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SEO Strategies for Small Business 2019

SEO Strategies for Small Business 2019

SEO strategies for small business 2019 - In order to be seen for relevant keyword search results, employ these SEO strategies.

SEO Strategies for Small Business 2019

Understanding Goggle Best Practices SEO, will help your business in 2019 and beyond.

Search engine optimization (SEO) is more significant in 2019 than at any time prior. As in previous years, its importance in serving as the steppingstone for small businesses to find online success continues to increase. In combination with a strong and effective marketing campaign, small businesses need to implement best practices SEO.

Small businesses need to stay at the top of their game by appearing in local search results, not just in 2019, but every year. If you are a relatively new  business or an established small business that wants to be bigger and do better in 2019, here are tips to improve your SEO practices in 2019.

SEO Strategies for Small Business 2019

Before implementing any serious SEO strategy, it's important to know some basic information such as;

  • Who are your buyers/customers? - You need to know some basic demographics such as age, gender, education, race, nationality and many more.
  • What is their problem? - if your content is not addressing a need, you can be spinning your wheels.
  • What influences their purchasing decision? Price? Quality? After the Sale Support? What is important to most of your customers?

Content Marketing

The number one thing for any small business is to engage in Content Marketing.

People are always on the go. They're using digital devices while they're on the move. At home they use digital devices to control the lights, watch TV, and search by voice. To fulfill that customer need, your business needs to create coherent, informative and useful content, and you need to deliver the content in the shortest time possible. Most importantly, users should be able to access the content through organic search, social media or internal linking.

You MUST engage in Content Marketing to fill their need.

When done correctly, each "update" is created as it's one PAGE on your WEBSITE with it's OWN URL. This is important because Google and Bing (99% of searches) index Web PAGES. 

Additionally, each post will have all SEO efforts directed to support the particular keyword/locality/schema coding assigned to that page so it appears in the search results for that particular query.

Beware of companies that make promises of "first page" or "first listings" as it's up to someone else, in this case Google or Bing to decide placement, not the SEO agency. So it's pie in the sky talk and you should run in the opposite direction.

Also, if the agency you are speaking to is focusing on "building links" for your site... look for another agency. While a link to your site from another high quality site is a good thing, these link farms are low quality links that actually are more likely to penalize you in the listing rather than help you.

Besides... true content marketing also distributes each specific post to relevant social media outlets, creating high quality links and relevant links to your website from legitimate sources for SEO.

Now, let's take a look at some of the SEO Best Practices you can utilize to promote your business in the search returns.

SEO Strategies for Small Business 2019

SEO Strategies for Small Business 2019

Snippet

Snippet is the word given to the 160 (give or take) characters in every search return directly under the link in the Search Engine Return Pages (SERP). If you don't SPECIFY what you want to appear, Google will take some random text from your homepage and insert it there.

There is no doubt whatsoever that this precious little real estate is important for clicks. It's also important that you tell Google in the coding of the post, exactly what you want it to say! 

Why it it important? Because with Google Home and Amazon Alexa, there are no screens. They read you information...and what information is that you ask?

THE SNIPPET! 

Schema Coding

Here are two examples of schema coding at the top of a Google search. One is on the corporate site, the other is on the training site domain of the same business.

Note in the first Google search return listing, the giant font that makes the Title and Date stand out. This is known as a "Rich Snippet". 

The second listing contain schema coding to break the date out that leads to a different specific landing page than the URL destination above it. This gives you the opportunity to code for two separate website destinations in the SAME GOOGLE LISTING. Plus, it stands out as well from other listings as well.

Featured Listing

Here is another variation of Schema Coding Google utilizes called a feature listing. 

SEO Strategies for Small Business 2019 - featured listing
SEO Strategies for Small Business 2019 - featured listing

Featured Listings use larger fonts, but also include an image (of your choice). All done with Schema Coding.

BONUS: They are also the very FIRST listing in a search return.

In a nutshell, Schema Coding tells the search engines what your data means, not just what it says.

Let's say for example you look for GI Bill Bodyguard Training. Google looks for sites that say that, and returns a list for the user. Schema coding tells Google "When" and "Where" in a way that Google knows exactly what is going on, not just some random words from text.

