Why is Search Engine Optimization (SEO) is important for all small businesses?

Search Engine Optimization (SEO) is important for all small businesses as it can increase your visibility and credibility, attract targeted traffic, provide a better user experience, and help you stay ahead of the competition. You can give your SEO a boost through two paths:

• Paid SEO Activities - This includes Google Ads to pay-per-click based on key search terms.

• Organic SEO Activities - This includes free marketing activities you can do to help your website show up naturally during searches based on the key words your prospects are using.

This article focuses on Organic SEO Activities you can do to give your business a boost. Here are 5 things you can do to ensure your website is served up by the Google Gods when someone is using a relevant search phrase.

 1. Claim your Google Business Profile

The first and most critical step is to claim your Google Business Profile. Google Business is a free business listing tool that can increase local search success. Google My Business gives users an overview of important information of your business. Your first step is to create your Google My Business Listing. If you’re not sure if you have one set up, you can do a Google Search of your business. If it’s not created you can set one up here. Once you set up your profile Google will send a Postcard in the mail (yes, snail mail!) to verify your business. This takes up to 5 days and once you verify the listing, it will be live.

 2. Optimize your Google Business Profile

Write a brief description in the “from the business” section. When writing this section make sure you:

• Use all 750 characters and put the most important information in the first 250 characters

• Use keywords you think users may use to find your business

• Don’t include links or HTML or repeat any information that is visible in other sections of your profile.

Pro tip: Make sure your business name is identical to what you use on your other signage. This also includes ensuring the address matches other listings you have on the internet. For instance, if you’re using “St.” make sure it’s consistent and not “Street”. Google’s algorithm looks at these and if there are inconsistencies you can lose credibility.

Add photos + images

Listings with photos receive 35% more click-throughs to their website than listings that don't feature photos. For your profile picture you can include your logo and you can use the cover photo space to show your brand personality. Consider adding pictures for each product or service too.

Add products and service details to your Google Business Profile

Help viewers learn more about your business by adding your products/services and include prices, descriptions, and images to help your listing rank higher for relevant searches. This information will also help clarify what you offer if it isn't clear in your business name.

Apply Special Features to Google Business

A new feature Google implemented is special attributes that can be highlighted on your profile. Examples include: Women-led businesses, Curbside Pickup, No - Contact Delivery, Virtual Care, Black-owned businesses, Online Care, etc.

#3 Analyze your key words + track your Google Business Performance

How to Check Your Website Analytics

Go to your website and check on your Website Analytics to identify the keywords being used to find your website. For Squarespace website owners, you can find this information by going to:

• Login to Squarespace and go to your website

• Click on Analytics in the side panel menu

• Under Aquisitions, click on Search Keywords

From there you can see what Google Search Keywords are being used to find your site, how many times your site shows up when someone searches each keyword, and even how many times the searchers click on your hyperlink from the search results. We recommend that you track

How to Check Your Google Business Performance

Do a google search for your company or visit your Google Business Profile via this link. You will then see your Google Business Scorecard which looks like this.

Click on Performance and view your results. You can use this information to inform edits to your website or blog article topics to write. If you want to target a specific key word search, such as “Best Marketing Agency in Massachusetts” you need to include that phrase on your website—multiple times and using the website header hierachy.

#4 Use blogs to drive your SEO strategy

Regular, advice-driven and optimized blogs should be a core element of your SEO strategy. The more content you have, the better your target audience can find you online.

Blogs improve your online search ranking in the following ways: 

• Blogs are an opportunity to create various unique keyword-focused URLs.

• Blogs provide content to share on social platforms.

• Blogs drive traffic to your website.

• Blogs feature your keywords to help with organic searches.

Blogs are a way to create informative, valuable content that entices your target customers to engage with your company online and can help you do the following: 

• Give advice.

• Tell a story.

• Provide a case study.

• Highlight trends.

• Communicate with your audience.

• Showcase your expertise.

• Build a rapport with current and potential customers.

For best SEO results with your blog, consider the following: 

• Keep blog posts around 750 to 2,000 words.

• Focus on one keyword or keyword phrase for each blog post.

• Include relevant images with alt tags in your blog posts. 

• Include several internal links in your blog content. 

Pro Tip: You can get lots of mileage out of your blog article. Each blog article can included in your next email newsletter, turned into 3 or more social media posts and it can be used to create a fantastic Google Business Update. More on that below! 👇👇👇👇👇

#5 Post Regular Updates on Your Google Business Profile

Google Business Profile posts are searchable, which can help even more of your ideal customers find your services, products, and content. Having an active Google Business Profile can drastically improve your local SEO, especially through Google Maps. We recommend updating your Google Business Profile often with relevant content you know your prospects are seeking.

You did it! You got to the end of this SEO article to help you support your organic Search Engine Optimization results! We hope these 5 simple steps are useful and help you establish your SEO strategy and reach your SEO goals.

SHD Marketing provides SEO Marketing Support to a variety of clients to help them execute an effective organic SEO strategy that helps them improve thier search ranking performance. Our basic monthly SEO package includes:

• Analytics Tracking + Management

• 5 Blog Posts (writing + posting)

• Google Business + Social Media Updates