In part two of this three-post series, Pri Kruijen helps you as a new small business (or new to SEO) to establish a list of critical tasks you can do in as little as thirty minutes a day.
Businesses launching a new website need to focus on page speed and mobile optimisation as they continue to play a big part of SEO in 2019.
If you are working with a web designer, make sure that they are continuously testing the site during every step of the way. Some small tweaks such as optimising the image size and setting a cache time can improve page speed by a few ms and help with ranking.
My two preferred tools and the ones that I recommend to clients are PageSpeed Insights and Test your Mobile Speed. These two Google tools are free to use and give up-to-date information on your website. The data can be overwhelming if you are not tech savvy; however, Google offers excellent free support to help you get to grips with the fundamentals.
If you are using a template for your website, I suggest reading the reviews from previous buyers to see what their experiences are. Picking the right CMS can help with speed issues, Squarespace offers fast hosting while WordPress has an unlimited number of plugins that improve speed.
These are languages that your web designer used to design your website and to minify them merely means cleaning up.
WordPress makes this an easy task as there are plugins available to support, if your website is custom-built, your web developer should be able to fix the issues if necessary.
A common misconception about undertaking SEO yourself is keyword research. Keyword stuffing (where you endlessly add your keywords into your copy) worked in the past, but Google has now evolved and penalises those doing this.
If you want to rank on page 1, then your focus should be on solving your dream clients’ problem by understanding their intentions. In part one we discussed the three search intentions a consumer can have using the word ‘pizza’; Navigational, Transactional or Information. (link to blog post 1)
Once you can marry the two, you are one step closer to getting them onto your website. Keyword research can take a while so you will need to set aside time to compile your list.
There are three main tools from Google that can help improve your visibility. I would recommend setting before your website goes live. Google My Business is a storefront of your website on Google where you can add photos, including information about your business like opening hours and ask your clients for reviews. Google Search Console tells you how Google views your website when it is crawling it as well as how your customers find you, while Google Analytics is what your customers do while they are on your website.
Featured snippets are also known as answer boxes or position 0 as they are at the top of page 1. Being in this position can improve the click-through rate to your website, and the best thing about it is that Google can pick the content from any site on page 1, not just position 1. There are three different types of featured snippets available: list, paragraph or table. Featured snippets are usually available for search queries that have answer a who/what/where/when/why and how questions.
Google is constantly making changes to the algorithm and changes search engine result page features on a regular basis. Branded SEO is commonly overlooked by most small businesses; however, it’s a powerful tool that can improve not only your SEO but also your place in your industry. This is especially important for businesses who have a common name or have the same name to another business in a different niche. If you aren’t familiar with branded search, it’s anything that has your brand name in it. Searchers looking for a branded query are more likely to convert as they are further down the sales funnel than those looking for a non-branded query.
Link building is one of the hardest parts of SEO especially with Google cracking down on underhand tactics and practices in recent years. It can be time-consuming and is a continuous task. Luckily for product-based businesses, there are plenty of options to make the most out of maximising exposure.
Hopefully, this gave you some ideas on how to improve your visibility in 2019 by making the most out of your SEO strategy. If you’re in the process of rebranding then do check out my third blog post of this series.
In the meantime, if you have any questions about building an SEO strategy get in touch.
Pri has been passionate about supporting small businesses since 2009. After a brief stint in web design and copywriting, Pri fell in love with SEO. Her love for championing creative entrepreneurs led her to a career at Not On the High Street (NOTHS) where the idea to start a marketing agency struck. Brilliantly Visible is all about breaking down the complicated and boring SEO to-do list into easy to manage strategic tasks that last 30 minutes or less.