Research shows search engine optimization (SEO) can take 3 to 6 months on average to yield positive results. While that timeframe typically holds true especially for businesses looking to build into a new niche or target a very competitive market, smaller, local businesses can be better situated to make big gains fast. In fact, we’ve found that simple tweaks and backend fixes, combined with a smart approach to keyword targeting, can lead to big growth in just 30 days — the kind of growth that drives customers and keeps their attention over the long term.
For example, we helped our client Charm City Links increase their keyword rankings by over 1,650% in just 30 days, and secured them the top organic spot in Google search results and Google Business Profiles for their top business-driving keyword. To help other small businesses get similar results, we’ve compiled what we’ve learned from our SEO projects and laid them out in this step-by-step guide.
What is SEO?
SEO stands for search engine optimization. It’s the process of making improvements to your website content in order to increase your website traffic from search engines like Google. Everything from the quality of your website content to the structure of your URL can impact your website’s search engine ranking and visibility. Small business owners who receive most of their customers through word-of-mouth might think that they don’t need to spend time on SEO. However, optimizing your website for search engines is a crucial component of word-of-mouth marketing.
Picture this: someone is telling their friend about your business, but maybe they shared a misspelled version, or they couldn’t quite hear your name, or they lost your business card — what do they do? They Google what they do know about your business and services to try to find you online. But if your website isn’t optimized for search, you may not be visible to those who are trying to find your business and services.
By optimizing your written and visual website content with common search terms and leveraging backend technical fixes, you can help your site show up earlier in Google search results — making it easy for customers to choose you over your competitors.
Why is ranking high on Google important for small businesses?
When prospects search for your product or service in their time of need (Air conditioning repair near me… best blonde hair stylist in Baltimore…), you want your business to appear front and center — and above competitors — so they click to your website and hopefully call or book an appointment.
And it’s not just about showing up in search; it’s about showing up as high as you can in the results. In fact, studies show that less than 1% of people click to the second page of Google search results to find what they are looking for. So if you aren’t on the first page of Google, you may not be visible to 99% of your customers!
In this comprehensive guide, we crack the code of how to rank higher on Google – so your small business can boost organic traffic, clicks, and conversions. Follow these SEO tips for small businesses to propel your brand to the top of Google search.
10 Steps to Improve Your Small Business’s Google Ranking
Search engines like Google aim to provide the most relevant information possible to users and want to only serve the best search results for every query. Defining your target customers – with as much detail as possible – enables you to uncover niche long-tail keywords (three to five word phrases) and specific demographics that are likely to engage with your small business. Then, you can tailor content to your target customer, addressing their specific needs and interests. Plus, this insight also helps you understand the words and phrases customers use when searching for your products.
Conduct An SEO Audit
An in-depth review of your website’s search visibility
At Agency 102, we use cutting-edge tools like Semrush to detect technical errors and warnings on your website. Issues like duplicate or missing title tags (content that shows up in the top page tab of your website) and meta descriptions (1-2 sentences that describe your website pages that show up in search results) can be detrimental to your site health and ultimately its visibility on search engines.
How to perform an SEO audit…
- Run a site crawl using a free SEO tool like Semrush or Moz to uncover issues that may be hindering your search engine visibility and make a plan to address them
- Benchmark against your competitors by using Semrush’s “compare domains” feature. You can enter up to three competitor domains to see how you compare against other sites’ organic traffic, keyword rankings, and more.
- Identifies opportunities to update, consolidate or develop new content to better serve your customers
- Assesses the quality and relevance of your existing content – and crafts a plan of what to do with it
Perform SEO keyword research
A foundational step in the SEO audit is keyword research, which can be performed with tools like Semrush or through individual research. Identifying relevant keywords is essential to creating content that not only ranks in Google search but also generates leads and conversions for your small business.
How we perform keyword research
We like to combine tools like Semrush with our own unique keyword research tactics to uncover well-targeted, cost-efficient words and phrases. This strategy helps us uncover what words customers are using. Meanwhile, tools like Semrush are vital in our keyword selection process.
When choosing what keywords to focus on in our SEO strategy, we analyze search volume, keyword difficulty, customer personas, and competitor websites to build a master keyword list, which ensures every marketing effort aligns with what the audience truly needs. The result is more qualified leads for small businesses.
However, if you don’t have the budget to invest in SEO tools like Semrush, you can curate a master list of keywords just by using Google. One tactic is simply to search for a service term or question related to your business, and then scroll down to the “People also ask” section. From there, you can pull keywords and get ideas for more search queries.
Optimize Existing Website Content
With the results from your SEO audit and your master keyword list in hand, you’re ready to start optimizing your web content for search engines. One webpage hosts a tremendous amount of content – each of which can be optimized to enhance the page’s visibility.
- Body content: This is what people most often think about when they think of doing SEO. The main body of your page, whether it be your business’s origin story or a detailed product description, is the perfect place to naturally add relevant keywords to your website.
