Want better SEO? It’s best to have a strategy.
I touched a little bit on this in a previous post – How do I start blogging for my small business to get better SEO? and here I will ellaborate on this subject a little more.
Why do you need to create a SEO strategy? The answer is the same as why you need an outline to write a book… to give it structure so it isn’t all over the place.
Your website needs structure just like the outline of a book or table of contents. The search engine needs to be able to access your best content relatively easily.
It really isn’t that hard and a lot of people actually do it on accident because it just makes sense.
When you start your site you want the structure of the site to reveal exactly what it’s about right away. So to accomplish this you want your menu to contain your services or product categories for starters.
Pretty straight forward since that is what you want to be found for. Either the service you provide or the products you carry.
Next step is to determine which keywords/keyphrases that encompass and best represent your business or products for the page you are optimizing.
Sometimes the term that you think is best suited may be the worst.
For example, if you are optimizing a site for a plumbing company then ‘plumbers in (your location)’ may or may not be the best way to go.
You will want to check the search volumes and localization numbers to decide on which terms will deliver the best quality traffic.
You will usually have much better luck optimizing for a smaller niche within the business like drain cleaning or hot water heater installation.
It really boils down to how you expect people to find you and how you want them to find you.
This is why we also recommend having a blog. You should be able to write at least 5 blog posts off of every one of your frequently asked questions that are about what you do and don’t involve billing.
Posts about maintenence, inspections, the importance of following codes, how often things should be serviced and why…. the list can go on and on.
All important information that your prospects will appreciate you sharing with them. This will build trust and ultimately turn that prospect into a client.
So, let’s get to it…
Sit down and determine the foundation of what it is you want to be found for. This can be 5-10 pillars of your business.
These should also be root topic categories in your blog section.
Then make sure to use tags in your blog posts that will link to other articles on the subject. This makes your personal web of information larger for the search engine and creates a sort of cyclone of keywords and keyphrases for the search engine to get wrapped up in.
Make sure the things you post are relevant to your business and this personal web, or ‘sphere of influence’ is what it is referred to in social circles, will become bigger and bigger.
Adding more relevence to you and earning you more authority on the subject in the mind of the search engines.
Let’s face it, quality content marketing and a premium SEO strategy does not fit within the budget of most small businesses.
This is why we encourage and show our small business clients how to start a blog to start building that authority on the search engines for themselves.
After all, you know your business better than anyone else and are the one best suited to talk about your business.
You, and people within your organization, know your customer best and what information they appreciate learning about more than any marketing expert you can hire.
Your prospects will appreciate that the information you are sharing is genuine and not a revamped article from a DIY site.
Thanks for taking the time to read this article and if you find this information useful please give it a like or a share…thanks again.