Back to Basics With SEO’s Ingredients
Search engine optimization (SEO) is something that all businesses should know how to leverage. After all, if your digital assets do not perform well on SEO and cannot be seen on the first page of search engine results, then your business will most likely not succeed. On the other hand, if your business comes out on top of search engine results, web users would most likely trust and engage with your business.
The thing is SEO is not really that difficult to implement. What’s great is that there is a wide array of tools that can help your business at getting better in SEO, and in turn, make your venture grow. Google has Search Console, a free service of the world’s largest search engine that gives you information on the health of each of your site’s pages. Other tools that have proven to be part of a lot of business’ SEO success include SEMrush, FatRank, and Keywords Everywhere, just to name a few. These tools improve your performance in the factors that shape SEO. But what factors are these? Let’s take a peek.
Research on what keywords click
The algorithms of Google and other search engines are the ones responsible for ranking web pages based on a number of factors, one of them being keywords. Of course, the most popular keywords are already “owned” by the world’s most famous and biggest businesses, for the most part, because their brands are already keywords that web searchers actually use when they look for them on the internet.
So, if you are a small business that is just starting with SEO, it’s best not to assume that your brand is being searched by thousands of web users. In your website’s content, try to use keywords that are at least relevant to your business. Those words that rank higher when you run then through tools like FatRank will obviously benefit your business if you include them in your pages’ content. This is why it is important to research which keywords related to your business are most likely to be searched on Google.
Creating a DSA campaign is a cinch. Technically, you can add DSAs to a search campaign that is set to all features, but we recommend creating standalone DSA campaigns. All you need to do is set up dynamic ad targets, which are based on your site content. AdWords will use this data to identify a list of product categories. If a site is well-indexed, there are typically plenty of categories to choose from. If you want to focus your campaign on a specific product category or brand, you can get more granular and set ad targets for specific webpages. This allows you to create your own category based on a URL, page title, or page content.
Provide valuable content that users can’t see anywhere else
Your business becomes more valuable if you provide not just goods and services, but content related to them. Content comes in the form of product descriptions, written articles, blog posts, videos, photos, etc., so you can’t have the excuse of running out of content. Content is important because it is what search engines go through. If your web pages provide good content, search engines will most likely rank your site high when a search engine user looks for something that is related to your business (or types in keywords that you have used in your content). That’s already one huge foot in the door of a potential customer. When that search engine user clicks and finds value in what he or she reads off your website, then the chances of that person converting into being a customer is very high. But then, you have to make sure that the content you provide is unique because Google will penalize a website that has content found in other websites with lower search rankings. Moreover, our content cannot contain too many keywords, even if they are the right keywords. Keyword stuffing is so 2000s and is a huge SEO no-no.
Without content, you can’t generate leads and nurture them to customers. But what content gets a lead’s attention? And what type of material convinces them to buy from you? By utilizing and creating collateral for every stage of the buyer’s journey, you can provide all the necessary information to get users to sign that dotted line.
Build authority and relationships with links
Backlinks, or when relevant businesses link your website to theirs, are important if you want to increase your Google ranks. The more links you have, the more connections you will have, the more Google will consider your business a legitimate one, which will result in better rankings. Avoid broken and spam links and cultivate relevant and useful ones – those that apply to the service or product your business provides. There are also some sites that allow you to share your content with them or make you write for the as a guest blogger. The more links and connections you have, the better you are in establishing your biz’s reputation online.
On an individual page, search engines need to see content in order to list pages in their massive keyword–based indices. They also need to have access to a crawlable link structure—a structure that lets spiders browse the pathways of a website—in order to find all of the pages on a website. (To get a peek into what your site’s link structure looks like, try running your site through Link Explorer.) Hundreds of thousands of sites make the critical mistake of hiding or burying their main link navigation in ways that search engines cannot access.
Rich Snippet Search Results are now a thing
Although relatively new (and precisely because they’re new, so they are not yet that overused), small businesses should already know how to master using rich snippets to their advantage. Rich snippets usually include answers to questions that people ask a search engine. For example, if you want to search for a business, Google snippets will show information about your business, such as your address, operating hours, etc.
These can be a bit irreconcilable with your SEO efforts since people might not feel the need to click on your site anymore when they already see everything they need on the snippet, but then it can also be good for people with poor WiFi connections or those with limited data on their smartphones. Anyway, if they are really interested in your products or services, they will eventually convert to being paying customers, so that’s still a win for you.
In an experiment from Catalyst Search Marketing, one brand saw a 150% improvement in CTR when they added review stars (rich snippets) to their product pages.