Whether you rely on SEO or paid advertising to promote your business website, one thing they both have in common is the need to research and establish the keywords which will bring you the best results.
It is at this early stage in the process that many business owners’ eyes start to glaze over, either because they are new and don’t have the first idea where to start, or they’ve tried before and got totally lost.
This is understandable as there is so much information published online about keyword research that it’s enough to make anyone’s head spin.
Firstly, let’s get the terminology right to clear up some confusion. For the purposes of SEO, a ‘keyword’ can be a single word, such as ‘dog’ or more than one word such as ‘dog training’. You might see some claim ‘dog training’ is a ‘keyword phrase’ and they are not wrong but for the most part we’ll call them keywords whether they have one word or more than one word.
The definition of a keyword is it’s a word or words which web users type into the search engines when they are looking for something online. For any given keyword which website owners want their sites to be considered relevant for in the eyes of the search engines and in particular Google, they will implement search engine optimisation (SEO) to boost their ranking.
If you are a dentist and your dental practice has its own website, have you ever stopped to ascertain if it is actually bringing you the number of new clients and patients that it should? No doubt you attract new clients from other sources such as personal recommendations, but, unless your website is ranked highly on search engines when someone locally is looking for a dentist, it is not providing you the benefits it should.
One way in which the ranking of your website can be improved is with search engine optimisation, or SEO, as it is more commonly referred to. SEO has many processes but one of its most important is to ensure that a website has all the elements it needs within its structure to help its search engine ranking.
Whilst there are SEO consultants and agencies that can do this work for you, it pays for you to at least have an understanding of what aspects of a website need to be optimised in order for its ranking to improve.
Taking this a stage further if you feel confident that you know your way around a website, many of these optimisation steps can be done by yourself but do tread carefully.
Whether you choose to bring in the experts, or want to try it yourself, here is a brief overview of 7 of the most components of an SEO optimised website. Some are quite technical, others rely more on common sense, but together they can boost your website’s SEO, enormously.
Search Engine Optimisation (SEO)
No online marketing strategy for local home security businesses would be complete without SEO. This is the means by which many of your other online marketing activities come together, so that it is your website that rises to the top of Google when someone searches for home security companies.
Of course, any SEO campaign needs to be carefully planned, prepared for property, implemented effectively, and managed strategically, and it also takes a degree of patience, as SEO trends and results are not an overnight phenomenon.
However, if done correctly, the results will start to happen, and when they do, the increase in traffic from improved search engine ranking can be dramatic.
We should maybe have put the words ‘done correctly’ in capital letters because out of every campaign which hits the mark, there are many which fall short. Not because SEO doesn’t work, but normally because the business owner either tried it themselves or got their in-house marketing team to do it without really knowing what they were doing- and if not done correctly, it is easy to make SEO mistakes that damage your rankings.
SEO is something that takes time, knowledge, experience and also a number of special tools and software, so if you want your SEO done correctly, employ an agency with a proven track record, and the required tools already in place.
Social media can mean different things to different people, and even within the world of business marketing, it is used in many different ways.
For example, within social media sites such as Facebook, you can implement a PPC campaign, of the type we mentioned in the previous section.
However, here we are not talking about paid ads, but rather using social media as a means to attract, communicate with, entertain, build relationships with, and connect with potential and existing customers.
The means we mention include creating content that you publish on your social media pages and accounts. That content can have a number of functions and take several forms.
It can be written text, images, videos, audio, infographics, and even live events as they happen. As for the purpose of these, it is limited only by your imagination or that of the agency you have employed to manage your social media.
If you own or manage a home security company, it is more than likely that you have a fair level of competition within your local catchment area. After all, home security is one of those industries which is evergreen so there is always a demand for it. It also benefits from advancements in technology, so new products regularly launch within the sector.
This creates a win double for home security companies, like Alarm Systems Perth, with lots of new potential customers and clients looking to have their first home security installed, coupled with existing customers who may be looking to upgrade or enhance their existing system.
However, where there are customers, sales, and profits to be made, there is also going to be other businesses competing for those very same customers, sales, and profits. The result, a thriving, but an incredibly competitive marketplace, and where there is competition, there are always going to be winners and losers.
