It’s enough to give you nightmares.
You’ve nailed the logo, fine-tuned the branding and perfected the photography … all that remains is to flick the switch on your new website and watch the customers and profits roll in.
You wait some more.
Nowt. Nada. Zilch.
Like a birthday party for the UK’s most unpopular man, your shiny new website is deserted. It’s an outsider squinting awkwardly into a world dancing with well-liked and respected peers.
To make matters worse, when you try to find your business on Google using keywords and terms appropriate to your company, your lovingly crafted site is nowhere to be seen…
…yet your competitors are thriving.
Something ain’t right.
But before you scream profanities into your pillow or complain to your partner about spending thousands of hard-earned pounds on “that bloody useless website”, take a step back to consider your Search Engine Optimisation (SEO) strategy.
Below, we dig deeper into three crucial SEO areas your business should focus on immediately to make sure your Google ranking – or lack of – doesn’t keep you up at night.
Get into Bed with Google
Believe it or not, Google wants your website to succeed.
Set your site up in a way that Google likes and you’ll be rewarded with higher rankings. However, if you fail to do what Google likes, or if you knowingly try to “game” the system, you’ll be penalised with lower rankings.
With that in mind, one of the first (and easiest) steps in Google’s popularity content is to claim or create a Google My Business page.
1. Claim Your Google My Business Page
If you serve a local market, a Google My Business page is a vital link to your customers.
Whilst it contains important information like your company’s name, address, phone number, a suitably optimised Google My Business page can also land you on page one of Google.
Because when a user searches for “dentists” or “opticians” or “vets”, for example, Google returns a list of several local businesses that fit the description – and there’s even a map to go with it.
Figure 1 Example of local map pack for the search term “Dentist in Edinburgh”
Do everything in your power to make sure your business is in the local pack of results. If you haven’t yet created your Google My Business page, we urge you to do it now.
2. Make Your Site Mobile-Friendly
It’s no longer enough to optimise your website for desktop users only.
Mobile usage has finally overtaken desktop, which means users can access the web on the go with a flick of their smartphones – so having a mobile-friendly website is a critical part of having an online presence.
And Google agrees.
Aside from an improved experience for your visitors, Google’s mobile-friendly algorithm means your site tends to be favoured over competitors that fail to move with the times.
Not sure if your site is mobile-friendly? Take the test.
3. Optimise Content to Improve Organic Search Results
Whilst you can use Pay-Per-Click (PPC) to help appear above your competitors in the search results, a more cost-effective method of increasing website traffic is to focus on your organic rankings.
There are several factors impacting organic Google rankings, but one of the simplest ways to make sure your website doesn’t sink like a stone (despite looking pretty) is to optimise your content.
To keep your site optimal and drive it into those traffic winning positions, you’ll have to:
– Produce useful, valuable and shareable content
– Target specific keywords throughout your content
– Invest in rolling content like blog posts to give your site life
– Make sure your meta data (the snippet seen in Google’s search results) is fully optimised
To maintain an effective web presence, tweaking and optimising existing and fresh content is key, so be sure to include this in your ongoing strategy to outfox your competitors.
Need help? Contact the team at Scenicus today.
We have years of experience planning and executing successful SEO strategies for businesses just like yours – consistently achieving the kind of results that won’t keep you up at night.