Optimise page titles and descriptions
Arguably one of the most overlooked search engine optimisation (SEO) tips, page titles and meta descriptions define how ranking pages display within search engine results. Ensuring all pages have a well-optimised title and description will go a long way to maximising organic (SEO) visibility, click-through rate (CTR) and therefore SEO traffic. The following guidelines are general best practices:
• Get the length right: Generally, search engines display only the first 50-60 characters of a page title and 150-160 characters for page descriptions.
• Unique for each page: A best practice often communicated within most search engine guidelines. Ensure all pages are unique and reflect the content of that specific page.
• Use the right keywords within titles: Title tags can help you get better search rankings if you optimise them with the right keywords. (If you don’t have access to any SEO tools use common sense here – for example, don’t call your home page ‘Home’.)
• Optimise CTR: Remember the goal is to stand out amongst the crowd with the search results. Try including a unique selling point (USP) offer or a call to action (CTA) to entice searchers to click through.
Editing page titles and descriptions are an essential feature that most website content management systems (CMS's) will support. Make sure to contact your website developer or provider if you’re not sure how to make these edits.
Gain valuable links
Search engines like Google use inbound links from other websites as a popularity signal that will help increase your organic visibility. While there are many rules and guidelines when it comes to links and how value is measured, SME's will often overlook the most basic opportunities. At Indago we call these "Quick Wins":
• Speak to partners and suppliers: Most SME's will have existing relationships that will often be more than willing to provide a backlink. It could be a simple as a link from a page on your partner or supplier’s website, or perhaps you can get a bit more creative and write content for their blog by way of a guest post.
• Capitalise on brand mentions: SEO specialists often refer to this tactic as unlinked brand mentions. A simple method where you search for instances where your brand is mentioned on the internet but not linked too. You will find that people are much more receptive to link to you if they already have mentioned you on their website.
• Popular business directories: Mostly free, there are a few that you have likely come across before (think Yellow Pages, Hot Frog and Yelp). Not only are these directories a great way to boost brand awareness, but they often provide a link back to your website.
Optimise Google My Business
Google My Business should be a focal point for any small business. It is free, easy to update, and can make a significant impact on SEO traffic.
• Before you can do anything, you must ensure you have claimed and verified your business, head over to Google My Business to get started.
• Be sure to fill out as much information as possible and include photos and videos to enhance your listing(s).
• Your category selection is super important. Be sure to choose the correct categories for your business.
• Ensure to ask existing clients/customers to review your business.
• Take the time to create questions and answers.
A well optimised Google My Business will ensure you dominate brand searches and maximise exposure for local searches within your area.
Bing has an equal service called Bing Places for Business which is often overlooked, head over to Bing Places for more information.
Provide fresh content
Search engines see websites as living, breathing entities. A dormant site left untouched for months or worse yet years on end will do you no favours in the eyes of Google. Creating fresh, relevant, and quality content will ensure you grow your organic search traffic. Here are a few simple ideas that will help get you going:
• Start a blog: Most website CMS’s will have an option to allow blogging. Develop content you know your users will find useful like guides, tutorials, industry news and opinion pieces. The possibilities are endless.
• Create and update FAQs: If people are asking questions offline, it's likely they are also asking the same questions online. Keeping an up to date FAQ page can be a great way to acquire new customers, close sales, and save time answering repetitive questions.
• Videos: You will be surprised how far you can get with a phone and some creativity. Videos have proven to be one of the most engaging mediums for content and using services like YouTube will allow you to publish them on your site for free!