As a small business, connecting with potential customers online is crucial for success. But as you know, creating content that attracts people to your website can take time, which is something not all small business owners have. Plus, it’s no longer enough to just have a blog, or use high-ranking words on your website, or to even simply advertise. It’s a much more complex process.
Why isn’t my site ranking?
There could be a number of reasons why your website isn’t ranking for the search terms you want. Authority and inbound-links all contribute to your status, which can only be built with time.
There’s also the matter of keywords. You want your website to appear when someone searches for your words that are related to your services. In many cases, more general words are already associated with bigger businesses and brands. These keywords are hard to rank for as a small business, since they are widely used across the board. An auto repair shop, for example, might want to appear when someone searches for “car repairs,” or “SUV repairs.” It’s difficult to own these words that may already be linked to more established sites.
How do I improve my ranking in search?
So, what can small business owners do to help improve their keyword ranking? Well, there’s a few measures you can take:
Long-Tail Keywords: First things first. Decide on some long-tail keywords that you can use on your website. When we say “long-tail” we mean keywords and phrases that are several words long. Think about the general keywords you’d like to rank for, and get more specific. Drill down in to more detail, and think local. If you have an appliance repair business, for instance, a long-tail keyword could be “dishwasher repair Albany Georgia.” There will be fewer people searching, but less competition and more opportunity for you. This is also a great way of understanding and targeting your niche audience.
Original Content: With your long-tail keywords in mind, think about the unique and original content, specific to your business, that your customers might want to read. For instance, if you are a dentist from a long line of dentists who have all worked for the family practice, write a story about that on your website. Think about content that can make you stand out from the crowd.
Blogger and Press Outreach: To increase inbound links, think about working with bloggers, influencers and publications that are relevant to your audience. Try not to think about their reach but their relevancy. Invite them to review your product, or write a business feature or interview, encouraging where possible to include a click through to your page, or mention of your business.
Pay Per Click (PPC): It’s a good idea to use PPC to drive traffic. You can target your local area, and specific search terms that are relevant to your business.
A shortcut for small businesses
If you’re new to SEO, or just don’t have the time, consider taking a shortcut, and having us do all the work for you. It takes the stress out of keyword research, ranking and bidding, and gets you right to the important part – getting calls to your business!
If you’re interested in having Felix do your online advertising for you, get in touch.