In this blog post, we are sharing some tips and strategies that we used to help increased client leads by using local SEO services by over 70% year-over-year throughout the entire year.
We will walk you through four things that you need to do so you can rank better when it comes to local SEO in 2020
First thing you need to think about is:
What type of business needs local SEO
Here are some businesses examples that will benefit the most on a local SEO campaign:
Enterprise or Directory type of Business or Website
data-preserver-spaces=”true”>Business who wants to show up on google locally
Review website or a news website
Those are the type of sites that want to show up when you search with the location in it inside of Google.
Tip #1: Figure out where are your customers
The first thing you want to do is you want to figure out where your customers are online. Draw a map of every single place that they go online where they are going to want to find your business.
It’s a really good idea to actually make a sheet an excel sheet or a Google sheet and then to list every single place where your customer would potentially be to make sure that you’re addressing every single one of them.
Tip #2: Create your most important business profiles
Some of the essential profiles are Google My Business, Bing, Apple Maps, Yelp, Facebook, and Glassdoor, Niche-Specific Sites, Instagram, Linkedin, and, Youtube
The purpose of creating a profile on these websites is when somebody searches for your brand name. Multiple sites are showing the searcher results around your brand name. It helps build trust and credibility that you are a real business and not a fly-by-night business that will disappear in a few months.
If they visit any of these sites and find that you have good reviews and a complete profile, it builds trust around your business, and they will want to use your company.
Some of the things you need to complete on these sites, which is important for Local SEO are:
Non-Sales Business Description
Relevant Links or other business information
Consistent Name, Address, and Phone number across all platforms are incredibly important for local SEO.
High-Quality Photos, Videos, and Reviews. Shows your companies work and credibility and why they should choose you over your competitors.
Response Times shows how quickly do you respond to leads. For example, if you are a local Plumber and a customer needs someone to fix their tap as soon as possible, they would want to deal with a company that responds immediately.
The main thing that you need to do is show searchers and customers that your profiles are alive and not something that was ten years ago.
Being active on your profiles such as Google My Business, Yelp, and Facebook can rank you higher on the local search results for your business profiles.
Tip#3: On-Page Optimisation
On-page optimization is also critical because when you look at the local results, what you’ll normally see is the:
Schema Implementation ( Most popular ones for local businesses are local scheme, faq schema, and product schema )
This is just for one location, so if you have multiple locations, this is something you would need to do for every location and for every service page that you have on your website.
Tip#4: Local Listings and Review Generation
data-preserver-spaces=”true”>Local or Directory Listings and Review Generation are two of some of the most essential part in ranking on the local search results.
Consistent Local Directory Listings are important because it gives Google the signal that you are a real business. Google only serves the best possible result for the searcher. This means they want to show companies who have authority and relevance to the searcher.
Some of the most popular directory listings or business citations for local businesses in Australia are:
Make sure that you complete your business profile on all of the websites on this list to build your website’s local authority.
It’s also crucial that you get consistent reviews to your Google my business or Yelp or an industry-specific site.
You can also direct your customers on other review platforms such as productreview.com.au or trustpilot.com.
At the end of the day, when somebody Google’s your company, you want to make sure that you’ve got the perfect branded presence showing up.
You want to have the same thing when somebody Google’s a keyword locally so if they look for a pizza store in Perth or if they are looking for a bike shop in Mandurah you want to look at all the different things that get returned inside of the search results and make sure that you have a presence there.
There are four types of competitors when it comes to SEO. These competitors are websites or businesses that are getting organic traffic from your ideal customer.
This could be costing you hundreds or thousands of page views each month. So in this blog post, we’re going to show you How to Dominate Your Industry On SEO Using Competitive Analysis. Then, we’ll show you how to beat all of your competitors and steal that traffic back for yourself. That way, you can dominate your niche!
We’ll start by going over the four types of competitors. The first being:
If you run a pizzeria, Your direct competitors are going to include restaurants like Pizza Hut and Dominos.
Now the next type of competitor is going to be:
An indirect competitor is going to target the same customers like you, but they are not offering the same products.
Following the pizza model, Your indirect business competitors might be other fast food or delivery restaurants. You’re not competing for pizza sales, but you are fighting for other customers looking for quick and affordable food services.
Indirect competitors can be a little more challenging to identify at times. But keep on reading, and we’ll show you how to identify who they are.
The third type of competitor is going to be:
These are businesses outside of your industry that offer products and services that could replace your offerings. For example, A grocery store does not make or deliver a pizza, But they do sell the ingredients to make a pizza.
The grocery store could be considered a replacement competitor as the consumer could replace the use of your product by visiting them instead.
You also have to look out for:
Google Search Results competitors
These are any websites ranking on Google that are getting any traffic from YOUR targeted keywords. These may not even be businesses! Websites such as Wikipedia, news pages, and similar articles could be considered Google search results competitors.
Depending on your niche and keywords, These competitors can be tough to outrank.
Next, let’s take a look at how to identify the types of competitors you’re going to be up against.
The best way to do this is with some keyword research. Keyword research can be as simple or complex as you make it. Simple keyword research may involve just Googling the products and services that you currently offer.
So if you Google “pizzeria,” you can quickly identify all your competitors based on the results that appear. Here at our SEO Agency, we like to dig into all the numbers and data that we can find. While Google can be a great place to start, we recommend using tools like Ahrefs or SEMrush for keyword research.
Ahrefs is our go-to tool, so we’ll be using it for research examples in this blog post.
Ahrefs offers a 7-day trial for just $7, which should give you more than enough time to complete your keyword research.
In this example, we will use a Perth plumbing company called Plumdog:
When you log in to Ahrefs, start by filling in your URL and viewing the organic keywords page.
This is going to show you all of the keywords you are currently ranking for on Google. For each keyword, you can hit the drop-down SERP button to view all competitors for a given keyword phrase.
You can also take these keywords and type them into Google to see the given results.
Whichever approach you take to keyword research, you should easily be able to identify a handful of your competitors. Once you’ve compiled a list of your competitors, you’ll be ready to perform a competitive analysis.
Competitive analysis involves directly comparing your keyword rankings with your competitors’. You can perform competitive analysis on keywords you’re ranking for as well as keywords you’re NOT ranking for.
Since you’re already looking at your keyword rankings, let’s start by assessing the keywords that you’re already ranking for.
Let’s take another look at the drop-down SERP data. Look at all of the pages that are ranking above you -,, especially those in the top 3 spots!
Is their content longer or more informative than yours?
Do they have more backlinks than you?
Maybe your content doesn’t match the search intent.
Once you determine what you’re pages are lacking, you can optimize your content so that it can rank better. Maybe, you need to add some fresh content to your page, Or, perhaps you need to earn some new backlinks through blogger outreach.
In any case, Ahrefs is going to give you all the data you need to develop your strategy. And since you’re already ranking for all these keywords, you don’t have to start from scratch.
This means that you’re going to get results faster and with less effort!
Next, let’s talk about the keywords you’re NOT ranking for. You can look at the keywords you’re not ranking for to determine where your competitors are getting traffic that YOU could be getting.
Ahrefs has a simple and informative content gap analysis tool that you can use for this research.
Using the same website as above, insert the URLs of your competitors.
Ahrefs will bring up a comprehensive list of keywords that your competitors are ranking for and that you are not.
You can use these keywords to create new content or optimize old content. Since you’re not ranking for these keywords yet by doing so, you could get new organic traffic, Possibly taking some from your competitors in the process.
However, you do need to be strategic in your keyword selection. First, make sure you are selecting keywords that are relevant to your business or website. Ranking for keywords outside of your niche is going to do you no good, and could even hurt you.
Next, make sure you’re targeting keywords that are going to receive significant search volume.
It might not be worth the effort to try to rank for a keyword that is only going to get 100 searches/month. You’ll also want to consider how tough it will be to outrank your competitors. If they have thorough content with hundreds of backlinks, it’s going to take a lot of time, effort, and money to compete with them. If this is the case, you’ll probably want to find alternative keywords that are a little less competitive.
It’s all about finding that perfect blend between search volume and keyword difficulty. In other words, what can you rank for the easiest that will bring you the most traffic.
The numbers for this data will vary by niche, so you’re going to have to judge it on a case-by-case basis. Once you have your keywords selected, look at your competitors’ content that is ranking for those keywords. You’ll be able to do this directly from the competitive gap analysis tool by clicking on your competitors’ SERP rankings.
Focus on the format of their content and the information that they provide. Use their content as a model to create content that is longer, more thorough, and generally more valuable. The goal is to create similar content that outshines your competitors’ content.
This way, you’ll have no problem outranking them and stealing their organic traffic. At this point, you should have successfully identified your competitors, and you should have several new and existing keywords to target in your competitive analysis.
All that’s left to do is to implement your findings and start raking in the organic traffic.
Owning a Google MyBusiness page can be a great way to get your business listed multiple times on Google. It is an essential asset for any local business owner, but sometimes it can get confusing.
If you’re the only business in town, you’re always going to show up first. However, if there are hundreds of similar businesses nearby, it can get quite frustrating, especially if you’re new in the game.
