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How to "do SEO" for your small business: Additional tips

Patrick Nelson

Search engine optimization is a crucial component of modern business marketing. A well-designed website provides the basis for high rankings in search engine results, but there are many additional SEO tactics that you can employ to improve visibility and generate profitable leads.

Start With a Strategy

Before you begin implementing additional SEO tips, have a solid strategy in place. If you made a list or a plan before designing your website, go back to it and remind yourself of your initial goals. Readjust your focus based on what you've already accomplished and consider what your objectives should be as you move forward with the next step: content marketing.

Make Content Unique

Everyone is working to generate content that draws customers and improves page ranking. Research what your competition is doing, then provide your target audience with information that they can't get anywhere else. You might be one of a dozen widget manufacturers in your area, but if you can show your customer base that you're a more knowledgeable authority than the other eleven, they'll want to come to you.

Delve Deeper

As you work to write content that sets your company apart, take the time to go in-depth. Don't just write out generic lists of tips or benefits; pick a subject and really research it. Quality content ranks better in searches and tends to generate more organic links than articles or blog posts with a broader focus.


Generate Fresh Content

If your website is static, you'll need some SEO help in the form of a blog or user-generated content. A constant supply of new content keeps search engines crawling your site, which helps to ensure consistent placement. Map out a posting schedule as part of your initial strategy and add a "post a review" box to each product page. Not only will the user-generated content complement your blog posts; it will also offer the kind of peer reviews that customers rely on when making purchasing decisions.

Pair Up with Authorities

Another way to make sure that your site is never wanting for content is to reach out to authorities in your industry and ask if they'd be willing to contribute posts to your blog. Writers who have already made names for themselves bring that clout to your website, giving your credibility a positive boost. You might also consider getting in touch with other small businesses to give each other SEO help through co-marketing strategies such as trading guest posts and running tie-in promotions for each other's products.

Get to Know Social Media

"Social signals" such as retweets, Facebook Likes and Google +1s count when it comes to search engine placements. Each interaction counts as a backlink that in turn works to drive your site higher in search results.

Leverage Loyal Customers

No matter what happens with search engine rankings, your loyal customer base is always there for you. Sending out email newsletters may generate some of your most successful leads. Including links to blog content, new products, sale items and special deals creates a clear call to action that draws customers even when search-based traffic is slow.

Analyze, Learn and Grow

SEO isn't a static strategy. Search engines change their algorithms, customers switch from PCs to mobile devices and new tactics emerge over time. The key to good SEO practices is to always be monitoring and learning. You'll see patterns over time that show what works for your business which can then be implemented to ensure a consistent stream of traffic that in turn generates more sales.

Implementing these SEO tips in addition to traditional keyword optimization and link building helps boost your site's placement in search engine rankings and works to draw customers from a variety of viable markets. The positive results you see will more than make up for the time it takes to improve your strategies and establish yourself as a leader in your industry.