search engine optimisation
Search Engine Optimisation is fundamental for businesses that want to drive traffic and leads/sales through their websites regardless of their business size. Google has often been referred to as a great leveller where small business and large business compete on the same playing field. However, search is also extremely competitive, and some industries are dominated by large corporations that have deep marketing budgets.
So how can a small business compete with big business?
There are few key things we recommend small business do to improve their website rankings.
- Clean up your site. Now that does not mean delete pages – but it means clean up broken links, update content that may be old or out of date or refresh the dates. No-one feels confident when you can see content from 2008.
- Know your Customer. A lot of people “think” they know what their customer wants – but have they asked them? Are you providing the information in a way that is easy for them to navigate and use?
- Keyword Research. Use the keyword planner and find the actual search terms people type into Google. Don’t just go for the big top level keywords. Drill down and be specific. Don’t just stuff keywords into your website. This generally does not work and can have a negative effect.
- Location. Where can your business service? Is it location based, suburb, city, region or is it open to all people. If you can only service a particular area, be specific so you can attract those specific searches.
- Accurate labelling. If you think about Google being one big index which is trying to find a page out of millions of pages that matches a search. You need to be accurate and specific about the way you label your urls, page titles and headings on the page.
- Quality Content. Google is all about serving quality results that matches the search query. So, it is important that small business provide quality content information. People often think that content should be really short on a website and confuse websites with brochures. Your website should represent your products and services in detail, with text, images, testimonials, or any other content that helps promote your products or services.
- Linking and Partners. Google’s algorithm is constantly changing and in the past a link from one website to another was counted as vote of confidence and the more links the better. But this factor resulting in people buying links from unrelated low quality sites, known as “Link Farms”. As this was distorting the search results, Google changed their algorithm. So now it is important to have only quality related links to your website. It is all about quality not volume.
- Know your Competition. The internet is the perfect place to find out everything you need about your competition. Why is one competitor ranking higher than the others? Which website looks better, why would one convert better than the other. Just because someone else is already doing something, doesn’t mean you can’t do it better.
- The Trouble with Cheap Web Sites. So small businesses have generally got tight budgets and often turn to get cheap websites. Web development is an extremely grey area with everyone and their dog having the ability to build websites. Unfortunately, Small Business owners often get caught out with going with small web designer only to find they have moved on or are unavailable to assist with the maintenance a year down the track. Or alternatively the website is custom built, which sounds great in principal but may also mean it can’t easily be updated or added to have any new features.
- Tracking and Measurement. One of the most important insight for small business owners is to truly understand where their online business leads/sales are coming from. Ensuring that Google Analytics is setup accurately and is tracking all your website goals is fundamental in understanding and knowing where to invest your marketing budget and how to grow more success for your business online.
As a small business owner, it is difficult to be an expert in everything and often owners are too busy running their businesses than running their websites. To assist small business PayPerClick has developed a SMB SEO Best Practice Website Review. The review covers all the best practice elements.
To assist small business’ understand what they need to do to get their website ranking, PayPerClick have developed a special SEO website audit that evaluates the top key known triggers for Google and will report back with a list of actions for the small business to undertake.
SEO Best Practices Audit:
Deliverables: Search Engine Audit Findings and Recommendations.
How PayPerClick Can Help
PayPerClick offer a free 30-minute SEO consultation to establish an initial understanding of where your business is at and give you our top recommendations.
SEO Small Business Review starts at $1200 + GST and will include a meeting to discuss in detail the specific actions for you take to improve your SEO positioning.