This is not to say that small businesses can’t show within the top organic results. If your business is located in a less competitive market or industry, like a nail salon in a small town, you have a better chance of ranking high in organic results. Most small businesses find it easiest to rank within local results, though small businesses can also rank high in organic results by investing in search engine optimization efforts.
7. Book speaking engagements. A short biography of the speaker is usually included on the event website. This is an excellent opportunity to include a link back to your business. If members of your staff spoke at events for a previous employer, ask them to update the biography to include a link to your company (the person’s currently employer) also. (See "Six Ways To Be An Amazing Public Speaker.")
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The title tag is used by search engines to display a page in search results, as well as appearing at top of the browser. These tags tell search spiders and users what your page is about. Google only displays between 50 – 60 characters in their title tags, therefore its important to keep descriptions short, compelling and relevant. Keywords and page topics should feature towards the front.
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Add relevant links back to your site. Throughout your answer, sprinkle a few relevant links back to your website. The more relevant they are to the question, the more clicks and traffic they will generate. You can also finish your answers with a link to your lead magnet, concluding with something like this: “Want to know more about how to start a business? Check out my free checklist with 10 steps for starting your first business!” and a link to the lead magnet (in this example, the checklist).
Local results favor the most relevant results for each search, and businesses with complete and accurate information are easier to match with the right searches. Make sure that you’ve entered all of your business information in Google My Business, so customers know more about what you do, where you are, and when they can visit you. Provide information like (but not limited to) your physical address, phone number, category, and attributes. Make sure to keep this information updated as your business changes. Learn how to edit your business information
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3. Offer discounts. Everyone loves a good deal and clubs and organizations love to promote such benefits to their members. Offering an exclusive discount to a club or organization is a highly effective way of receiving a link. I have used this technique to offer university students discounts which then allowed us to receive excellent links from these authoritative websites.
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Keep in mind that the number of average monthly searches for each suggested keyword is an estimate. However, it does represent the popularity of that keyword or search term. This makes a difference when doing your keyword research, as it gives you insight into what people in your market are searching for. Understanding what they want allows you to better position your business to provide them with relevant content and information.
Firstly, a disclaimer – don’t spam Reddit and other similar sites hoping to “hit the jackpot” of referral traffic, because it’s not going to happen. Members of communities like Reddit are extraordinarily savvy to spam disguised as legitimate links, but every now and again, it doesn’t hurt to submit links that these audiences will find genuinely useful. Choose a relevant subreddit, submit your content, then watch the traffic pour in.
Google Analytics is free to use, and the insights gleaned from it can help you to drive further traffic to your website. Use tracked links for your marketing campaigns and regularly check your website analytics. This will enable you to identify which strategies and types of content work, which ones need improvement, and which ones you should not waste your time on.
The most valuable tip I give small business owners who are looking to improve their ranking is to optimize their website for voice search. As of January 2018 alone, there were an estimated one billion voice searches per month. This number has grown exponentially over the past year and it will continue to grow in 2019. Optimizing their sites now will give them an edge in all aspects of their marketing.
Having a company blog will do wonders in achieving this task. Google wants to see that you have a dynamic and active website. Of course, you won’t always have new products to launch, or updates that need to be made to your site, that’s where the blog comes in. You can regularly publish blog posts on the latest topics and trends within your industry, which helps your search engine ranking in the long run, and the new content gives your customers a reason to return to your site.
Kelly Main is a staff writer at Fit Small Business specializing in marketing. Before joining the team, she worked as an analyst at firms like Lincoln Financial Securities. She has also founded a number of successful startups, including OpenOnion under the Google Tech Entrepreneurs Program, which was later acquired under the name Whisper. She holds an MS in International Marketing from Edinburgh Napier University.
It’s free to be active in online groups and on websites that are relevant to your business and community—and it helps you to obtain more traffic. Comment on blogs and social media posts, answer questions people are posting, and participate in conversations about your industry. The more you engage with your community, the more exposure and profile visits you get.
If your social media profiles contain a link to your website, then you’ve turned your engagement into another channel for website traffic. Just be sure to engage moderately and in a sincere way, and avoid including links to your website in your comments—lest you appear spammy and hurt your online and business reputation. Increased traffic should not be the goal of your engagement, but rather a secondary result.
To get started, you will need to either claim your current business page or create a new one, depending on whether or not a page already exists for your business. If you are unsure, you can go to Google.com/business to search for the name of your business. For more information, read our step-by-step guide to setting up your Google My Business account.
Write great content optimized for SEO. Having high-quality content on your website is one of the best ways to increase traffic and improve your search rank. In fact, in a recent poll of marketing professionals, 57% said on-page content development was the most effective SEO tactic. Make sure your content is mistake-free, keyword-rich, mobile-optimized, written to address the specific needs of your target audience, and includes valuable links to additional internal and external content.