Small Business SEO – Onsite Optimisation

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For small businesses SEO is now becoming part of the daily routine. As more businesses focus on the internet rather than the more traditional forms of advertising, SEO is becoming ever more important. Not all businesses have thousands of pounds to spend each month on their advertising; this article will enable you to start doing SEO for your own website.

Getting started…the first thing you need to consider is what keywords and phrases you would like to be found for on the search engines. This is the cornerstone to any SEO campaign and should be given very careful consideration. If you pick a word that it is extremely competitive (e.g. ‘car insurance’) you are unlikely to have much success as you will struggle to get on the first page of the search engines. Alternatively if you pick a phrase that is rarely searched for then you may get to the top of the search engines but if no one ever searches for that phrase then it will have been a waste of time. Think carefully and use one of the numerous tools on the internet that allow you to see the amount of search traffic for given phrases (Google keyword tool is a good place to start).

Once you have decided on your keywords then you need consider your onsite optimisation; I will try and keep this relatively non-technical! Search engines will analyse your site and

  • the pages within it. They want to see the keywords mentioned in the right places.
  • Choose your target page for each keyword/phrase. Bear in mind that your home page is likely to have the most value so use this to optimise for the keywords you feel will be the most competitive.
  • Having any keyword or phrase mentioned in your domain name is a great start and makes optimisation for this phrase considerably easier.
  • Mention your keyword in the title of the page (H1), and in the meta data (this is the text shown when you do a search in Google and it brings back the results page, blue text and description beneath).
  • It is possible to ‘tag’ an image with a description that search engines can read; make sure this mentions your keyword(s).
  • Remember to mention your keywords in the text of the page, although don’t go crazy, it just needs to make up approx 2% of the text. Try to make sure you keyword is mentioned at least once in the first paragraph.

Do all of the above and it will get you off to a great start, next you will need to consider offsite optimisation which will include link building and social media marketing. Small business SEO is extremely valuable when done correctly and can have a dramatic effect on sales and profits.

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