks will be the most relevant content to answers your search query. For those who want to advance their online presence, start by being cognizant of your position in the search results. Real-time algorithm changes are constantly refining how web pages are indexed. Google wants clear and new content that can answer questions with an easy-to-navigate website that provides a valuable user experience.
Publishing blogs on your website and generating a constant flow of good content to index from your website is a great way to rank higher. One of the first things that search engines will analyze is your embedded links, titles and meta descriptions summarizing the content of your site. The strategic use of keywords will help you create posts that will position you favorably in the search results.
Attracting more leads
The better your website ranks on search engines, the more leads your business will attract.
This can be achieved by focusing on educational content and catering to your target market on your website. When customers are searching for the services you provide, your company will show up in their results, driving even more traffic to your website. Not only that, but you will be seen as a trusted and committed source of information.
Once you drive leads to your website with SEO, you can create landing pages with specific calls to action that will convert these leads into customers. The goal of any business is to improve their conversion rate, and with SEO, this is possible for your small business. With proper SEO, you'll be able to target individuals who are eager to buy or invest.
Creating an online reputation
With proper SEO, your business will be able to reach more customers online, and this increased exposure improves the reputation of your company. Your company will appear more trustworthy because you have proved through your website content that you’re committed to helping your customers. That trust can help your business better than any metric – about 1/4 of a company's market value is linked to its reputation.
Regularly posting content and showing a genuine interest in helping customers help themselves improves your online reputation and translates to quality lead generation. Staying on the top of search results will allow people to find you, keeping your business on your customers’ minds when they go to make a purchase.
Marketing on a budget
Optimizing your company’s website so that it is intuitive and easy to use improves organic traffic – which is traffic that is free! Using keywords on your website that search engines look for when indexing a page is no money to you but will increase your ranking online. As stated before, one great way to increase organic traffic to your site is through a company blog. Regular blogging is a skill that anyone can pick up, and with a bit of foresight and understanding of the fundamentals of SEO, your online property can be the bridge that connects interested potential customers to your product, services and opinions.