Are you struggling to reach consumers this year? Make sure your website appears when they search for your product or service on Google. If it doesn’t, your competitors are likely reaching those consumers instead. With search engine optimization (SEO), you can boost your ranking, generate more website traffic, and increase sales! By understanding the essential SEO basics, you can give your business the competitive advantage it needs.
Reaching the top of a search engine results page (SERP) can make a big difference to your digital marketing strategy. In fact, the top three organic positions on Google earn about 75% of all clicks. Many people never look beyond the first page of results, though.
If you’re not on the first page, you could lose customers to your competitors!
Not sure where to start? Here’s everything you need to know about SEO for small business leaders. With these tips, you can get ahead instead of falling behind.
Get started with this guide that covers the SEO basics so you can grow your business!
What is SEO?
First, let’s answer the question that’s likely on your mind: what exactly is SEO?
Search engine optimization is a digital marketing strategy. Companies use SEO to boost where their website content appears on SERPs. You can improve your ranking by focusing on the keywords your customers use in a search.
Then, you can create unique, informative content using those keywords.
When a consumer searches for your business, your content could appear as a search result. Then, you can attract those consumers to your website. Once they learn more about your business, they could become a lead or sale.
You’ll need to develop a strong, white hat SEO strategy to boost your search engine ranking. There are also four types of SEO you’ll need to consider. These include on-page, off-page, local, and technical SEO.
On-Page SEO
On-page SEO focuses on your content. You’ll need to optimize your website to ensure search engines can crawl and index your content.
For example, you’ll need to include your target keywords in the page title, URL, and body text of each page. Each page should have its own focus keyword. What can visitors expect to find on that page?
The focus keyword should also appear in your opening and closing paragraphs, image alt text, and headings.
It’s important not to overstuff pages with keywords, though. Using black hat SEO tactics like keyword stuffing could hurt your ranking.
Off-Page SEO
Factors outside of your website could impact your ranking, too.
For example, you can use a link-building strategy to show Google you’re a credible resource. You can use links from high-authority websites Google already trusts. Guest blogging can help boost your link credibility, too.
Technical SEO
Technical SEO involves your website development. For example, you’ll need a fast, mobile-optimized website to improve your ranking. If your website is slow and insecure, your ranking could drop.
People began accessing the internet from their phones more often than desktop devices in 2016. Since then, Google has used mobile-first indexing to determine search rankings. If your website isn’t mobile-optimized, your ranking might suffer.
Local SEO
About 97% of search engine users are looking for local businesses. In fact, 72% of people who search for local businesses visit stores within five miles. With a local SEO strategy, you can attract these locals to your business!
You can use local SEO to boost sales, too. In fact, almost 80% of local mobile searches lead to in-store purchases.
Improving your Google My Business listing and creating localized content can help your local SEO strategy.
The Benefits of SEO
Now that you understand the SEO basics, let’s review the benefits of SEO. Here are a few ways a strong SEO strategy can benefit your entire digital marketing plan.
1. Boost Brand Awareness and Increase Trust
The higher you rank, the more often people will see your business online. With a high SEO ranking, you can boost brand awareness and recognition.
Consumers tend to trust businesses they see at the top of the page, too.
With SEO, you can look like a more credible resource in your industry. You can even use your SEO content to become a thought leader, further enhancing your authority.
2. Generate More Traffic
About 93% of all activity online begins on a search engine. In fact, 51% of all website traffic comes from a search. Search engines even generate 300% more traffic for websites than social media!
SEO for small business marketing is essential if you want more website traffic. If your website isn’t ranking on Google, consumers might never find you.
The higher you rank, the more traffic you can attract.
3. Grab High-Quality Leads
Appearing for the right keywords can help you attract high-quality leads. Otherwise, you could attract people who have no interest in your business.
Understanding your customers and developing an SEO strategy with them in mind can give your business the boost it needs.
