Search Engine Optimization (SEO) is the practice of optimizing the content and navigation on your website to improve its ranking on search engine results pages. Whether you run a restaurant, retail shop or service-based business, effective SEO can help your business rank highly in search results when people search for the items or services you offer using Google, Bing, or other search engines.
Why is this so important? Searching online is a predominant way that consumers find restaurants, shops and services in their locale. And according to Advanced Web Ranking, the website in the first position on Google’s desktop search results enjoys a 34.36 percent click-through rate—that is, more than one in three people who see the page will click on that result—which can mean a significant increase in traffic to your business’s website. Google’s research reveals that local searches lead 50 percent of mobile visitors to visit a store within one day. Effective SEO can be a powerful way to capture some of the foot traffic that results from those online searches.
In general, search engines reward websites whose content is highly relevant to online users and that is easy to use and navigate. Factors they use to make that determination about your website include:
Here are a few ways to improve SEO for your business’s website.
Much of the advice for SEO can be distilled into this single sentence: think like your customers. If your website is useful to consumers, their behaviors will earn you good SEO rankings. Ask yourself: what phrases will potential customers use when searching for my business or products? What kinds of searches will they perform before making the decision to buy? If you were your customer, would you find the content on your site so irresistible that you’d share it with your family and friends? Let’s break this down:
Given how many websites there are in the world, it can be difficult to compete if your SEO strategy is too broad. Don’t try to be everything to everyone—you’ll be expending a lot of effort and not necessarily getting the return you’re looking for. Instead, focus on being discovered by those people most likely to purchase from you—those potential customers looking at their phones right on your block. Customers are often looking for nearby businesses or researching products while out shopping. Make sure your business is found locally using a few quick tips:
Some researchers claim that you have about 15 seconds to capture the attention of the average visitor online. Customers want what they want, they want it now, and they are liable to click away if they don’t immediately see something of interest. With that in mind: