Tag Archives: seo

3 SEO Tips to Help Your Small Business Stand Out Online

As more and more consumers look online before buying products and services, basic search engine optimization is essential for your business. If you don’t prioritize your company’s visibility in online searches, you could end up at a competitive disadvantage.

According to a consumer survey by BrightLocal, “97% of consumers looked online for local businesses in 2017.”

SEO is a complex and multifaceted discipline, but by following just a few best practices, you can help boost your business’s chances of getting found in searches on Google.

1. If your website isn’t mobile-friendly yet, make it so.

Fifty-seven percent of all online traffic comes from smartphones and tablets. Google has estimated that 9 out of 10 people will leave a website if it isn’t easy to use from their mobile device. So, even if your company has better products and services than your competitors, you could miss out on business opportunities if you don’t have a mobile-ready website.

Mobile-friendliness also affects your website’s ranking in Google searches. Beginning in April 2015, Google began giving mobile-ready websites an edge over sites without mobile support on the search engine results pages.

Adding to the importance of having a mobile-ready site is the rollout of Google’s mobile-first indexing, which began in March 2018. In Google’s own words, “Mobile-first indexing means that we’ll use the mobile version of the page for indexing and ranking, to better help our – primarily mobile – users find what they’re looking for.”

Although mobile-first indexing has not rolled out to all websites yet, Google is encouraging webmasters to make their content mobile-friendly to perform better in mobile search results.

You can check to see if Google considers your site mobile-ready by using Google’s free Mobile-Friendly Test. If your site has room for improvement, talk with an experienced web development resource to discuss your options.

2. Establish a business profile (or claim your business listing) on online directories and review sites.

Well-known sites such as Yelp, Facebook, Citysearch, and TripAdvisor, often rank higher than business websites in search results. If you’re listed on them, prospective customers will have an easier time finding you. Also, the links to your website from these sites (“backlinks”) can help improve your website’s ranking in search results.

The benefits of better visibility and backlinks also apply to listings on local directory sites like those provided by your chamber of commerce, tourism bureau, and other organizations.

If you operate your business from a physical location, you’ll also want to make sure you appear on Google My Business. Doing so will help your business show up higher in local search results, including on Google Maps.

Important Note: Wherever you list your business online, make sure your NAP (name, address, phone number) information is consistent. If you’ve moved or changed your name or phone number, you’ll want to update that information on every website that lists your company. Most SEO experts agree that search engines look for uniformity to validate that a business is legitimate. Inconsistency can result in your business information showing up incorrectly—or Google might choose to omit your business from the search engine results page altogether.

3. Have a keyword strategy that goes narrow rather than broad.

Keywords remain critical for helping Google determine what your website pages are about. However, they need context and must appear naturally in content that satisfies what your audience wants to know.

Rather than use keywords that consist of only one or two general words, focus on long-tail keywords that more closely resemble—in your customers’ words— the exact types of products and services your customers are looking for and the area where they hope to find them.

So, say you have a dog training business in Portland, Maine. Rather than using the general keywords of “dog training” or “dog trainers” (which have a tremendous amount of competition in search results), consider using wording that’s reflective of what your customers will be looking for online. For example,

  • Dog trainers in Portland Maine
  • Aggressive dog training Maine
  • Therapy dog training Portland Maine

While these don’t have the same amount of monthly search traffic coming to them as “dog training” and “dog trainers,” they have far fewer businesses competing for them and will better your chances of ranking higher in search results. Also, they will help ensure that the people who do find your website are potential customers for the services you provide.

Brainstorm on your own to determine some relevant keywords, and do some keyword research by using tools like Google Adwords Keyword Planner, SEMRush’s Keyword Research tool, or Moz Keyword Explorer.

Bonus Tip: As you’re deciding which long-tail keywords to use, also consider the increase in voice-activated searches. Think about how people talk, not just how they type!

Where Can You Find More Information About SEO Best Practices?

If you want to learn more about ways you can improve awareness of your business online, consider following SEO and digital marketing blogs like Yoast, Moz, Search Engine Land, and Search Engine Journal. Also, contact SCORE to talk with a mentor who can direct you to reputable SEO specialists in your area, and who can advise you on all aspects of your business’s marketing endeavors.

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Does Your Website Need to Be HTTPS?

“HTTPS” (Hypertext Transfer Protocol Secure), those first few letters that you see at the start of many Internet addresses, have gotten a lot of press lately. Recent statistics as of November 2017 indicate that nearly 70 percent of web pages are now using HTTPS.

So, what does this mean for you if your small business website is still HTTP rather than HTTPS? Let’s take a moment to explore what HTTPS is and how it might affect your business.

