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6 Expert Tips For Small Business SEO Strategy in 2022

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6 Expert Tips For Small Business SEO Strategy in 2022


Are you prepared for small business SEO in 2022?

If you’re still scrambling to formulate a strategy, you’re not alone. The uncertainty of ongoing pandemic-related business interruptions and changes in consumer behavior are keeping marketers and SEO pros on their toes.

To help SMBs and marketing professionals, we asked our network of experts, “What’s your best SEO tip for SMBs as we kick off 2022?”

From business networking to sharing customer stories, here are the top tips for small businesses that want to improve their search rankings.

1. Tap Emerging Search Trends

Jeff Riddall, Senior Product Manager at OneLocal, advises all businesses to focus on optimization around topical groups of intent-based keywords at each stage of their customer’s journey, as Google continues to refine its algorithm and ability to determine what content searchers are really after.

“Small businesses should look for keyword opportunities and content gaps where they can add value by answering specific questions that their customers have,” he says.

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In addition, Riddall advises small businesses that are introducing ecommerce via Shopify, Amazon, or other such platforms to become aware of what is necessary to optimize their product pages in these environments and the content required to complement and support their products.

“Modern SEO is all about optimized content marketing; and those who are able to provide their customers with timely, relevant content and answers to their product-related questions are most likely to improve their visibility in search,” he adds.

2. Plan Your Content Wisely

Clarentino Aduk, Managing Director at Clarini Online Marketing, recommends that local businesses start producing content on their website on a regular basis, if they aren’t doing so already.

“They need to start thinking less as a local business and more as a media company,” she explains.

SEO consultant Anatolii Ulitovskyi says, “SEO is a long game but it’s possible to increase the speed with the right strategy and implementation.”

“Go deep and not wide in your content strategy. Build authoritative content. Localization is key for discoverability,” says Sigharth Iyer, Head of SEO at resulta.

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He adds, “Be the thought leader in your niche and showcase your expertise. Trust signals will be instrumental for dominance. Get those reviews, testimonials, and industry recognition. Prioritize accessibility, inclusion, and user experience in your messaging, sales process, and customer’s journey.”

Rebekah Conway, Content Executive at Sweet Digital, recommends that small businesses take a holistic approach.

“Link your email, social, PPC, and content strategies together to increase reach and engagement, and increase the chances of campaign goals being met,” she says.

3. Use The Right Keywords

Shiva Kumar VogalaboyinaSr. Digital Marketing Analyst (PPC Expert) at Visaka Industries Limited, suggests small businesses to focus on long-tail keywords when creating content. This strategy will help you earn more featured snippets that will drive a good amount of traffic to your website.

Ulitovskyi agrees and adds, “Content and links are still the main ranking factors. So, covering these keywords helps to get ranking positions faster. Paid tools provide a good job of finding such keywords. Then check out manually and filter out irrelevant topics.”

“The last step is to choose priorities. Less but quality is still key,” he emphasizes.

Rod Loop suggests that when sending Google review links to your customers, you should use the background search query to associate your brand to your main keyword and watch your listing fly.

Furthermore, “You’ll score 100/100 when you have the right keyword domain URL. Performing less than eight modifications to any page makes your SEO easier,” says Anna Evans.

4. Connect With Businesses In Your Area

Svetlana Stankovic advises that small businesses should not copy big ones.

“Find your niche and build connections with other small businesses in your area. Engage with others in doing something for your community. No matter how small a business is, there are always unique topics to be covered in a meaningful way,” she explains.

5. Share Customer Stories

Digital Organic Growth Consultant Suhrud Potdar encourages entrepreneurs to start writing short stories about their daily interactions with customers at any stage of their business, from inquiry and comparing products to actual sales or after-sales.

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“Make these stories a part of your website with basic SEO applied and share them on social media. However simple and small a step it may sound at first, it can drive more people to your brand and take you a long way,” he adds.

Riddall agrees and tells businesses to “Make it easy for customers by including reminders and links to your Google Business Profile, Facebook, or other relevant review pages.”

In fact, Amanda Leeman, SEO Manager at Adept Marketing, says your Google Business Profile could be more important for generating leads than your website.

“Ensure it’s completely filled out. Make sure you’re using keywords in your business descriptions. Ask for reviews, and don’t forget to add and fill out all of your services,” she suggests.

6. Be Resourceful

“Everything you need to rank on Google is available to you when you do some strategic Google searches. The formula is right there,” says Brandy Harworth, Owner of LocalAdz.

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Riddall recommends small businesses and SEO pros to tap into the power of tools that automate online review requests and management as reviews have a significant bearing on local search or map pack visibility but can take some time to manage.

“Review requests can be easily triggered based on specific customer actions, such as purchases or completed appointments.

Similar solutions can be used to aid in responding to reviews, which is also important in terms of demonstrating the responsiveness of a business.

Beyond increased organic authority and visibility, obtaining and responding to online reviews is an increasingly critical driver of business growth,” he explains.

The only thing certain about 2022 is that it brings continued uncertainty. However, those small businesses that are tuned in to customer and searcher needs and positioned to respond stand to make the greatest gains this year.

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SEO

Flash Dressed Crocodile Toy On Google’s John Mueller’s Desk

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Flash Dressed Crocodile On John Mueller Desk


John Mueller posted this photo on Twitter saying he found this Flash dressed crocodile toy by his desk when he was in the office the other day.

I am not sure if there is an inside joke here, hence the joke being inside… But is funny either way.

This post is part of our daily Search Photo of the Day column, where we find fun and interesting photos related to the search industry and share them with our readers.





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Google Dedicated Local Ad Pack

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Google Dedicated Local Ad Pack


Google seems to be testing adding a local pack for ads along with a normal organic local pack, I believe. Here is a screenshot showing a local pack labeled as “Ads” that show a list of stores that have shoes near you.

You can click “more places” that will load more local ads. Below that is the local pack map, showing you organic nearby stores that have that product nearby.

Here is a screenshot I took from a Twitter video from Saad AK:

Here are more examples of this in action from Saad AK:

I think this is new but I can be wrong?

Forum discussion at Twitter.

Update: Supposedly this is not a new thing, according to Google.





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How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape


There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!

As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

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Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

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Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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