3 Ways To Optimize Your Website For Online Searches
ENTER GOOGLE.
Google isn’t the only search engine on the internet, but it’s by far the most popular. According to Statcounter, between June 2018 and June 2019, 92 percent of worldwide searches were done through Google. Bing and Yahoo lagged far behind, at 3 percent and 2 percent, respectively.
So if you want people to discover your website online, you need to show up on Google. The best way to do that is through search engine optimization (SEO). Most people cringe when they think about SEO because it seems so complicated. And indeed, SEO is . That’s why it can cost thousands of dollars a month to hire a digital agency to manage the SEO for your site.
But the good news is that there are some simple, low-cost strategies that any small business owner, including , can use to improve the SEO of their websites. Liz Cortes, cofounder of RebelFish Local, a San Diego-based digital marketing agency that focuses on improving the of small businesses, offers the following tips to elevate your website to the top of Google results pages.
OPTIMIZE GOOGLE MY BUSINESS
Google My Business is a free service that gives you control over your business listing on Google. It also connects with Google search and maps. Not surprisingly, you start by googling “Google My Business.” You’ll land on a page that shows you how to create a profile and verify your business.
Your profile can be up to 700 words long, so don’t be afraid to post a detailed explanation of the products and services you offer. Make sure to include keywords your clients or patients will search for, like “naturopathic doctor in Milwaukee” or “natural remedies for stress.” And don’t forget to include your website address, your street address, and the hours you’re open.
You can also post photos. According to Google, “businesses that add photos to their listings receive 42 percent more requests for driving directions on Google Maps and 35 percent more clicks through to their websites than businesses that don’t.” Once you’ve finished your profile, keep checking back for accuracy and completeness, because Google is continually making changes.
Google also gives the option to claim a “short name”. The short name is a feature that Google added a few months ago as a way for people to find your business more easily. Short names can be between five and 32 characters. One suggestion is to use your business name and location, like SmithNaturopathDenver. After you claim a short name, people can easily find your listing by typing in g.page/ [your short name].
ACCELERATE ON-SITE WEBSITE SEO
On-page website SEO can be very technical, but Cortes has ways to make it simple. Start by doing some keyword research. You’ll want to make sure to include keywords that don’t have a lot of competition. For instance, “naturopathic doctor San Diego” has about 40 listings in Google My Business—and all 40 of those businesses are competing for the top three spots on the search results page.
Cortes recommends choosing keywords that are only searched for between 40 and 100 times per month. That gives you a better chance of being found by people who need . You can discover easier keywords to rank for by using a tool like KWFinder or Google Keyword Planner.
Once you’ve chosen some keywords to target, use those words in the content on your website. Regularly publishing new content shows Google that you have a reputable company that’s delivering quality information for website visitors. A minimum goal should be to publish one blog per week that’s at least 500 words. If you have a WordPress website, use the Yoast plugin to optimize your blogs for search. And if you prefer a podcast instead of a blog, be sure to post notes about the show so Google can scan your content.
Using keywords on your site and blog lays a solid foundation for your website SEO. If you want to learn more ways to optimize your on-page SEO, check out the tutorials on moz.com (moz.com/blog/ on-page-seo-2019).
EXPLORE LINK-BUILDING OPPORTUNITIES
Links from other sites to your website are a fabulous way to tell Google that you’re an authority in your field. The easiest way to start building links to your website is to be a guest on another blog or podcast, and ask that it be linked to your site. Try to be featured by other businesses in your local area or by authoritative websites in your industry and niche.
The most authoritative sites, and consequently the ultimate goal for link building, are .edu sites. If you teach at a school or university, find out if there’s a way to link from their site to yours. You can also leave comments on university blogs as a way to develop links back to your site.
One way to both support your local community and build authoritative links to your site is to sponsor a local team or event, and ask them to include a link back to your website. If you sponsor a school team this approach might even earn you a link on an .edu site.
PULLING IT TOGETHER
When you follow these three simple (and inexpensive) steps, you can dramatically increase your chances of being found in an online search. The people who need your services the most will discover you, and growing your business will become less of a stress.
QUICK SEO TIPS
» Complete your profile on Google My Business
» Claim a profile “short name” on Google My Business
» Include keywords in your Google My Business listing
» Discover target keywords using KWFinder or Google Keyword Planner
» Post a 500+-word blog on your business website at least weekly
» Check out the tutorials for on-page SEO at moz.com/blog/on-page-seo-2019
» Be a guest blogger or a guest on a podcast to build links to your site
» Explore ways to build links from .edu websites
» Sponsor a local team or event and ask for a link from their site