As an inbound marketing agency we hear it all the time. You’ve probably asked yourself. You may have asked your brother’s sister’s uncle’s nephew who you hired to make your small business a new website. Shoot, you’ve probably even asked Google.
“Why isn’t my business showing up on Google?!”
Your website’s design may be just as good, if not better, than your competitors. It can be the best designed website on the internet, but if you’re not following search engine optimization (SEO) best practices it doesn’t matter. Google doesn’t care about your beautiful images, or which colors you use. But it does care about your content.
There are a ton of components that go into a solid SEO strategy, mostly revolving around content. So, where to begin? Let’s start with a quick win.
There are two ways to build solid domain authority, on-site SEO and off-site SEO. On-site SEO, in the most basic terms, is optimizing your website the way search engines appreciate. There are tons of components to on-site SEO, but for today let’s focus on a few quick changes that can make an immediate impact on your search visibility.
3 Things to Change Today That Will Help Tomorrow
1. Use your Primary Keyword in the Page Title
The first step in writing a good page title is knowing your primary keyword. You’ll want to use it in the beginning of your page title. This shows Google your site is relevant for your keyword, as entice people searching for that keyword to click on your site.
Your page title should not be “Business Name | Home”. Sure, it’s your home page, but Google won’t know what industry you’re in if you just use your company name and then the word home to describe your page.
With summer just around the corner, many people may be searching for the newest places to take their kayak. Here’s an example of how solid on-site SEO can help. When I typed in ‘best places to kayak in pa’ here’s what popped up.
I clicked on the result and it took me to a page with a ton of options for places to canoe or kayak in Pennsylvania. It was also the top organic result.
2. Page URL
The page url, much like the page title, should include your primary keyword. It’s just another way to show search engines what your content is about. Also, these urls are often copied and pasted all over the internet. Whether it be in a forum, or on social media, people will see the page url and http://www.visitpago.com/outdoor-recreation/canoe-kayaking/ looks much better than a url with a bunch of random numbers and letters.
3. Meta Description
Your meta description is what someone sees below the page title on a search engine results page (SERP). The meta description has no effect on how Google ranks your page, but it can be a make or break solution for the person searching for a certain keyword. The meta description should include your primary keyword, some sort of action word and it should entice the searcher to click. Below is an example of one of my favorite meta descriptions I’ve come across.
It’s relevant to someone searching for the best burgers in london. It includes the primary keyword, a call to action and it certainly makes me want to click. It’s also got a pretty great page title. Overall, a great example of terrific on-site SEO.
Wait, there’s more…
This post is a good place to get started, but it’s certainly not everything needed for your on-site SEO Strategy. Next time we’ll talk about three more areas of your website to optimize during your on-site SEO journey. Headlines, images and link. Oh my.