How to Leverage Search Engine Optimization for Growing Your Small Business
There are many challenges involved in getting your small local business off the ground.
Between perfecting your offerings and streamlining your internal processes to establish a loyal customer base, you’ve already got so much important work to focus on.
When it comes to growing your business online, it’s essential to get a quality marketing strategy in place. But how are you supposed to take that on when you’re already so busy?
Thankfully, you don’t need to be a marketing expert to start making steps towards building your online presence and boosting brand awareness.
Search engine optimization (SEO) is one of the core fundamentals of driving people to your company website and attracting better quality leads to your business.
What exactly is SEO, and how can you use it to your advantage as a small business owner?
We’ve broken down the key elements of search engine optimization and how to make it work for you, so you can start generating more visitors to your website and build a solid customer base in no time.
Understanding The Basics Of SEO
So, what exactly is search engine optimization? SEO is the process of strategically updating your website in a way that makes it easier for more people to find your business online.
By using various techniques, you can target what your target audience is searching for online so that your website matches their search queries. Ultimately, this helps your website appear higher on search engine results pages (SERPs).
There are over 8.5 billion daily searches on Google, so if you want to stand out in a highly competitive space, it’s super important to incorporate SEO practices into your website’s content and design.
We’re about to let you in on all the top secrets of successful search engine optimization!
1. Keyword REsearch
Keyword research involves determining the most common words and phrases your audience uses when looking for your products or services online so you can target their searches.
Once you’ve identified your keywords using a keyword research tool, you can incorporate these key phrases into your content in a way that appears natural to the reader, but still hits the mark for search engine algorithms.
- Use a free keyword research tool like Google Keyword Planner to find relevant keywords for your business.
- Make a list of the top 5 keywords you want to rank for that are closely related to your products or services.
- Incorporate these keywords into the homepage and main product/service pages of your website.
2. On-Page Optimization
This kind of optimization refers to the content on your website, like your meta title tags and meta descriptions, website headings and text, and URLs. As well as ensuring you’ve got enough keywords in there, writing high-quality content that’s well-written and engaging is the best way to make your content more search engine friendly
For example, you can update outdated copy or publish a new blog post about something that’s super topical in your niche to drive more organic traffic to your website.
- Update meta titles and descriptions on key pages to include your main keywords.
- Refresh existing content on your website by adding keywords naturally within the text, headings, and subheadings.
- Check your website images and add keywords to the alt text where appropriate.
3. Off-Page Optimization
Once you’ve got your own website content in order, it’s time to start generating traffic from other sources to improve your search engine rankings.
Try to build a strong network of quality backlinks from other reputable websites. You can do this by getting your products or services featured on a blog, writing a guest blog post for another company, and by investing in a solid social media marketing strategy.
- Reach out to local blogs and see if they have any guest posting opportunities.
- Start building relationships with other business owners in related fields to create a network for potential backlinks.
- Regularly post on social media linking back to your website to help increase site traffic.
4. Technical SEO
Users aren’t going to be impressed if your website isn’t working properly or is difficult to use, and search engines won’t be either.
Make sure that your core web vitals like your website’s speed, navigation, and usability on mobile devices are all as seamless as possible so that your site can appear higher on search results. Don’t forget to fix any broken links, too!
- Test your website’s loading speed using tools like Google's PageSpeed Insights and make necessary adjustments.
- Ensure your website is mobile-friendly by testing it with Google's Mobile-Friendly Test.
- Review your site structure and navigation for user-friendliness and make improvements as needed.
Search Engine Optimization Tactics
Now that you’re familiar with the basics, it’s time to get into the meatier parts that are really going to help propel your website up the search rankings.
Here are our top insider SEO techniques to help you achieve your goals and finally start to establish your small business as a real competitor online.
1. Optimize For User Experience (UX)
As mentioned earlier, your core web vitals are super important to the success of your website. In fact, Google and other search engines prioritize websites that have simple, intuitive navigation and offer a positive user experience.
Focus on improving your overall site navigation, speeding up loading times, and making sure your content is easy to read, use, and access across all devices to keep up with user demand.
- Simplify your site’s navigation to make it easier for users and search engines to find important content.
- Conduct user testing to identify any UX issues and address them.
- Ensure all website content is easily accessible and readable, with clear calls-to-action.
2. Develop An SEO STrategy
A successful SEO strategy is supported by well-thought-out and researched content. Make sure you understand what you want to achieve with your efforts before you start creating yours.
Always ensure you’re publishing high-quality content that’s relevant to your target audience and grabs their attention off the bat. As well as creating new content, you can refresh outdated content with internal links and backlinks – which is great for link building – and update relevant blog posts with fresh information, too.
Make sure to mix up your content by incorporating engaging visuals into your optimized written content to further boost your SEO and make your website more appealing to users.
- Set clear goals for what you want to achieve with your SEO efforts (e.g., increase traffic by 20% in 6 months).
- Create a content calendar that includes topics based on your keyword research and industry relevance.
- Monitor and adjust your strategy based on analytics and search engine updates.
3. Tap Into Local SEO
As the owner of a small business, it’s super important to optimize your website for your niche through local SEO to drive organic search traffic.
When you’re performing keyword research, make sure to dig deep into your local audience by identifying their search intent. This way, you can show them that you cater to their specific needs while including plenty of relevant keywords throughout your content.
Don’t forget to create a Google Business Profile to showcase your business, give further insight, tell visitors your opening hours, and allow a space for your audience to engage with your business, ask questions, and leave positive reviews.
- Claim and optimize your Google Business Profile, ensuring all information is accurate and up-to-date.
- Encourage satisfied customers to leave positive reviews on your Google Business Profile.
- Include local keywords in your website content and meta data, such as the city or region where your business operates.
4. Stay On Top Of The Latest Trends In SEO
SEO isn’t something you just do once and forget about. It’s a long-term process that requires thought and attention.
Your website needs to be regularly maintained and updated, as search engines favor fresh content. Not only this, but SEO standards and best practices are constantly changing and evolving, too, so you’ve got to keep your finger on the pulse across the board.
Track your website’s performance to see how you can improve your SEO efforts with tools like Google Analytics and Google Search Console, designed to help you appear higher on Google searches.
- Subscribe to SEO and digital marketing blogs to stay informed about the latest trends and updates. One of our favorites is www.searchenginejournal.com.
- Attend webinars or local workshops on SEO to enhance your knowledge and skills.
- Regularly review and update your SEO strategy to reflect the latest best practices and algorithm changes.
Rank Higher In Search Engines And Get Your Small Business Noticed Online With 406 Marketing
Looking to develop an effective SEO strategy but simply don’t have the time or resources to go it alone?
At 406 Marketing, we help small business owners attract local customers, create a sophisticated online presence, and build trust and credibility with their audience.
We'll also take care of your website's design, local SEO, website support, Google ads, and much more.
Reach out, and we'll get the conversation started!