No matter what the size of your business, keeping your pipeline full of promising leads is top priority. But if you’re a smaller organization, getting those leads at a low cost is even better. And that’s where a highly optimized website comes in.
Keeping these tips in mind for your own website will ensure good search engine optimization so that it’s easily found and give it a quality user experience that will leave visitors with a positive impression of your company.
Before you can start optimizing your website, you have to figure out what to optimize for. Google’s Keyword Planner is a free tool that will show you what keywords are most worthwhile to rank for based on how often they’re searched and how much competition there is for them.
While shorter, more general terms would cast a wider net, less-specific terms are tough to rank well for because so many other sites rank for them as well. Instead, try focusing in on a niche for your website and pick what are called “long tail” keywords that include more words to make them more focused. Not only is it easier to rank for these terms, but searchers that are looking for what you have to offer specifically are more likely to connect with your website--and hopefully your business--if you go this route.
Now that you know your keywords, it’s time to create clear, concise content for your website pages. The home page should demonstrate what unique value you offer. Service pages should explain how you deliver that value. And regular blog posts should put your expertise on display.
In all of these areas, include your keywords where they naturally fit within sentences. That means no keyword stuffing! Quality content is more important to search rankings nowadays than how many keywords you can put on page because it creates a pleasant experience for anyone who visits your website.
With your content created, supercharge it’s SEO. Naturally include your keywords in:
- Page titles - Give an accurate and brief one-liner summing up the page.
- Meta descriptions - Pull in visitors with a compelling yet honest description.
- URLs - Include your subject in the URL
- Image alt tags - Image search is popular, making it low-hanging SEO fruit.
Remember, don’t be repetitive! Making your page content very specific here will make this part of optimizing your site much easier.
For small businesses local SEO is the way to go. Customers often look for businesses to fill their needs in their immediate area, and when they’re searching, positioning your business to pop up could bring in more leads. To reap this benefit, submit an accurate and consistent business name, address and phone number to directories like Google My Business, Bing Places, and any other prominent directory you can think of.
Lastly, make sure that the technical side of your website is performing well. That means checking that:
- All links work and go to right pages.
- The load time of the site is fast, meaning 4 seconds or less.
- The site has no 404 errors.
Keeping an eye on these points makes for an easy experience with your website that will keep users coming back for more.
All of these tasks might seem overwhelming all at once. But if you make time to work on them, the return on investment you’ll see will be well worth it. Not only will you get more traffic to your website, you’ll get the right traffic, which means that people truly interested in your offerings will get to know your company. Putting in this work now means more leads, and more business, for years to come.