Making SEO Straightforward for Your SMB

Many SMBs are trying to do SEO with limited time and only the knowledge they can glean from blog posts. This leads to a lot of aborted initiatives, panic at every new Google announcement, frustration and mediocre results. For SMBs, the best approach is to make sure your site is running, optimize the high-value pages, […]

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January 3, 2015

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Many SMBs are trying to do SEO with limited time and only the knowledge they can glean from blog posts. This leads to a lot of aborted initiatives, panic at every new Google announcement, frustration and mediocre results. For SMBs, the best approach is to make sure your site is running, optimize the high-value pages, and make sure you’re providing useful content.

What SEO Elements/Issues to Keep An Eye On

  • Start with the fundamentals: Can search engines access, crawl and index your site? Are search engines driving traffic to your most important pages? What SEO-friendly elements are missing from your key pages? You can use Google Webmaster Tools to find this information.
  • Take care of your infrastructure: Good hosting is cheap when you think about the value of a fast-loading site. Also, make sure that you keep software like WordPress up-to-date to avoid security holes and broken pages. There is a lot you can do to optimize your site for speed and security, but handling the basics is 80% of the battle.
  • Identify where business is coming from: What organic landing pages are driving new visits and conversions. Are there pages that are under-performing? Organic search reports and segments in Google Analytics will tell you this. You can also look at tools like Moz or seoClarity.
  • Optimize where it matters: Optimize the most important areas based on business goals. Optimize the most important elements within those areas first. For example, the top-level pages of your site should be optimized first and the page title should be the first thing you take care of.
  • Don’t waste real-estate: Make sure that page content isn’t too light to be considered useful by search engines, avoid duplicate content, and get rid of pages that don’t have real value (interstitial pages, old content).
  • Share your content: This matters both for acquiring links and for additional signals that Google looks at to determine value.

I can’t tell you that these things alone will get you to the top of the SERPs, but this stuff is the foundation for everything that I or any other SEO is going to do. If you’re not taking care of the basics, then nothing else is going to give you more than a temporary boost. Get this stuff done and then consider bringing in help to refine your methods and improve further.

Feature image from http://www.galilei.it/

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