The first step in optimizing your business website for better visibility in Google is understanding how Google evaluates your business website when it decides where your website will rank for a particular query.
Satisfy Searcher Intent With Your Business Website’s Content
Google’s goal with every search is to satisfy searcher intent. That’s why when you search for pizza in Google, you usually will see a map with local pizza shops that are near your physical location. That’s because Google assumes your intent is to go get a slice of pizza, that you’re not looking for the history of pizza or how to make pizza.
So when your prospect is searching for your business website in Google, you need to make sure that you are satisfying that prospect’s intent with your website content. A great way to get started with this strategy is to make a list of all the questions that you get asked by prospects or customers.
Keep a pad at your desk and do this for a few weeks, simply jot them down as they get asked or as you think of them. Each of these questions is a great subject of a blog post. Google sees blog posts as another page of content for your website. Use the question as the title of the post and write an answer that is 600 words or longer. You can talk about all of the factors that go into that answer and discuss them in detail to educate your prospect.
Make sure that your content is not salesy, but you should include some sort of call to action at the end of each article.
Optimize Your Business Website’s Technical SEO Elements
One of the key parts of Google’s evaluation of your business website is the technical SEO elements of each page. The technical SEO elements are the Title tag, Description tag and the H1 tag on each page of your website. These elements are usually easily changeable on your website but you may want to enlist the help of your webmaster.
You should think about what keyword or search phrase you want that page to rank for. That phrase should be included in each of those tags, plus you do want to make sure that the content of that page includes your search phrase multiple times using natural language. Don’t force it and don’t cram the keyword into the page in every other sentence. You can also use other phrases that have a similar meaning. Google likes that as well.
Optimize Your Business Website’s Page Load Speed
Google has been telling us to make pages load faster to improve user experience for a long time, but now we are actually seeing faster websites have a dramatic increase in search engine rankings. When we say fast, we mean super fast. We like to see pages load at one second or less, but under three seconds can also be effective.
There are a lot of things that can slow down the loading of your website pages. Images are often a big culprit in this area. Images should be sized at the largest size that they display on the website and no bigger. If the image displays at 300 x 200, don’t use an image that is 1200 x 800.
There are several tools that you can use to gauge the speed of your website’s page load speed. There’s Google’s own Page Speed Insights tool. We also recommend Pingdom’s Website Speed Test and GT Metrix.
All of these tools will give you details about what is slowing down your website. This is a fairly technical task, but it is crucial to your business website’s increased search engine visibility. It’s definitely worth investing in getting your website load speed tuned up.
Of course, Search Optimization is a complicated process that takes time to be successful and there are many other factors to consider, but if you’re dedicated to long-term growth and getting business from your website it is the most effective strategy that pays off big time. If you need help evaluating your business website’s search engine visibility, contact us at Peak Inbound Marketing (973) 770-4668, we can help.