Want a Booming Business? Maximize Your SEO Strategy
Once upon a time, lived a very strange concept called “The Yellow Pages.” These pages were like no other you had ever seen. Not only were they heavy and awkward, but they also made your hands very dirty. These pages were a force to be reckoned with, but what other choice was there when it came to finding the name and number of a reputable plumber?
Fortunately, the search landscape has changed dramatically. In today’s digital age, instead of flipping pages, we type. And instead of straining to read the print, we count on search engines to do the dirty work. With the technological advances of today, it’s almost impossible not to have an online presence. According to Search Engine Watch, approximately 50 percent of all mobile searches are performed in hopes of finding local results, and 61 percent of those searches result in a purchase.
Optimization for Consumers
When searching for products or services, most people pull out their smartphone, open Google and search for a local business that provides what they want. This is known as a local search, and it’s for those in a specific area who use search engines to find a business in that particular area. With all of the local businesses competing to be top dog in those searches, website optimization is key. SEO is about reaching your target audience and creating leads that eventually turn into conversions. Knowing how to use local SEO is an invaluable tool for your business. By knowing how to entice and reach your target audience is the difference between just getting by and being highly successful within your business sector.
To help you understand the SEO process, here is a diagram from Alpha Bee Design:
By understanding what it takes to reach your target audience, you’re able to entice them with the written word. SEO is far more than simply using a keyword that’s related to your business. Writing content that people want to read is what brings visitors to your site. Think about what attracts you to someone’s blog. You read it because it provides you with information you want. Knowing how to “reel” in your potential customers takes savvy copywriting skills, research and proper keyword usage.
Keywords and Beyond
Keyword usage is important, but you also need to look for buckets of “niche-specific” word combinations. Start by determining which conversational phrases people are likely to use when searching for your particular product or service. For example, instead of plumbing, try affordable plumbing companies, local plumbers or emergency plumbing services. When possible, target conversational phrases like affordable local plumbers or low-cost plumbing companies.
The step in your SEO marketing strategy should be to organize these phrases into three different categories: informational, navigational and transactional phrases.
• Informational queries are meant to educate potential customers, so you need to create content that’s linked to your sale page or product.
• Navigational queries made by users are already looking at your brand, website and product name.
• Transactional queries signify commercial intent. To rank high, use words like coupon, buy, discount or special offer, etc.
Maximize your Website
If your website doesn’t have a streamlined URL structure, you’re probably losing a lot of potential business. Since it takes the average consumer less than a minute to decide whether they want to know more about your business, make sure your website is easy to navigate. Keep in mind that pages with too many outbound links can have a negative impact in your website’s ranking, so it’s better to focus on building two paragraphs of original content per page with only a few outbound links to other quality sites.
Earn Your Links
More is not always necessarily better when it comes to maximizing your online presence. It’s far better to have different links for reputable authority sites than 100 single links from no-name sites. You can build credible links in several different ways:
• Editorial links: These are the golden standard for links, coming directly from mentions about your company by the media, as well as thought-leadership types of articles you write and publish via third-party sites.
• Broken Link Building: Although it’s tedious, it’s very useful in your pursuit of SEO optimization. Start by looking for broken links on authoritative niche sites and propose to the publishers that they substitute your link instead.
Begin by reverse engineering your competitors’ backlink profiles to see which resources are linked to them. Next, you will verify all of those links on the resource sites to find the broken ones.
• Co-Citation: Each time a link to your site or your brand is featured along with your competitors, it gives Google a hint that your business is related to the others mentioned. To achieve co-citation, you need to perform a search on
Google for lists. For example, you can do a search for the top 10 (insert generic term for your services) or best (insert generic term for your business). If you don’t see yourself listed, reach out to the publishers and ask them to add you. Be sure to make a case as to why you be listed, and make it easy for them to agree by writing killer content that is in line with the rest of the list.
The Total Package
As you can see, many of the above-mentioned tactics are simple, yet not always easy. SEO optimization is more than a few strategically placed keywords. To be successful, you need to take the time and research what your competition is and isn’t doing. By doing so, you are able to plan your strategy and rank higher on Google and other search engines as well.