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By now, we don’t have to convince you of the benefits of search engine optimization (SEO). But is ranking on the first page of Google that critical?
The answer is a resounding yes. 75% of searchers don’t go past the first page of Google. If you aren’t at the top of search engine results pages (SERPs), the ROI of your SEO effort will likely drop tremendously.
But here’s the good news. There are multiple ways to get onto the top of Google SERPs—even for small businesses that don’t have a big SEO budget.
Let’s take a look at a typical SERP.
You’d likely encounter 3 main components: the zero-click search, PPC ads, and organic search results. You can optimize your content and website to appear on each of these sections to increase your visibility—so you get seen not once but three times by your target audience.
Get Featured in Zero-Click Search Results
There are different types of zero-clicks search results. Getting featured in the Local Pack is often the best way for local businesses to score the coveted “position zero.” The first and most critical step is to claim your Google My Business listing and complete your profile with a keyword-rich description, contact information, photos, and more.
You can also grab position zero by optimizing your website for featured snippets. Position your content (e.g., blog posts) as in-depth answers to your audience’s questions (e.g., as a how-to or FAQ section) and format it so search-engines can easily understand the information (e.g., using H2 and H3 header tags).
You can also leverage the knowledge panel (the information box on the top right corner of Google SERPs) and turn it into a virtual business card. Simply suggest a change to the entry associated with your business. This strategy works best when combined with other marketing tactics that drive brand awareness so more people will search for your business by name.
Optimize Your Pay-Per-Click (PPC) Ads
Responsive ads are now the default ad type in Google Ads. While the fundamentals such as using the right keywords, writing compelling copy, and targeting the right audience segments still apply, you should revisit your strategy (if you haven’t already) to incorporate the latest best practices specific to responsive ads.
You should create at least 8 to 10 keyword-rich headlines and 2 unique descriptions to increase the number of ad combinations. You can leverage content that performs well in your current expanded text ads and use the ad strength indicator to help improve the quality and effectiveness of your ads.
Boost Your Organic Search Ranking
Of course, we can’t overlook the importance of organic search results. Instead of competing head-on with big brands with a national reach, local businesses can focus on optimizing for local SEO using both on-page and off-page strategies — essentially making yourself the big fish in a much smaller pond.
To boost on-page SEO, publish keyword-rich, top-of-the-funnel local content (e.g., blog posts or pages that feature local events and resources) that may not necessarily be about your business but is of interest to your target audience. If you have multiple stores, you should create a location page on your website and add a Google Map to each listing.
Claiming your Google My Business listing and asking your customers to post reviews is key to off-site SEO success. Also, claim and optimize your profile on other local directories and third-party review sites (e.g., Yelp.) Ensure that all your information (e.g., address, phone number) is formatted consistently across these sites.
Managing All the Moving Parts in Your Search Engine Marketing (SEM) Strategy
There are many components to an effective SEM strategy, and they will keep changing to cater to evolving consumer behavior and expectations.
To gain visibility and drive traffic through search marketing, you need to juggle many moving parts. From keyword research and website content to PPC ads and off-page listings, it’s often challenging for local businesses to stay current with the latest best practices.
That’s why savvy local businesses leverage our SEM services to help them optimize every piece of the search marketing puzzle.
Learn more and get in touch to see how we can help.
Article paid for by: Bay Area News GroupThe news and editorial staff of the Bay Area News Group had no role in this post’s preparation.
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