Below are 5 tips we encourage you to consider when optimizing your company’s online presence. These 5 tips will help you have a huge head start over your competitors. While results may vary, it is our experience that very few companies are actually taking advantage of these easy to implement excercises. While no reputable company can offer a "page one search ranking guarantee", those of our clients that have been able to engage these rules, see a quite notable increase in traffic and conversion.
This one probably doesn’t need an introduction. Most people are familiar with Google Analytics (GA). Google analytics allows you to better understand your user base by seeing where they come from and what they do on your website once they get there. While it can be a little intimidating at first, even the simple default dashboard provides a lot of great information about how people are using your site overtime.
Many people bring in professional services to manage Analytics....however, If you have the time and would like to know more, Google offers free online courses in managing google analytics through the Google Analytics Academy
Google analytics gives you access to an impressive amount of data that is extremely informative. Over time this data becomes more valuable by allowing you to see trends over time.
This free tool from google helps you maintain the your websites health and presence in google search results. It allows you to submit sitemaps to ensure accuracy in your google ranking. This tool is designed to work with google Analytics and, when connected, is a powerful tool in managing your organic presence and overall website health.
It is my belief that google doesn’t offer tools that it doesn’t consider important. I can validate that quite easily with Google Business pages. When we first decided to use Urban Analog as our primary business domain in early March of 2019…We didn't show up at all in search. After three months of dedication and focus on the google business listings, we showed up in local search as the #1 for SEO WEST SEATTLE.
I attribute that local ranking solely to the work that we did with Google business pages. We didn’t spend a dime on promotion - just focused on good SEO and regular interaction with Google Business pages. I cover this in more detail in another of our blogs called “Why is "Google My business" important?” , So here I will just highlight some of the features you can manage:
Manage your business Address
Rankings - I can't stress this enough: Let people know they can submit google reviews, Thank them when they do...Respond to EVERY ONE... even bad reviews can be turned around by engaging them quickly through your business pages. It's easy because google allows you to instal an app on your phone that alerts you to every review and it takes minimal energy to submit a "thank you" for good reviews Google takes reviews very seriously when looking at how important you are and where you should appear on page.
Business & Holiday hours
Contact information (including Web URL, Email, & Appointment URL)
Description of your company
When you opened
Include exterior and interior photos.
Customer Insights (Includes how you were found, what action was taken when they found you, and where people are located. )
Posts: This is something you definitely should take advantage of. You can make posts that focus on any of the following items:
What’s New: This is like a little update on your website and allows you to include Calls to action to direct people into your website
Events: Draw attention to any special events or coming sales.
Offers: Create a special offer just for google business pages and see for yourself how well these pages work.
Product : Feature a specific product and include a BUY NOW call to action.
Google Doesn’t get all of the fun. Bing Business Places is also somewhere you should be. Surprisingly to some - Bing reports marketshare of 33% of the US market based searches. Even if that number were to be significantly smaller… we are talking perhaps billions of searches a year. That's money you don’t want to leave on the table.
In a sea of billions of people trying to communicate similar messages - You need to stand out. Google also acknowledges this by giving priority to unique content that aligns with consumers interest. This means - You want:
Content deemed important and/or Interesting within your sector of industry
It needs to be clearly communicated, informative, and in line with customer interest.
Sounds like a tall order - I know…but here is some tips to help
Quality trumps Quantity.
Recent studies show that posting several blogs a month wasn’t necessary to generate higher traffic. In fact, in some cases, it could work against you. Google is looking for the best possible answer to a users search request. Studies have shown that once someone finds what they are looking for, they tend to deep dive and read in detail.
Good Blog posts are longer than you think
Recent studies have shown that people like to scan for what they are interested in but once they find it...they like to deep dive on the topic. Google surveyed viral content over a year and found that the average word count was 1890 words. Google still agrees that content is king.
Skyscraper techniques in SEO
This relatively new techniques was created by Backlinko's Brian Dean. The technique is designed to create high quality backlinks. As you may or may not know - Relevant backlinks to your content go a long way to improving your SEO. In fact, It is so important, that websites with strong backlinks will often outscore and rank higher than well designed websites that technically are better designs and score better.
Here's how it works:
Before writing your blog - research popular trends, topics, and high ranking content that deals with the topic areas your business typically covers.
Determine the intent of the consumer.
Is it transactional (the user wishes to purchase something)
Is it Informational (the user wishes to learn more about something)
Customize your content to the desired intent of the user.
Note:(I realize this is very high level description but you can learn more about The Skyscraper Technique: (Content Marketing for Link Builders.)
The aforementioned title really says it all.
A well designed info-graphic is eye-catching and breaks down complex information into consumable chunks that are easy for your reader to identify. Consumers love statistics!
Unique High Quality images
Original images offer up more of a soft value - however, one that is both desirable and highly valuable. High quality, Unique photos, bring a sense of credibility to a brand. Users have become blind to many of the free stock gallery images that frequent the internet. In contrast - Original content stands out against this background and users report an improved brand perception for those using unique and original quality images.
Podcasts & Video
When someone clicks on an organic search term and lands on a page with a podcast or video, and then proceeds to view or listen to said podcast/video, the click through + the length of time they remain on page (and/or page engagement), tell Google that you are the real deal.
Meta used to be really important to successful ranking in SERP (Search Engine Ranking Pages) - however, like many other facets of SEO - it soon became abused. Search engines also became better at reviewing the content of a website. Eventually meta became much less important to people seeking web optimization. However, was that a good call? Here is some truth about optimizing your Meta:
It is still “best practice” to create meaningful title tags - and rightfully so - it is the first thing the web spiders see when crawling a site and is usually the clickable link in search results. However, the real importance might be something not many people think about… Title Tags help to qualify users which, in turn, can help to minimize Bounce rate. Low bounce rate tells search engines that you have quality content.
NOTE: Title tags should be no more than 75 characters including spaces
I first want to say - I realize that this is an obsolete tag - however, I read an article that suggested keeping keyword tags as a means of tracking which keywords you are optimizing your web pages to. I found that this is a really helpful suggestion and I've personally started using it. It also helps me see at a glance when my optimization is on track.
I personally think you should always include description tags. Google no longer uses description tags for SEO value. However, users often use them to determine which links are relevant to them. This means... they indirectly impact your SEO in the same way that TITLE TAGS do. Description tags help to better qualify a potential user. This helps minimize your bounce rate by giving users a better understanding of how your product or service relates to their interest. In this way - I find both the description & title tags to be extremely beneficial.
Social media is the go-to for improved client interaction. It tells users that your brand is active and engaged in customer relationships. Pew Research studies show that “Roughly three-quarters of Facebook users – and around six-in-ten Snapchat and Instagram users – visit each site daily….”
This means that Social media is a relatively low-commitment way to grow your reach, engage users, and generate valuable leads. When you are talking about 3 BILLION social media users - This is a large audience to forgo. In fact, recent study shows that 28% of users aged 16-64 turn to social media for brand research and social based influencer marketing has proven to provide as much as a 400% increase in brand awareness. It is also one of the few ways you can have personal interactions with your client base.
Obviously - this is a lot of information to take in. However, it is notable to say that with a little organization and proper time management, all of this is possible for your business to action upon, on a weekly basis. Urban Analog is always happy to help if the workload becomes more than you care to manage, however, our priority is to help your business grow, and with these items and tools in your arsenal, you will be off to a great start.