Getting your website to the top of a Google search page is the goal for generating traffic and attention to your business. Improving your SEO is the way to do it!
Search engine optimization (SEO) is a marketing system process that uses algorithms to encourage visits to websites. The highest ranking websites from a Google search, other than ones that use paid advertising, use SEO to highlight their most relevant content. Relevancy is prioritized over publish date so it’s important to keep up-to-date with what content is current and trending. The most visible and relevant a website, the more likely it will generate traffic thus leading to increased sales.
SEO is important for every business website, whether it’s B2B or B2C, but it’s especially important for local, small businesses, and here’s why:
46% of Google searches have local intent and 76% of consumers that search for something local on their phone visit a store that day. (Backlinko)
- Local targets: Google understands that people search for businesses from their immediate area, so they include a proximity factor. Setting up your Google Business Profile and adding your business location attracts local targets.
- Authenticity: The more your business is recommended, reviewed, and shared, the more likely it will bring traffic.
- Mobile search: You know what your users want – help them find where to get it! Local SEO helps create local partners and connections – no matter where you are or what device your customers are using.
For small businesses and startups, SEO provides a scalable growth tactic that doesn’t cost much. The overarching goal of SEO is to transform prospective users into customers through organic searches. Clearly stating your specialty and why users should choose your business over local competitors helps lead them to the right place.
The map pack
Your goal is to show up in the top results of the Map Pack (Google Maps, local business results, and organic results) in a Google search.
Google Business Profile: Along with including localized content on your site, get your listing to appear on Google Maps by creating a Google Business profile.
- Your name, address and phone number (NAPs) are essential. Google will use this to determine the legitimacy of your business.
- Fill in as much information as possible and keep your your profile accurate and up-to-date.
- Add credibility and authenticity to your site by encouraging reviews and sharing! Getting positive reviews helps you and getting negative reviews hurts you. Reply to all reviews (positive or negative).
NAPs: Build your citations on business directories and local listing sites.
- Add your business information to sites like Yelp, FourSquare, Angi, and others.
- Make sure all NAPs across the internet are written consistently.
- Ask your local Chamber of Commerce, distributors, suppliers, wholesalers, contractors, etc. to add a link to your website.
Optimize: Optimizing your website means using keywords, meta descriptions, and alt tags – all the traditional on-page SEO tactics.
- Your keywords should be simple, straight to the point, and have search volume – would these be the words you type in Google to find what you’re searching for? Using Yelp Suggest or Google Suggest, try keywords that someone in your area might use to find your business and then check out the results.
- A meta description is a short paragraph that appears under your page’s title in a Google search. Write meta descriptions to enhance the purpose of your page. They are usually no longer than 155 characters.
- Include text, such as titles or descriptors with your images. An alt tag is a short text description of an image. Not only does it make it accessible to more users, but also adds SEO.
- Build your backlinks and citations (see NAPs above), add internal links to other pages on your website, and add external links to other relevant resources.
- Content, content, content. The more relevant content you add, the higher you’ll rank in organic results and consequently local results.
Connect: Last, but certainly not least, connect! Use PR (write a local online news story), sponsor local events (get your logo and website link added to their site), and use social media to drive traffic to your site.
Driftpoint can help
We know that’s a lot. Learning and implementing SEO can be overwhelming. At Driftpoint Media, we have the tools and experience to help you move up the ranks. We do our research on your industry and local competition, and use a handful of tools like SpyFu and Google Keyword Planner to optimize your site and Google listing. If you need help developing or implementing an SEO plan or creating content, that’s what we’re here for. Contact us.