What does HTTPS do?

HTTPS websites provide more security for users than do HTTP websites. They have an SSL certificate that activates a secure connection from a web server to a browser. HTTPS is especially beneficial on pages where users will be sharing personal identity, credit card, or bank account information.

HTTPS provides multi-layered protection through encryption, authentication, and preservation of data integrity. It prevents users’ information from becoming stolen by hackers or compromised by scammers who try to steal info by tricking users into thinking they’re on your website.

How can switching to HTTPS help your company?

With concerns rampant about data breaches, gaining customer trust is a big deal. When website visitors see HTTPS in your web address, they will feel more confident that your site is a safe place to enter their information.

If your business sells products and services online, customers may be more inclined to buy through your site if it’s HTTPS. Conversely, customers may seek other options if they see your site is only HTTP. Most website browsers (including Google Chrome, Firefox, and Internet Explorer) readily identify HTTP sites as insecure with a symbol (an i with a circle around it) in front of the website’s address.

Going HTTPS may also give your website a small boost in its placement in online search results. Studies have shown a slight correlation between HTTPS and websites’ ranking in searches on Google.

How do you convert your website to HTTPS?

The process to migrate a website to HTTPS requires technical know-how, so you might need to enlist the help of a website development professional. As an overview, the steps involved include getting the required SSL/TLS certificates on your web server, deploying them correctly, generating a new sitemap, updating images and links on your site, testing, and fixing any issues.

Next Steps

If your website accepts payments from customers, you should (at a minimum) have HTTPS on the pages of your site that ask for that information.

You most likely won’t need HTTPS for security reasons if your website only collects email addresses to subscribe to your blog or email newsletters. But the trust factor and potential search engine placement benefits still make HTTPS a good idea even if you don’t ask for credit card information through your site.

For help in understanding HTTPS more thoroughly and what it will take to convert your website, contact SCORE for recommendations on expert resources who can assist you.

 

 

Five Tips to Improve Local Business Search Results

SEOFor businesses serving their local communities, ranking near the top of Google search results provides a key marketing edge. According to Google research into local search behavior, 4 in 5 consumers use search engines via mobile devices and computers to find local information such as store addresses, business hours, product availability, and directions. People choose from the first few search results rather than dig deeper in the search engine results page (SERP), so it is vital to get your business near the top of  the searches.

Here’s a checklist of simple steps to help ensure your company doesn’t get lost in the local search shuffle:

    1. Make sure your business information is accurate and complete—everywhere that it appears online. If you haven’t already, make a list of all the places your company is listed online and verify you’ve provided up-to-date and consistent information across all channels. Google My Business, industry directories, social media channels, Yellowpages.com, etc.—your name, address, phone number, website URL, and other information should be uniform and relevant.
    2. Focus on delivering ease-of-use to your website visitors—and avoid applications like Flash media. Usability of your website can play a role in how long website visitors stay on your site, which in turn plays a role in the online authority Google attributes to your company. Flash media may create some fancy visuals, but it can slow the load time of your pages and detract from the user experience.
    3. Optimize your website for search. Aside from consulting an SEO (search engine optimization) specialist to help you with this, you can take some measures on your own. Pay attention to the page title tags on your site so they provide not only your company name, but also give a brief description of your business (just be sure to stay within 50–60 characters so your title isn’t cut off in the results). Your meta descriptions, the 150–160-character long snippet that displays with your title in search results, should provide searchers with information that captures their attention. And on your website, make sure you include contact info on every page.
    4. Blog consistently, so you’re regularly adding fresh content to your website. A website that updates its content often will stand a far better chance of ranking higher in local search than one that is stagnant. Your blog posts will enable you to provide fresh content targeting local keywords and search terms related to your business. Not only does blogging provide SEO benefits, but it also gives you an opportunity to demonstrate your expertise and build trust with your audience. And don’t forget to share your blog posts via your social media channels to generate more traffic to your website. Engagement on social media in combination with blogging works well in boosting your local search mojo.
    5. Make sure your website is mobile friendly. Google’s research revealed that 88 percent of local searches are done via smartphones. And those local searchers tend to take action quickly when they find what they’re looking for. According to their study, 50 percent of consumers who performed a local search on their smartphone proceeded to visit a store within one day. Those statistics say it all for stressing the importance of having a mobile-friendly website!

When you sell your products and services to a customer base that’s primarily local, these small efforts can make a big difference in your success in securing business through online searches. If you need guidance in getting on the right path with your online and other marketing efforts, remember that our SCORE mentors bring a broad spectrum of expertise and experience to small business owners in all industries. Contact us about our free mentoring services.