Keywords are still important, but you need those keywords surrounded by high-quality content that provides useful information. Many potential customers and clients are searching for your products in new ways, often from mobile devices and through social media sites. Be sure to review and evaluate your website every so often. After years of serving as your internet storefront, your site may need revamping to take advantage of changing search engine algorithms and consumer habits.
Clean things up and optimize your online presence
- Eliminate duplicate page titles. Search engines display your title tag in search results. Make sure that each is unique and provides enough information to guarantee a click-through.
- Rewrite poorly written titles. Your goal is to concisely describe the page content in 70 characters or less. Make a keyword the first word in your title.
- Create a separate page for each service you provide. If you are a heating and plumbing contractor, make a separate pages for each service, such as installations, repairs, equipment sales, etc. Search engines will match your page titles to potential customers’ search terms.
- Get local. Include your physical address and local phone number on each page. This can be done as a sidebar or footer. This addition will help you rank locally. Submit your business to Yelp, Google My Business and Bing Places for Business.
- Be mobile-friendly. According to a 2014 ComScore report, 60 percent of online traffic now comes from mobile devices. Now is the time to modify your site so that it will work with the smaller screens your potential customers carry in their pockets.
- Blog. If you haven’t set up a blog, you are missing out on the opportunity to regularly add fresh content that organically creates long-tailed key terms. If limited resources make an in-house produced blog difficult, consider using a content writing service or freelance writers.
Utilize off-page strategies to boost your ranking
- Build hard links by being the expert. Sites that are linked to prominent publications gain favor with search engines. Share your expertise as a guest blogger or consulted expert to get those hard links. Building a relationship with your local news media is a good start. Help a Reporter Out, a sourcing service that connects journalists with experts, is another vehicle for offering your expertise to the public.
- Be social. Facebook, Twitter, Google+ and Pinterest are all opportunities to build traffic towards your website and business. It is worth the effort to set up accounts with these platforms. Make use of a social media management app to keep your business active in the social world.
This article was written by Gillian Burdett for Small Business Pulse