Some people pay SEO agencies a lot of money to get their Google My Business listings to the top. What they don’t know is that companies often times can’t do much for a listing other than using unorthodox techniques which can lead to future problems, like hard suspension (which means you’ll lose everything, including photos and reviews).
Whether you do things yourself or ask an agency to do them for you, make sure your read this list of do’s and don’ts to make sure your listing is safe.
2. Listing Information
The information you provide is the most important thing. It’s often the client’s first contact with your business and most of time time people are looking for basic information, such as your phone number, address/location or opening and closing hours.
Therefore, you should make sure you spend enough time crafting this section.
Sometimes, the listings might already be there, so make sure you do a search on Google maps for your business. If it’s already there, you can claim it.
After you create your business, Google will ask you to edit important information, such as Name, Address, Phone number, Website, Working hours, Categories and many more.
One of they key criteria for ranking business listings is relevancy. This relevancy is represented partially by the information found in the listing, so make sure you fill out everything correctly!
Add main keyword in your title: The title is very important and it should always contain the name of your business. However, it’s also a good idea to add some main, very important keywords in your title, such as the main service and the location.
For example, if my business were simply called Arcadia LTD and it were in the hotel industry, I would put the title like this: “Arcadia: Hotel & Restaurant in London”
Verify your listing: An unverified listing is like buying a car without any documents. Not only that you risk someone taking it away from you, but you will also not be able to edit certain sections of the business.
However, getting your listing verified is pretty easy. Google will ask you to do it. Just look for the “Get your page verified” message. It should pop-up at the top of the screen, or near the name of your business.
After you verify it, you should see the representative shield icon near your listing name:
Stuff only keywords in the title: Don’t take the advice above badly. If you have multiple keywords, just focus on the main one and keep the secondary ones for your website’s pages.
A good example of keyword stuffing which you should avoid is the following: “Arcadia: Hotel, Motel, Bed and Breakfast, B&B, Restaurant in London.”
Google doesn’t like that and will often hard suspend pages that do this, so avoid it.
List outdated information:I see this issue way too often. I search for a location on Google to find some information and I find the phone number, but it’s either out of order or nobody ever answers it. This is very frustrating!
It’s even worse when the brand has multiple locations with outdated information.
Although the phone number is the most common, imagine the frustration felt when Google MyBusiness says that a shop opens at 8 AM only to get there and find out that you have to wait for one more hour.
Google doesn’t want its users to end up having bad experiences from using its site, so that’s why it’s possible to suggest changes. However, do you really want other people to suggest changes on your schedule, or do you want to manage it yourself?
Create fake locations: In order to rank in multiple cities, companies that offer online services often create multiple listings. This goes against Google’s TOS (terms of service), unless you have a real physical location in those cities.
I mentioned above the frustration about a business’s hours being wrong, now imagine someone going there and not finding what they were looking for at all!
If you have a digital store or run a company from home, you can always just select the Service-area option from the edit address section. There you’ll be able to select locations that you serve. Make sure you uncheck the “I also serve customers at my business address” box. This will prevent people from knocking on your door.
When managing your reviews, do the following things:
Ask clients for reviews:
When you’re first starting, it’s pretty hard to get reviews. It could be because you don’t have many clients or it could be that you’re a beginner and you might take some wrong steps in your journey as an entrepreneur.
Either way, a surefire way to get some early reviews is to ask your early clients to review your business. Your friends probably know something about your business, so they can say a thing or two.
It’s almost guaranteed for customers to leave a review if their experience is bad. To compensate for that, try to get your happy customers to leave positive reviews. This can be achieved by asking them to do it once they make a purchase in your store or via e-mail, if it’s eCommerce. You can add incentives like discounts for the next purchase in the menu, if they leave a review.
Get renowned local guides to review your place: Local guides reviews have a lot more weight into Google’s and potential customers’ eyes. They are known for visiting and reviewing places and do this on a regular basis. The higher their Google Guide Level, the better.
Getting a high level local guide to review your business can help your listing get a boost.
But how do you find these local guides? Well, the best way is to become a guide yourself. You don’t necessarily have to take this as a business opportunity. I’m sure you often visit places, so just take a couple of pictures and say 2-3 phrases about that location.
Then, you can meet other guides atLocal Guides Connect. It’s probably a bad idea to pay them to review you. Some might accept, but others might leave you a negative review instead. However, if you invite them to your restaurant to check it out or tell them about your business when you chat you’re most probably going to get a review.
Try to make some new friends.
Incentivise clients to share photos: Most of the time, people leave only short, text reviews. However, if you can get them to take a picture of the product or service they acquired, then they will probably write a little bit more.
This is pretty common in restaurants, but nobody says you can’t ask your clients to review the new T-shirt they bought by publishing a photo with them wearing it.
The photos will also add to the MyBusiness photo collection. Keep in mind that people can also publish photos with bad reviews, such as flies in their soup or bad quality products!
Answer questions and reviews: So many people ignore their questions and reviews; it’s almost shocking! Not even big businesses with hundreds or thousands of reviews can afford to ignore these, especially the questions.
When someone reviews you positively, engaging with them through a reply will increase the chances of that customer returning.
Learn from your negative reviews: As for negative reviews, try and settle the issue first. Even if the customer decides to keep the rating 1 star, at least other people will be able to read your side of the story and make up their mind.
Negative reviews can be a great way of learning how customers act and what makes them angry. Try to avoid the same mistakes in the future.
When managing your reviews, don’t do the following things:
Ignore clients or argue with them:Ignoring the reviews is a really bad thing. Even if the review is short, try to respond to it with at least a “Thanks!”.
Never ignore the negative reviews! Always answer them and try to turn that negative review into a happy customer. You can offer a discount for their purchase.
Add fake reviews: If you add fake reviews, you can either get dropped down from the results or even banned by Google.
However, there’s a third option. People will figure it out! Today, people’s BS detector is so advanced that they will smell the fake reviews, even if they have no experience with marketing.
This is even more dangerous, as they will most probably leave a review saying all other reviews are fake, which can greatly impact your business!
Also, keep in mind that people are more likely to leave a negative review than a positive one. You can create only so many accounts to keep reviewing your business 5 stars, but if your services aren’t up to the task, you’ll soon get outnumbered by the negative ones anyway.
Add negative reviews to competitors: If you’re that kind of person, there’s not much I can say. But I’ll say this. You’re wasting your time. You could invest it in making your business better instead.
You can also get into trouble if people find out. You’ll ruin your business’s reputation.
3. Photos and Videos
Photos and videos are a very important part of your listing. People often want to see where they are going, especially if it’s a restaurant or hotel. The photos can also help users figure out where your business is located.
Put images in every category: When you create your listing, if you go into the Photos & Videos section, you’ll notice multiple tabs. Interior, Exterior, Products, Menu, Team, etc. Try to add some relevant photos in every category.
The Team section interests me the most. It shows transparency. Happy employees usually means happy customers, so let them know you treat your team well.
It’s easy to get photos done. Everyone has a smartphone these days.
Add videos: Videos are a great asset to your page. People will be able to make a better impression of the surroundings and events.
If you’re a store, you can always make a video showing the entrance. Maybe it’s a little bit hidden and not really into the view. Help them out. You can also add videos of products, even say a word or two about those products. Invite them to the store. People like to be told what to do!
Again… it’s easy to get videos done. Everyone has a smartphone these days.
Go crazy, you’re on Google’s servers: When you post images and videos on your website, you have to be careful and optimize them. They take up a lot of space and can make a website load very slow.
However, with Google MyBusiness you’re using the best servers on Planet Earth: Google’s servers. So go crazy. Smartphones these days have pretty good quality cameras. Upload your images as high definition as possible.
If Google has a problem with it, they will optimize them/resize them themselves.
Add fake images: Don’t put images that aren’t really from your business. Don’t even put products from other sites. You can get into copyright issues and people will get suspicious if they find the same picture somewhere else.
If you sell Nike shoes, instead of copying the photo from Nike’s official website, go and take a couple of pictures of the pair in your store.
Post pictures of clients without approval: Many people tag themselves at your location. Some photos might show there, so you might think it’s ok to add others. However, it can be dangerous! Try to add photos of your location without clients there if you don’t have their approval!
4, NAPW ( Name, Address, Phone, and Website )
NAPW stands for Name, Address, Phone and Website. It’s commonly known as NAP, but I’ve seen it as NAPW somewhere and thought it was relevant to add the site there.
List the information on your website:It’s a really good idea to have the same information that you have on your business listing on your website as well, especially the 3 things mentioned before (Name, Address, Phone).
You can add those in your footer as they don’t take up much space, but on your contact page you should also add your company’s real name, opening hours and other relevant information.
If you can find websites that list businesses, make sure to put this information there. Make it accurate. You could research the citations of your competition with the tool mentioned above.
Be inconsistent: If your citations and info around the web aren’t consistent, Google will get confused. Don’t list some opening hours on Google MyBusiness, and other opening hours on your website.
