Why SEO is Important For Small Business (With Pro Tips)
By: Tj Holdmeier
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Can SEO help your small business?
Did you know that 68% of online experiences start with a search engine? (BrightEdge) Imagine the potential that lies within those searches—especially for small businesses aiming to make a mark in the digital world. In a landscape where visibility is everything, mastering the art of Search Engine Optimization (SEO) is no longer a choice but a necessity.
Paid advertising can feel interruptive. Convincing someone to engage with something they didn't seek out is tough. That's where the beauty of SEO lies—your audience is already on the hunt for something specific, and that's the sweet spot to grab their attention.
By optimizing your website for search engines, you increase the chances of appearing in relevant search results, driving more organic traffic. This, in turn, can lead to increased brand awareness, customer trust, and ultimately, business growth. It levels the playing field, allowing small businesses to compete effectively in the digital marketplace.
In this article, I'm excited to reveal a few insider strategies that might just surprise you—these are the little-known tricks that some SEO agencies tend to keep close to their chest. Let's face it, navigating the world of SEO can feel like a labyrinth for most of us, and it's true, we can't quite match the prowess of a full-fledged expert team. But fear not! I'll be sharing some straightforward yet powerful tactics that you, yes, you, can implement to give your small business's SEO a significant lift.
What is SEO?
Ah, SEO! The mysterious realm of website visibility. Let’s imagine your business in a bakery. You have a fantastic bakery filled with the most delicious cookies, cakes and pies. But if no one knows it's there, how will they ever savor your culinary masterpieces?
That's where SEO comes in. It's like putting up a big, beautiful sign that tells everyone "Hey, amazing baked goods here!" But instead of a physical sign, it's a set of signals you send to search engines like Google.
Now, these search engines are like helpful, curious browsers who want to show people the best results for their searches. So, when someone types in "best bakery near me," the search engine wants to send them to the bakery that's truly the most awesome.
Here's how SEO helps you win that battle:
- Content is King (and Queen!): Fill your website with fresh, informative and engaging content about your baked goods. Think scrumptious descriptions, mouthwatering photos and maybe even some baking tips and tricks. This tells the search engines you're an expert worth knowing. Quality content keeps the SEO engine running smoothly. Keep those posts coming regularly!
- Keyword Magic: Sprinkle relevant keywords throughout your content, like "bakery," "fresh bread" or "vegan donuts." These are the search terms people will use, so you want to be speaking their language.
- Technical Tidbits: Make sure your website is easy for search engines to navigate and understand. Think of it as keeping your bakery shelves organized and aisles clear.
- Link Love: Get other websites, like local food blogs or recipe communities, to link to your bakery. It's like getting a recommendation from a trusted friend—search engines love that!
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There are three forms of SEO
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1. On-page optimization (traditional)
On-page optimization is like giving your website a makeover from the inside! It's all about fine-tuning and sprucing up everything within your website to make it more attractive to search engines. Here's the lowdown:
- Keywords are key: It’s like using secret passwords that tell search engines what your site is all about. Pick the right keywords and sprinkle them naturally throughout your content.
- Content rules: Imagine your website’s content as the star of the show. High-quality, relevant and engaging content is what search engines love. It keeps visitors coming back for more.
- Title tags & meta descriptions: These are like your website’s introduction in the search results. Craft catchy titles and descriptions that make people want to click. It is a must to get your title tag clicked on (title tags and descriptions are very important). Title tags should be compelling. Make your description a cliff-hanger (end with a …).
- User experience: How your site looks and feels matters! Fast-loading pages, easy navigation and mobile-friendliness make visitors (and search engines) happy.
- Optimized images & URLs: Pictures speak volumes! Use descriptive names for images and make sure your URL structure is clear and concise.
On-page optimization jazzes up your website's interior. It's about making sure your content, structure and user experience are top-notch. When your website looks good from the inside, search engines will love showing it off to the world!
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2. Off-page optimization
Off-page optimization? It’s like your website’s reputation beyond its own borders! Instead of tweaking stuff on your site, it's about what you do elsewhere on the internet to make search engines love your page more. Here's the lowdown:
- Link building: It’s like getting votes from other cool websites saying, “Hey, this site is awesome!” These votes, aka backlinks, make your site look reliable and trustworthy.
- Social media magic: You know all those likes, shares and comments on your Facebook or Instagram posts? They indirectly help your site rank better in searches.
- Brand mentions: Sometimes, sites mention your brand without linking back. Even these shoutouts are super cool and tell search engines you’re a big deal.
