Once you have decided to make search engine optimisation (SEO) a priority, you need all the help you can get to guarantee results. Although all types of web marketing services and strategies can be technical, nothing should feel overcomplicated. A recent post highlighted fifteen simple tips for improving your SEO strategies, including updating image tags, avoiding keyword stuffing, setting up a local page and scoping out the competition for ideas. Here are ten more tips to help small businesses increase their online presence and see results with SEO.
Focus on Content
Although choosing the right keywords is an essential part of search engine optimisation, many search engines also rank based on content. Rather than chasing consumers with keywords, invite them with well-crafted, relevant content. There is a caveat to this tip, however, because some companies publish high-quality content that very few will want to read. Think about your niche audience and design the site’s page layout, product descriptions and online articles with their needs and desires in mind.
Start a Blog
Once your company understands what kind of content your readers want, publish it gradually in the form of a blog. Although you should optimise it with keywords, focus on creating a page which users will return to again and again. Blogs are a huge part of content marketing, which has proven to be a wildly successful way to bring consumers to your site. You can share blog updates on social media, tease a new post in an email newsletter and even re-share old content as long as it is still relevant.
Generate Evergreen Content
Blogs can be difficult to get off the ground, partially because many companies write content with a short shelf life. These types of posts may have a few initial readers, but will not do anything for your site in the long run. Instead, write evergreen content that does not age quickly and will last through many seasons and years. You can also go back to earlier posts to edit, add to and share old topics after refreshing them in a new way.
In the meantime, search engines will have plenty of high-quality, relevant blogs, web pages and articles to index. Publishing evergreen content helps your site rank higher on a long-term basis and keep visitors coming to the site. Including highly competitive keywords in some posts can provide an extra boost.
Join and Update Social Media
If a consumer cannot find out anything about your business online aside from a phone number, chances are that they will move on to a competitor. Whether or not your business has a website, setting up and maintaining a couple of social media profiles is a priority. Without social media, your business essentially has no presence among online consumers. There are a huge number of social media platforms to choose from, so do not feel that you are limited to one or the other.
In addition to Facebook and Twitter, perhaps your company could use a LinkedIn profile or Google+, Vine, Instagram, Pinterest or YouTube account. Experiment with a few different sites and see which ones will allow you to post the kind of content and experience the level of consumer engagement that you want. Web marketing services can help you manage many accounts and keep them updated and active.
Set up profiles on a couple of platforms and be consistent with your contact information. Always include your full business name, phone number, website and physical address. Many sites also allow companies to include business hours, host reviews, share special offers and set up polls or promotions.
Avoid Aggressive Link-Building
Link building used to be a common way to increase rankings, but new algorithms penalise this tactic if overused. Although it may give some short-term results, repercussions are likely to follow. Enlist professional web marketing services for safe techniques to improve rankings and SEO.
Be Strategic with Internal Linking
With the tip above in mind, link building across your own website can be a valuable way to help your site rank. You need a smart strategy that will build up target keywords via internal linking. For example, one blog post can link to another or a product web page can link to your list of services or certifications. Building in a network of links can also help your site visitors find useful, related content.
Increase Relevance within the URL
Complex URLs are difficult to understand and may confuse consumers and search engines. In reality, users should be able to understand or guess the topic simply from the page’s URL. Even if your blog post or article has a catchy or lengthy title, try to make it shorter and more concise. Doing so will help increase the page or post’s relevance.
Local SEO: Create Consistent Citations
Your business name and contact information should be readily available across your website as well as other platforms. Possible sites include social media platforms, online business directories and your Google Local Pages listing. It is important though to keep the citation consistent so that it will be factored into local search engine rankings. Although Google will recognise partial citations, the basic content needs to be the same. A citation includes at least the name, address and phone number, but they should always be formatted with the same punctuation and abbreviations.
Use Analytics and Webmaster Tools
Online web marketing services such as Google Analytics and Google Webmaster Tools (GWMT) help you track keywords and site visitors. In fact, GWMT will alert you if Google has any problems accessing and indexing your site. You can also use these tools to see what other websites are linking to you, including the specific pages. If a particular blog post or article has been shared several times, for example, that is a good sign that the content is working for you.
Use a Dedicated Keyword Tracking Tool
Besides accessing general analytics programs, you should use special tracking programs to follow the success of target keywords. If nothing else, create a manual spreadsheet to see how site changes or new posts affect rankings. However, keep in mind that rankings shift all the time and that what does not work one day may work the next. Try to follow general trends and tweak keywords to see improvements rather than focusing solely on their placement.
SEO: How to See Results
Although these tips are relatively simple, did they make you realise how complex the world of search engine optimisation is? Our web marketing services can help you build an SEO strategy that works. For more information, contact us online or call 0401 535 584 from within Australia or +61 401 535 584 from anywhere else.
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