Same thing goes with your citations. Make them consistent. If you have multiple locations, it’s fine, but make sure you also use the city name in your Google MyBusiness title so that Google can correctly differentiate between listings.
Having your business at the top of Google Maps might take some time. This is normal for any new business. First, you’ll net noticed by the nearest people searching for you, but then your area will expand as you keep your customers satisfied.
Improving your listing is relatively simple. Don’t try any tricks. Just stick with the basic, common sense things, focus on improving your business, services and products and soon you’ll see your business at the top anyway.
If you’re a business selling to a local audience appearing in the top three spots of the Google map listings can get you a whole lot of customers.
It’s the best place to be on a search results page, but with lots of competition that are only getting stiffer, you’re probably wondering what can you focus more on to rank higher than your competitors.
Today we are sharing the biggest needle movers and difference-makers that’ll affect your Google Maps ranking in 2020, and we will also share tips that you can use as your strategy to get more exposure compared to your competition.
Claim your Google My Business by clicking this LINK
So why is it so important? Claiming your profile allows you to control the information that Google displays. If you don’t claim your listing Google will try to provide the best information about your business which isn’t always correct, So by claiming your Google my business profile, you can verify and edit all the information about your business, so it shows up the way you wanted to. It also lets you get reviews from customers and to show up in those near me searches.
First is the number of link’s pointing to your website; in other words, Google’s ranking algorithm takes into account the number of websites and pages that link to your site.
There’s a solid tie between the number of backlinks and how well the site ranks in organic listings as well as in the map pack.
It’s important for both organic listings and map pack but backlinks are not treated equally, and quality usually outplays quantity every time.
The other factor is you need to strive for getting backlinks from quality and relevant websites rather than just chasing big numbers. Links will do you right if it’s from a website that’s in the same or a related niche to your own business.
Google considers those kinds of links to make sense and gives them some extra context as to what your website is. Having only a couple of backlinks from really relevant websites or pages that are in the same niche as you or are topically related to your business is better than thousands of backlinks from less related or spammy sites.
You can check to find website directories related to your industry and make sure that your NAP is accurate up to date and 100% consistent across all of them.
Your NAP also needs to be consistent across your website and your Google my business listing. The details matter here, for example:
if your business is listed on Google Maps as
123 Hay St Perth WA 6000
but then on some of your listings, it appears as:
Bob’s Electrical PTY LTD
Unit 1 123 Hay St Perth WA 6000
It could confuse Google if it’s the same company, and that’s going to lower your chances to rank in the local three-pack. So make sure that your citations are correct and consistent across all of them.
Google My Business Online Reviews
When’s the last time you went to a restaurant or hired business or work with a company without seeing some good reviews first. If you’re like me, I will go out on a limb and say it’s been a while. Reviews make any business more trustworthy, and Google likes to rank companies with lots of good reviews higher on Google Maps.
Is this the most significant ranking signal to rank on the google map pack? No, it isn’t, but it’s a key difference-maker if all else is equal.
Let’s take rankings out of it for a second and let’s say you were to show up in the map listings above two other competitors. Even if you’re on top of them and they have better or more reviews than you you’re probably still going to lose business to them.
Reviews are essential all the way around.
What happens after you get that review is just as important as the review itself, and that’s your response. You want people to see just how human your business is so be polite and write them back.
This is going to show your future customers how responsive, and on-the-ball you are as a business.
When you get a bad review which can happen, You also want to respond to it but be very careful in how you handle the negative review.
I actually recommend just walking away from it for a day so you don’t end up saying something in the heat of the moment that could be damaging to business.
If it’s a real complaint of some kind, you want to apologise and accept responsibility and offer to make it right publicly even if it wasn’t your fault. You might have to suck it up. But if it’s a fake review left by a competitor or even just an online troll I would reply saying something like:
“We love to make sure our customers are always happy with our service, but we have no record of working with you. So If you can, you give me a few more details please.”
It’s never a good idea to get defensive or aggressive in your reply. A bad review gives you the chance to demonstrate your professionalism which helps you mitigate any potential damage.
Prominence and Popularity
Next, we have prominence and popularity. Google usually likes to reward well-known businesses, liked and just all-around, reputable brands.
To put it, Google wants to provide the most reliable information to its searchers, and they’re always going to try to promote actual brands whenever they can as opposed to small businesses that they might perceive as fly-by-night or unreputable.
Google usually pulls results from companies with plenty of positive feedback because they seem to be the most trusted businesses out there.
Gathering more reviews and ratings will always increase in business’s likelihood of showing up at the top of the map search, but this doesn’t mean that Google doesn’t like small businesses it just doesn’t always trust them right away.
Establishing prominence can be done in a lot of ways from blog write-ups about your business to getting those reviews or just brand mentions on social media.
Try to cover as many bases as possible so Google can see just how widely recognised your business is.
Embedded Google Maps
Next, we have embedded Google Maps. Now, this is another way to rank higher on Google Maps, and it’s 100% in your control.
Embedding a Google map on your site is just another way to tell Google that your business is located where your listing says it is. Make sure you use the same Address you have on your Google my business, and if you use page builders like Elementor for your website. They have a built-in Google Maps embed feature that lets you drag-and-drop and makes it easy to enter the embed code on your site.
Even if you don’t use page builders, they make it easy to copy the embed code and put it right on your site.
The next ranking factor is your website itself. How optimised it is for local search or On-Page SEO , by now, you know that your website is your most powerful marketing tool. Google will rely on the information it finds on your website to figure out how relevant your business is to your niche.
When optimising your Google my business listing one of the sections you fill in is your website Address, and when you do that your website then acts as a landing page for your Google my business listing.
This can have a direct impact on your ranking power. So when it comes to optimising your website for local search,here’s what you need to look for:
Implementing Proper Title Tags – also known as the h1 is the most critical piece of content on any page because it tells Google a lot and should, ideally include your business name, suburb or city name, and your business category
Page description or Meta description – so, this is your opportunity to tell Google even more about your products or services. Your description should reinforce your business category, location, and name.
Finally and equally as important as the other two is:
Name, Address, and Phone Number ( NAP ) – I suggest putting your nap in the footer of your website like this.
It should be the same as it appears in your Google my business listing.
Proximity is the single most significant factor that impacts where and when you show up in the maps is still proximity. In other words, how close are you physically to the person searching.
This can be frustrating especially when you are a business that doesn’t need to be close to your customers, Such as service-based businesses like Plumbers, Electricians, and Roofers where you travel out to the customer or if you just work remotely from home.
Hopefully, Google is going to start to differentiate between different types of businesses and focus more on other factors for specific niches. For now, unfortunately, it helps to be in the centre of the suburb or at least, very close to where most people are searching.
When you first start looking at digital marketing services, it can be extremely overwhelming. There are hundreds of different methods that you can use to drive traffic, and each one has complex intricacies that make the practitioners of it either experts or amateurs.
So What is the difference between SEO and PPC or Pay-Per-Click?
SEO or Search Engine Optimisation is all about getting your site to be ranked higher on search engines such as Google and Bing. Search results achieved through SEO are often referred to as “organic results” as they are natural ( unpaid ) results that the search engine returns when a search query is performed. SEO is a combination of different processes, such as On-Page SEO ( Your Website’s content ) and Off-Page SEO ( Your digital footprint outside your website ).
Google or other search engines essentially acts like a weighing machine, judging the popularity of pieces of content by some links pointing to them. Of course, it’s a much more sophisticated algorithm that this, but they primarily judge popularity and rank the articles highest that people prefer.
The main difference between paid ads online and newspaper space is that users online can click on these paid ads and go directly to your website. This means that you can more easily track the conversion rates and the ROI of your paid ads.
Benefits of PPC
Google ads receive 40% of the clicks on the entire page. This includes PPC ads and shows that proper placement on the search page is of great relevance for conversions.
Most companies that use PPC effectively make an average of $3 for every $1.50 spent. This shows that PPC is a relatively inexpensive way to experiment, in addition to presenting a good return on investment.
With Paid Ads, you can start your first campaign in a matter of days and begin receiving traffic immediately- paid magic!
With a big enough sample size, you will know if your campaign is succeeding or failing. At that point, you can increase your ad spend or pause the campaign to consider adjustments.
Even when prospects do not click on your ad, they still might see it and notice your business. In fact, one study concludes that Google Ads campaigns raise brand awareness by 6.6% on average.
Google algorithm updates do not affect PPC ads. While an update may force you to make changes to your SEO strategy – google pushes roughly 2,000 algorithm updates every year! – nothing changes in your PPC strategy.
75% of participants in a Clutch study said it is easier to find what they’re looking for in paid ads. The reason for the first page of search pages to get so many clicks is a combination of factors: ease of use and achievement of the search objective. Well-made PPC ads take advantage of these two factors to succeed.
Disadvantages of PPC
You can start an ad campaign and achieve results by knowing a few basics. But to continue that success, you’re going to need expert knowledge.
That’s because Google Ads are fluid. New advertisers will jump in to compete with you. Long-time advertisers will increase their ad spend to regain top space on the search engine’s results pages (SERPs).