There are quite literally hundreds of markup types—from from products, to service area to events. If you have any type of data on your website, there’s a good chance that it’s going to have an associated itemscope and itemtype in Schema Coding.

Websites that use schema markup will rank better in the Search engine Return Pages (SERP) than companies without markup. a new study from Search Metrics determined that websites with markup rank an average of four positions higher in the SERP than those without  any schema markup. While it’s not totally clear that this higher result is due to the markup alone, there is obviously some correlation.

Does Google think schema is important? YES, because they maintain a site site that checks your schema coding to make sure it is correct.

SEO Strategies for Small Business 2019

Coding for Images and Video

It's not just schema... HTML coding is important as well not only tags and categories, Meta and H1, H2 and H3, but images and video need HTML coding as well.

Basic Image SEO Tips

Small Business SEO Tips 2019 - Part 4 - On Page SEO - text sep tips

  • Don't upload the file name the your camera spits out (07082018947.jpg) - rename the file it using the same keyword for that web page post.
  • Title the image using your chosen keyword
  • Google looks at the "Alternate Text Coding" for a description of the image - add 4-10 words here, but no more - and include the keyword phrase.
  • Add a description to the image, include the keyword again, but no more than a sentence or two.
  • Add a Caption to the image - This text appears under the image as text and is a great way to boost keyword ratio to text.
  • For multiple images on a single post, vary the filenames, Title, Alt and desc., while continuing to embed the selected keyword or long-tail phrase for that post. Remember, none of this works on GoDaddy or any other DYI webpage builder. The Build-Your-Own-Website builders block image indexing. And that seriously hurts your on-page SEO. (get a real website)
  • You'll want to use a professional image manipulation software such as Photoshop. Google strongly suggests putting your logo in as many photos as possible.
  • Also, try to keep your images in K not M! Smartphone pics are M. Website pics should be K. 100-200 K is good; Remember that a search user may be far from a 4G tower and stuck in 3G territory. The lower resolution looks fine on a phone and loads much quicker.

Basic On-Page Video SEO Tips

Small Business SEO Tips 2019 - Part 4 - On Page SEO - video tips

  • Make sure you utilize a separate landing page for each video so searchengines can find and index each video asset individually. Multiple videos on a single page doesn't help SEO the same way images do. Additionally, multiple videos on a single page will slow the page load speed significantly, especially on mobile devices.
  • Don't allow videos to auto-start. We have all been on websites where two separate videos start auto-playing on the same landing page at the same time. Don't give users a reason to quickly hit the back button, especially if they are searching at work. Additionally, Google now penalizes websites that auto-play video.
  • Be sure to populate the hidden tags in the HTML code of your video landing pages, specifically Facebook’s OpenGraph tags, Schema.org’s microdata tags, and even Twitter Card tags are a good idea.
  • Add video transcriptions directly to the HTML text of each of the pages where you have videos. Transcriptions give your viewers the option to “read” a video if they can’t watch or listen to it, while also providing the keyword richness that a search engine needs.

Content Marketing is designed to get you noticed in Google. Create great content that addresses user needs. Enhance with Google SEO Best Practices and begin to dominate the search engine return pages for all the keywords that future customers may use to find you and become your customers.

If you are not actively marketing your business on Google, you need to. It increases your authority, gets you in more searches, and brings you leads that turn to sales.

The beating heart of any marketing campaign is Content Marketing. Provided you have a truly mobile-responsive site as defined by Google (or even better an AMP (Accelerated Mobile Pages) website, Content Marketing is the very best method to increase your Digital Footprint on Goggle and Bing who collectively have over 97% of the search market. More importantly, on mobile devices (both Android and Apple) Google has 94% of the search market.

The Content Marketing Institute defines Content Marketing as;

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Lastly, proper content marketing has two important channels - Social Media and Google Search Return Pages (SERP) - and they both drive traffic to your website.

It amazes us to to see small businesses post to Facebook in a way that drives zero traffic to your website (which Google counts as a metric by the way).

Stop and think for a moment.

When you see a "post" in your news feed on Facebook, or LinkedIn or... and you click on a picture, there are just two possible outcomes to that click.

It can either open up the picture in a new screen, or send you to a website.

Which do you think is more valuable?

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