Search Engine Optimisation (SEO) and the Internet have helped to level the playing field for small businesses around the globe. Unfortunately, many small businesses do not have a general marketing budget, and therefore cannot afford to spend a lot of money working on their search engine rankings.
Here are a few useful small business SEO tips that can be implemented by small businesses to assist their rankings:
Search engines love content – the more content that you can add to your website, the better. An analogy that I like to use is: ‘fish and a fishing pole’ when explaining how text-heavy sites often outrank thin e-commerce sites. I like to call searchers ‘fish’ and each word on the page an additional ‘fishing rod’ in the water. The more text you have on a website, the more searchers you are likely to ‘catch’.
It is important that the content added to your site is unique; a good strategy to increase content is to add a frequently asked questions (FAQ) page which you can update regularly, or, better yet – start a blog which you post to frequently.
Customers often like to see a personal touch and your opinions. Make your personal knowledge on your subject known – this will help you become an authority in the eyes of a searcher/potential customer. Again, using a blog will help here.
Optimising for local search is crucial. There are many ways to do this. One such way is to incorporate geographical terms in your on-page optimisation (for instance, your city name in the META title and H1 tags). The other relatively simple option is to register with Google Places, Yahoo Local and Bing Local – this allows people to find your business through map searches and so on.
As stated in a previous post, Google now incorporates a website’s loading speed in its algorithm. Use the tools highlighted in the previous post to check and improve your website’s loading speed.
Write a press release for local online media outlets (and offline). Make sure that you have links (with anchor text) back to your website. This can be of crucial importance – one of my recent press releases has led to a pitch for one of the country’s largest organisations – Simple yet elegant, these techniques will go towards maximising your site traffic.
7 December 2010