You should consider hiring a PPC specialist as many businesses lose time and money tinkering with Google Ads and learning the platform. One wrong move could cost you a lot of money.
Paid ads can be costly
That leads naturally to the next disadvantage of PPC advertising – it can get downright expensive really fast! I’ve seen misguided clients burn through a few thousand dollars of their AdWords budget in a single day because they were advertising for keywords that were not profitable and forgot that they had to pay for each and every click even if those “clickers” don’t buy.
Paid Ads is not guaranteed success
Holding a PPC campaign doesn’t necessarily equate to an increase in conversions or in your sales. It’s not just about setting up ads and expecting them to generate traffic and dollars to your business. A PPC campaign will only be successful at helping you attain your marketing goals if you know how to manage it properly.
Benefits of SEO
Surprisingly, only 36% of businesses have an SEO plan in place. That means you can enjoy an advantage over many of your competitors by implementing SEO strategies either by doing it yourself or hiring an SEO agency.
Highly Relevant Traffic
If your SEO is done right, then you should be attracting more relevant traffic to your site.
This means you will be targeting terms with the right search intent behind them – meaning the people searching these terms will have the intent of looking for a service or product like yours. So they are more likely to convert than those searching for less relevant terms.
Increased Brand Awareness
Anyone searching for terms relevant to your small business will be more likely to come across your business when doing searches.
The more they see your business pop up in the SERPs, then the more aware they are of your brand. This means they will be more likely to click onto your site and consider you for the future – if not there and then.
No Cost Per Click
You don’t have to pay Google or other search engines to show up in their search results. You have to have a mobile-friendly, fast-loading, and engaging website loaded with quality content and a solid Local SEO strategy that is consistent.
With free clicks, SEO lowers your cost per acquisition. The only expense is the cost of hiring an SEO company to create and carry out your SEO plan.
While the big players in your industry may be able to out-spend you on the marketing front, SEO can be a very cost-effective form of digital marketing, which is winnable on some fronts – even against the biggest competitors.
SEO often has a very high ROI – as the ceiling for returns is endless if you get the right traffic, and once your website is ranking well, you aren’t actively spending money on paid marketing campaigns. You need to keep maintaining your SEO, but you aren’t paying for ad space.
Disadvantages of SEO
There are many reasons that not everyone has an active search strategy – typically due to the amount of time it takes to see a potential return on investment. Let’s dive into the top factors below:
Return On investment can take 4-6 months
As it takes a while (typically six months – longer for new websites) to gain traction in the search results, it follows that your sales numbers will have to wait for significant ROI.
If you need results right away, you might try Google Ads while waiting for the organic search results to pay off.
Nobody truly knows the precise, intricate details of Google’s algorithm. What you think matters in search rankings (and what alleged masters are recommending) may convey about that is inverse from what you are anticipating. Just Google knows, thus, only Google has full control.
You have no control over how much activity you will produce and what kind of movement you will get from all your SEO endeavors.
It’s very surprising from paid showcasing where you will get comes about proportionate with what you paid for. Consequently, the most significant disadvantage of SEO is the lack of control. You are at the mercy of the algorithm.
Google can penalize your website
Google is always unpredictable with updates like Panda, Penguin, Hummingbird, Fred. Numerous efforts put by a search engine optimizer to achieve first page results may be ruined overnight because of being penalized from what this algorithm changes require.
This is very heartbreaking for a marketer to see all your efforts are cleanly swept, and you are left with no clue as to what exactly happened, and you have to start everything from scratch once more to regain everything.
Here’s a detailed infographic by the Spyfu team.
Some marketers see “SEO vs. PPC” as an either-or, winner-take-all competition. But we say that you don’t have to choose just one option — use them both to your advantage and combine your efforts to chase one goal. And that is to grow and scale your business effectively.
Improving the visibility of your Perth small business in search engines is a key advertising strategy in 2020 and beyond. The majority of people now simply go straight to Google or another search engine when they have a requirement. Organic search allows you to be found without the associated costs of paid search or other advertising platforms. And with these Perth Small Business SEO Tips you can make huge improvements.
Yet, SEO Service can be quite the rabbit hole. There is just so much information out there. Most of it is not relevant and not all of it is accurate. Strategies that go against Google’s Webmaster Guidelines can seem tempting but will often do more harm than good.
In this post, we are going to outline a series of small business Perth SEO tips that you can put into action today. There is a process to SEO, so we will provide these tips in order so you can work through them in a structured manner and improve your visibility as you go.
But… Can You Do SEO Yourself?
It’s a worthwhile question. Elements of SEO can be complex. But for most Perth small businesses, this is not the case. Getting a handle on the basics will often get you most of the way. I am a big believer in the 80/20 rule and it’s likely that 20% of the SEO will get you 80% of the results.
You may run into problems when it comes to some of the more difficult elements like link and authority building, but there is almost certainly improvements you can make. That said, if you need an expert or simply want to focus on running your business and doing what you do best, then contact us and let us help you learn about the variety of SEO packages for Perth businesses that are out there.
Research & Preparation
I know you are keen to dive in and start the hardcore optimisation, but knowledge is power and the first tip is to do your research. But not any old research. The resources below represent all you need to know to get started doing your own SEO, so you can stop reading endless blogs and searching for the secret answer that is always just one more blog post or SEO tool subscription away. If you are already well read in SEO and are just looking for the tips, feel free to skip ahead!
Google Webmaster Guidelines: essential reading. Any SEO work done on your site is your responsibility whether you do it or use an agency. Understanding what Google wants and following those guidelines will ensure you work with the search engine to deliver a website experience your customers and the search engine will love.
Moz Beginners Guide to SEO – this is a good overview. It covers SEO from top to bottom and has some specifics regarding on-page SEO elements. Worth your time.
To ensure search engines can understand your site, you will want to sign up with the tools provided by the search engines. These tools provide diagnostic data – directly from the horse’s mouth. And you can use the reports here to improve your optimisation.
1. Register with Google Search Console
Search Console (previously webmaster tools) is a free service that helps you monitor the health of your website. From how well the search engine can access and crawl your site to how many pages are indexed. Search Console will also make recommendations for basic improvements to the HTML of your website.
Bing also has a set of webmaster tools. It is something of a copycat set-up to Google, but that’s not to say it is without value. Any diagnostic information from search engines is worth its weight in SEO gold.
Google My Business is the digital representation of your physical business. Ensuring your business information is 100% correct on Google My Business is essential. Google your business. Claim your listing if not already done so. Create a listing if one does not exist.
SEO Tip: Put some real time and effort into this. Nice pictures. The right business categories. This is the digital representation of your business within Google’s own infrastructure and has massive implications for Local Business SEO, so give it the attention it deserves.
The foundation of all successful SEO strategies is understanding the search keywords that your potential customers are using.
4. Conduct Keyword Research
Understanding the search terms your customers use is key to correctly optimising your website and digital presence around the web. For some businesses this can be simple – plumber, electrician etc. However, customers will often search in more detail and you should brainstorm around your business category and services. Typically, even simple keyword research will provide you with guidance on structuring and optimising your website.
There are some tools linked below that can help you review how and what people search for, but a good old-fashioned brainstorm is a solid starting point. Then Google the terms and see what variations Google suggests in the search box and at the bottom of the search results page. Keep revising your search terms and building your keyword list.
SEO Tip: Beyond the tools, Google’s own suggestions in the search box and below the results themselves can really help you to flesh out your results.
5. Organise Keywords into Logical Groups
It is highly unlikely that your homepage can rank every keyword you want to target. And even if it did, can one page be relevant for all of those terms and give the prospective customer exactly what they need? Unlikely.
Organise your keywords into logical groups and this will help you know what pages you need and what terms to optimise each page for.
Plumber Plumbing Plumbing Company
Emergency Plumber Emergency Plumbing 247 Plumbing
Bathroom plumbing Bathroom plumber Bathroom plumbing company
You get the picture. Organise your keywords into groups and you can ensure you sensibly include keywords on the right pages. Remember, our goal here is to help the search engine understand what you do, so need to overdo things.
SEO Tip: Start with keyword groups of around 3 to 7 variations on a theme. You don’t need to get every single variation on a term to improve your position, so focus on the popular ones.
6. Target Long-Tail Keywords
The obvious search terms may not always be as useful as they first seem. If you sell shoes then the huge volume for the term “shoes” may seem desirable. However, that is just way too vague a term to convert. More nuanced terms like “red Nike marathon running shoes Perth” are far more targeted and suggest a person much closer to making a purchase.
Strategically, you are also far more likely to rank for more specific search terms. So, whilst long tail is often low volume, there is also a huge variety of terms to consider, and those variations add up.
SEO Tip: Combine longer-tail search terms with your business location to target local customers.
7. Review the Search Landscape
Once you have compiled a list of keywords, search them. Review the results. What does it look like? Do you see competitors? Commercial results? Ads? Or something else? If you see similar businesses and ads then it is likely these keywords are strongly commercial (which is what you are looking for in most cases).
