Search Engine Optimization is a strong foundation for small business success. Search engine optimization is the process of optimizing your business’s website so that it can be found and indexed at the top of a search by bots that trawl the internet, finding and ranking content.
It helps small business owners create fast, user-friendly websites that rank high in search engines, and increases chances of visibility, conversion, and growth. It strengthens the brand awareness of the business and creates a strong presence for the brand. The primary reasons small businesses need to understand SEOs are:
- It helps to create better optimized websites and improves user experiences.
- It increases the customer base of businesses once it is done right, almost twice as fast as other methods of conversion.
- It creates a stronger brand presence that establishes trust with potential customers.
- Optimized sites pop up first in a web search, so sometimes businesses can bypass competition faster.
To succeed in Search Engine Optimization, business owners must master the following fundamental concepts:
Keyword Search – This is the act of identifying the possible terms and phrases your potential customers type into search engines when looking for your service or product. Once you understand the combination of terms used to look for you, you can create content that is useful to them. A good keyword strategy is monitored closely as the trends of how people search are always in flux.
Copywriting – Copywriting involves creating useful, well-organized content to make compelling arguments for your business. Once your content is worth reading, it increases the average time users spend on your site, drives more traffic to your site and improves your ranking.
Content Marketing – Depending on your type of business, content marketing may or may not be a key part of your strategy. To determine if it is, consider creating a few information-driven posts using the hub and spoke strategy. This is when you create a landing page centered around keywords you have identified with decent search volume that is core to your small business; then you link back to that page through blogs and other content sources.
Link Building – The number of internal and external links within your site is an indicator that determines the quality of your site. It is even more helpful to your business if you can get high value or high authority sites to link to your content as a strong indicator of its quality.
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