As one of today’s most important digital marketing strategies, SEO (Search Engine Optimization) aids in increasing organic traffic to your site through a wide variety of tactics that improve your Google ranking. An improved Google ranking inherently results in your brand appearing more frequently in search results related to your business and therefore, more leads for your sales team. It’s also an important factor to consider when your website designer builds and maintains, and optimizes your website.
Even though only 70 characters of your title page will be displayed in search results, keywords on the title page after the 70th character are still recognized and counted in the SEO algorithms of major search engines, increasing SEO.
To prevent Google from replacing your title tag with a less preferable one, make sure the tag is page related, content descriptive, concise (70 characters including spaces), and not keyword stuffed.
Use pipes to separate keywords, and insert keywords in order of importance.
If your company name isn’t part of the keywords used in the tag, use it at the end. Make sure you have a different tag for each page.
Make sure your website designer understands how HTML meta tags increase SEO.
With over two million website posts being published every day, incorporating SEO in your high-quality blog content and web copy helps Google algorithms recognize your website as a source of original and useful content.
Using persona-driven content is the first step, but understanding SEO algorithms can maximize the chances of your content being seen.
To take advantage of them, you need to regularly create content that is between 1,000 and 1,500 words with occasional posts reaching 2,500.
Start by researching your topic. Read the first page results and take notes so that you can create detailed content.
Looks for gaps in what is being discussed so that you have something to add to the conversation with your content.
If you can’t decide on a topic, you can use a tool like Moz’s High-Quality Inbound Link tool to conduct a backlink analysis of competitor websites to see what content is being viewed and shared with the highest frequency.
Recraft those ideas to create your own content materials.
Next, outline your content by establishing subheadings and filling in information for each of them. Allow enough time to write, proofread, and edit your post.
On average, it takes an experienced writer at least three hours to write a 1,500 word post.
Look for blogs, articles, and books that are written by people who set the standard in your industry and make it a goal to read them on a regular basis in order to add depth to your knowledge base about content and style.
If you are regularly posting quality content and still not seeing an increase in traffic, you might need to perform an SEO audit.
For example, Dead Link Checker finds broken links, WP Touch makes your site mobile which will increase your Google ranking, and tools such as Google Page Insights can tell you how fast your page is loading.
Or, your website designer may be able to conduct one for you.
Long tail keywords account for 70% of all web searches. They are also how you trigger organic search traffic. The resurgence of them results from the increased mobilization of technology and the increased use of natural language in queries.
Programs like Google Now or Siri allow users to speak their queries in conversational phrases. This, in turn, influences how people phrase online text-based queries.
They can help you understand user intent and increase conversions since they outperform head keywords 2.5 times in conversion rates. If you use heading keywords, you are working in an extremely competitive market trying to make it onto the first page of a Google search.
Long-tail keywords have a higher conversion rate and can lower your bounce rate, so it’s worth your time to research what the top keywords are for your industry.
When searching online for a product or service, there are three typical ways customers find a business.
1. Direct Link / Typing the URL into the address bar: This type of approach is when the customer already knows about your business and has your domain name.
2. Search Engine Search: This is the most common way customers find businesses. A customer will search for what they are need for into Google, Yahoo or Bing and with enough optimization you hope your website is the best result.
3. Local Business Listings: Lastly, this approach places your business information such as your address, phone number and services on local directories. These directories provide great back links to your website and provide your business information to the customer.
Why do small businesses need a website? Websites increase credibility, visibility, and access; generate more leads and close more sales; reduce marketing costs; and help you scale your business. The investment you make in a quality website designed for your business is an investment in its future which will increase your bottom line.
Many small business owners are confused about why they need to pay for a website when social media platforms are faster to start up and cheaper. You can set up a social media account in a few minutes, and establishing one is free. However, using social media as your primary online presence instead of a website isn’t an effective marketing strategy alone.
A website gives you complete control over content and design. On social media, the design of your business page must follow their templates. If you wish to offer a contest or promotion, you have to know and adhere to the platform’s guidelines. As you might have discovered, decisions which can dramatically affect your business are made without your input.
When Facebook recently changed its algorithm and decreased the number of other users who saw the pages of these businesses, owners could do nothing other than accept the change or leave. Also, on social media platforms, the comments, questions, and feedback that people post are automatically public. To control which of these are seen by everyone, you have to continually monitor your page. With a website, you have complete control over all aspects of your brand and messaging. Another factor to consider is that 84% of customers trust a small business with a website more than one with only a social media presence.
Customers used to be suspicious of businesses without physical addresses. Real estate equaled credibility. They now trust businesses with an easily accessible website either in addition to or in place of a physical location. If you don’t have one, your potential customers may immediately dismiss the idea of buying your product or service. Even if you don’t regularly visit websites or rely on technology to make a decision on whether you will buy from a business, most people do today.
A website, though, makes your business appear to be organized, successful, on the cutting edge of your industry, and transparent–all desirable qualities you want associated with it. A well-designed website equals increased credibility with your customers which equals more sales.
Not that long ago, if someone needed to find a business, they looked in the phone book. Today, they look online. 78.6% of North Americans are online daily. Approximately 140,000 new websites are launched and over 4 billion Google searches occur daily. Customers look for the goods and services they need online, and if your business doesn’t have a website, they will likely spend their money at someone’s business that does.
A website also offers 24/7 access to your business and inherently, if designed properly, more leads. They can find answers to FAQs, watch demonstration videos, download resources, and email you with questions about your products or services. In addition to improving your accessibility, making these assets available through your website frees up time you now devote to these tasks if you don’t have one.
A website provides you with a method for collecting data on your prospects and existing customers and an opportunity to generate new, consistent leads throughout the year. You can share new product announcements or services or invite people to sign up for your email newsletter. For eCommerce retailers with brick and mortar, you can entice people to visit your store by offering an online coupon or free in-store gift.
It also leads to more sales through webrooming which small businesses can benefit substantially from. Forrester projects that web-influenced purchases will total $1.8 trillion in 2017. Adweek states that almost 80% of local searches on mobile devices led to purchases, with 73% of those being in a physical store rather than online. 76% of those were made the same day, and 63% within a few hours of the search.
Your website works as a 24-hour digital billboard and public face of your company. If it can hit certain key performance indicators and generate a targeted amount of leads, it will pay for itself. This is why it’s vital to work with a reputable, yet affordable website design company that can help you perform design a website that works best for your industry, location and type of business.
After the site has paid for itself through increased sales, all new business it attracts becomes revenue that you wouldn’t otherwise have. A website also reduces marketing costs needed for traditional methods such as fliers, print ads, and brochures which are becoming less effective in the digital age. Additionally, any changes or updates can be made at a faster and less expensive rate than for print marketing materials.
Scaling your business means finding a way to add revenue at a rate that far outpaces the expense and resources it costs you to generate it. This can be achieved by reducing the cost of delivery of your product and by reducing the wait time for your potential customers. A website can assist you with these by reducing your overhead and offering self-service checkout options. Forbes also highlights the critical need for a strong public persona of the CEO who wants to scale up a business to the national level since business now operates under the P2P (people to people) model. A well-designed website plays a central role in accomplishing all of these tasks.
If you are looking to reduce your overhead costs and increase your sales, having a website is relevant in any industry. It isn’t something that can be replaced by your use of social media, and the investment you will make in designing a quality website which is matched to your particular business needs far outweighs the cost of not having one. As GoDaddy and Redshift Research found, 83% of small business owners who already have a website feel it gives them a competitive edge over others who do not. You owe it to your business to be part of that 83%.