SEO. Google rankings. Content optimisation. If you’ve read anything on digital marketing lately, chances are you’ve heard about the power of Google in determining your business success.
But does SEO – search engine optimisation – really matter? The short answer is absolutely! Here are three concrete reasons why.
75% of searchers never look past the first page of results.
You read that right! In other words, your potential customer base shrinks by 75% if you don’t make it to the first page of search results for keywords that are relevant to your business.
If you do make it to page one, your position within the top 10 also affects your click-through rate. For example, the average click-through rate for a spot in position one is 20.5%. This drops to 13.32% for position two and goes on to decrease further until it reaches 7.95% at position 10.
When people search for a business, they focus on location.
Google’s research into search behaviour found that half of consumers who search for a business in their area online using their smartphone visit a store within 24 hours, and 34% who search on a computer/tablet do the same.
This kind of search makes it easier to appear on page one, as there’s less businesses competing in location based searches. Ensuring you’re listed on reputable location-specific directories like yellowpages.com.au is a simple way to boost your chances of appearing at the top of location searches.
Organic search drives more traffic to websites than paid search.
Organic search results are results on Google that don’t involve you paying to own key words. Google reserves 3 to 4 paid spots at the top of page one. The rest of the page spots are ‘free’ also know as organic, but you’ll have to work hard on your SEO to secure these spots.
Simple SEO best practices.
So, now you know that SEO and getting to page one really are important, what best practices should you be following? Here are some useful tips to get started:
- Develop a regular content schedule to make sure Google rewards you for having fresh content
- Create a yellowpages.com.au listing – it’s free and easy
- Do keyword research to identify keywords that are relevant to your business and tailor your content accordingly
- Create a unique, keyword relevant page title and meta description for every page on your website
- Use keywords in headings and format headings as <H1>, <H2>, <H3> etc. in order of importance
- Hint: <H1> is used for hero headlines, <H2> for subheads and <H3> for pull-out points
- Break up blogs and other content into easily digestible sections using headers in <H2> and <H3>
- Make sure all URLs on your website are descriptive and use keywords wherever possible
- Aim to keep your site speed as fast as possible
- Keep image file sizes below 200kb to minimise the impact on site speed
- Submit an up-to-date sitemap to Google to help it understand your site’s structure
Yellow can help.
While there are some SEO practices that you can probably master pretty easily, you may need a hand with others. If so, Yellow’s expert SEO team can help, with a range of SEO packages designed for small business.