A solid SEO campaign can do wonders for the small business that is looking to emerge from the pack and set itself apart from the competition.
So, how would you rate your company’s SEO on a scale of 1 to 10, with 1 being really poor and 10 being really exceptional? I have a feeling that many businesses would give themselves anywhere from a 5 to 8 if they were honest about it.
For many businesses, their SEO marketing efforts could be much improved; one of the major problems is that they fail to record and study the metrics from such efforts, leaving them unclear of what is and is not working.
In the event your company is looking to better its SEO marketing efforts, keep a few things in mind:
- Titles do matter – The major search engines look for relevant and catchy titles, so is this an area you would consider yourself strong or weak in? Do your titles more often than not correlate with your site’s content? If the answer is no, this gaffe needs to be fixed sooner rather than later;
- Keywords are key – As someone who utilizes keywords each and every day as a blog writer, the right keywords can go a long way in bringing traffic to your site. Keep in mind that you do not want to stuff your content with keywords; you want to have a proportional amount of keywords that flow smoothly throughout your copy. It is also important that you analyze the keywords you are using on a regular basis so as to see which ones are resonating with consumers and which are not;
- Updated content – Having mentioned both headlines and keywords neither are of any value if you do not have sustainable content with which to work with. Have you gone to a company page and seen the same copy for a week, two weeks, three weeks or longer? If the answer is yes, I am betting that you did not regularly return to the site. The bottom line is search engines are not particularly fond of those sites that have uninteresting and rather non-unique content gracing the pages. In the event you do not have the time to be placing new content on your site regularly, at least make the effort to update it and/or add-on to it so the search engines will revisit from time to time and not find the same old product. Most importantly, avoid having duplicate content on your site which can lead to search engine penalties;
- Earn and don’t pay for backlinks – It is not uncommon for sites to want backlinks, but don’t offer to pay for them. Strong content will get you backlinks, while paying for them is essentially throwing money out the window over the long-term. Even worse, buying backlinks can lead to a black listing;
- Straightforward navigation – You don’t want visitors coming to your site feeling like they are being led through a maze when it comes to navigation. Make sure you put together clear text links throughout your site, something both search engines and visitors will appreciate and more likely return to;
- Make sure your site map is precise – As you review and/or proceed to build out your site, it is important that you have a sitemap so each and every page on your site can be found by the search engines. Along with solid keyword-rich descriptions of each page, also make sure they are connected;
- Measure your efforts – Lastly, be sure to have a web analytics program in place so that you can measure your site’s progress. A good web analytics program will inform you as to how individuals are interacting with your site, along with telling you the volume of traffic coming your way via search engines.
Whether your company’s site has an in-house SEO person or team or you choose to go outside the business for contract help, never underestimate the importance of SEO to your site’s success.
With a dedicated SEO effort in place, your site and your business for that matter stands to be the beneficiary.