Ranking higher in search results can seem impossible for small businesses. However, search engine optimization (SEO) techniques and best practices do more than increase your visibility on search engine result pages (SERPs). Proper SEO implementation can increase foot traffic to local shops and deliver seamless mobile experiences.
SEO can be divided into four categories, each vital to your digital marketing strategy. Explore these four types of SEO practices, see what common mistakes to avoid, and learn how to optimize your small business website.
On-page SEO: content and website optimization
On-page SEO optimization involves creating a key word strategy and optimizing website elements such as title tags, meta descriptions, and content structure to improve rankings and enhance user experience. It’s a foundational SEO strategy and an excellent place for beginners to practice SEO.
Small business on-page SEO checklist
Before optimizing your website, conduct key word research to identify relevant, high-value search terms and develop an SEO strategy.
Prioritize these on-page SEO factors:
- Key word–rich title tags: This is a shortened version of your page title that appears in SERPs. Keep your main key word near the beginning, use a secondary key word if it sounds natural, add power words, and stay under 60 characters.
- Internal links: Cross-linking boosts SEO by improving search engine crawlability and site visitor engagement. Link to related pages and use anchor text that tells them what to expect.
- Images: Help search engines index images and ensure your photos don’t slow down site speeds. Google’s image recommendations include “descriptive filenames, titles, and alt text.”
- Content optimization: Write high-quality, original, search-optimized content based on search intent. Consider why someone searches for a term, then answer those questions. Remember to include a call to action (CTA) to drive engagement.
Off-page SEO: building authority and trust
Think of off-page SEO as an online version of word-of-mouth referrals. These SEO activities occur outside of your website, signaling to search engines (and humans) that your brand is credible and relevant. Off-page SEO strategies can improve your brand reputation, increase rankings, and drive traffic.
Practical tips for off-page SEO
Getting high-quality backlinks is vital to your off-page SEO efforts. But writing guest posts and collaborating with local bloggers or influencers aren’t the only ways to build trust with customers and enhance your reputation.
Off-page SEO tactics include:
- Be an expert source for niche-specific articles and publications by responding to requests on Help a B2B Writer or Qwoted.
- Get listed in local business directories such as your local chambers of commerce, Yelp, and Angi.
- Collect (and reply promptly to) customer reviews on your Google Business Profile (formerly Google My Business), Yelp, and industry-specific review platforms.
- Encourage customer engagement on social media to build brand awareness, showing search engines that your company is relevant and trusted.
Local SEO: attracting nearby customers
Small businesses can compete with big brands using local SEO techniques. It’s even more crucial if you have a physical storefront or serve a regional audience. A local SEO strategy helps your small business appear in searches like “hot wings near me.”
Steps for local SEO success
To benefit from local SEO, personalize content to meet your community’s needs as their expert in your industry.
Local SEO tactics include:
- Ensure your name, address, and phone number (NAP) are consistent across all platforms, including business listings and local directories.
- Develop local content geared toward your community with geotargeted keywords, but make sure it adds value to your readers.
- Create and optimize your Google Business Profile, including separate listings if you have multiple business locations.
Write high-quality, original, search-optimized content based on search intent. Consider why someone searches for a term, then answer those questions.
Technical SEO: the base for a high-ranking site
Technical SEO keeps your website secure and accessible, which are core elements for designing your website user experience (UX). But, you must monitor website health and performance regularly. Plug-ins, theme updates, and other issues can impact UX and hurt your technical SEO efforts.
Top technical SEO best practices
Evaluate your website for SEO to identify and prioritize site errors, like slow loading times. A web developer, SEO firm, or tech-savvy staffer can help with advanced SEO techniques, such as optimizing JavaScript and CSS to improve page rendering speed.
SEO beginners can:
- Check for broken links regularly.
- Implement structured data markup to help search engines understand your content.
- Use canonical tags to avoid duplicate content issues.
Common SEO mistakes to avoid
Even your best SEO efforts can be undone by common mistakes.
Avoid SEO errors like:
- Ignoring key word intent: Choose relevant key words to reach the right audience.
- Having a slow website: Use lightweight apps and tools to improve loading times.
- Buying backlinks: Get organic mentions and links instead of risking penalties.
- Skipping mobile optimization: Make sure your site looks great on all devices.
Best tools for SEO beginners and small businesses
Track SEO performance with paid or free key word and website monitoring tools. The best SEO solutions for beginners have simple user interfaces and in-app tips, so you can act quickly on insights.
Consider free SEO tools like:
- Seline for monitoring site traffic and understanding customer journeys.
- Ahrefs toolkit for on-page optimization and key word difficulty.
- Keyword.io for identifying long-tail search terms.
- SEOquake by SEMrush for web page key word analysis.
How to measure SEO success
By optimizing your website, you’re helping customers find your products and services. But, you must measure your optimization tactics and refine your SEO strategy to ensure continued progress.
SEO and website analytics tools can help monitor these metrics:
- Key word rankings: Where your website appears in SERPs for important terms.
- Organic traffic: The number of visitors coming to your site from various sources.
- Bounce rate: How long people stay on your site before clicking away.
- Backlink growth: The number of high-quality sites that link to yours.
- Conversion rates: How many sign-ups, purchases, or business goals achieved.
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