As a small business owner, it’s easy to get intimidated by the challenge of Search Engine Optimization, because it has become a multi-million dollar industry and a hugely competitive goal for some of the largest companies in the world. However, it’s important to keep in mind that the real challenge is not to compete with those big companies at all – instead, it’s simply to ensure that the people who are looking for exactly your kind of product or service will be able to find you when they do a search on Google (or Bing or Yahoo etc).
In my experience with several small business websites, it’s entirely possible to achieve that goal with some diligent up-front work on your website, an awareness of the power of “long-tail” keywords, local search optimization, and keeping up with Google’s evolving algorithms, and finally, with some regular time and attention devoted to tweaking your website’s contents over time. There are no guarantees in SEO, and the results of our efforts may take months to appear, but it’s entirely possible to optimize your website with some regular effort without having to try to compete with big business SEO budgets.
Among the ways that I can help you improve your website’s ranking on “organic” (free) search results are the following:
- Determine which keywords and keyword phrases your site should be optimized on.
- Optimizing each page of your site for a specific target keyword.
- Ensuring that your keywords appear in all of the important areas, both on the pages and in the code, of your site.
- Optimizing your site on “long tail” phrases that are more likely to bring in more qualified leads.
- Writing enough relevant content for your site to ensure that Google starts to recognize you as a good and reliable source for that kind of information.
- Optimizing your site for local searches, when that’s appropriate and advantageous for your business.
- Setting you up with Google Analytics and Google Search Console accounts, so you and I can monitor the success of our SEO efforts.
- Analyzing competitors’ websites, especially those who are ranking higher in organic results than you are.
- Exploring the value of investing in special tools that will give you additional insights about your visitors’ behaviour on your site, and how to improve your rankings.
- Exploring paid (Pay Per Click or PPC) advertising as a way to also improve your organic ranking and/or insights.
- Monitoring your SEO results on a regular daily or weekly basis and making adjustments based on the information coming in.
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