Want to Hide a Secret? Try Page 2 of Google
As of 2020, 91% of all organic traffic goes to the page-one result on Google. Just let that sink in for a moment. If your business is ranking number one on Google for your most valuable keywords, you are going to have a significantly higher chance of being found by prospective clients and customers. If your site is on page two, three, or four of Google, your chances of being found by your target market are slim to none.
The most recent data revealed that SEO is 5.66 times more effective than comparative paid digital marketing channels (including social media marketing). You want to know why? Because users trust Google and believe in organic Google search. Anyone can pay to have an ad that appears in Google, but only trusted, well-established small businesses will appear on page one of Google.
In the current digital landscape, users are far savvier when determining paid search results from organic search results. Businesses who can outperform their competition in the organic search results are more likely to win the trust and business or prospective customers.
Your Content Matters
Almost two-thirds of SEO experts rank content creation and content marketing as the most productive way to achieve results in SEO efforts – and we’re amongst those experts. We have seen it countless times from first-hand experience – content continues to be the most effective way to build businesses. Developing a comprehensive digital marketing strategy is crucial to the success of each small business digital marketing campaign that we complete.
If you want to build brand recognition on a local or national scale, content marketing is the most effective way to reach a broad audience. Content marketing helps companies to establish themselves as a trusted authority within their industry.
It All Starts with On-Page SEO
On-page optimisation for SEO is the most critical factor in every small business SEO campaign that we undertake. Before we even begin to look at the off-page factors that will build the base of your Google search rankings, we first need to look at the on-page tweaks that are relevant to your site.
One of the first on-page element to address is ensuring content length and keyword usage is sufficient. As of 2020, the average page one result on Google is close to 2,000 words. If you’re hoping to rank your most important product or service pages for competitive search terms with 100-200 words of content – it’s not going to happen. It doesn’t matter how many backlinks we can win for your business; if your on-page SEO is not up to scratch, you’re never going to rank as well as you could.
Your Metadata Matters
Search engines use metadata to determine the relevancy and purpose of each page on your site. Search engines rely on signals like page titles, H1 Tags, and Image Alt Tags to determine what a page is about and how it relates to the rest of your website. Metadata optimisation may include using high-converting geographical specific keywords in the title to describe where and what your content is targeting.
Is Your Website Mobile-Friendly?
Is your website mobile friendly? Users that are not able to read or browse content efficiently and effectively on their mobile phone are likely to abandon your site and seek our a competitor. 64% of all users would not recommend a business with an inadequately designed mobile website to their peers. Managing and optimising the mobile-friendliness of your site is one of the most fundamental aspects of on-page SEO in 2020.
In terms of search engine visibility, it might surprise you to learn that almost one-third of all mobile searches are conducted right before visiting a store location. If users cannot readily reach your site through their mobile device, they are less far likely to contact your business. Even if you have a physical storefront – mobile optimisation plays a vital role in the way consumers associate with your business.
SEO Drives Small Business
Nearly 50% of all Google searches feature a local intent. If this SEO statistic does not make you release the relevance of SEO for your small business, then I don’t know what will. Small companies who are not implementing SEO are missing out on being visible for almost half of all Google searches.
For service-based, e-Commerce, or brick and small mortar business, local SEO is the key to making the most of your service and storefront locations. Given that almost 90% of local searches on mobile devices result in an offline transaction, businesses that are operating offline are still benefiting enormously from having the right information online. Users who do local searches on their mobile devices are even more likely to convert to paying customers – 90% of these transactions will occur in a physical store.
The term “near me” for local searches has become remarkably popular recently, growing in popularity by 136% over the last year. Overall, the number of people relying on searches that include “near me” or “buy now” to find local products or services has increased by an insane 500% over the last couple of years. Users are seeking out goods and services and are happy to give their money to the business who can solve their problem – irrespective of how business (or small) your business may be.
Backlinks Are Indispensable for SEO
Acquiring and gaining relevant backlinks will be an integral part of a comprehensive small business SEO campaign. Links demonstrate to search engines that a website is genuine, authentic, and provides insightful and important information.
More than 30% of small businesses allocate more than $1,000 per month towards their link building efforts. Over the years, link building focused on acquiring high amounts of links with little regard to the quality of the links, today’s link building techniques are much more complicated. In fact, in 2020, effective link building is widely considered the most challenging aspect of SEO for small business.
Our small business link building efforts concentrate on building reliable, sustainable, and appropriate links that will remain unaffected through Google’s algorithm updates. We focus on acquiring stable, trustworthy, and relevant relationships with other businesses for our clients. We do not sell ‘network’ links that can hurt your long-term SEO.
Google My Business Builds Trust & Local Visibility
One of the first things users will see when looking for your small business online is your Google My Business (GMB) listing. Setting up and managing your GMB listing is one of the crucial elements of operating your local, online presence. Users rely heavily on Google My Business information for essential business information, contact details, location and reviews from previous customers.
According to Google, more than half of small businesses have not claimed their GMB listing. The trust is this; Small business that have not claimed their free listing will continue to fall by the wayside and lose a fundamental aspect of their online profile. Moreover, not having your Google my Business profile set up means missing out on potentially trust-building reviews.
Our SEO campaigns involve managing your GMB property, optimisation, and managing information to keep it up to date and fresh, optimising titles and categories, and regularly updating the listing with new Google Posts and photos.
Final Thoughts on Small Business SEO
Affordable SEO for Small Business shouldn’t be a pipe dream. We understand the challenges of implementing digital marketing strategies for growing business on a budget, which is why we work with businesses of all shapes and sizes to develop a customised SEO solution that will benefit your business now, and set it on the right trajectory for sustained, long-term success.