- Images and videos: File names, alt text for images, and subtitles on videos aren’t just a valuable marketing tool, they’re also critical to maintaining compliance for businesses in heavily regulated industries like financial services and healthcare. Including helpful, descriptive text on the media integrated into your website is a must to maintain compliance with legal requirements and industry standards. Explore our unique approach to compliance-friendly marketing that gets results.
- Metadata: Although title tags and meta descriptions typically come in at less than 250 characters, they have a huge SEO impact. These phrases serve as the bridge between your content and search engines like Google. They’re what grabs the attention of potential customers. In other words, a great title and description can directly influence the visibility of your site and the likelihood that users click on your link. See how Agency 102 increased a Maryland small business’s ranking keywords by 1,650%.
Have Multiple Locations? Create Separate Location Pages
Does your business have multiple locations? If so, that means you need separate location pages for each of your physical addresses. This way, you can optimize each page with location-specific keywords so your website can show up in local search results for customers who are looking for your services. Local searches contribute 22.6% of website traffic, so this strategy can help increase your visibility.
Break Out Your Services on Individual Pages
Additionally, if you offer different products or services at your individual business locations, you should consider creating separate web pages for those, too. Having separate product or service pages allows for multiple entry points to your site. This also means that you’ll have more pages indexed with Google which will boost your SEO. Some best practices for creating service pages include:
- Select a Keyword Focus: Optimize your service pages with specific keywords so that when people are searching for your particular service, your page will show up on the first page of search results. For example, if you’re a financial planner, one service page should be dedicated to retirement planning and another one dedicated to tax preparation.
- Link to Related Content: Link to blog content related to the product or service, or to your other service pages to keep users on your website.
- Add Questions and Answers: Including an FAQs section on your service pages is a great way to target long-tail keywords (phrases and questions) and drive more traffic to the page.
- Include a Call-to-Action: Make sure to add a call-to-action to your pages so customers can take the next step in the customer journey. Whether it’s completing a purchase, filling out a form, or scheduling an appointment.
Add Fresh Content to Your Website
The more value your website offers, the more likely you are to appear in search results. Consistent content creation is an essential component of any SEO strategy. Regularly publishing new, high-quality content shows search engines that your website is active and provides value to users.
This strategy satisfies both the Google algorithm and the increasing demand for thought-provoking ideas from search engine users (aka customers). Publishing helpful, unique content encourages user engagement and increases the likelihood that other sites will link to yours (otherwise known as backlinks – another key component of your website’s visibility).
Claim and Optimize Your Google Business Profile
This is a free profile owned and created by you that allows your business to show up in search results and on platforms like Google Maps. You may already have one, but if you don’t, now’s the time to make one.
Google Business Profiles are vital to local SEO, which connects small businesses with nearby customers. Appearing prominently in local search results and on platforms like Google Maps increases your chances of attracting foot traffic, phone calls, and website visits from local customers. Plus, by leveraging extra features (like Google Business Profile posts), you can increase the chance of your business ranking high in local search results.
To create your Google Business Profile, start by going to google.com/business. Once there, log in with your Google Account and enter your business name. In some cases, you will have to submit photos or videos of your office to verify your business location. Once your business is verified, you can start filling out your profile with your business hours, website, phone number, email address, and more. Make sure every area of your profile is complete for the best results.
Optimize Local Listings
A local listing — also called a local citation — is an online mention of the name, address, phone number, or website for a local business. These listings can occur in local directories, on websites or blogs, on social media, or within apps. Some common examples include Bing, Google, and Yelp. Local listings are important for SEO because they provide valuable information about your business to prospective customers and increase your business’s visibility in local search.
To optimize your local listings, start by claiming your business listings on different sites and directories. Visit websites like Google Business, Bing, and Yahoo, and follow the steps to claim your business profile. From there, you can optimize your business description to include targeted keywords and make sure every area of your profile is completed to increase your rankings.
Collect Customer Reviews
Google reviews can help you convert searchers to customers, but they are also important for helping you rank higher in search. Website users are more likely to click on a business with a good amount of reviews compared to one without. This improves your click-through-rate (CTR) and the higher your CTR, the higher Google will rank your website.
Consider creating a “Review Us!” card that you can stick into customers’ shopping bags or hand to them with their receipt. This card can include a simple call-to-action to review your business’s product or service with a QR code that takes the customer directly to the reviews section on your Google Business Profile.
Get Our Small Business SEO Checklist
97% of people learn more about a local company online than anywhere else. If you’re not visible in organic search, you’re missing out on your core customer base. Not sure if your website is optimized to land on the first page of organic search results?
Download our free guide and SEO checklist – designed for small businesses.
Boost Your Search Engine Rankings & Get More Website Visitors
We know that was a lot to cover, but we’re here to support you no matter what phase of SEO you’re currently in. In fact, we’ve developed a specialized program for small business owners looking to become more visible in search. The Agency 102 Small Business Accelerator Program helps small business owners take their marketing to the next level without breaking the bank. Schedule a free discovery call with Agency 102 to learn about our Small Business Accelerator Program.