If you see articles or informational results, you may need to consider what kind of content you are creating to rank for these terms. Informational results indicate that informational content is required. Commercial results indicate commercial content is required.
SEO Tip: Grade your keywords so you know which ones truly map to the services you provide.
8. Use a Spreadsheet for Keyword Research
Before too long, you will end up with a huge list of search terms and it can be hard to know what to do with them and certainly how to prioritise them. Using a spreadsheet allows you to go beyond just listing the keywords and to better understand the opportunity and value of each search term.
As a starting point, the following fields can be useful:
Keyword – the search term
Group – the logical group
Geography – the locations you wish to rank for
Targeted page – the page we will optimise for this term
Usage on page – is this in use (and how many times)
Search volume – volume for the keyword
Current rank – where you are currently listed for this term
Difficulty – the difficulty (requires a tool like Moz.com)
Opportunity – how does it look out there? Is there an opportunity?
Business value – how important is this keyword to your business
PPC cost per click – this can be a good indication of the value of these clicks
We tend to gather all of this data and determine a priority. We will then typically order each group of keywords so the higher priority ones are higher in the list (each group listed in priority). Then, when it comes to optimising content, you can make sure you focus on the keywords that represent the best overall opportunity to your business.
9. Test Your Keywords With PPC
This may seem a strange suggestion for a set of SEO tips, but it is very easy to overestimate the value of a given keyword. By running a short-term PPC campaign, you can test the water and determine if clicks for that keyword will lead to the actions you hope for (sales, leads etc).
SEO Tip: Buy 100 clicks for a given keyword and review results. Ideally, you will need conversion tracking configured here and linked to Google AdWords so you can grade the commercial viability of a search term.
Armed with your grouped list of keywords, do you have all the pages you need on your site? Using our example of a plumber offering bathroom, kitchen and emergency call-out services, we will need pages for all of these areas:
SEO Tip: Having a relevant page for each term allows you improve results for the keywords relevant to that page/service and to directly speak to the intent beyond the user search.
11. Website Structure
Building on the pages you have on your website is how you structure those pages. A good structure can help search engines understand your website. A useful memory aid here is to think of your website as a filing cabinet. We have the cabinet (site), draws within the cabinet (sections), files within the draw (subsections) and individual documents (pages).
So where your business may have services, products and locations, we can organise these documents within the overall structure of the site.
This seems complicated, but really we are just getting organised. A search engine is a machine learning system, so organisation will help the system understand your site and what you do.
SEO Tip: Think of the entities that you have in your business: services, products, locations etc. These should then become the main sections of your website.
12. Manually Crawl Your Site
You can get a big picture view of your site using crawling software like Screaming Frog. The free version will crawl up to 500 pages, which is enough for most small business websites. If you have more than 500 pages then it is well worth the licence fee.
The software examines your site and provides details on a page-by-page basis. You can then review the major on-page SEO elements and ensure everything lines up tab-by-tab.
URLs Page Titles Meta Description Header Tags (H1, H2)
Work through these four main tabs to make sure your URLs, page titles, meta descriptions and H1 tags are sensibly optimised.
13. Check Indexed Content
Screaming Frog will give you an idea of the number of HTML pages on your site. You should have a rough idea but this will confirm. You can then double check how many pages you have indexed in Google Search Console.
You can also get a quick and dirty index count by typing your URL and the site command.
You want this to make sense – if you have a website with 10 pages then you want to see 10 pages indexed. If you see only a single page indexed or hundreds, something does not add up and you likely have technical issues that will need further investigation.
If the total number of HTML pages roughly matches the number of indexed pages then move on.
If you have fewer pages indexed than you have on your site, investigate why a number of pages are not indexed.
If you have more indexed pages than you have on your site, investigate what these pages are and whether they need removing.
14. Build Content for People, Not Search Engines
Search engines don’t buy your products or services. People do. Yet all too often, content is bent out of shape to make it better for search engines. Well, I have news for you folks – 1999 called and wants its SEO back. Write content for real people. Weave in your marketing copy. Think of keywords and work them in where possible. People first. Search engines follow.
The easiest way to do this is to read your own website. Really read it. As if you were there for the very first time. If it makes life easier, copy the text into a plain text document and really read it. Often, this process alone can reveal huge improvements. Improving engagement on your site can improve your SEO results, so make sure your content is every bit as good as possible.
15. Optimise Your Navigation
One of the many signals that Google uses to understand your website is the internal navigation. Your site’s nav should help the search engine understand the context of a given page. Ideally, the navigation aligns with the structure of the site.
Consider a site with three services:
Home Services – plumbing – electrical – building Contact
Then the navigation here would simplify follow that model. Possibly using a two-tier (drop-down) menu for the services element.
SEO Tip: Don’t forget to also carefully interlink your content. Where you have a product or service, link to it from your blog posts using natural search terms in a way that makes sense within the context of the article.
16. Optimise for Clicks
Your search engine listings are very much adverts for your business. So, it is important to ensure that the copy is enticing and persuades users to take the next step and click through to your site. Get your marketing head on and write your page titles and meta descriptions like you were writing adverts and watch your click-through rates (and rankings) improve.
Crawl your site in Screaming Frog
Review all your page titles
Review all your meta descriptions
Rewrite them to optimise for click-through rates
SEO Tip: There is often a temptation to over-optimise page titles and ignore meta descriptions, but these are crucial in driving users to your site. Optimise them sensibly and focus on increasing clicks to drive users from the search results to your site.
17. Branding the Search Results
Whilst you are reviewing your page titles, determine if you can add your business name or brand to the page titles or meta descriptions. I quite like having the brand at the end of the page title, but depending on the length of your titles this may not work for you.
If you have complicated or long page titles, you can add your brand to the meta description. I tend to feel this has less visual impact, but it is an option.
Review the page titles tab in Screaming Frog. You can export just your page titles and/or meta descriptions and work in those spreadsheets to keep everything organised.
SEO Tip: A key consideration in marketing is awareness. Every time your listing is shown, that is an ad impression, and an opportunity to drive brand awareness. Use that opportunity to get your name out there.
18. Fetch & Render
Within Google Search Console exists a tool that allows you to fetch and render your pages. This allows you to see how the search engine perceives your pages.
This is important, as many of the whizz-bang effects offered by website design themes and frameworks can effectively hide your content from a search engine. And if a search can’t see what is on the page (render) then it can’t categorise and rank it correctly.
SEO Tip: Utilise the fetch and render tool for all important pages and contrast what a user sees and what the search engine sees to ensure all site elements are understood by the search engine.
19. Optimise Your Images
Images are often a neglected element of search engine optimisation. For some businesses, image search or image results blended into the standard search engine results offer an opportunity to drive awareness and traffic. But even for businesses where image search is not so relevant, images offer a way to provide additional context on the page.
Image optimisation is pretty simple stuff:
Optimise image names
Add sensible alt text for all images
Add your branding into your images should they appear within image results
Consider the context and where the image appears on the page
You don’t want to do anything daft here and cram images with keywords, but rather be descriptive and use images to add context. If you have a 24/7 emergency plumbing service then have an image showing a plumber turning up to an emergency in the dark of night.
Page: emergency-plumbing.html Image name: emergency-plumber.jpg Alt text: emergency plumber called out at 3 AM to fix a burst pipe
There is nothing spammy there. It’s simply descriptive and adds context.
If you sell products then the opportunity is often amplified and where many products tend to have random names (hgx76xy.jpg and generic alt text (or none at all).
SEO Tip: Optimise your images to improve your on-page optimisation and increase the likelihood of driving traffic from Google image search results.
20. Don’t Over-Optimise
Seriously, don’t overdo it. Search engines are smart. Use your keywords where it makes sense to use them. Ideally, your URLs, navigation, page titles, H1 tags, and meta descriptions will all align and this should make it crystal clear what a given page is about.
Things not to do:
There is no need to use broken language to work search terms into your copy.
Don’t stuff the page with keywords
Don’t use your keywords more than is natural to do so
Don’t hide text or links in an effort to get more keywords on the page
Things to do:
Review page titles
Review meta descriptions
Review your page copy
SEO Tip: Work your keywords into the page titles, meta descriptions and page copy, but don’t overdo it or you may do more harm than good.
SEO for local businesses is a whole subcategory known as Local SEO (makes sense right?). Whilst there are many commonalities with traditional SEO, there are some specific tactics required for local businesses.
21. Business Listings
In local SEO terminology, business listings are known as citations. A citation is simply a mention of your business on a relevant site. Sometimes that mention will include a link. Sometimes it won’t.
The trick here is to identify the sites where your business should be listed. So in the Australia, we are talking about the major business directories like Yellowpages and Hotfrog. We are also talking about any sites that are relevant to your location or your business area. If you are a builder and there is a directory of building services then you want to be listed. If you are in Perth and there is a list of all businesses in Perth , you want to be listed.
There are some lists of citation sources, but often the best way to find relevant sites is to start Googling around your business area and location. You will soon compile a list which you can use as your starting point. You may also find you already have a listing, so be sure to update and optimise any existing ones (rather than duplicating them).