Presumably, you want your home security business to be a winner, and one of the primary ways you can achieve that is to ensure that your online marketing activities are the right ones and that they are implemented effectively.
For most home security companies that operate at a local level, those activities are likely to be contracted out to a local marketing agency rather than in-house. That being said, there are some who undertake their own marketing, and to fair, some, though not all, do a decent job.
The massive increase in the use of mobile and hand-held devices in recent years has meant changes in the ways virtually every offline or online business operates. That applies every bit as much to Google and search engine companies as it does to other industries, and as they amend their algorithms and ranking criteria to take account of the growth of mobile use, it also has huge implications for SEO.
Google has already started changing its results index as the numbers of desktop searches declines, and the number of searches coming from mobile devices increases. These changes mean that Google is giving ever-increasing prominence to mobile-friendly websites versus those sites that can only be viewed properly on desktop devices.
If you own a website you need to be aware of this switch, and more importantly, get your web designer to take appropriate actions to ensure that your website doesn’t get pushed down the ranking because it is not compatible with Google’s mobile-index. The steps required are not as difficult or as complicated as you might imagine, but they do need some time, and more importantly, some thought in terms of how your website operates.
It may be the case that your website is already on Google’s mobile index, and if you have installed Google’s Search Console, you will have been notified about this. If your website uses WordPress, then the theme you are using should have a mobile-friendly format. Using the search console, you can also access data relating to how Google’s spiders and bots are seeing your website and the degree to which your website ranks well for mobile against its desktop version.
Where your mobile-index ranking is struggling against your competitors, there are some of the ways you can introduce an SEO strategy to steer your website towards being more mobile user-friendly.
Social media marketing is an extremely important part of any business’s digital strategy, even for lawyers and law firms. Building a strong social media presence is essential, and it can help drive more people to your website, and in turn this can provide you with more clients.
A lot of people underestimate the importance of social media for law firms, and they therefore don’t dedicate enough time to building a strong social media presence. At the least, you should try and build a strong presence on Facebook, Twitter, and LinkedIn. Our top 5 reasons why include:
- Social Media Can Provide A Steady Stream Of Prospective Clients
Creating engaging, interesting social media content can lead to a large number of people following your page or profile. For example, you might share funny, informative content on your Facebook page, you might Tweet company updates, and you might write longer, more in-depth blog articles on your LinkedIn profile. Where possible, share your posts on multiple platforms, and try and point people towards your website. Anyone who visits your website is a prospective client, so the more people you can get visiting, the better.
- Social Media Can Improve Your Exposure
One of the keys to becoming a successful law firm, like Wills Lawyer Perth, is getting your name out there. One of the best ways to do this is via social media. Make sure that you think carefully about every single post you make or share, as it reflects on your image as a company. Remember, negative exposure is possible as well.
Today’s major debate among lawyers and law firm marketers is centred on Google AdWords marketing. As a law firm, is it worth using AdWords? If so, how should it be used to get the most out of it?
To begin with, we’re going to say yes, Google AdWords marketing for law firms, such as Family Lawyers Perth, is worth it, but only if it’s one right and only if you have a large marketing budget. If your marketing budget is limited, there are other things, like social media, that you need to focus on first to ensure you are getting the most for your money. Let’s have a look at this in more detail.
AdWords Is Expensive For Lawyers
You probably know that Google Adwords is extremely expensive for family lawyers and law firms. Unless you are focusing on very non-competitive location-specific keywords, then you can expect to pay a lot every time someone clicks on one of your ads. This can quickly chew up your advertising budget, giving you limited visibility and limited returns for the amount of money you have spent.
SEO Is A More Affordable Option
If you have a limited online marketing budget, your best option is to focus on SEO (Search Engine Optimisation). When done right, SEO can help your website appear at the top of the search engine results pages for a number of relevant keywords. It is quite affordable when compared to AdWords marketing, and it provides a long-term solution rather than the short-term visibility of AdWords.
