Search engine optimization (SEO) can be a minefield for small business owners. Without it, your website is a dead duck, ranking at the lowest end of search engine result pages (SERPS). You can try doing SEO in-house, but all the attention you pay to search engines takes away from everyday tasks, like running your online store; and you might do more harm than good.
You could hire an expert to launch a full-on SEO attack, but how many startups have that kind of capital? Perhaps a compromise is in order.
Learn to Speak SEO Language
The whole idea of SEO is to bring more traffic to your website. Google, Yahoo!, Bing, MSN, and other search engines scour the Internet looking for websites. They try to figure out how each page can provide value to the Internet. There are lots of ways to tell the search engines why your small business site matters, from meta tags embedded in the internal code, to social media links and other interactive features.
Meta Tags: Yes or No?
While there is some debate about the merits of adding meta tags for SEO, it can’t hurt to write a concise meta description for each page on your site. An informative, keyword rich meta description gives your business the opportunity to communicate its message to searchers before they actually click to visit. To be effective, your meta descriptions should accurately and completely represent the content of each web page.
Well Crafted Web Pages
A well written home page with useful and entertaining subpages, helps convey a site’s worth to search engines. The good news is a lot of SEO writing is just common sense. Write to the people who are likely visit your site, and search engines will follow. To get the most SEO juice, be sure to post only unique product descriptions and original content, and never repeat content across alternate pages.
Stay on Topic
Be sure the primary keyword is in the page title, and focus content on the topic at hand. If the page is about iPods, write about iPods, and leave secondary information about singers or the local music scene for another page. Don’t be a spammy writer, though. If you can hit the right balance of human readability and relevant keywords, you’ll soon be on the road to higher SERPs.
Entertain, Engage and Inform
Search engines love it when a site provides useful information not found elsewhere. Product reviews, consumer polls, music, games, and links to social media platforms are just a few ways to keep search engines churning. A good SEO company can tell you more about how interactive content affects the search results.
If your small business is equipped to handle SEO in-house, great; but, if it all seems like gibberish, you might want to seek the help of an SEO professional.