Small businesses face many challenges when trying to drive traffic to their websites and optimize lead conversion. Most small business owners are unaware that Search Engine Optimization (SEO) is the key to driving content to their websites.
For example, if it’s a hot day and all of sudden your A/C goes out, you would probably search for an A/C company in your city. There could be hundreds of similar service providers, however only the companies that rank on the first page of search engines are those that you would consider calling after searching.
The key is ranking high within search engines which is accomplished through a variety of algorithmic means. The most important way is by creating relevant, compelling content that users read, share and even comment on. Each view and action is an input to search engines’ formulae, so the stronger the content and the greater the views, the higher the search engine ranking over time.
Here are a few SEO tips to get started:
  1. 1. Use keywords – Be sure to include the names of the cities you serve within the content on your website. Each instance translates as an input to search engine crawlers. For example, having instances of ‘Houston’ and ‘furnace repair’ in your web site’s content will help search engine bots identify your website as a source of furnace repairs in Houston. It is important to have a good balance of keywords and avoid “keyword stuffing,” otherwise search engines will penalize your rankings.
  2. 2. Maintain a blog – Blogs can increase the number of indexed pages on websites by more than 400%! More pages with relevant content means higher rankings over time. Companies that maintain blogs are able to generate 67% more leads every month compared to companies that do not according to a 2014 Godot Media article. Blog content should contain important information that reinforces the expertise of the company, for example providing consumer tips or product comparisons. The more compelling the content, the greater the chance to establish credibility and trust with the user.
  3. 3. Allow customers to post reviews – Only half of small business owners think positive online reviews are important according to a 2014 Yodle article. Worse yet, most do not ask for online reviews primarily because they believe that the online reviews system is unfair. The truth is that customer feedback enables companies to determine what’s important to their customers, and to understand how customers rate their products and services vs. competitors. Customer reviews are equally important for SEO purposes as they are another opportunity to leverage keywords, whether in the customer’s post or in the company’s response to the post.
One of the hurdles to pursing an effective SEO and content strategy for most small businesses is simply resources and budget. Often times, the owner is wearing too many hats or the person responsible for marketing simply doesn’t have an interactive background, and has no idea where to begin.
At High Level Marketing, the sole goal of our business is to help our clients win more business. We create, develop, launch, measure and modify websites and search engine strategies on our clients’ behalf. We enable over 1,000 small business owners to maximize their leads by managing their websites and SEO strategies on their behalf- so they can focus on managing their business. Learn more.
Author: Elizabeth Scavnicky Yaekle