If your small business hopes to be discovered, you will need to make sure you are taking actionable steps to improve its Google ranking. In both business to consumer and business to business transactions, Google (and other search engines, such as Yahoo!) is one of the most common ways people discover new businesses to work with.
Search Engine Optimization—the process of creating content to help your business perform well on search engines—is both an art and a science. In addition to using data to find methods for improving your search engine performance, you will also need the creativity and wherewithal required to create the sort of content that people actually want to read.
Achieving your SEO goals will be an active process that will require a concentrated effort over time. Fortunately, there are quite a few things your business can do that will make an immediate difference. In this article, we will discuss six actions that your business can take to improve its current Google ranking. While there is no guarantee that you’ll be able to land on the front page overnight, each of these actionable steps can have a positive impact on your business.
1. Hire a Digital Marketing Team
The best digital marketing companies will be able to help your business increase its online exposure and, ultimately, improve your bottom-line. Following an initial consultation, your digital marketing partner will identify the type of content your business should be creating and the keywords that will be essential to your campaign. Look for a firm that makes it easy to combine AdWords, content marketing, web development, and whatever else you might need.
2. Use an Omnichannel Digital Marketing Strategy
As any experienced fisherman would tell, the more lines you have in the water, the more fish you are likely to catch. The digital marketing space works exactly the same way. An omnichannel marketing strategy will require your business to develop a diversified approach. Posting on social media pages, posting blogs on your website, obtaining guest posts, issuing press releases, and gaining organic exposure are just a few of the ways your business can improve its digital footprint. Diversification will also help protect your business from sudden drops following a Google algorithm update.
3. Identify Your Core Keywords
Keywords will be crucial to landing on the front page(s) of Google and attracting potential new clients. A good keyword marketing strategy will need to be very focused—your business may not be able to make it to the front page of Google for a very broad topic such as “cars”, but you could potentially make it there for a search such as “Denver automotive repair”, or something along those lines. The content you create should have a keyword density around 1 to 3 percent, though this can vary depending on the nature of the content.
4. Create Internal and External Links
Linking is one of the most effective ways to bring people to your content and to increase your search engine rankings. Internal linking, which will direct readers from other websites to your business’ main site, will maximize your possibility of getting noticed by potential clients. External linking, which will link to other websites, will help your website by the search engines themselves. Ultimately, both types of links will make it much easier for your business to achieve its goals.
5. Pay Attention to Algorithm Updates
Google updates its algorithms quite frequently. While most of these updates will simply be minor tweaks, others can have a very large impact (for better or for worse) on the current rankings. Following an algorithm update, your business may need to make changes to existing content (especially content on your website) and also modify its SEO strategies moving forward. Regardless, it will be crucial to remain vigilant.
6. Choose a Few Key Performance Indicators
Key performance indicators (KPIs) can help your business determine if its strategies are effective and if you are actually making progress. Some of the most relevant SEO key performance indicators include total visitors, bounce rate, page speed, and conversions. Having quantitative methods for evaluating your business will make it much easier to make productive changes.
Though promoting your business online can be challenging, there are quite a few things you can do to improve your digital footprint. Each of these six actions can improve your current search engine rankings and ultimately help you get the digital exposure you’ve been hoping for.