SEO for SMBs
Search Engine Optimization, more commonly known as SEO, is becoming an increasingly important component for businesses and their overall success. In this podcast hosted by Dun & Bradstreet, a panel of SEO experts provide their input on trends and recommendations for how small businesses can successfully use SEO to maximize their web presence.
- David Waterman – Senior Director, Digital Marketing/SEO Strategy, The Search Agency
- Erik Freeman – Senior Digital Marketing Manager, Dun & Bradstreet
SEO can touch all aspect of a business’s online marketing: search engines now look at how people engage with your brand online, through your website and other online avenues. Targeting the right audience, branding your product, and getting a strong message out there can all help with your SEO and, by extension, help drive traffic to your website.
A Few SEO Best Practices For Your Website
- Pay attention to your website’s architecture
- Have well-written content that answers your target audience’s questions
- Follow engagement metrics – performance and viewer feedback can be key
Key Elements to Include on Your Website
Search engine result pages are crowded and hyper-competitive for certain keywords. In order to stay a step ahead of your competitors, consider including the following when building or redesigning your website:
- What makes you special? How can you brand that concept?
- Can you compete for a more refined or long-tail keywords?
- Can your website be easily crawled?
- What is your selling point? And how can you demonstrate it?
No matter how large or small your company is, you should make sure that you have a unique value proposition for your brand and website and that your product or service addresses your audience’s needs. Google proposes that it wants to deliver the best answers to its users search box queries, and if your site can provide your audience with the best possible answer, the likelihood that your site will be ranked is greatly increased. In order to do this effectively, you may want to make sure you’re communicating with your public relations team or company and any other marketing personnel or teams you might have.
Use a Variety of Assets
Creating a variety of multimedia assets, such as slideshows, videos, podcasts and articles, can help you reach your audience. Different people respond to different forms of content differently and being able to offer multiple means of communication can help your customers engage longer with you online, which can be a good indicator to search engines that the person found what he or she was looking for, which may prompt search engines to serve up your URL in the results again.
The Importance of Inbound Links
If you have a link pointing back to your company’s website, make sure it serves a purpose and provides additional information for the user on the referring page. Good links can help with positive referral traffic and can indicate to search engines that your content is worth linking to.
Building Organic Traffic with Social Media
Social media can be used minimally or extensively, depending on what kind of business you own. First, think through how much time and money you can or should put into your social media efforts. Most companies will need some kind of web presence for legitimacy, but companies offering some products and services will not need to be as invested in social media marketing. Your social media marketing can help enhance and promote your content, which can help improve your SEO.
If you want to learn more about SEO, check out Moz, a great site for SEO basics.