Ultimate guide to small business marketing

SEO

Search Engine Optimization (SEO) is the steps and efforts taken to influence search engine algorithms so your website appears at the top of the search results page for the keywords your website and pages target. Since people click on organic results 94% of the time, it’s imperative that you show up in the search results for important and relevant keywords. Where you show up is also important as your ranking position directly impacts the volume of traffic you receive. As a small business you’ll likely want to execute strategy around local SEO in addition to traditional SEO.

Local SEO Tips

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Be consistent

Be sure to use the same Name, Address, Phone Number (NAP) and in the same structure each time you reference your business. Consistency with NAP helps search engines place you in local based queries.

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Increasing your citations

Increasing your citations across trusted sites can also help improve where you rank in local search results. Sites like Yext and Moz Local can help with this effort.

Ongoing Support

There are steps you can take both on your site and offsite that can influence where you show up on the search results page. The onsite elements, or those controlled by your webmaster, that can impact your site ranking pertain to the HTML structure of your site, the architecture of your webpages and the content on each page of your site. Google and Bing offer the below onsite guidelines for improving your organic search ranking. Keep in mind, onsite optimization is an ongoing process, not a day’s project. For this reason, many businesses choose to employ an SEO agency to take care of the day to day onsite optimization elements.

  1. Create content for users

    should be created for real users, not search engines

  2. Clear hierarchy & structure

    text links should allow users to navigate to other pages on the website. Every page on the site should be reached from at least one text link.

  3. Accurate onsite element usage

    each page should accurately use HTML tags and be descriptive when possible

    · Title tags should be descriptive and relevant to what the page is about

    · Image tags should use alt tags

    · Headers should be used properly and in the correct order

    · Meta descriptions

  4. Use canonical tags

  5. Keyword rich URLs

    Easy for users to read and include keywords; this helps search engines identify and understand the purpose of each page

  6. Fresh content

    update regularly with latest and most accurate information available

  7. Keyword optimization, link reclamation and interlinking opportunities

Tools

There are numerous tools available to small business owners to aid in optimizing their website for better search ranking positioning. A few worth exploring would be:

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Ahrefs

allows you to track backlinks, keywords and brand mentions. You can also gain insight into your competitors’ backlinks and how they are ranking for keywords.

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Moz

offers businesses a complete set of SEO research and analytics tools. With a variety of products available, Moz has solutions to help with strategy for overall search, local search and content marketing.

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HARO

Help a Reporter Out, provides a platform to pitch content to journalists for pick up in some of the top media outlets. Content pick up leads to high quality backlinks which can improve online presence.

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Google Analytics

is available to anyone with a website for no cost. After installing the required code on your site, Google Analytics will track all of the traffic coming into your website whether it be from organic or paid. It also provides insights helpful in analyzing the quality of traffic coming in, like the average amount of time spent on site and the number of visitors who convert on site.

SEO

  • Implement Schema Markup code to help search engines crawl your site
  • Increase your citations across trusted sites using tools like Yext and Moz Local
  • Use a consistent Name, Address Phone Number (NAP) when referencing your business
  • Select 5-10 keywords you would like to optimize your site for
  • Create content around those keywords
  • Take the steps to optimize your site 
  • Add a blog or news section to your website. Curate content around your keywords.
  • Utilize the many available tools to track and analyze your website traffic