SEO Content Basics for Small Business

Small Business owners can implement a few SEO content best practices to help improve their website’s visibility. Selecting relevant keywords and leveraging them in your content can mean the difference between ranking on page one of Google or buried in results past page three. Multiple studies have shown that searchers rarely navigate past page one and two.

How do you know which keywords to use? Where do you find them? How do you use them?

First begin by asking yourself who needs the services you offer. Next begin keyword research, leveraging Google Adwords Keyword Tool and Google Insights for Search. In order to know which keywords to target, it’s essential to not only understand the demand for a given term or phrase, but the work required to achieve those rankings.

Once you identify terms to target, implement the following SEO best practices for content optimization.

1)  URL – This is the address of a web page. Search engines view keyword phrases in the URL as one of the first indicators of a page’s content.

       - Keep URLs short and concise as it will improve site usability.
       - Place the target keyword phrase of a page within its URL.
       - Separate individual words within the keyword phrase with hyphens (-).
       - Ex. www.domain.com/keyword

2)  Title Tag – This tag appears in the window and tab title of most browsers, as well as the title of search engine listings. Search engines view keyword phrases in title tags as key indicators of a page’s content.

       - Place target keywords at the beginning of the title tag (search engines read from left to right), followed by a pipe (|) and the brand name.
       - Limit title tags to 70 characters or it risks being truncated.
       - Ex. <title> Keyword 1 | Keyword 2 | Brand </title>

3)  Meta Description Tag – This tag usually appears as a listing description within search engine results. Although it doesn’t impact SEO, users can be influenced to click by a well written description.

       - Create unique meta description tags.
       - Entice users to click by inserting a call-to-action (find, buy, learn, etc.) at the beginning your tag.
       - Place the target keyword phrase near the beginning of the tag.
       - Limit meta description tags to 150 characters or it risks being truncated.
       - Ex. <meta name=”description” content=”Learn more about web hosting services from Arvixe. We offer a variety of plans and services to meet every need!” />   (“learn” is the call-to-action; “web hosting” is the target keyword phrase).

4)  H1 Tag – This tag serves as the page title and another key indicator of content to search engine spiders. This tag also enlarges and bolds text on a webpage.

       - Place the target keyword within the <h1> tag as close to the beginning as possible.
       - Implement one h1 tag per page.
       - Ex.  <h1>Keyword</h1>

5)  Body Copy – Search engines review body content for relevant information about a page. All pages within the site should have sufficient content to reinforce the keyword themes presented in other on-page elements (URL, title tag, meta description tag, h1 tag, alt attributes, and internal links).

       - Create unique content and optimize for relevant keyword phrases.
       - Include 2-3 instances of the primary keyword and 1-2 instances of the secondary keyword for revenue-driving pages.
       - Position keywords above the page fold to reap the most SEO benefits.
       - Update content frequently to keep it fresh & relevant.

6)  Links – A strong internal linking structure helps search engines to properly crawl your site. In addition, it ensures that all pages will be found. Optimized anchor text can increase the keyword relevancy of a page as well as its PageRank. Search engine algorithms weigh the quantity and quality of links heavily in their algorithm.

       - Optimize anchor text for the keyword of its destination page as it is the destination page that reaps the value of a link.
       - Do not include extraneous terms in the anchor text; the anchor text should only reflect the targeted keyword phrase.
       - Embed links within body content.
       - Ex. Learn more about Linux Web Hosting services from Arvixe (link “Linux Web Hosting” to the Linux Web Hosting page).

7)  Image Alt Attributes – This tag (also known as alt tags or alt text) provides information about an image to search engines.

       - Optimize alt attributes for their relevant keyword, preferably the page’s target keyword.
       - Do not stuff this tag as it will be perceived as spam by search engine spiders.

Implementing the SEO content best practices listed above will help your small business improve its online visibility. With increased visibility, traffic to your site will improve, as will your overall site revenue.  Don’t forget to regularly refresh and optimize your content so it appears fresh and relevant in the eyes of search engine spiders.

Tags: , , , , , , , , , , , | Posted under 3rd Party Software, Internet | RSS 2.0

Author Spotlight

Christine Chung

Christine Chung

An SEO Manager based in the San Francisco Bay Area who loves sharing everything search related.

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