Contrary to popular belief, getting your business listed at the top of Google Search results is no mystery. With more and more customers now turning to Google to find new products and companies, it is important to take ownership of this marketing channel and ensure your business is at the top of the search list.
We’ve had plenty of success helping our clients get found on Google. Based on that success, here are three key tips that you can apply in your own search marketing.
On-page optimization is the way you tell Google what your business does. By optimizing pages with appropriate copy, content and keywords, you essentially tell Google what you do and what you sell. Here are three on-page optimizations to focus on:
- Basic metadata: H1, H2, title and description tags need to accurately represent what your products, services and content are about.
- Content themes: Be consistent throughout your website to describe what you offer. Create multiple pages for each product or service and make use of internal links to help users (and Google) navigate through your content.
- User-friendly design: Google is paying close attention to the user experience. Make sure your website is responsive and works beautifully across all devices. Include important information at the top of the page and avoid overusing banners and pop-ups.
Local Search Engine Optimization (SEO)
Google’s local listings are the blocks of business listings that link to Google business pages and Google map addresses. This is slightly different to regular organic listings in that Google shows the local block for geocentric search terms where the user is looking for a product or service in their area.
To optimize your business for local SEO, follow these steps:
- Create and complete your Google My Business page.
- Build links from other local businesses and relevant media sites or blogs.
- Add your local address, phone number and business name to the footer of all website pages.
- Ensure your business listings on third-party sites (e.g., Yellowpages.com.au and truelocal.com.au) are consistent and match your Google business listing.
Link building is important because it gives your business credibility. By building links with other businesses and relevant publications or blogs, Google sees that you are trusted and recommended by these outlets.
Google has a reputation to uphold and doesn’t want to recommend untrustworthy sites. If no links are present on your page, Google will favor your competitors and you will get pushed back to page 10 of the search results.
How to build links from businesses and publications that matter:
- Reach out to your existing business relationships and ask them to endorse your company on their partners or resources page;
- Contact customer advocates and ask them to endorse your website;
- Reach out to publications to ask them to link to or republish your blog articles and educational content.
Stop manipulating Google and start doing the stuff that works.
Too many business owners try to manipulate the search rankings. This is bad practice and will eventually result in penalties and tears. Moving forward, instead of feeling frustrated by Google, it is important to adapt and embrace the technology that delivers results the right way.
Follow the advice in this article and Google will reward you with higher search engine rankings, ensuring that your business is the first and only stop in a search.