SEO – Search Engine Optimization – has been around a long time and it’s a great way to optimize your website pages so that they come up high in SERPs (Search Engine Results Pages).
As you probably know, Google is the big kid on the block when it comes to search. Google processes nearly 40,000 searches every second, which translates to over 3.5 billion searches per day.
That’s a lot of search traffic – but getting to the top of Google’s search pages has become a mixture of science and an art form – and if you want to be successful, you need to constantly be up on the latest Google algorithm changes. (If you would like to geek out, here is a link to a timeline of Google algorithm changes: https://moz.com/google-algorithm-change).
NOTE: An algorithm change is when Google goes into their code and makes changes to how they decide what factors matter on a page. For example, “Page Rank” used to matter, or even “Keyword Frequency” (which let to “Keyword Stuffing” – a black hat SEO technique that added one keyword multiple times on a page, whether or not it made sense to the user.)
For small businesses, there is some good news…and some bad news… when it comes to SEO.
First of all, SEO is VERY important when it comes to organic (free) ranking of your pages in Google. Strong, foundational SEO ensures that Google creates clear descriptions on their Results Pages, and that your potential customers see the information they need so that they will make the decision to click to your site.
What do I mean by “strong, foundational SEO”?
Basically, many small businesses don’t even have the basics down when it comes to SEO on their site:
All of these elements either show up on the Search Engine Results Page, or they help Google (or any other search engine) figure out what you pages, and your site, is all about.
So as long as you have a good foundation in your SEO for all of the pages of your website, you’re in pretty good shape.
However, if it’s been a while since you updated your SEO tactics, make sure you’re not doing these things anymore:
SEO is an important component to your site – but only if you do it right. However, keep in mind that using SEO as your sole marketing tactic is expensive, time-consuming, and on-going. So for small businesses with limited time and resources, I would recommend you get the basics right, create great content for your visitors that will Educate, Convert and Delight – and spend your marketing budgets buying traffic through social media, PPC, etc.