Gone are the days where you can cram hundreds of words into your meta tag and expect to see your website populate the top of a search engine results page (SERP). Google has changed their search algorithm so many times that most SEO professionals count on each other to share their findings. There is even a whole industry that consists of digital marketing firms that specialize in holistic digital marketing practices and SEO continues to be a core component of this industry. Google’s search algorithm is closely guarded and so much in fact that they constantly find themselves in litigation all over the world with competitors citing “unfair business practices”. One thing is for certain and that is as a small business owner you now have to invest some resources into learning and being active in the digital space.
So the big question that you’re probably asking is what can I do to improve the SEO on my company page? There’s no one right answer to this, but there is an overall strategy that you can take to increase traffic to your site and in turn hopefully increase traffic to your storefront, whether it consists of an e-commerce storefront or a brick and mortar. Google and many other search engine companies are taking a stance in improving user experience and this can be seen in the way search bots assess your code. If your site is slow for example, it will receive a negative valuation and it will rank lower on a SERP. Google bots will also look at how often your site is being visited (it checks for relevancy), if your content is dynamic, or even if you have too many duplicate header tags. Since Google (and many other search companies) chooses not to share their algorithm, you’re pretty much stuck with just employing a “catch-all” strategy that focuses on user experience.
Let’s get down to the what you’re all here for. Here are my top 5 ways to improve SEO on your site:
- LEARN FROM THE PROS: SEO strategists love sharing tips and tricks on how you can improve your website and your digital marketing campaign. It’s a win/win because you’re getting great insight and you’re increasing traffic to their website. Try subscribing to a few SEO blogs and newsletters such as Bonfire Marketing, subscribe to a LinkedIn Digital Marketing Group, and the Digital Marketing Depot. Just in case, if you don’t know specific keywords that some of these authors are talking about here’s a cheatsheet of keywords that are constantly used in the digital marketing industry.
- FIND OUT WHERE YOU’RE AT SO YOU CAN FIGURE OUT HOW YOU CAN IMPROVE: Use the free version of SEO auditing tools such as SEMRush to assess your page and see what you need to fix. After you do this install Google Analytics and Webmaster Tools on your website. Monitoring and interpreting the data that these tools can generate can be quite an undertaking but installing these items is a great way to start whether you choose to learn it yourself or delegate it to somebody who has the desire (or not) to.
- TIME TO START WRITING: Have a Web Developer (or you can do it yourself) create a blog page for your company. It’s all about driving traffic to your website and that starts with creating engaging content that matches your business and caters to your ideal demographic. This also means you might have to start writing. Here are some great tips from blog curators and digital marketing pros- How to Write a Blog Post: A Simple Formula.
- EMBRACE SOCIAL MEDIA: The name of the game is driving traffic to your site and that means creating content on social media platforms that empower your prospective clients to visit your site. This doesn’t mean you should sound like a salesman in every post. In fact, this can decrease the amount of followers you have since it can be compared to soliciting and everybody knows that’s pretty annoying. If you know who your customers are, post things that you think would interest them. Let’s say you’re a retail company that specializes in weight-lifting gear and your demographic consists of male customers between the ages of 22-35. It wouldn’t make sense to post articles or links related to kittens or pugs (unless they’re lifting weights). Each platform also requires different strategies and those strategies are dependent on how your demographic uses those different platforms.
- FINALLY, BE PATIENT: With so many competitors out there it can take a lot of work in building a foundation to actually see results. If you’re lucky enough to dominate a certain industry locally, then you may be placed a little higher in SERPs since most search engines now take into account the location of the person performing the search query. This can take time, trial and error, and a lot of resources to make your website successful but think of it as an opportunity to build your brand digitally.
Update in 2021! Take a look at this updated article: https://theguerrilla.agency/how-to-blog-using-seo-in-2021
Even though I only listed 5 items, it all still sounds very daunting. To tell you the truth, it is. There are still many things that you have to consider as part of your overall digital marketing strategy such as Search Engine Marketing (SEM), Pay-Per-Click (PPC), and affiliate marketing. The list can go on but the thing that you should take away from this is that “customer experience” is extremely important. It’s up to you to formulate a strategy that can create that positive experience for your ideal demographic.
Please let us know what you think and feel free to share. We would love to hear from you!