So you want to get some organic search love do you? Well what is SEO anyway? Search Engine Optimization is the art/science of engineering your website or other online content to be ranked the most highly for your category and local searches but what exactly is it?
Most business owners know they need it but they are not quite sure what “it” truly is and for the most part SEO providers want to keep it that way. That’s so they can bill you a monthly fee of $200-$2000 a month for the “magic” they do to position your site. Is it really worth it?
Most large companies that offer this service in my experience do NOTHING! I have watched over 200 local business websites over the course of 3 years and many of them have the same companies providing this SEO services and literally have done ZERO for it. It’s quite shameful and so I will explain and recommend for my small business friends a better way.
Three main components to SEO for small local business that I feel are most important:
Website architecture: The layout of the site and pages
Labeling: Page Titles, Tags, Descriptions, and Headings.
Content: Customized Local Relevant Content and Links
Optimizing your site requires that the website be constructed in a way that is logical for search crawlers and organized in a way that is easy for the user to navigate. Simply, the pages should be in a menu that breaks down every service or product you have into categories and specifics. Meaning you should have a web page for every specific service you offer. The key is that most people are looking for the product or service that fits their specific needs and making it easy to find and additionally the content on that page for that one thing is best for search engine and end user. It seems simple but you wouldn’t believe the amount of websites that list everything on one long page. Yikes! Break it down on a whiteboard first and layout exactly how the menu should flow before even beginning a site.
The titles of your pages matter! Using keywords and calls to action in your page titles and descriptions helps people know what the page is and why they should click through.
For example: This title is simple as the name of the business and the meta description below is a fantastic demonstration of a great call to action.
Now it’s time to actually create real relevant good content and link to other sites that make sense for your industry and your visitors. This is what takes a tremendous amount of time in the beginning to create good content that is engaging and helps your users with understanding what you offer, why you are better than anyone else in your market, and how they can engage with you: Calls to Action or CTAs as we refer to them.
So instead of just filling up the pages with the same old boring this is this and that is that, take time to explain in your voice or from your perspective in a conversational lay man term rather than clinical, technical or industry speak which is made for specialists, not for regular people. Make sure you do this for all your static pages and that you create a BLOG or News section where you REGULARLY add new RELEVANT and EDUCATIONAL INFORMATION. If you need help writing a Blog, we teach classes on that and you can register here:
Every page should have 3 ways for the user to engage with you. Call, Message, Come In, Special Offer, Follow, Subscribe, etc. It should be extremely simple for people to complete these engagements and they should be tested on mobile devices before launching.
As far as links go this is important to offer up more information and share other resources that are CREDIBLE and QUALITY sites. Linking for link sake is old strategy and likely to get you into trouble as I have witnessed with spammy companies that promised so many links and now have to remove them a long pain staking process.
So now you know what you need to do, who has time to become an expert at website SEO? Not me you say? Good news is there is a very reputable company that can SEO audit your site for a one time fee depending on the complexity of the site and properly set it up in the first place. From there you will still need relevant content and link building which in essence you should do yourself or work with a specialist ongoing. Whitespark is that company and they can perform SEO audits for $1500-3000 one time charge and link building strategy reports for $700-$1000. This is a WAY better option than paying ongoing for something that should happen at the beginning of your site. They have a full service Local SEO for $995 for 6 months as well if you need the whole enchilada, but we can give you a Field Position Assessment to find out if you really need all of it to get going.
Get ahold of this dude for more info on local SEO for your site!