Here is the second part of the column on SEO for small and medium businesses, where we will discuss the topic of optimizing your website for SEO …
Before I start, I invite you to read the first part from this column if you haven’t already.
On the sites ofjob Quebec, dozens and dozens of large companies are looking for specialists in website optimization for search engines. If you’re a small business, you don’t necessarily have the budget to hire an internal SEO expert or do business with an external agency.
It is possible, with a minimum of curiosity and know-how, to do this work yourself. Before going to the optimization stage onsite, you will of course have done an exhaustive keyword research, and carried out a competition analysis, as mentioned in the previous article. Here is the rest of the guide for local referencing of a small or medium-sized business:
Part 2: Optimization onsite of your website
If you are a small business owner, you have often been told that your business needs a website in order to reach a wider audience of potential customers. Owning a website for your business is just the beginning: If your site is not optimized for search engines, then potential customers will never know that your site exists. If you want to generate more sales on your site, you will need to optimize it on search engines.
Statistics: essential for the analysis of your site traffic
install Google Analytics and Google Webmaster Tools on your website. These two tools are of capital importance to collect and analyze a multitude of data on your site: They allow you to see where your traffic comes from and in the case of organic traffic to know thanks to which keyword a visitor arrived on your site. We will not go into too much detail on Analytics and Webmaster Tools, but it is very important to know how to master these tools, not only for SEO optimization but also at the level of the overall strategy of your website.
Let Google Analytics collect data for two weeks before doing SEO. It will allow you to collect relevant data and be able to work on a basis.
Bad design, bad SEO!
Evaluate the visual design of your site, to see if you could not make improvements. If your site repels visitors, no effort in SEO will help you. If the design of your site leaves something to be desired, take inspiration from well-designed sites in your niche. Also take the time to check the compatibility of your site with the different versions of browsers. Don’t forget to check on PC and Mac. You will want to make sure that your site loads properly and will not leave your potential customers prematurely.
And our key words in all this?
It’s at this stage that keyword research begins to come in handy. You will have to optimize several elements of the HTML code by inserting the keywords you have selected so that the search engines give relevance to your site when people search for this expression in the search engines. Here is a list of some of the most important elements (if you want more details, refer to the articles at the bottom of the page):
- Keywords present in your title tag (unique on each page);
- Keywords found in the H1 titles of each page;
- Sporadically arranged keywords in the text;
- URLs optimized with your keywords and short;
- Keywords on alt tag relevant images and their file names.
The meta descriptions are snippets of text that search engines display to describe the site on the search results page. Although they have no impact on SEO, a good meta description will tend to increase the click through rate on the link. Modern search engines are excellent at text analysis of websites and are able to display snippets based on user queries.
You have to decide if you want to rely on the algorithm or create your own meta description. It is suggested to make your own meta description for your home page and let the engines guess the rest. Remember the purpose of making your description is to convince potential customers to click on your link in the search results page. Be convincing and use your keywords.
Finally, you need to create a file robots.txt for your site. This file is read when your site is indexed by search engines and specifies which pages they should index. You should not index, among other things, pages that contain duplicate content that could harm the reputation of your site with search engines. If you are not careful about duplicate content, your site could be downgraded, less often indexed, or even be de-indexed.
See you soon for the third part of the column, which will concern optimization offsite of your website.