- Hang with the cool kids: Partner up with influencers or pros in your field. When they talk about you, it’s like an approval stamp on your site.
- Content is still king: Create top-notch, shareable content. People link to quality stuff, and search engines notice the love your content gets.
Think of off-page optimization as your site’s street cred. The more others talk about and link to you, the more search engines think you’re the bomb.
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3. Artificial intelligence (AI is the new signal)
The internet is where we go for everything from celebrity trivia to DIY tips. But now, AI SEO might be shaking up how marketers boost their website rankings on search engines. Not ranking well could mean losing out on valuable traffic and revenue. So, let's dive into how AI is changing the SEO game:
- AI fundamentals: AI encompasses machine learning, natural language processing and other technologies that excel at specific tasks, streamlining work and life.
- Business boost: AI has increased revenue for approximately 30% of companies employing it in sales and marketing. (Statista)
- AI in search algorithms: AI deeply influences search engine algorithms like Google’s Rankbrain and BERT, presenting opportunities to enhance your SEO tactics.
- AI and SEO synergy: Rather than dominating SEO, AI acts as a valuable partner. It aids in data analysis, uncovers hidden SEO potentials and simplifies content creation.
- Beyond keywords: SEO transcends keywords; it emphasizes concepts, context and user satisfaction. AI optimization minimizes keyword stuffing and prioritizes user experience. Right now AI is being used to identify what is a good user experience by looking at click-through ratio, and what happens after the click—like how often users return.
- Voice search optimization: With AI tools, optimizing for voice search—like Amazon's Alexa or Google Assistant—becomes more accessible. It answers queries conversationally, tailoring content for voice search.
The best part? AI’s taking over the boring parts of SEO—digging data, fixing issues, and even suggesting ways to improve user experience. With AI in your corner, you can level up your SEO game faster and smarter.
Can SEO keywords be phrases?
Damn straight! The realm of SEO isn't just about singular words anymore; it's all about the power of phrases and sentences that boost your website's visibility.
In the past, SEO revolved around simple keywords like “realtor or “auto shop." However, as the digital landscape evolved, competition for these single terms soared. That's where the beauty of phrases, also known as "long-tail" keywords, shines through. They might seem longer, but they pack a punch, being less competitive and more likely to rank well on search engines.
SEO keyword lengths are often grouped into three categories: the "Fat Head," the "Chunky Middle," and the "Long Tail."
- Fat Head Keywords: These keywords are short and usually consist of one or two words. They're highly searched but also fiercely competitive (e.g. "shoes," "insurance," or "travel.") They're challenging to target due to the intense competition in SEO efforts and are often more expensive to bid on in pay-per-click (PPC) advertising.
- Chunky Middle Keywords: This category involves longer keywords comprising three or four words. They are more specific, making them relatively less competitive (e.g. "best running shoes," "affordable travel insurance," or "luxury hotel deals.") While they still hold competition, they provide a better chance of ranking higher on search engines due to their specificity.
- Long Tail Keywords: Long-tail keywords are longer phrases consisting of several words. These are highly detailed and specific, often resembling questions or detailed search queries (e.g. "best restaurants for vegan food in New York," "how to repair a leaky faucet," or "affordable family vacation destinations in Europe.") Though they have lower search volumes individually, they are less competitive, making it easier to rank for these terms. Additionally, they tend to attract more targeted traffic, which often leads to higher conversion rates.
- Fat Head Keywords: These consist of one or two words, highly searched, but also fiercely competitive (e.g. "shoes," "insurance," or "travel.")
- Chunky Middle Keywords: This category involves longer keywords comprising three or four words. They are more specific, making them less competitive (e.g. "best running shoes," "affordable travel insurance," or "luxury hotel deals.")
- Long Tail Keywords: These keywords are longer phrases consisting of several words—highly detailed and specific (e.g. "best restaurants for vegan food in New York," "how to repair a leaky faucet," or "affordable family vacation destinations in Europe.") Though they have lower search volumes, they are less competitive.
Keyword Length in Search Engines
Source: Yell Business
SEO experts recommend ditching generic keywords in your SEO strategy altogether. It's not about reeling in a massive, generalized audience; it's about snagging the right people. Quality beats quantity here. Opt for niche-specific keywords to attract the audience that's genuinely interested. It's the golden ticket to finding leads that are more inclined to convert effortlessly. But how do you optimize your website for these longer, informative key phrases?
