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Why Small Businesses Can Benefit From Utilising SEO

Small Business SEO

If you're a small business owner or are contemplating launching a business in the near future, you will inevitably have a plethora of things to consider. And, that being the case, it makes sense to carry out all tasks, processes and approaches in the most advantageous way possible.

That's why we cannot overstate the importance of search engine optimisation (SEO). By making your website optimised for search, you are ensuring that potential customers will be able to find you online. If your website contains the right words, phrases and information, Google will regard you as a valuable source of knowledge, and therefore push you up those search rankings.

However, a focus on SEO also does far more than that. So let's take a look at why it is so important to small and growing businesses, and why you need to utilise solid SEO practices regardless of the page you're writing. 

In this instance, let's focus in on why it's vital that SEO is embedded within your website's homepage.

It helps you focus

One of the key benefits of having a robust SEO strategy is that it streamlines your thought process. Instead of just throwing up blogs, articles and website sections for the sake of it, you should post content that serves your customers first. If it serves your customers properly, Google will naturally value your content highly. This will ensure that anyone visiting the website will be very aware of what you do, and how you can help them.

This is also true, of course, for specific pages you produce, including your homepage. If you have already done your research and know what it is your customers want to read and hear, you'll be able to hang all of your content around the information they need. This means your homepage will remain free from clutter, and will only showcase information and content that is important. This way, you'll be able to showcase everything that people need to know about your businesses in a way that is concise and efficient.

When it comes to a homepage, you need the include the following information:

  • A headline that sums up what your company does
  • A sub-headline that goes into a little more detail, and adds a bit of personality
  • At least one call to action (CTA). Tell people how they can get in touch, or make a purchase
  • Use visuals. They will make the homepage look less cluttered, and can tell your company's story better than a plethora of words
  • Links to social pages
  • Indicators of success, such as clients you have worked with, or projects you have completed

Before creating your homepage, decide what keywords and phrases you are going to focus on, and make sure they are included in your homepage copy somewhere. 

It is measurable

For all small businesses, keeping costs to a minimum is vital. And, because it is incredibly simple to track ROI when it comes to SEO, you can figure out what is working, what isn't, and what needs to be given additional focus. If your website is selling products, for example, you will be able to track and then log the phrases/word that the customer used to find your website. You will then be able to further streamline your SEO strategy, and focus on the keywords that are really driving results.

This can be very useful when tracking how people navigate from your homepage, for example. By tracking where people click, and what pages they visit, you can arrange your homepage so that the most popular pages are given additional prominence. 

Ultimately, it builds brand awareness

If you have an SEO-optimised website, and constantly update it with content that is interesting, useful and unique, you will eventually climb to the top of Google's search rankings. And, if you refrain from resting on your laurels, you'll stay at the top. This means that your name will increasingly be associated with your selected keywords and phrases, and you will become regarded as an authority. 

When creating a homepage, it's common for businesses to try and throw every single keyword they want to rank for into the copy, and then hope for the best. However, rarely is this the best option. Remember, the whole point of your homepage is to highlight your business' key unique selling points in as few words as possible. Google knows when you are trying to fool its algorithms by inputting keyword after keyword, so try and steer clear of doing this. Instead, settle on a few core words and phrases, and use them when necessary. 

As with all things SEO-related, the key is consistency; you need to keep focused on the work you are producing, and ensure that it always speaks directly to your target audience.

Posted on December 7th 2018

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