The advent of the web has not only helped the globalization of businesses. Conversely, the web has opened the doors for small local businesses to compete legitimately with the biggest companies in their field …
Indeed, good SEO optimization for a small business can propel it to the top in organic Google search results, at least locally. This is the case of Distributel, a small internet provider in Montreal, which shadows the largest internet providers in Quebec for many keywords in Google’s search results. How is it possible? By doing a good keyword research, by optimizing SEO as much as possible onsite and offsite, everything is possible, if you set yourself realistic goals.
Here is a short guide in three parts, inspired by the case of Distributel, which broadly summarizes the general strategy that any small business should use if it wishes to optimize its local SEO strategy.
Part 1: Optimized keyword research and exhaustive analysis of the competition
Start by brainstorming the queries that your customers could make in the search engines to find your business. For our example, we have for example noted internet provider, high speed internet, and internet service as potential keywords. Remember to include geographic keywords if you are targeting local markets.
When you have your exhaustive list of potential queries, subscribe to Google Adwords and learn how to use the Keyword Tool, which will give you the global and local search volume of the chosen keywords, and will suggest you some. others in the same theme. This tool is perfect for helping you build a complete list of keywords and to judge the SEO effort to put for each of the keywords according to their volume.
Analysis of your competitors
Select a list of ten keywords that you think are most appropriate and analyze each of these keywords in the search engines. Which competitors rank among the first? What are they doing good / bad in terms of SEO? You can use tools like Spyfu or Keywordspy to find out which keywords your competitors are positioning on. As in traditional marketing, study and get to know your competitors well.
Then use the information gathered in the previous step to create a list of your competition. Each of the competitors will have to be analyzed in depth to understand how they were able to have this position in the search engine results. Is this due to good optimization on their pages for each of their keywords? Are they doing linkbuilding? You will need to find out which SEO strategy they are promoting.
Tools such as Yahoo Site Explorer or Open Site Explorer (paid) then come to the rescue. Like real little industrial spies, they find the source of each of the external links that point to their site. You will want to save this information as we will use it later in the optimization phase offsite.
Finally, the last step in this part is to check if your website is well indexed. Use the command website: on Google to see if each of the pages is well indexed. Ex. “Site: http: //www.distributel.ca/” If your site is not indexed, you need to understand what is preventing search engine spiders from crawling your website. Also be sure to look for the title tags of your client’s most important pages to see if it ranks and where. Record your results.
This basically sums up the first part of a good SEO strategy for your small business. After this step, you should have a good idea of the keywords in your market and a good knowledge of the competition in the search engines for each of these keywords. Visit this blog very soon for the second part which will focus on optimization ” onsite From your web page.