As a law firm, online marketing probably provides one of your main sources of clients. However, online marketing can be expensive, which has led to a lot of lawyers and law firms turning to Search Engine Optimisation (SEO) to drive more traffic to their website, and to increase the number of potential clients contacting them.
However, SEO can be difficult if you don’t know what you’re doing. While a lot of law firms choose to employ a digital agency or marketing consultant to take care of their SEO for them, it is possible to do it on your own. The following are some of the actions that you can take to improve your firm’s search engine rankings:
Make Sure That You Include Your Name, Address & Phone Number On Every Page
As a local business, your law firm’s website will be much more accessible to Google search engine crawler bots if you have your address, name, and phone number clearly listed on every page. The best spot for it is usually the bottom right hand corner, but this will vary depending on your site design. Make sure that your address is correct, as it is essential when it comes to appearing in location-based searches.
Make Sure Every Page Focuses On A Keyword/Phrase
When you are creating content for your website, it can be hard to work out exactly what you should be focusing on. Search engine crawlers take keywords and keyword phrases into account, so make sure that you establish a specific keyword for every page on your website. Make sure that they keyword is closely related to the subject of the webpage, and make sure that you don’t overuse it.
Getting your blog or website up is need of some boosting that can help them get the reviews as well as the rankings when a customer types in a keyword. SEO Sydney Pro advise that content marketing and SEO tools are the techniques that will aid your website to become more stronger as well as more popular. These two types of techniques need to be used alongside each other to extract as much internet traffic it can get. Understand that running them as separate campaigns will not have as much benefits as much as you would have got if you used them together.
In this section, we have listed some effective tactics for linking your content marketing with your SEO:
Most of the people refer Wikipedia for their knowledge. This implies that if your content is somehow referred by Wikipedia, there will be a tremendous boost in your rankings. Thus you need to make your content extremely informative, easy to understand as well as descriptions with visual aid. Wikipedia has a turnout of around a 100,000 people per month. If a fraction of these people read about your link or paste your link, you will be rewarded with good ratings.
Make use of quality content
This is perhaps the most important part of getting good ratings and merging content with SEO. You need over stuff keywords into your content for the purpose of good rankings. Make sure that you, or your SEO experts such as Oxygen Marketing, use quality contents that are devoid of plagiarism and which include informative and unique content. Write informative and quality blogs that feature approximately 2000 words which has been calculated as one of the attributes of a good SEO tactic.
Digital marketing advice from Search Marketing Standard has a list of things every internet marketer should know (but probably doesn’t). OK, a couple of these points might be old news, but a couple more of them surprised even us.
One point about adult ads: It seems a paradox that you can advertise adult-focused products and services on Google AdSense, but you can’t have a page with adult-oriented content (ahem, porn) and have Google AdSense ads displayed on that page. What gives with the double standard there, Google?
Also, the prohibition against advertising weapons strikes us as a slippery slope. What about Martial Arts defense classes? Mace canisters and alert whistles? Hunting gear? “Weapons” is a pretty broad definition, and a quick check of sponsored links in a SERP for any kind of weapon will show a plethora of ads from sporting goods stores and the like. Even “brass knuckles”! What gives, Google?
The days are gone when you have to pay lump sums of money for marketing your SME. There are a myriad ways to market your product online through the means of the SEO’s. Make sure that you use these new age tricks to help you business flourish. In this section we will take a look some of the SEO techniques that will help your SME thrive and you will not have to spend your life savings on these techniques.
SEO techniques for better SME marketing:
Getting hold of Influencers
Like the word suggests, influencers are people on the world wide web who have a command over the masses due to their profession, experience etc. If you want Influencers to invite or write up positively about your SME, you need to create alliances with them by:
- Connecting a client and the influencer
- Recommending a new website the influencer may be interested in.
- Give honest and intelligent answers to their opinions so that you are in the limelight.
- Share their ideas in your community
- Help them in their problems which can be SEO or content related on their websites.
This is great way to get ahead of the market when you have lesser resources in your kitty. You can let others invest and market your product for you and give them a percentage of the profits. This is also an example of performance based marketing. There are many examples of websites like Hasoffers who will help you connect with the marketing agency who will market your product.