How To Help Your Store Rank In Search Engines
Having a search engine optimization (SEO) strategy is not just meant for direct-to-consumer, high-tech, e-commerce startups. These days, SEO is essential for even hyperlocal businesses to kickstart their digital presence.
Gaining a clear understanding of how search engines index and rank web pages can make a world of a difference for your business, even if you are running a brick-and-mortar. In fact, by investing in your online presence, physical store owners can increase traffic to their location, and thus, increase sales and profit. But this all starts with SEO.
Don’t let the concept of SEO intimidate you. At its very essence, SEO is as simple as asking yourself “can customers find my business with a quick Google search?” Of course, landing on the first page of results, or better yet, within the top three results, will spell success. Take it from our friends at .biz domains, and implement the action steps below to ensure your company makes it to the top of the search engine rankings.
If you’re setting up your website for the first time, secure a web address that matches your business name. This should be your first order of business. Make sure it is easy to type and spell out. If your business name seems to be taken, consider using a top-level domain like .biz, which is a straightforward, global platform that will help any entrepreneur kickstart their digital presence.
Second, get a snapshot of your website performance. Whether you’re launching your website today--or have been running an outdated one for several years and in need of a revamp, you will need the right data and tools.
Luckily, all websites can set up a Google Analytics dashboard for free. It will give you basic tools that will help you understand your website, and how your customer responds to it. Monitor the past, current and future performance of your website products, marketing and content to make sure you’re reaching your intended customers.
Third, create web content with keywords that will help potential customers find you online. Conducting regular keyword research will help you understand what people are looking for; this will give you an idea of what keywords to include across your website content, titles, product descriptions, blogs and online ads. Here’s a pro tip: Use Google’s Keyword Planner to determine, roughly, how many times users search for a specific keyword in a given month.
You don’t have to put all your eggs in one keyword basket. For example, if you launched a business last summer that sells olive oil cake, but you’ve since expanded your product line based on the most popular desserts of each season, be they lemon bars or key lime pie, you’ll want to update your web content accordingly.
Also, each page on your site can rank for different keywords. Keyword research can help you determine what pages you should create in the first place. For example, some of your pages can target searches for information (e.g. “where to buy fresh sourdough bread”), while others can target keywords with a lower search volume, but indicate an intent to buy (e.g. “artisan sandwich recipes for sourdough bread”).
Get your business listed on all the most relevant search directories. With Google as the most-used engine, first get on Google My Business. This helps you set up a business listing on Google that also works with Google Search and Google Maps, all for free. This is critical for local stores. Whenever someone types in a relevant search term, like “plant shops near me,” your business profile--which lists an address, phone number and reviews--will pop up in the results page or the map. Do the same for other local search directories, like Bing, Yelp, and Yahoo. Think of the best platforms for your business: If you’re a hotel or restaurant trying to attract tourists, get on TripAdvisor. If you’re a plumbing service, get on YP.com, etc.
Pro Tip: The key here is consistency. Make sure your business name, address and phone (NAP) are consistent across all directory websites. If your business is located on “Main Street” in Google My Business, spell out “Street” in the other listings, too. This way, the search engine can easily find you.
Prioritize content on your homepage and product pages. The homepage is likely the first page your customers will see, and creates a first impression for your business. Your product page is where a customer will learn about your feature products or services and might even where they purchase from you directly. You want to make sure the title and descriptions on these pages contain all the relevant keywords. Keep them short and punchy. Headline titles should be less than 60 words and descriptions should be less than 150 words, front loaded with keywords. Your keyword should be the first or within the first three words to help search engines find you. Last but not least, make sure your URL for each product page is also short and simple, and of course, includes the keyword.
Last, create a vibrant and current web presence. In addition to these main pages, a blog is another way to ensure your site is timely and up to date. A blog that responds to trends and news can lead to a plethora of new online traffic, and perhaps, foot traffic. For example, if you’re a local plant shop and it’s the height of summer and it happens to be a bad mosquito season, you want to create a few blogs about “mosquito repellent plants” and “the best backyard mosquito repellents” to attract potential customers. Not only will such blogs help you rank better on the web, it will also boost the credibility of your business online. Blogging like a web-savvy entrepreneur is perhaps the most effective (and free) way to market your business online.