Search engine optimization (SEO) for businesses is a topic that’s often shrouded in a cloak of mystery, but it doesn’t have to be.
Plain and simple, SEO is the practice of building a good website with relevant, digestible content to increase digital traffic. To attract organic traffic, your website needs to align with the standards set forth by the companies that provide search engines for general public use. The logic follows that with good SEO value, you can get a better search engine ranking, which helps your business have greater visibility and thus more organic traffic.
Creating SEO value for your business breaks down to building a reliable, user-friendly, and consumable website that answers your customers’ questions or solves your customers’ problems. By following the tips outlined in this article, you can improve your business’s website and help boost your business’s overall SEO value.
1. Audit Your Website Content
When it comes down to it, your content either makes or breaks your business’s SEO. Not only does your website content need to be informative, but it needs to be easy to find, regularly updated, and easy to consume.
When’s the last time you dug into your website and examined your user experience? You should regularly make sure your website content matches what your prospective customers are looking for in a consumable, informative way. If visitors reach your site but can’t find the answers to what they need, they’ll likely go back to their search results and click elsewhere, probably on one of your competitors.
When reviewing your content, it can be difficult to notice your own errors. It’s a good idea to have an outside expert review your content to make sure that you’re providing an understandable message for your customers.
2. Improve Your Credibility
Think about the types of content you look at when you’re shopping for a new product or service. Do you enjoy reading something that’s incredibly technical and difficult to understand? Probably not.
To make your website relevant and credible, you need to accurately represent your business’s in-person persona. Consider how you explain your products to your customers face-to-face and try to replicate that experience on your website.
Inherently, certain types of content can help you earn your audience’s trust. For example, positive reviews and testimonials from existing customers improve the value of your webpages. It’s one thing to say you offer the best service around—it’s entirely more meaningful when 50 different customers say that you, in fact, offer the best service.
Additionally, you can use business statistics to your advantage. Flaunt how many customers you have, recent work, or how long you’ve been in business. Show pictures of you helping your customers with your product.
3. Research Your Competitors
Following SEO best practices can help your business stand out from its competition.
We’re going to assume that your company has a bit of market competition, either directly or indirectly. To get the most out of your website and improve your SEO, research your competitors online to understand how you can make your website competitive in the marketplace.
Do you notice anything important you’re missing from your website? Adding content that’s relevant to customer demands can help you improve your business’s SEO. Similarly, highlight and underscore your business’s unique value proposition through your website content.
4. Examine Your Business’s Social Media Presence
Does your business use social media? If so, great. If not, you should be taking advantage of the community-building benefits that social media platforms like Facebook, Twitter, and LinkedIn can offer your business.
Social media platforms give your business a unique opportunity to reach customers and supplement your SEO value. Posting regularly on your business’s social media platforms improves your business’s customer engagement and builds awareness about your products and offerings.
Similarly, you can use your social media platforms to help drive traffic to your website. Your business’s target audience is unique to you. While some businesses choose to focus their efforts on Instagram and Snapchat, others may find more success on YouTube or Pinterest. Your best bet is to develop a social media strategy that works for your business and stick to it.
5. Build Out Links on Your Website
Website links to, from, and across your website have a substantial impact on your SEO value.
Links to and from your website improve your online credibility, proving you’re both a reliable source for information and that you know how to research and report credible content. Additionally, linking across your website pages can help users discover information about your business and keep them on your website longer, building more value from your existing webpages.
External links to your website factor greatly when calculating your business’s SEO value. You can easily increase the quality of your external links by verifying your business’s contact information everywhere it’s listed online. Searching the web for your contact information and keeping the data up-to-date can be time-consuming. Fortunately, services like Business Listing Management can do all the work for you, managing your business contact data for hundreds of websites, search engines, mobile applications, voice assistants, GPS systems, and social networks.
6. Refresh Your Memory of Google’s Webmaster Guidelines
If you want your business to be found in Google Search, it’s critical that your website meets and follows Google’s Webmaster Guidelines for SEO. Generally, when you play by Google’s rules, you can assume you’ll be rewarded with better search ranking placement.
At the very least, you can make sure Google isn’t penalizing your website for violating its Webmaster Guidelines.
Google’s guidelines include basic requirements, like constructing pages containing relevant content and focusing on unique content. These guidelines also advise against SEO bad practices like relying on automatically generated content, adding in sneaky redirects, using hidden text, and more.
7. Monitor Your Website for Cyberattacks
Being considered a dangerous, untrusted website, isn’t something you want on your record when it comes to SEO value.
Google builds its library of websites for Google Search by indexing. Through this process, Google deploys web crawlers that scan and record the code published by publicly available websites. Using the information gathered by the web crawlers, Google organizes the information to match content with the text users enter into the Google Search bar.
You have no control over how often Google indexes your website. With that in mind, a single cyberattack that employs practices like web scraping, keyword loading, or sneaky redirects can have a painful, lasting effect on your website’s reputation if the attack is captured by web crawlers.
However, there are tools you can employ to help monitor for and detect cyberattacks.
Google Analytics can provide you with the free tools you need to monitor your website traffic. Knowing your customer base and the locations in which you advertise your business, you can detect and block spam traffic.
Additionally, security monitoring services and security scans coupled with regular security updates can help you proactively stay on top of new website security threats.
8. Perform a Technical Website Audit
Even if your website looks like it’s up to snuff on the front end, there may be back-end coding issues that are damaging your SEO value and hindering your user experience. You should regularly plan and conduct technical website audits to make sure your website isn’t setting off any SEO red flags.
As you might assume, technical website audits investigate the nuts and bolts of your website, including:
- Speed. Does your website meet the minimum speed requirements? Slow websites equate to a bad customer experience, which results in poor SEO.
- Broken links. It’s good to have links on your websites. It’s painful if Google detects that the links or broken or go to nonexistent webpages.
- Code. Inefficient code or outdated can slow down your website and provide a terrible user experience, which hurts your SEO.
9. Review Your Reviews
Routinely google your business’s name and take a look at the right side of the page. You should be able to see if anyone has reviewed your business and review your business’s average star rating.
Clicking on the “# Google Reviews” text will allow you to read all the reviews written about your business on Google. Reviewing your reviews can give you a good idea of your business’s online reputation.
You can also determine if any negative or positive reviews require a response from you. Managing your business’s online reputation contributes to your overall SEO. Search engines favor and recommend well-liked businesses over disliked businesses with bad reviews.
When All Else Fails, Consider Investing in Paid Advertising
There’s one foolproof way to get your business to the top of Google’s search rankings—buy your way in with paid advertising.
If you employ this strategy, invest in developing good, relevant content for your search ads that entices users to visit your page. Google is more likely to display search ads with text that closely matches the search query paired with a relevant landing page on your website.
High Touch SEO Services
We make things easier. High Touch specializes in providing complete, integrated technology solutions for businesses. We can provide expert SEO services and assistance to help your business get the most from its website.
Contact us today to learn how your business can benefit from a High Touch SEO assessment.Get In Touch