4. Attract Locals
Remember, you can use local SEO to attract more foot traffic to your storefront. Local SEO helps you personalize your content with local consumers in mind.
You can appeal to their unique needs and direct them to your store with deals, happy reviews, and more.
A local SEO expert can help you get started.
5. Become a Thought Leader
Creating engaging, informative content will show consumers you’re an expert in your industry. When they realize the value you have to offer, they could learn to trust you. Your credibility will improve, helping you generate more sales and conversions.
SEO Tactics for Success
Google’s search algorithm changes all the time. If you want to boost your ranking, you need to keep up with the latest SEO basics and trends. Here are a few tips that can help boost your SEO strategy in 2021.
1. Audience and Keyword Research
Google wants to give its users the most relevant search results. With that in mind, Google uses machine learning to determine the user’s search intent. What are consumers looking for during a search?
Understanding your customers is key if you want to develop a strong SEO strategy. Who are they? What keywords are they searching?
What do they expect from your content?
Start by completing thorough audience and keyword research. Use Google Analytics to learn more about the people who convert on your website. Determine their demographics and the keywords they use in a search.
You can also use Google Trends, Keyword Planner, and SEMRush to create a list of relevant keywords.
2. Update Your Website
Failing to update your website with the visitor’s user experience (UX) in mind can hurt your SEO ranking. You can improve your technical SEO by:
- Speeding up your pages
- Optimizing your website for mobile
- Using negative space
- Organizing text using headers and subheaders
- Using bullets and lists
- Writing shorter sentences and paragraphs
- Maintaining brand consistency
- Adding an SSL certificate to your website
Make sure your website is fast, organized, and easy to use. Otherwise, visitors might leave.
If people leave without clicking around, it could hurt your SEO ranking. Instead, boost your clickthrough rate and dwell time with engaging content.
3. Craft Fresh Content
Google looks for fresh, engaging content when determining search rankings.
Use your keyword research to determine what topics you want to write about. Then, create branded content, including:
- Blog posts/articles
- Polls
- Quizzes
- eBooks
- Videos
- Infographics
- Lists/checklists
Try different forms of content to determine what your audience prefers. Then, share your content on other websites, including your social media feeds.
Add a strong call-to-action (CTA) to the end of each post. Encourage your readers to contact you, explore your shop, or fill out a form. Adding a strong CTA will boost leads and conversions on your website.
It can also improve your clickthrough rate, which could further boost your ranking.
4. Keep Up With Trends
Remember, the search algorithm changes throughout the year. If you’re not up-to-date, your competitors could take the lead. Keep up with the latest trends to further boost your SEO ranking.
For example, Google now features content at the top of its search pages. Featured Snippets appear as paragraphs, lists, Q&A, and videos. You can appear as a featured snippet to improve your ranking.
Voice search is becoming more popular, too. As consumers use voice assistants like Alexa and Siri, their search queries change. You’ll need to use keyword research to determine what phrases to appeal to.
Most of these voice searches are phrased as questions.
Consumers are relying on video content for the answers they need as well. Videos are convenient and easy to consume. Start creating video content, then use a transcript to optimize the post for SEO.
Update your SEO strategy every year with the latest algorithm updates in mind.
5. Start Link Building
Your link building strategy can help you boost your ranking and set you apart from the competition. Consumers want to trust well-informed brands. You can reference journals, studies, and other credible resources to show consumers you’re credible, too.
Work with an influencer in your industry to develop a guest blogging strategy. Otherwise, link to helpful resources within your content. Make sure your links stand out on the page.
Boost Your Business: The Must-Have SEO Basics for Success
Don’t let a low SEO ranking hurt your business. Instead, use these SEO basics to set yourself up for success. With these SEO tactics, you can boost your ranking to get ahead of the competition.
Don’t let Google control the fate of your business. Optimize your website with this SEO for small business leaders guide today!
Need help boosting your ranking? That’s what we’re here for!