SEO Tip: When optimising citations, use the correct category and a description of your business that sensibly includes your main keywords (services and location typically).
22. NAP Consistency
NAP is shorthand for Name, Address and Phone number. It should really be NAP+W as the website address is also important here. All this really means is that your name and address should be consistent across the web.
As an example, our business has several potential name variations:
Shoutoutdigital Shoutout Digital Shoutout Digital Service Shoutoutdigital Internet Services Shoutoutdigital Internet Services Pty Ltd Shoutout Digital Consultants Shoutout Digital Internet Services Shoutout Digital Internet Services Pty Ltd
So with eight variations, there are these eight different businesses? Is our authority splintered across these listings? Whilst this seems almost daft, getting your name, address and phone number consistent across the web is super important for strong local search engine rankings.
SEO Tip: Ensure your name, address, phone number, and website address is consistent in all areas where your business is listed across the web.
23. Location Pages
If your business has multiple locations then a page for each of these locations is strongly recommended. Customers will interact with a specific location and having a page that specifically covers that location is essential in developing strong Local SEO visibility.
Typical content for these includes:
Local phone number
Services provided at this location (with links to service pages ideally)
Location specific team members
Case studies & portfolio items specific to this location
Reviews and testimonials specific to this location
Location specific social media channels
These pages should be well structured within the overall site to clearly indicate:
The goal here is to create organic search landing pages that strongly demonstrate why a potential customer would engage with your business. These pages will then rank in the local search results and organically doubling your visibility on the search engine result pages.
SEO Tip: Create pages for each physical location and align these with your local SEO campaign & Google My Business listing. The Yoast WordPress SEO plugin can help create these pages with ease!
24. Areas Covered
In many cases, a local business will only have one physical location but may cover many areas. In this instance, pages can be created that demonstrate work conducted at that location. These pages will differ somewhat to location pages in that there is not a physical office in each location. The focus should be on personalising these pages around the specific location so often focusing more on work done and customer testimonials.
Typical content for these pages is similar to the location pages detailed above, yet the weighting would be more towards the work conducted:
Local phone number
Services provided at this location (with links to service pages ideally)
Location specific team members
Case studies & portfolio items specific to this location
Reviews and testimonials specific to this location
Location specific social media channels
These pages should be well structured within the overall site to clearly indicate:
SEO Tip: Create unique pages that detail work done in a given area to target smaller areas such as towns within a given area.
25. Content Philosophy
Search engines want to return the best and most relevant result. There are many external signals but the one you have complete control over is your website and the content on the page. Review all competitor pages. Ensure yours is better. Get customers and other people in the business to feedback.
A sensible approach here can be to look at what questions your customers have and use that to flesh out your content. What does a prospective customer need to make a decision? What are your competitors good at?
The fact is that most small business websites have very weak content so a focus on being the best will improve search engine visibility for a wide range of terms.
Some content ideas include:
Product and service details
Really think this one through and ensure your content helps the customer in making a decision to use your business over the competition.
SEO Tip: Ensure your content is more comprehensive than that of your competitors for improved results.
Performance Optimisation & Monitoring
Fast sites are happy sites with happy users. Google loves happy search engine users. And there is a range of tools out there to monitor website performance.
26. Page Speed & Mobile-Friendly Test
Google has a tool that tests your page speed, how mobile friendly your website is and provides a detailed report that you can use to optimise your site (for speed and ease of use). Usability is a ranking factor and this is more diagnostic information direct from the world’s biggest search engine.
We now live in a multi-device mobile first world. Most small businesses will see the first contact from prospects on mobile phones. Ensure your site is built with mobile in mind. For a comprehensive overview of how to truly optimise for mobile beyond just responsive design check out my recent Search Engine Land column: Mobile optimisation as a competitive advantage.
SEO Tip: The testmysite tool provides an output that you can use to review how mobile friendly your site is, hosting and website performance along with a series of optimisation suggestions. Use this tool to fine-tune the performance of your website.
27. Monitor Your Website Performance
Page speed relies on many factors with the way the site is built, optimised for performance and the hosting being key factors. So testing for speed is something that should be done on a continuous basis to ensure your site is always available and always responding.
A recent statistic from Google research details that for every additional second it takes a page to load, conversions can fall by 20% – so ensure your site is blistering fast 24 hours a day 7 days a week.
Review site speed in Google Analytics: Behaviour > Page Speed
Monitor messages from search console re uptime and availability
Consider using a third party continuous testing tool like www.pingdom.com
SEO Tip: Most small business sites perform poorly so a fast site can be a competitive advantage. Do the optimisation and keep monitoring to have the drop on the competition.
Link Building and Authority
Search engine visibility is still strongly dependent upon having a strong link profile. This becomes more of a factor in more lucrative and competitive markets.
28. Small Business Link Building Strategy
Link building should generally be the last job as you want to squeeze as much performance as possible from all other optimisation strategies – so, before you dive in, make sure you have your site well optimised, have created best of class content and have got your local SEO ducks in a row.
Then when it comes to building links that will improve your SEO, you will want to concentrate on two key factors:
Digital PR – tools like HARO will allow you to help journalists looking for expert input for articles. Usually, input given here will provide a backlink to your website.
Guest Posts – many sites will allow you to make a guest post which is relevant to their audience. This can generate improved exposure and credibility along with a backlink.
You can further improve this strategy by creating useful content on your website and linking to that content in your digital PR and guest post contributions. This allows you to use relevant anchor text to point to articles on your site. These articles should expand upon on a point in the linking article and should add value to the linking page.
As an example, you may have an article about 5 plumbing jobs you can do yourself. You could then link to this with terms like “DIY Plumbing Jobs”, “plumbing jobs you can do yourself”. This allows you to get a branded link to your homepage and a link to a relevant piece of content on your website and typically further improves your results.
SEO Tip: Use Digital PR & Guest Posts to build safe, branded links to your small business website. Further optimise this site by creating relevant content articles and linking to those in your contributions.
Analytics, Measurement and Conversion Rate Optimisation
Getting your SEO dialled in for your Small Business Website will improve traffic yet we must understand those users to truly maximise results. This is where Analytics and Conversion Rate Optimisation comes into play.
29. Install Google Tag Manager (GTM)
Google Tag Manager is the modern way to manage tags on your website. This can simplify deploying and managing all the tags needed for digital marketing (analytics, facebook etc) but it can also speed up your site. Fast site = happy users = happy search engine.
SEO Tip: Use Google Tag Manager to simplify adding tags to your website and improve page loading times to improve SEO.
30. Install Google Analytics
With Google Tag Manager (GTM) installed you will want to install Google Analytics (or move your analytics installation from the hardcode to Tag Manager.
SEO Tip: Install Google Analytics under Google Tag Manager for fast, flexible analytics data.
31. Add Conversion Tracking to Forms & Phone Numbers
This is super important but all too often ignored. Google Analytics allows you to link site visitors with actions such as form submissions and phone numbers dialled. Adding conversion tracking like this allows us to understand which pages and traffic sources drive leads and sales.
In an ideal world, having some level of PPC also helps here as we can see exactly what keywords convert clicks to customers and then feed that intelligence back into our organic search campaigns.
There are many ways to achieve this and the specifics will depend upon your set up – drop a comment below if you are struggling and we will feedback.
SEO is not voodoo, and in 2020 it is certainly not a series of dirty tricks. Optimising your site is a case of getting many factors aligned and working together. Keywords. URLs and page names. Navigation. Page optimisation. Page copy. Areas covered. If all of these factors are perfectly aligned then we help the search engine understand what you do and where you do it.
When it comes down to it, a search engine is just a tool that connects a question with an answer. For the results to be strong, the search engine has to be completely confident in what you do and where you do it.
Any good marketer knows to keep an eye on the future to stay ahead of the curve on new trends, emerging marketing channels, and other fresh ideas to deliver brand messages. With 2019 in the rear-view mirror and the new decade flying down the pipeline, now is the time to start examining what the year 2020 is going to mean for marketing for Perth Businesses.
Here are Perth Businesses Online Marketing Growth Strategies to help your small business succeed in 2020.
1. Mobile-First Focus
Over the past couple years, we’ve seen mobile overtake desktop in usage and search. As a result, there was a big push in for small businesses to ensure that their web pages were optimized for mobile browsing. This mobile friendly attitude was the first step towards being mobile-centric, but that journey is not over.
Mobile-centric involves a lot of technologies and platforms, some of which are still emerging and only now being utilized for small business marketing purposes. The following are all mobile technologies that a small business should begin implementing into their content-based strategies.
2. Email Marketing
Email marketing is by no means a new trend, but it makes the list because of the severely misguided viewpoint that it is an “old school” tactic and no longer relevant. The data shows the exact opposite; email marketing is one of the most ROI-positive strategies out there.
The people that make the false claim that email marketing isn’t effective are the ones that aren’t using it correctly. This tactic is all about providing audiences with relevant, valuable and helpful information (think DIY guides, links to blog content, industry news, etc.). It is not designed for jamming sales pitches down consumers’ throats.
