Get the Top 10 Inbound Marketing News - once a month:

//   by judethomas |

A Complete Guide To Optimizing Your Local Business Website For Search Engines

A Complete Guide To Optimizing Your Local Business Website for SEO

New to the Google and SEO? Confused and unsure what to do?

No worries, we all were at some point.

Here are some things you need to do if you want to optimize your pages for search engines:

Technical part

To get a good grip on optimizing your page for search engines, you first have to see your page through the algorithm’s eyes.

Take a page from your website and look at it. What do you see? Colors, words, design, videos etc. However, the search engines are unable to see all of that. They can only see text. Now, this doesn’t mean that your clever design was for nothing because design serves your audience.  But in order to reach that audience, you first need to impress the mighty Google with your content quality.

“This is why you need to optimize your page. And in addition to keywords, which you have probably already heard about – you need to optimize the technical part of the site first,” says Andy Tremaine, a specialist at Draftbeyond and Last Minute Writing.

This involves a whole host of actions, most of which can be made simpler. Here is what you need to do, on the technical side:

  • Make all of the links and navigation text-only (because crawlers use these links and navigation to get to more content, and they can’t see images).
  • Set up your URLs so that they are simple and short, nothing more but your website address and the keyword you want to rank for.
  • Optimize the speed of your pages since Google uses it to judge your quality.
  • Remove all broken links
  • Create a sitemap which lists all of your website’s links and a robots.txt files for the pages that you don’t want to turn up in the search engines.
  • Make sure that none of the content on your website is duplicate, even if it’s a duplicate from another one of your pages.

Content

Content is a term covering a wide range of formats – from text to video. But, since the crawlers can only see the text, this is the part that you will focus on. They use various things to assess your page’s quality. Keyword, backlinks – which are so valuable that they deserve special attention – content length and so on.

While the elements mentioned are extremely important to Google, you should know some key tricks and tips to help you improve your content and make it more appealing.

  • Leave plenty of white space – write short paragraphs, 3-4 sentences at most
  • Use bullet points, they make the text easier to consume
  • Even though Google can’t see multimedia, your audience can. Include plenty of graphs, images, videos etc.
  • Optimize images to get more out of them – image caption, name and description can help.
  • Create longer content – some studies have found that the range between 1500 – 2500 works best.
  • Make sure that you are providing quality and usefulness to the readers.

“Google is always looking for top quality answers to provide to their readers and users. Make sure that you are offering them. Tricks with keywords don’t work,” says Sally Jones, a senior content manager at Writinity and Researchpapersuk.

Keywords

Keywords are essential in SEO, and it’s clear why. Google sees them as prime clues as to what your content is about and how relevant to that topic it is. You can do keyword research and place the keywords at the most important spots as well as throw them in your text.

It starts with understanding what the potential buyers might type into the search engine. Then, you discover what alternatives they might use.

All of this helps Google define your topic and relevancy as well as the overall quality of your content.

Here is where to place your keywords:

  • The Title – Place it as close to the beginning of the title as you can. It still needs to be appealing to the audience.
  • Your URL – Ideally, your URL should contain only the keyword and nothing else. Don’t use any stop words (a, the, of, for etc.)
  • H1 – Make sure that the title of your post is H1 and that it contains a keyword. Nothing else on the page should be H1 because it might confuse the crawlers and rank you for something entirely different.
  • The first 100 – First 100 words of your page should contain your keyword. Again, closer to the beginning the better, and if you can put it there more times without it ruining the context of the page for the readers, go for it.
  • Meta Data – This is the part of the text that appears in the search engine – the title and the short description of what your text is about. Make sure that there are keywords in there as well.
  • Image files – Since Google can only see your image’s title, make sure that it contains the keyword as well. You can also use the ALT tag to make sure that Google understands that the text is relevant to the topic.
  • Semantic Keywords – These are variations or synonyms to your keyword. Since there are so many words that could have multiple meanings, this adds to the clarity of your page in Google’s eyes.

Of course, the keywords need to be sprinkled throughout the text as well, at least 3-4%.

Non-keyword optimization

Even though keywords are important, you should know that they are not the only thing that matters to Google. There are other factors that signal to Google the quality of your pages.

For one, there are links – both internal and external – multimedia, content length and so on. Even though these are the things that crawlers can’t quite see, it means that your page is high quality and provides a lot of information.

Internal links, for instance, help Google find other pages on your website and show relations between topics. You should include at least 2-4 internal links per page. External links help clarify the topic further and add to the user experience, confirming the quality of your page.

Multimedia affects the SEO indirectly by keeping the visitors on the page for longer. The time spent on a single page shows to Google its quality. Length does this as well, confirming the quality.

Author Bio

Martina Sanchez is an entrepreneur and content marketing specialist at Lucky Assignments and Gum Essays. She loves writing for her blog where she shares tips on digital marketing, SEO, entrepreneurship etc.

Double Your Growth.

We curate the best of inbound marketing news and send over the top 10 we know will contribute to your growth - once a month.

Skip to toolbar