Growing one’s business and leads are two of the top goals of every businessperson. Lead growth and business growth go hand-in-hand. You won’t get one without the other. Many business owners, particularly start-ups think business and lead growth begin with the salespeople making phone calls. This view of building a business is outdated and unsuccessful.
While the good old telemarketing phone calls are still around, most communication happens online. Computers and smartphones grant people 24/7 access to information and each other. If your sales team isn’t complimenting their phone calling with online communication via email, social media, and SEO, you won’t be growing your business or number of leads well any time soon.
With the ready accessibility to the Internet, users expect to find information and answers to their questions immediately. However, there are millions of websites out there on the Internet and not all of them appear in search results. After all, a user is in a hurry to get specific information, so they don’t want to waste their time reading irrelevant website content.
Behind every search query typed in by a user, a Google SEO or search engine robot indexes and collects data from every website published on the web. Spiders crawl websites looking for keywords that match or are related to the words used in a user’s search query. The search engine robot uses a formula to the rank certain Web Pages in the search results that are seen by the user.
Why is ranking important? Well, going back to the previous points of Internet access and people’s expectations for immediate answers and information, the first handful of search results will be read while those on the following pages will likely be ignored. After all, who is going to click through multiple websites when their time is precious and short?
If search engine optimization is a foreign concept for you, it can be overwhelming as to know where to start and what to do. Here are some simple SEO tactics you can start to implement to catch the attention of search engine robots and gain a higher, more visible search results ranking:
An excellent starting point for an SEO strategy is the implementation of keywords. When you set up an account with Google Search Console, you can access a handy keyword tool where you can find which industry or niche specific keywords, keyword phrases and keyword groupings to target and implement throughout the content on your website. When determining which keywords to target, look for ones with lower search volume, but high monthly searches.
Write Good Meta Descriptions
The Meta description is the one or two line blurb that appears under the clickable webpage heading. It gives a brief description of what that specific page is about. The length of the Meta description has been lengthened from 160 to 300 characters. Meta descriptions are to be short and concise. When writing Meta descriptions, think of the web user and the questions he or she may be asking when they are conducting the search.
Make Your Website Mobile Responsive
More people now browse the Internet on their smartphones than on a desktop or laptop computer. You likely have noticed the difference in screen size between a smartphone and computer. Websites that aren’t mobile responsive will fit the screen size of a desktop or laptop computer. Search engines, like Google, don’t like unhappy Internet users and since mobile responsiveness is big deals for a user experience that it is now a ranking factor in its search ranking algorithm.
Get Active on Google Business Listings
Google My Business is a great way for local businesses to get listed online. With GMB, businesses are listed on Google maps with directions, a summary of the company’s products and services, the company’s address, pictures, reviews and a link to the company’s website.
Reviews are also crucial. Aim to generate as many positive reviews as you can. With people conducting more business transactions online without interacting with the company, reviews are an invaluable way to gauge whether someone should work with a company or make a purchase from a business. Online users making their first purchase from a business will automatically read reviews about the company first.
Improve Your Website’s Speed
Web users expect to get what they’re looking for almost immediately. They are not going to sit around and wait a minute or two for a website to load. Instead, they will immediately go to another website. Site speed is also a factor search engine robots use in awarding search results rankings. Some ways to improve the loading speed of your website include allowing caching, compressing the size of images and videos, remove unnecessary plugins and scripts and have a reliable web host.
Optimize Your Images
While most visitors to your website will have no problem seeing your images, those who are blind, as well as search engines, will be unable to view them. Search engines are computers and only read text and numbers. These are brief descriptions of a few words telling what the image depicts. It is a good idea to implement keywords in the ALT descriptions.
While the basic search engine optimization tactics make for a good foundation and are easy to implement. It requires constant maintenance and adjustments over multiple years. For many small and medium-sized businesses, this can be more than what they can handle while also trying to manage the day-to-day operations of their businesses. As a result, many choose to hire an experienced, outside digital marketing company to handle and oversee their website’s SEO.
SEO can help grow your business by attracting leads to your website. Once the leads are obtained, the sales team must take them through your sales funnel to convert them into paying customers. Some leads, however, become stagnant, or dead. SEO combined with platforms to revive dead leads can help your business grow by leaps and bounds.