Small Business SEO: Your Questions Answered

Your Guide to Small Business SEO

Navigating the world of small business can be a challenging endeavor. Many businesses do not survive their first year, and even more struggle to reach the five-year milestone. Even established companies can falter if they fail to adapt to changing circumstances.

Marketing, especially digital marketing, presents its own set of challenges, with SEO often being the toughest part due to its opaque nature. However, a well-executed SEO strategy can significantly boost your business, offering unmatched organic search visibility that fosters trust with local customers. And trust is the cornerstone of successful business relationships.

This article will delve into SEO as a marketing strategy especially tailored for small businesses. Drawing from our experience with numerous SEO projects for small enterprises, we aim to equip you with the knowledge needed to make informed decisions about SEO—whether you take a hands-on approach, hire in-house talent, or outsource to an agency.

The importance of search engines and SEO in the progression of your business is undeniable. With over two decades of SEO expertise, my goal is to guide you in making the right choices to leverage SEO for your small business.

What Exactly is SEO?

In 2017, SEO is a broad discipline that includes a range of activities such as market research, keyword analysis, creating perfectly optimized websites, copywriting, and content marketing through search engines. It also involves building authority through links, optimizing conversion rates and user experience, enhancing site credibility, and focusing on mobile optimization.

SEO isn’t one-dimensional; it’s a multifaceted approach. An experienced consultant can help you prioritize the aspects most important to your business, influenced by your industry, location, and SWOT analysis.

At its core, a search engine serves as a referral system—aimed at providing users with the best possible answers to their queries. For a small business to thrive in this search-driven world, it must aim to be the ultimate result. Your job is to satisfy prospective customers’ needs, which also aids in converting more clicks into loyal customers.

Small businesses should focus on these key SEO areas:

• Website: A mobile-friendly, fast, and well-structured site is fundamental.
• Content: Showcase why customers should choose you through your content.
• Content Marketing: Use blog content to reach a wider audience.
• On-page SEO: Don’t skip on optimizing page titles and meta descriptions.
• Local SEO: Local businesses must adhere to local SEO practices.
• Authority Building: High-quality links are crucial for strong search engine rankings.
• Credibility: Use case studies, portfolios, reviews, and testimonials to seal the deal.

Understanding the current landscape and your market is crucial for making effective decisions. For smaller businesses, simplifying the approach by focusing on content, links, and website design can often be sufficient.

Is SEO Suitable for Your Business?

With more people turning to search engines to find products and services, search visibility is generally beneficial. However, it’s not always the right choice for every business at every stage.

Consider:

• Budget: Competing with established players might exceed your financial resources.
• Speed: SEO takes time, especially in crowded markets.
• Ad Competition: Ads now consume significant screen space.
• Big Competitors: Competing with industry giants on certain keywords can be challenging.

While organic search is appealing, relying solely on it may not be wise, particularly if you require quick results. Alternative methods like PPC offer faster returns and can complement SEO efforts effectively.

Combining PPC with SEO often delivers the best results: PPC provides immediate visibility, while SEO builds strength over time. Although organic rankings take time, initiating an SEO strategy early ensures future benefits from this vital marketing channel.

Choosing an SEO Provider

Selecting the right SEO provider involves diligent research. Investigate the background and reputation of a freelancer or agency. Key questions to guide your choice include:

1. Improving Your SEO: Get a clear picture of their strategy, including technical audits, on-page optimization, local SEO, and more.
2. Specialties: Understand their focus areas to match your needs.
3. Monthly Tasks: Expect details about their initial 3-month process covering various aspects of SEO.
4. Link-building Strategies: Ensure they propose natural, effective strategies, avoiding questionable practices.
5. Adherence to Guidelines: Confirm they follow Google’s Webmaster Guidelines to avoid penalties.
6. Case Studies: Request examples relevant to your industry.
7. Progress Metrics: Learn what metrics they use to track success.
8. Contract Terms: Avoid lengthy contracts with unproven providers.
9. Reporting Frequency: Ensure regular updates on progress and future plans.
10. Progress Reviews: Inquire about strategy adjustments based on progress reviews.

DIY SEO

Yes, you can manage some SEO yourself, especially if you’ve maintained your website. But hiring professionals leads to better results faster, allowing you to focus on core business tasks.

Utilize available resources if you decide to try it yourself, such as guides from Moz or SEO publications offering step-by-step insights into local SEO or link-building techniques.

SEO-friendly Websites for Small Businesses

Platforms like WordPress or Magento work well, alongside self-provisioning solutions like Wix and Squarespace, which offer SEO-friendly functionalities with minimal complexity.

Tools for DIY SEO

Several tools aid in optimizing your website without major expenses:

1. Screaming Frog: Offers insights on various SEO elements.
2. Moz.com: Provides a comprehensive toolset for SEO strategies.
3. Google Search Console: Free insights directly from Google.
4. Ubersuggest: Aids in identifying a range of target keywords.
5. Answer The Public: Unveils common queries in your niche.
6. Google Search: Analyzes competitors and authoritative sites.
7. Majestic/Ahrefs: Offers data on competitors’ link profiles.

Quick SEO Tips & Checklist

Implement these to improve your small business SEO:

1. Register with Google Search Console and Bing Webmaster Tools.
2. Ensure your Google My Business listing is active.
3. Conduct thorough keyword research.
4. Organize and test keywords through PPC.
5. Optimize page titles and meta descriptions.
6. Seek links from business partners.

Overall, with time and strategy, there’s a lot you can do to enhance your SEO.

Conclusion: Achieving Small Business SEO Success

We hope this guide provides you with valuable insights to begin optimizing your small business website. For further insights or questions, feel free to reach out on social media or via professional networks.