Search engine optimization (SEO) is a method of improving a website’s organic search engine visibility with the purpose of driving organic (free) traffic to the website.
SEO is one of the most effective strategies for driving quality, targeted traffic.
Although Google takes more than 200 factors into consideration when it comes to organic search rankings, there are three important aspects of a successful SEO strategy:
- Technical SEO: Focusing on performance and speed of the website, codes and scripts, structured data, redirects, robots.txt, sitemaps, etc.
- On-page SEO: Internal optimization of the website, including meta titles, meta descriptions, alt tags, navigation, URL structure, content, etc.
- Off-page SEO: “External” optimization of the website is often considered the most determinant factor and involves aspects like inbound links, linking root domains and brand mentions.
Once you have a solid understanding of those aspects of SEO, you can create the perfect SEO strategy for your venture by focusing on the following four key factors:
Target keywords
Choosing the right set of keywords is key to improving SEO for small business websites. Choose keywords that are directly relevant to your business and the products or services consumers are looking for.
Put yourself in your customers’ shoes: What would they type into Google to search for the type of products or services you offer?
Targeted content
A well-designed content plan can help your small business rank higher in search engine results pages (SERPs). Make your content sound like a natural conversation rather than a sales pitch.
Your content should educate visitors by providing valuable information and naturally using the targeted keywords you already identified.
On-page optimization
After selecting the right set of target keywords and creating riveting content around those words and phrases, focus on optimizing internal elements of your website, including:
- Meta descriptions
- Page titles
- Header tags
- Image ALT tags
This on-site optimization will create more visibility for your website.
Off-page SEO and backlinks
Earning quality backlinks is essential for improving a website’s visibility and authority.
There are a lot of strategies for gaining inbound links to your website, including forming strategic partnerships with influencers within your niche, guest blogging, and sharing compelling info on your social media platforms that links back to your website.
Perhaps the strongest tactic, however, is creating website content that compels others to link to it. Infographics they can’t find anywhere else. Thought leadership blog posts that provide unique insights into your industry, products or services. Videos that give a behind-the-scenes glimpse of who you are and what you do.
