Many small business owners hire SEOs (Search Engine Optimizers) to help them get the most out of their web presence. As we have covered in previous weeks, however, there are a number of things an owner can do themselves to optimize their site. Why, then, would you hire a professional? Services such as audits, content, campaigns, keywords, training, and general expertise make working with an SEO a good idea for many small businesses.
You’ve done it. You’ve had your website built on a quality platform, such as WordPress, and built well-planned pages of your services. You’ve established social media accounts for your business. You’ve linked your social media accounts to your website. You’re finished, right? Your site is optimized? Probably not.
Last week we discussed that making your Google-Friendly site will get you on Google’s radar. You’ll be indexed. However, truly making your site the best it can be in terms of SEO is what will get you conversions. Think about it: when was the last time you went past page three – or even page two – when performing a web search? Can’t remember? You’re not alone. 75% of web searchers use only the first page of results. That is why getting there is so important. And SEOs provide that help.
A good SEO will first audit your site. This process will look at title tag, meta description, content, keywords, indexing, mobile dynamics, and more. A thorough audit will highlight strong areas and those needing improvement. Your SEO can explain what each area is and how it affects your site’s performance on search engines. They will then tell you what you can expect by following their recommendations and how long it may take to see results.
Then come the changes necessary that will grow over time into higher and higher rankings on Google and other search engines. Your SEO will communicate with you on the progress they’re making and give you feedback throughout the year. Page one ranking is not an overnight feat. In most cases it will take time, quality, and diligence.
Some business owners may want to perform adjustments to their site on their own, and there is no harm in that. Consider the vast content available about SEO on the web. To revive an old X-Files saying, the truth is out there. With enough time investment, anyone can optimize their own site.
The caveat is if you’re a business owner, chances are you don’t have hours every week to devote to improving your website. You may start well and then taper off, or find you never really have the time to research and implement. If you, like many professionals, lack the time to review and update your site, consider speaking with an SEO.
Take the time to get to know your SEO to avoid those who would use illicit practices to advance their own business. These scams include deceptive redirects, hidden keyword/link pages leading to other unknown sites, and link buying, to name a few. If you receive a random email saying someone has reviewed your site and can optimize it for you – DELETE. Likewise, avoid companies that will not tell you what they plan to do on your site. Your site is your own, and you deserve a trusting relationship with the person who promises to help you. Take as much time as you need to find an SEO to make sure you feel comfortable.
Next time, we’ll dive into establishing your website through Google My Business.