Reaching an audience online can be challenging for a small business with limited time and know-how. We all hear of SEO and SEM, but maybe you think it’s become too complicated for you to tackle. Think again! Let’s go through some tried and true techniques for ranking high on Google. And if you want more, be sure to check out last month’s webinar, for free right now!
Start at The Beginning
What do customers search for when they are looking for your product or services? It’s the most basic question for search engine rankings. You can start by looking at your Google analytics reports for how people are finding you now. Those are good keywords to pepper into your marketing copy. But don’t stop there. Get creative and think about what local keywords can help boost your rankings, and long-tail keywords that are more targeted and less expensive.
Be Original
Google is constantly updating their search algorithms and right now they’re showing a preference for original content. Why does this help? Original content tends to reduce your bounce rate which tells Google, you have content their users want.
A nice trick that many small businesses overlook is original images! According to one study, 60% of consumers were more likely to consider a business when an image showed up in a local search. Repurpose your Instagram images on your website to get more mileage out of your social feed.
Pay Up
A surefire way to show up on the first page of Google is to run a paid advertising campaign. PPC does NOT have to be expensive. Nor is it difficult. The key is to find a few keywords, or better yet phrases, that indicate a high probability of purchase. That way you’re not just paying for a click, but a click that is more likely to pay off. Think of phrases like, “local delivery” or “sale”. The key to PPC is to commit to it over time, at least three months, and to refine, refine, refine. Digital advertising is an art, not a science, but with an hour every week and a small budget, you’ll be surprised what you’ll learn and how much it can drive traffic to your site.
Localize It
This bears repeating; register your business with Google My Business. Regardless if you sell products or services or are a retail outlet, all Google search are local searches and you’ll rank higher if you keep that in mind. So many Google searches are done on maps, or include map results so it’s important that your business information is complete, with a consistent and accurate business address and phone number. Use a lot of original photography, and update your My Business information regularly with descriptions. If you can get customers to review you on Google, all the better!
While getting on the first page of Google is important to a small business, search rankings should be part of a larger awareness strategy. If you’d like more, be sure to watch our on demand webinar available now.
Image: Photospin