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The 3 most common questions asked by small business owners about SEO – answered
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You’ve gotten emails and calls from someone saying they can make your website #1 in Google.
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Why? SEO is still ‘mysterious’ in the small business community – especially to local businesses…
When you get the calls, most of the time, you don’t know what you’re getting.
I think it’s still ‘mysterious’ because there’s still tons of confusion about what SEO is, what it does for businesses and how it’s done.
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Those are the three questions I hear the most when talking to businesses about SEO:
- Why do I need it?
- What is it?
- How does it work?
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If you’d have me, I’d like to give you my definitive answer to all three!
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To kick this off, let’s tackle the easiest question first:
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Well, the short answer is MONEY!
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That was slightly brash, so here’s a more “diplomatic” way of saying it:
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“More of your customers seeing your website when they’re looking for businesses like yours”
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Think of your Search Engine Optimization (SEO for short) agency like a real estate agent.
We’re really like Search Engine Operatives, but we’ll get back to why later 😉
You know that in real estate location is everything. You’ve heard the saying before, “Location, location, location.”
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Think about it:
You’re opening a business with a storefront, you’re going to be relying on foot-traffic (a lot) for customers. They see your store and think, “let me go check them out.”
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Once they’re in your store, your job is to figure out if you can help them. If you can, you’ve got yourself a customer.
Your storefront was foot-traffic optimized.
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SEO is the same way.
Unlike a storefront, people online aren’t walking from site to site thinking,
“That looks cool, let me check them out.”
Nope, they’re ‘searching’ for what they want.
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As an example: when you’re looking for tires for your car, you’ll probably Google ‘tire shop near me’ or ‘tire shop [your city].’
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Google will do its best to give you the info you’re looking for.
That’s how over 80% of people use the internet.
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People don’t remember your website’s address – when’s the last time you remembered a store’s address?
If they did, how many addresses would they have to remember for everything they want?
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People use Google the same way they used the Yellow Pages (long ago).
Remember when people used to start their business with A names so they’d be first when someone searched that category?
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Same thing.
And that’s WHY SEO is important to your business if you want your website to bring in customers.
Your website is your virtual storefront. Like every storefront, you need foot traffic.
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SEO brings you online foot traffic month after month. And unlike most other online advertising, you’re not paying per click.
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That’s a great question.
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I’m going to use an odd example, but follow me:
Think of Google like Mr. Smith from the Matrix.
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You know he’s virtual, you know you’re inside a machine program, but you have to fight him.
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What Google does (at the very basic level) is read the code of your website.
That’s all Google can do (for now). Google Bot doesn’t put two and two together to make implications (not entirely true).
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So whatever you tell “it,” is exactly what it (Google) thinks you are. And Google’s the most literal person you’ve ever met…
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So we Search Engine Operatives make sure you’re telling Google exactly what it needs to know to “rank” you properly.
Your “ranking” is the position your website shows up when people are searching for in your category – like “tire shop near me.”
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The higher ranking your website has, the more online foot-traffic you get.
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- First place gets 33.5% of the foot-traffic
- The bottom result on the first page gets more foot-traffic than the top paid ad on Google
- 50% of people locally actually go into the store they found through Google
- 20% of people who search locally make a purchase (of what they were looking for) within 1 day of their search
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You’re probably thinking…
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That’s the $1,000,000 question (sometimes literally), isn’t it?
A better question is how is SEO done RIGHT. You want something that’s going to last, don’t you?
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Because technically, SEO is done whenever you (or someone) puts anything online – they’re always reading…
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You’ll hear terms like “On-Page and Off-Page.”
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Just a quick rundown on what they mean:
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- On-Page means everything that we’ll do on your website
- Off-Page means everything that we’ll do off of your website
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[av_heading tag=’h3′ padding=’10’ heading=’Let’s start with On-page‘ color=” style=’blockquote modern-quote’ custom_font=” size=” subheading_active=” subheading_size=’20’ custom_class=” admin_preview_bg=” av-desktop-hide=” av-medium-hide=” av-small-hide=” av-mini-hide=” av-medium-font-size-title=” av-small-font-size-title=” av-mini-font-size-title=” av-medium-font-size=” av-small-font-size=” av-mini-font-size=”][/av_heading]
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Everything that you put on your website is On-page. Let’s run through a quick list:
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- Include keyword in the title tag
- Wrap page title with the h1 title tag
- Include the keyword in the URL
- Include the keyword at the start of the page
- Include related keywords on the page
- Include keyword in image ALT tag
- Link to other relevant pages on the site
- Reference and link to authoritative resources
- Improve page loading time
- Make your website mobile friendly
- …etc (about 100 things could probably make this list)
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There are plenty of tutorials online that go in-depth on each of these topics (and tons more). Here’s the beginner’s guide to SEO by Moz if you’re inclined.
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Be prepared to set aside a couple hours to read through it though – I remember it being pretty dense.
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When you’re the popular kid in school, you have tons of friends and everyone talks about you. Online, it’s the same thing.
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You want to have popular friends, and those friends say good things about you. Thanks Kotton for the metaphor!
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The more those popular friends (online) talk about you, the more Google likes you. Every link someone sends your website is like a vote of confidence (or unconfidence) from Google.
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Again, plenty tutorials online that go in-depth. You should check the Ultimate guide to Off-page SEO by Neil Patel if you want to nerd out 😉
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Hopefully, that clears up more questions than it makes for you.
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As far as we (SEO’s) know, there are over 200 Google ranking factors! Each with varying degrees of importance.
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And every year, there are more things to look out for. In 2017, these are the most important SEO factors to look out for local SEO.
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BUT
SEO has paid dividends to countless companies. In the SEO agency mastermind group I’m a part of, we’ve helped over 10’s of thousands of businesses make 100’s of millions more – just from SEO.
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Interested in what SEO can do for your business?
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You can click here to get an SEO audit done by me. Regardless if you have me audit your website’s SEO or not, if you want website visitors that lead to customers, it should be a part of your advertising budget (because it is).
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And professional help is generally the best way to go.
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Until next time!
Reliably,
Adam “Research Paper” Leech
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PS. Do you want a quick On-page audit sent to your email? It’ll go over the health of your website in Google’s eyes. They’re changes you can make quick (usually).
You can get the audit done by clicking here 🙂
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Written while listening to “The Collective” by Curren$y
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