As brands increasingly focus their efforts on securing an expanded customer base in social media and search engines, they find themselves contending more and more with companies outside their usual network. The added competitive pressure has made getting seen online more essential than ever, especially for understaffed small businesses that are now faced with challenging much larger companies.
If you’re running a small business, your search engine optimization (SEO) strategy is a crucial factor in how you attract attention and appear online. While the best course of action is to consult an expert to help boost your page rankings, limited budgets and revenue might inhibit your ability to do so. Undertaking some tasks on your own, such as the ones listed below, can help you reduce costs without hurting your business.
Consistently Create Compelling & Relevant Content
While not groundbreaking advice, this remains the most significant, ongoing action you can take to advance your SEO efforts. The highest-ranking sites in search results are the ones that have helpful, timely information. This information should be geared toward addressing users’ questions while simultaneously marketing your business and promoting its value to customers.
It can be difficult to know what search engine users are searching for, but fortunately there are a number of useful tools that offer valuable insight into what’s trending on certain search engines. Google Trends, for example, is a simple yet effective tool which allows you to “explore what the world is searching.” There you can identify which search terms are currently trending, and even pinpoint regional variations in search terms. This can help you specifically determine what’s most important to your prospective customers.
Bing’s Keyword Research tool allows registered users to compile a considerable amount of useful data. “All query volumes and keyword suggestions are based on organic search, not on paid search or search advertising data, giving you the most natural ideas and accurate numbers,” the service explains.
Integrating popular keywords into your website may be as effortless as posting a blog or statement that outlines your company’s COVID-19 cleaning guidelines or reopening procedures, for example. Staying informed about popular searches can help you spruce up your website and take advantage of users’ current interests.
Think Outside The Google Box
Google has become so omnipresent that we often use the brand itself when we mean “search online.” But Google isn’t the whole internet! Some search sites actually have considerably better conversion rates than Google.
While you may have more users on Google, you might have more buyers on other search engines, such as Bing, Yahoo!, or DuckDuckGo.
Taking into account the particulars of individual search engines other than Google can be beneficial. Google carries a lot of weight, of course, but worshiping at the altar of a solitary search engine can translate into missed opportunities.
Search for your business and appropriate keywords on several different search engines. If you’re not happy with the results you’re seeing, it’s time to get to work!
Accurately Determine Your Keywords, Meta Tags, Links, & Hyperlocal Information
When Google changed its algorithm to exclude meta descriptions in page ranking, you may have decided to ignore those descriptions going forward. But you can’t afford to do so if you care about other search engine results.
Certain search engines factor meta tags in their results, so ensuring that they’re complete and accurate does make a difference. Similarly, keywords and high-quality links are factored in for a number of search engines, but each search algorithm may function a bit differently.
With the vast number of searches being performed on mobile devices, paired with Google’s immensely potent ability to collect user data, your website might appear in local searches on Google even if you don’t employ locally focused keywords. On other search engines, not so much.
Ultimately, spending a little extra time deciphering what affects search results from a variety of search engines can enhance your overall visibility, even in an ever-changing climate.
Don’t Fixate Only on Mobile Searches
The temperamental atmosphere created by COVID-19 has altered the way we’re connecting to and consuming internet content. That may mean that you need to revamp your web content a bit.
A recent study by The New York Times reported that the rapid, pre-pandemic increase in mobile searches has shifted back toward computer-based searches since the widespread outbreak of the virus. Which means all the attention that you (or your IT team) spent optimizing your site for mobile users and focusing on data that helps your site rank high in mobile-based searches may actually affect the way users find your business on the internet.
It’s been particularly difficult for many small businesses to keep generating revenue while the world tries to make sense of “the new normal.” But the fundamental significance of your company’s website simply can’t be overstated.
You wouldn’t neglect cleaning your storefront windows, would you? In the same fashion, your website should be filled with practical, pertinent, and prudent information and optimized to deliver online searchers to your virtual door.
When to Contact the Professionals
Managing your SEO on your own can be a daunting task. But when done right, it can pay serious dividends for your business. If you find that it’s more than you can handle, don’t give up! The digital marketing experts at HighClick Media are able to create powerful SEO strategies that will elevate the growth of your business while keeping down the costs of advertising. Call us today at 252.814.2150!