There are several ways to achieve this optimization. You can incorporate these phrases into your product pages, creating FAQs or even dedicated pages or blogs addressing these detailed queries. Remember, using these key phrases strategically across your page's elements like titles, URLs, content and meta tags helps search engines understand the context and relevance of your content.
SEO tips to show up higher on Google
1. Index your website with Google:
Go to Google Search Console, create an account and select the Sitemaps tab. Add your new sitemap to tell Google you have a website and want to be indexed in their search engine.
2. Add Detailed SEO Extension to Chrome:
Go to detailed.com/extension to install the Detailed SEO extension on Chrome (also available for Firefox). Afterward, navigate to your website and locate the Detailed SEO Chrome extension, which should now be saved among your browser extensions. You'll recognize it as a small puzzle piece icon situated in the top-right corner of your browser window.
Within the Overview tab, check to make sure you have titles and descriptions for each page, and that they both include the keyword you are trying to rank for. The extension will show you if your titles and descriptions align with Google's suggested character count. Verify whether your page is indexable or marked as canonical. Make the necessary edits until everything is green across the board. It is important to add you business name at the end of both your titles and descriptions.
Navigate to the Headings tab and confirm the presence of only one H1 heading tag. Ensure that the H1 tag incorporates the keyword you aim to rank for. Apply these checks across all your site pages and observe the improvement in your website's visibility on Google.
3. Set up a Google Business Profile:
If you're a local business owner, one of the most important things you can do is create a Google Business Profile. This free tool allows you to manage your online presence and connect with potential customers.
How to set up your Google Business Profile:
1. Visit https://www.google.com/business/
2. Click on "Create account."
3. Enter your business name and address.
4. Select your business category.
5. Add your contact information, such as your phone number and website.
6. Verify your business. Google will send you a verification code by mail.
7. Once your business is verified, you can start adding photos, videos and offers.
8. Always make sure to respond to customer reviews.
Include your social media profiles!
Visit your Google Business profile, and under the "Edit Profile" section, navigate to "Contact." From there, select "Social Profiles" and click "Edit" to add your various social media links. By showcasing your active social media presence, you're not only enhancing your Google profile but also signaling to Google that you're an authentic and credible business, which can positively impact your online visibility.
4. Optimize your images for SEO:
Images take up a big chunk of a webpage's size, around 21%, so their size matters a lot for your site's speed. Smaller, optimized images mean faster load times, which makes visitors happier and Google likes that too.
- Resize your images: Make them the right dimensions for the web. Big images take longer to load.
- Choose the best format: WebP images offer exceptional compression without losing quality. WebP's lossless images are around 26% smaller than PNGs, reducing file sizes significantly. If WebP isn't an option, use JPEG for colorful images and PNG for simpler ones.
- Check your site speed: Tools like GTmetrix or Google PageSpeed Insights can test how fast your site loads.
- Name your files well: Use descriptive keywords in your image names, it helps Google understand what your images are about.
- Add alt tags: They describe your images to search engines, especially for visually impaired users.
- Make images mobile-friendly: Your images should look good on mobile devices too.
- Optimize image titles: Give them keywords or brief calls to action.
- Use unique images: Original pictures work better for SEO than stock photos used by everyone else.
- Use site maps: Include images in your site map to help search engines find and understand them better.
5. Increase traffic flow with strategic link building:
Engage in strategic link building to enhance your traffic flow. Seek out link partners—businesses within your industry but not direct competitors. For instance, a real estate agent might collaborate with a moving company to exchange website links, benefiting both parties. This approach channels relevant traffic to your links, signaling to search engines such as Google the quality of your content and intent. By directing users to these links beyond search engine results, you showcase the value of your content. Surprisingly, this method remains underutilized despite its potential impact, making it a missed opportunity for many.
6. Promote your brand, but not always the url:
If your website URL mirrors your brand name, consider occasionally promoting solely your brand name without the accompanying URL. For instance, feature only the brand name or logo on a bumper sticker without including the URL. This prompts individuals to actively search for your brand on Google, contributing positively to your SEO strategy. The increased frequency of Google searches for your brand sends powerful signals to the search engine, potentially boosting your website's ranking. This tactic leverages brand signals by encouraging user searches and clicks, signaling to Google the relevance and popularity of your brand.
Conclusion:
So, what's the bottom line? SEO isn’t just a buzzword; it’s the ace up your sleeve in the business game. It might take some time, but the benefits are worth every effort. From boosting sales to establishing credibility, SEO is your secret weapon for small business success.
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