So you've designed and built your enterprise a website, but there hasn't been an increase in customers. In fact, it seems like no one knows that you’re online at all! How can you use your website to reach new customers if no one seems to ever find it? The key to using your website to reach a larger client base lies in making sure that it becomes visible online to the greatest amount of perspective clients possible: in other words, making sure your web page is using SEO.
What is SEO?
SEO stands for Search Engine Optimization, and is the process of using the most common and relevant key words your clients would use to find businesses like yours on an online search engine (Google, Bing, Ask.com, etc.) in your web site’s content. In other words, when deciding what text you should put on your website, you should consider which words your ideal customer would input when looking for similar products or services online. A locally-focused florist might use words like “floral arrangements,” “bouquets,” “birthday and anniversary gifts,” and the name of their town. An auto center looking to provide services to an entire region might concentrate on phrases like “auto repair,” “car parts,” “new and used trucks,” and the names of the region and nearby towns.
How do I optimize my website?
If you are already running a website with analytics available (such as Google Analytics,) one of the best ways to improve your site’s search engine rankings (and therefore make it more easily visible to your potential new customers) is to check your analytics to see what search terms your customers are already using to find you. If your small restaurant business is getting lots of visitors using “local food” or “City Name diner” as the keywords, up the usage of those phrases in the content and make sure to use them in the metadata as well.
The metadata of a web site is where you can really squeeze the most SEO out of your website. While the “content” of your website is what’s written on the web page when you read it, the “metadata” of a page consists of things like the title of each individual page on your website, and the tags and descriptions you use to describe it. It’s this metadata that search engines mainly use to decide whether or not your site is relevant to an input query. For example, if your business is for home cleaning services but your web domain is “ilovekittens.com.au” and all your pages are named “ilovekittens Home” and “ilovekittens Services,” etc. there is nothing in those titles to let the search engine (or your customers) know what you actually do; even if your business’ name is “I Love Kittens Cleaning Services.”
Cute, but irrelevant.
You should also keep your metadata short and to the point: describe the page’s content with one or two pertinent phrases. Using too many words, even search-relevant ones, can confuse search engines as to what the content of your page really is. By keeping the header, page title, metadata description, and page tags succinct and relevant to your small business’ services, you can improve your ranking on search engines naturally.
Above all, it is important to make sure that your website makes sense to your customers. While it’s important to keep SEO techniques in mind for writing your content and customizing your metadata, a small business website’s purpose is to clearly inform and aid your clients. Keep your website’s content clear and your satisfied customers will drive up traffic themselves!
Want help from an expert? BuzzAGeek offers SEO customization and assistance as well as website design. Contact us to find out how we can help improve your small business site’s Google Search ranking today!