3. Data Informed Decision Making
A lot of people refer to this trend as a push to become data-driven. But, there is a lot wrong with that concept. It suggests that companies should plop their big data / analytics tools at the helm of the ship and let it steer all of the decisions. Most organizations, especially small ones, lack the high-end, sophisticated big data tools and existing data culture that make a real data-driven approach possible.
Even with these tools, the risks are very high. Data doesn’t always know best. Companies should be pairing their data-born insights with the existing knowledge and opinions of their team members.
4. Video Content
It is easy to understand why consumers prefer to receive content-based marketing messages over ad-based ones. Advertisements are often interruptive while marketing through content is informational, entertaining and engaging. When you consider that approximately 60 percent of consumers prefer to watch content, instead of reading it, then the power of video marketing becomes immediately apparent. Video content will continue to build momentum and audiences will be looking for it more in 2020 and years to come.
5. Expert Blogging
Your Perth small business may already have blog content that is regularly published, but how good is that content? Blog content for marketing became a popular means to get noticed on search engines thanks to SEO Services in Perth. In this quest to be seen, a lot of organizations became more concerned with their SEO Strategies than the actual quality of their content.
Now, audiences are starting to take notice that there is a difference between valuable blog content and not so important writing. If your content isn’t informative and exciting to read, people aren’t going to stick around. 2020 is poised to be the year that brands invest in bringing their digital writing to the next level, which may mean hiring an “industry expert” to create higher caliber blogs. this is also the reason why quality content writers are one of the most in-demand roles in the Search Engine Marketing space.
6. Better Social Media Practices
This trend is in the same realm as blogging in that it is something that almost everyone is doing, but very few are doing well. Specifically, they aren’t getting the most out of their social media data. Even if you are creating high-quality content and regularly responding to comments, questions and complaints, you may be missing out on a lot of valuable information.
Social media platforms such as Facebook are a significant contributor to big data because there are a lot of engagements on these services. Customers are practically handing you a road map to running your business more efficiently and providing a better customer experience. Thus, you should be actively listening and collecting social media based data.
There’s a reason that the biggest section is about becoming mobile-centric. That’s the premier trend for 2020; everything that comes after mobile is just icing on the Perth small business marketing cake. Not to mention that many of the following patterns are hugely affected by mobile (think about how often you check your email, watch videos and check social media on your phone). When it comes to providing value to consumers and retaining them as long-term, brand loyal customers, it all starts with how mobile-centric your perth business is.
In our Industry, We are often asked by Small Business owners in Perth, “What is this SEO thing I’ve been hearing a lot about, and why should I care about it?” These days, businesses already have to worry about website design and facebook advertising and pay-per-click advertising, so most business owners may not even be aware that Perth SEO (Search Engine Optimisation) is a thing. If this sounds like you, then this guide might be of some help.
What is SEO?
Simply put, SEO Service is the process of optimizing your website in order to get organic or unpaid traffic from search engines like Google or Bing. It increases both the quality and the quantity of traffic to your site.
This means making changes to your website’s content and design that will make it rank highly on different search engine results pages. But why should you care about your website being the top result on Google? Why is generating organic traffic better than paying for ads?
The Internet’s Librarians
Imagine that you are one of the librarians for the most complete repository of knowledge and data that humanity has ever created. Imagine that millions of people come to you every day looking for information on a specific subject—for example, on Nietzsche or the Oscars or how to cook the perfect steak.
In order to help each person find the information they are looking for in a fast, efficient manner, you will need to know a bit about what each book in your library is about. You also need to arrange all the books according to some type of system—perhaps alphabetically, year of publication or by topic or keywords.
Search engines act like the internet’s librarians. They try to match the user’s search terms with the most relevant information in their database, and we need to understand how they do this in order to understand why SEO is so important.
How Search Engines Work
Search engines work in three steps. First, they send crawlers through all available content on the internet—webpages, images, audio, video and so on. Crawlers are bots that send snapshots of all accessible content back to the search engine’s servers.
Next, the information is organized into a searchable list. This huge list is called a search index and can serve as the basis for a raw keyword search. But good search engines like Google and Bing go one step further.
These search engines rank all the pieces of content relevant to a searcher’s query, using an algorithm to order the generated list from most relevant to least relevant. These algorithms are always changing, with Google, in particular, making constant adjustments.
Search engines that consistently deliver relevant results gain repeat users. These loyal users learn to depend on that search engine above all others. Recent data shows that Google and Bing make up almost 85% of all internet searches. This indicates a high level of user trust in these search engines.
Google determines its ranking through a mix of hundreds of different ranking signals, but three have remained consistent: quality on-page content that satisfies the searcher, links pointing back to your site, and RankBrain, which uses artificial intelligence to simulate a human “gut feel” approach to interpret difficult searches.
The more quality—and, therefore, more relevant—content you have on your site, the higher your pages are more likely to be ranked by the search engines. Good content makes satisfied users!
Links To Your Site
Another way search engines measure a website’s relevance is by external sites that link to it. The quality of the backlinks is just as important as quantity, as search engines will ban sites that attempt to spam backlinks.
A better way to build backlinks is to build relationships with the community. Fans and other satisfied users will link back to your website when they write about it and mention it on social media. This builds organic backlinks that are far more valuable than a hundred spam links generated by bots. Quality content is more likely to be shared.
So, why use SEO Service instead of other methods of increasing traffic, such as paid ads? After all, Google itself offers a paid AdWords system where advertisers bid on keywords.
It helps to return to the library metaphor we used earlier. Imagine a book’s publisher launching a multi-million-dollar marketing campaign to increase awareness of a new book about, let’s say, building birdhouses. There are television ads and radio spots, print ads in newspapers and Google AdWords for the keyword “how to build birdhouses.”
That’s the beauty of SEO and why it is the foundation of any Perth small business marketing plan. It may take some upfront time and investment to set up properly, with quality content and a network of organic backlinks. But a well-designed website that follows the principles of SEO will continue to generate a steady stream of organic leads and traffic for your business, for free.
Google wants to make everyone happy. It’s at its most profitable when everyone is happy; when people get what they’re searching for, they’re more inclined to use the search engine, which makes its ads more valuable. When businesses get more visibility on the search engine, they’re more willing to use it (and eventually pay for that advertising, which is rapidly approaching $100 billion a year).
Google My Business is an interface that allows business owners to take charge of how their business is displayed throughout all of Google’s products and platforms, including its search engine results pages (SERPs), reviews, and instant content.
You can get the app on Google Play or the App Store, or sign up on your desktop. From there, you’ll confirm a handful of details and have access to several features, including posts, bookings, and insights.
Have you ever seen your business misrepresented online? Updating your entry in Google My Business will practically guarantee the accuracy of your business’s information in Google, and by extension, any third-party apps or services that rely on Google to get their data.
You’ll have the chance to update your business’s name, address, phone number, and specific details like your open hours. You’ll even have the opportunity to write out common questions and answers about your business (and have them appear on Google Maps). That informational consistency is invaluable to make sure customers are contacting you at the right times and getting the right idea of what your business does.
Using Google My Business also improves your business’s visibility. Many third-party Website Services rely on Google for their information, so completing your business profile will increase your chances of getting featured on them. Google will also have more information to categorize your business, so it’s more likely that you’ll show up for relevant local searches.
3. Better first impressions.
One of the best perks of Google My Business is your ability to upload photos or videos, which might show off some of your best products and services or simply display your storefront. Whatever you choose, you’ll have full control over the images your customers see when they encounter your business for the first time, leading to more powerful first impressions.
4. Insights and Analytics.
Google also offers businesses using the platform “insights” or analytics data that show exactly how and when customers are finding your entries. With these data, you’ll be able to figure out where customers see you—and where they don’t see you.
With that information, you can tweak your campaigns to improve your visibility further or cater to a specific target audience.
5. Creating Posts on Google My Business
Another significant perk is the ability to create “posts” or pieces of content that search users will see when evaluating your business.
These can be almost anything; for example, they might be limited-time offers and promotions that drive more sales, or articles that provide value to your customers. Think of it as a free advertising opportunity that you can tweak at any time to improve your sales or reputation.
6. Accept Bookings
Speaking of sales, if your business takes appointments, Google My Business will even give you the opportunity to accept bookings online. This is remarkably convenient for customers looking for services like pet grooming or haircuts, as they can schedule an appointment without ever leaving the SERP.
7. Online Reputation Management
As you already know, your business’s reviews are a crucial component of your SEO Services . With a Google My Business account, you’ll have the ability to turn all your Google reviews into a two-way conversation; when you log in, you can see all the reviews your customers have left, and respond to them if need be. It’s the perfect opportunity to make up for a bad situation, or thank your best customers for recognizing your stellar service.
Also, keep in mind that Google My Business is free. There’s no cost to sign up or maintain your account; Google benefits from accurate information, so it’s incentivized to get as many businesses participating as possible.
Are there any downsides to using Google My Business? The only one I can think of is the amount of effort it takes to maintain your listing—but any strategy to improve your brand recognition online is going to take effort.
