Small Business SEO – 3 Top Tips
Every SEO campaign is different. Multiple factors have to be considered in order to create an optimum approach for each individual client. One major factor is the size of the business. Coca Cola, for example, has different requirements to the bakery down the road. What works for one might not work for the other. And the budgetary constraints of smaller clients also impact your SEO strategy. But this is what makes SEO for small businesses so rewarding; you don’t have all of the resources available, yet when successful you can clearly see the impact you have on their business.
So, how should you approach small business SEO? Here are three tips to a successful campaign.
1.Cover the Basics
When it comes to SEO there are basics that all companies, big or small, should cover. These basics include things like proper keyword research, thorough competitor research and of course on page optimisation. It is also crucial to ensure that there are no technical faults that are likely to prevent the site from ranking well. Whatever you are doing remember that you may not be able to compete with the giants. They will have better resources, better brand and a much larger existing following. For example, if you are a small sports shop with one retail outlet, there is little point in trying to get on page one for the term ‘trainers’. You will only end up wasting your precious time and resources and will find yourself out of pocket and struggling. Instead consider points 2 and 3 of this post.
2.Go Local – the opposite of going global.
Optimising your site for local/geographical search terms is a brilliant way of capturing low competition, highly targeted traffic. To continue the above example, a small sports shop in Leicester will struggle to achieve a page one position for a highly competitive term like ‘trainers’. However they stand a great change of ranking highly for ‘trainer shop Leicester’ or even ‘Leicester sports shop’. These terms won’t carry huge traffic volumes but they are extremely targeted and likely to lead to a conversion. Don’t just optimise pages for the town you are based in. Cover the whole area by including nearby towns, county names and other geographical phrases. Google places and maps are also a great way of supplementing your traffic flow.
3.Clean Up on long tail
Long tail is the same as local. It’s the practice of optimising your site to perform for uncompetitive search terms that don’t have much traffic. The benefit is that you can perform for multiple keywords that collectively deliver a good amount of visits to your site. Instead of the unrealistic term ‘trainers’, go for ‘white men’s trainers’, or ‘size 6 women’s trainers’. On their own they only carry a few monthly searches but if you can perform for 20 long tail terms you will capture a healthy amount of traffic. Writing optimised blog posts is a quick and easy way of adding a new long tail search term to your site. There really are some great opportunities online for even the smallest businesses, it’s just a case of finding the right long tail terms.