Onsite Optimization for Small Businesses
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The document provides recommendations for small businesses to optimize their website for organic search. It discusses making websites mobile-friendly, optimizing pages for target keywords, developing compelling content around those keywords, regularly updating the site with new content, and building backlinks through social media and other external sites to increase the website's authority. The goal is to implement onsite and offsite optimization strategies to improve the site's visibility in organic search results.
Onsite Optimization for Small Businesses
- 1. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Onsite Optimization for Small Businesses Nathan Stenberg Organic Search Specialist nathan@anvilmedia.com
- 2. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Contents 2 03 | Introduction 04 | Mobile-Friendliness 06 | Keyword Optimization 09 | Content Development 10 | Content Implementation 11 | Link Building
- 3. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Introduction 3 Nathan Stenberg, Organic SEO Specialist • 15+ years in technical problem solving • 5+ years of experience implementing organic SEO solutions • Personally optimized over 1,000 websites for Organic Search What we will cover today: 1. Mobile Friendliness/Page Speed 2. Keyword Optimization 3. Write Compelling Text Content for Pages 4. Consistently Update Site 5. Link Profile Development
- 4. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile Friendliness 4 Reasons a Small Business should have a mobile- friendly website: 1. More and more searches are being performed on mobile devices • More than half of digital traffic online now comes from mobile devices and through mobile apps. A comScore report says smartphones and tablets combined now account for 6o percent of all online traffic up from 50 percent a year ago (Google Knowledge Graph) 2. It is a ranking factor • When a search is performed on a mobile device Google will return mobile optimized websites before it returns websites that are not mobile friendly
- 5. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile Friendliness - Recommendations 5 1. Use a Responsive Web Design • Responsive Web design is an approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices • Most Content Management Systems (CMS) provide a variety of different templates. Check to make sure that the template you are using is listed as “responsive” and responds effectively when viewed on different devices Resources: 1. Google’s Mobile Friendly Test • https://www.google.com/webmasters/tools/mobile-friendly/ 2. Responsive Design Checker • http://responsivedesignchecker.com/
- 6. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Keyword Optimization 6 Probably one of the most commonly known aspects of SEO are keywords as we have all used them to perform queries for different things we are looking for via a search engine. In this way, they are absolutely fundamental to the search process. As search engines crawl through a website and index the content, they store the information about the content in keyword-based indexes rather than storing all of the web pages in one giant database. By separating the content in to smaller, keyword- focused databases, the search engines are able to retrieve and return the data they need in a fraction of the time. So how do we tell what keywords we should use to optimize our website?
- 7. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Keyword Optimization 7 1. Build a list of the keywords that are applicable to your company, services, products, etc. • Example: Digital Marketing, Social Media Marketing, Paid Media Marketing 2. Test the list of keywords to find out what people are actually searching for • Google Adwords Keyword Planner 3. Finalize the list by reviewing the core list that are being searched and expanding it with synonyms as well as phrases that mean the same thing • Example: online marketing services in Portland, Facebook and Twitter marketing, Google Adwords campaign management 4. Update the Keyword Optimization of your website • Title Tags – This is the first thing that search engines see when they index a web page • Page Content – the content of the pages should contain the primary keywords as well as similar terms and phrases that align with the page content
- 8. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Keyword Optimization 8 Resources: 1. Answer the Public – Keyword Suggestion Tool • http://answerthepublic.com/ 2. Keyword Planner – Google Support Document • https://support.google.com/adwords/answer/2 999770?hl=en 3. Title Tag (Moz.com) – Defines the Title Tag and provides a Title Emulator Tool • https://moz.com/learn/seo/title-tag
- 9. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Content Development 9 What’s Next? Now that you know what keywords are being searched for and have updated the title tags of the pages it’s time to update the existing content of the website and/or create new content that includes the keywords and their similar terms 1. Write Solid, Compelling Website Content • Focus on developing unique, share-worthy text content that can be indexed by search engines • The more text that can be indexed by search engines that is focused around the keywords the better chance for your pages to rank in organic search results 2. Content Length - Top Level Pages/Product Pages • We recommend developing a minimum of 500 – 700 words of unique content for the main pages of your website as well as pages that contain product descriptions 3. Content Length – Informational Pages, Blog Posts, Articles, etc. • We recommend developing a minimum of 1,000 words for inner pages that are more informational. This is a trend that has recently begun to shift with the advent of mobile devices and individuals becoming more comfortable with scrolling to read text content
- 10. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Content Implementation 10 How Often Should You Update Your Website? We have learned how to determine which keywords should be used in the optimization of your website and that you should be developing content around these keywords, but how much new content should be added and how often? 1. It depends on your business • How competitive is your market? • Are you a new business trying to establish an online presence? • Where is your business located? • Is it a local business, national business, global business? 2. Once a week • If possible, trying to get an update added to the website on a weekly basis is a good practice. For smaller businesses, due to resource limitations, once every two weeks or even once a month may be enough to grow visibility in the organic search results. 3. Use a blog • A blog provides an easy and engaging forum that can be used to add content to a website on a consistent basis. It provides a way to generate content with a longer word count that is focused around different aspects and services a business provides.
- 11. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Link Building 11 Now what? The two top ranking factors of websites for organic search presence are Onsite Optimization, which we have just covered some of the basics on, and Link Building. Link Building is sometimes referred to as “Offsite Optimization.” 1. What is Link Building (Link Profile)? • A link profile is the number of links that point back to a website from other websites. 2. Why is Link Building Important? • The more high-quality websites that link to you, the more likely you are to rank well in the organic search results 3. How Can You Generate Links from External Sources • Use “Google Alerts” to watch for Brand Mentions, check the “mentions” to make sure there is an accurate back link to your website and if not, reach out to request a backlink be added • Use Social Media Networks – This is probably the easiest way for small business to generate consistent backlinks to their website. Most business already have social media profiles set up and by posting consistently on these pages and including a link back to their website they can consistently grow their back link profile.
- 12. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Key Takeaways 12 1. Optimize for Mobile and Desktop Devices • Use a responsive website design to make your website easily accessible across all devices 2. Keyword Development • Develop a master list of keywords focused on the services, products or information your website provides for use in the total keyword optimization of your website 3. Develop Unique, Share-worthy Content • Use the topics and keywords you want to be found for to develop content for your website that engages visitors and increases the authority of your website for the chosen topics 4. Consistently Add New Content to Your Website • Plan on adding new content to your website around the topics and keywords you want to be found for at least once a week if possible • A blog is a great tool for this 5. Share the Content Externally • Share the content you develop for your website on your social media channels and DON’T FORGET TO LINK BACK TO YOUR WEBSITE 6. Build Your Link Profile • Listen for mentions of your company or brand using Google Alerts and check to make sure that articles or other websites your mentioned on have a back link to the applicable page on your website
- 13. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Questions? 13
- 14. Measurable Marketing That Moves You // © 2016 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank you! anvilmedia.com