In the span of an hour or two, for no money, you can establish and verify your presence online, and you can use as many or as few of the features you want on a recurring basis.
The Bottom Line
So is Google My Business Optimisation worth the effort? Considering how little effort it takes, the answer is almost certainly yes. It’s not a perfect fit for all businesses, but it has the potential to help you reach new customers who otherwise might not have heard of you—and make sure they’re getting the right information.
Signing up is free and only takes a few minutes, so if you’re invested in your search visibility in any way, I encourage you to explore it.
Search engine optimizationhas come a long way over thepast 25 years. Long gone are the days of publishing high volumes of low-quality, wafer-thin content and expecting your search engine rankings to increase. Today, SEO is as much an art as it is a science. It requires content writers and digital marketers (now one and the same) to understand search engine ranking factors, prioritize searcher intent, and publish valuable, high-quality content that appeals users and Google’s algorithms.
This blog post will cover nine SEO-friendly content writing tips to improve rankings. But before we get into it, I have a PSA for all the digital marketers and content writers out there: When devising a strategy to drive organic traffic to your website, remember that content writing and SEO go hand in hand. SEO is not some magic skill only technical people can execute properly.At its core, SEO is about writing content that’s better than the competition—and yes, utilizing on-page and technical SEO best practices along the way.
So, without further ado, here are nine tactics you can use to outrank your competitors in search engine results.
1. Understand Search Engine Ranking Factors
Before you can outrank your competition, you need to understand the foundational signals that search engines look at when evaluating and ranking content. The four most important ranking factors are content, links, site structure, and HTML tags.
Ever since the2011 Panda algorithm update, Google has prioritized content as its number one ranking factor. When you publish any piece of content—whether it be a blog, webpage, or pillar page—it should clearly cover a specific topic in-depth, be well-written, and above all else, provide value to the reader.
Multimedia: Contains images, video, or audio to enhance user experience
Answers: Directly answers the search query
Depth: Covers a topic thoroughly
Understanding what each of these factors means and how to apply them is the first step toward writing content that’s competitive.
Links, Site Structure, and HTML Tags
Aside from content, the second, third, and fourth most heavily weighted ranking factors are links, site architecture (how your site is built), and HTML tags.
When a search engine crawls and indexes your site, it also looks at non-content factors like inbound and outbound links, URL structure, page load speed, time on page, and keyword usage in tags to understand what your site is about and how to rank your pages.
Search engine algorithms are designed to deliver usersthe best content from the best websites. Implementing linking, site structure, and HTML best practices within your website content makes it easier for search engines to crawl and index your content. The quicker and more accurately a search engine crawls and indexes your content, the faster you can increase rankings and traffic.
2. Use the Right Keywords
Although there’s been debate in the digital marketing community as to whether or notkeyword research is dead, keywords are still a crucial part of SEO.
Keyword research helps you:
Determine what topics people are talking about.
Identify search volumes for topics.
Understand how difficult it may be to rank for a topic.
Before you start writing, brainstorm topics you know your buyer personas care about. Then, perform keyword research to identify the best ranking opportunity. The type of keyword you target will depend on the type of content you’re creating.
Blog posts should target mid- to low-volume, low-competition long-tail keywords, while comprehensive resources like pillar pages can go after shorter-tail seed keywords that have high volume and high competition. When creating blog posts, remember that longer-tail, lower competition keywords havehigher conversion rates and are easier to rank for.
3. Identify and Capture Search Intent
Once you’ve found a viable primary keyword target, validate and decide how you will write about it by digging into searcher intent. Identify what the searcher is looking for when they type the query into a search bar, and then cover the topic in a way that directly meets their needs.
Know: The searcher wants to find information on a topic to answer a question.
Do: The searcher wants to learn how to take a specific action.
Website: The searcher wants to find a specific resource.
Visit in person: The searcher wants to find a location to go to.
Before you start writing, identify which of these four categories your primary keyword target falls under. Then, validate the category by looking at the content currently ranking for the keyword. Are your competitors targeting the same type of search intent you’ve identified for the query? Look at how they’ve structured their content to satisfy searcher needs. Structure your content in a similar and better way.
Pro Tip: Use SERP Features to Satisfy Searcher Intent Better Than Your Competition
How do you satisfy searcher intent better than your competitors? Pinpoint the aspects of searcher intent that top-ranking articles are failing to satisfy.
Are there any important nuggets the competition is leaving out that your reader may want to know about? You can clue into what these gaps could be by looking at the “People also ask” and “Related searches” sections of the search engine results page (SERP). Include answers to the relevant queries in your content.
4. Optimize Content to Obtain Google Featured Snippets
A relatively new search engine feature is the Google Featured Snippet. This SERP feature aims to answer a user’s question immediately. You can optimize your content in a way that increases your chances of obtaining this feature. Here’s how to do it:
Use SEMrush or another SERP analysis tool to identify if a featured snippet exists for the keyword you’re targeting. Only12.3 percentof queries have one.
Ask the question the snippet answers in one of your blog post subheadings.
Answer the question immediately after the subheading. Write a concise answer that’s better than the current one in the featured snippet. Be sure to use the same structure as the current snippet.
More Tips for Obtaining the Featured Snippet
There are several other tactics you can use to increase your chances of obtaining the featured snippet:
Optimize content you’re already ranking high for with a featured snippet answer;99.58 percentof snippets come from pages already on page one of a SERP.
Use facts and figures in your answers.
Answer multiple “People also ask” questions within your content. Ahrefs found that most featured snippets are triggered by longer-tail keywords like those found in this section of the SERP.
5. Update Old Content
Search engines prioritize fresh content. As previously mentioned, freshness is the fourth most heavily weighted content ranking factor. Updating old blog posts with better, more helpful, and authoritative information can boost rankings and traffic drastically.
In fact, when HubSpot made updating old content a priority on its editorial calendar (optimizing multiple posts per week), it saw an average increase in organic search views of106 percent per post.
Here’s how to execute this strategy yourself:
Identify blog posts with the potential to rank higher for keywords that have substantial search volume.
Update or rewrite the post to improve accuracy and thoroughness.
Implement on-page SEO best practices and optimize for conversion with relevant in-line and end-of-post CTAs.
Publish the optimized article—making sure to change the publish date so that search engines re-crawl and re-index the content.
6. Apply the Skyscraper Method
The Skyscraper methodis the process of identifying content you want to outrank and creating something better. It is both a content writing and link-building strategy, but for the purpose of this blog post, we’ll focus on how to execute it in terms of writing.
Once you find the piece of content you want to outrank, you should:
Think about why Google has prioritized this page in its results.Chances are, the ranking piece of content is comprehensive, goes in-depth, and provides high value to the reader. Understand why the content is performing well so you can take your piece of content to the next level.
Create something better than the ranking article.You can do this by adding length, depth, freshness, and improving the user experience.
Be strategic and intentional about the improvements you make. Anything you create should first and foremost add value.Ahrefs cautions writersthat “adding 25 mediocre tips to an existing list of 25 excellent tips isn’t an improvement. Sure, your new version might be lengthier, but you’re not adding any real value.”
7. Prioritize High-Quality Inbound and Outbound Links
Links tell search engines and users a lot about the value, reputation, and quality of your content. When linking to outbound sources in your blog posts and pillar pages, make sure that they are to trusted, quality websites. When seeking backlinks, target websites that are authorities on the topic you’re writing about.
Remember that backlinks to your content are one of the most heavily weighted Google ranking factors, dictating20.94 percentof what ranks versus what doesn’t. High-quality links can drive up rankings and traffic just as much as low-quality and spammy links can hurt your ability to rank.
8. Boost User Signals with On-Page Best Practices
Over the past few years, Google has started to incorporateUser Experience Signalsinto its search algorithms. The way you use HTML tags in your content can have an indirect impact on these types of signals.
Because HTML tags are one of the first things search engines crawl to understand what your content is about, content writers need to understand the importance of using the target keyword and LSI keywords in the title, meta description, headings, and first 100 words of a piece of content. Placing keywords in these HTML tags can improve user experience, bounce rate, dwell time, and click-through rate. High performance in these areas has been shown tocorrelate with higher search engine rankings.
9. Be Aware of Site Structure and Technical SEO Best Practices
Although optimizing site structure and improving technical SEO isn’t necessarily part of a content writer’s job, it’s important to be aware of how these factors can impact your content’s ability to rank.
How your site is built, page load speed, security, and crawlability all directly impact a search engine’s ability to index and rank your content quickly and accurately. For example, over the past few years, search engines have started prioritizing sites that use atopic cluster-driven site structure—a structure that links blog posts targeting longer-tail keywords to comprehensive resources or pillar pages targeting shorter tail, high-volume seed keywords.
If you have poor site structure and technical SEO errors, getting your content to rank is next to impossible—no matter how well-written it is. If you’re having a hard time seeing organic traffic results from your well-written content, work with a developer ortechnical SEO expertto monitor site health and tackle errors that can have the biggest impact on crawlability.
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