Search Engine Optimization Made Simple
For many business owners, Search Engine Optimization is confusing because local SEO is changing, and the game is rigged in Google's favor. SEO doesn’t have to be complex or confusing. You can improve your organic search results by implementing a few simple SEO tips.
SEO consultants want you to think that search engine optimization is part mysterious science and dark art, only accessible to those willing to pay for their services.
Laying a foundation for good SEO doesn’t have to be mysterious.
- The basics never change: Think of the one person who is searching for what you want them to find. Optimize pages for that particular individual by creating content that answers their search queries.
- Think about the phrase they are searching for and include it in the page title, the headline (H1 tag on the page), and in the text on the page in moderation and in context.
- Include the phrase and variations in your meta description, the page summary that search engines favor for summaries on the search results page.
Think global content. Optimize for local search.
- If you work with clients outside your geographic region, create pages that help searchers in specific locales to have a better chance of finding you, as does Total Touch POS with its Austin, Texas-focused restaurant blog content.
- Setup your Google Business Profile Page, including a category phrase that helps people find your business in general searches.
- Localize when possible and relevant. 80% of US-based businesses are small businesses, and many of those companies serve local clients.
- People search for companies near their physical location. For instance, when somebody searches for “Marketing agencies near me” in Northeast Ohio, our Google business profile appears high in the list.
Think like a human who is searching for a particular solution or phrase
- If you want to find something online, think about how you search on Google. How do you type your query? Write like a searcher for your website page, the title on your page, and the meta description
- Google is beginning to look for natural language on a page. The days of key phrase stuffing and creating content that sounds like a robot wrote it are gone, thank goodness
- Think about the phrase for which you are optimizing and study your competition on Google by searching for the phrase you think people will use to find your content
Can Your Content aAppear as a Google Featured Snippet?
- Find an evergreen phrase, idea, or research related to your product, service, or business perspective. Design a website page with a plan to be a Google snippet
- Here’s a practical example: copy and search for, “ the difference between purpose and mission and vision ,” and check out which website appears near or at the top. It’s often the article from Aespire.com, The Difference Between Purpose, Mission, and Vision (out of 207,000,000 results)
Zero-Click Search
Zero-click search refers to when a searcher finds their answer on the search engine results page (SERP) without having to click a link.
Content Marketing Institute states,
- “More than one-third (37%) of people end their search without clicking. Of the remaining people, 21% conduct another search and 41% click on something."
- "Of those who click, 70% go to an organic result, and 28.5% end up on another Alphabet (i.e., Google) property, such as YouTube, Maps, Images, or News. And 1% click on a paid ad.”
- “You must understand that the search game is rigged. Google optimizes for Google, not your brand.”
Create a content strategy. Then write.
It seems that most businesses want to create SEO-rich pages and ignore the type of content that attracts people: long-form blog content.
- Content that you own helps position your company as an expert or can provide helpful info to people searching for solutions. Find a perspective and own it. Write as only you can write.
- For example, creating trust is a popular topic. When you combine trust with the risks of violating website visitor’s privacy, the result is powerful insight and perspective on why your website needs a privacy policy .
- Create a content strategy (i.e. high-quality blog content — written by a human and not AI — and a publishing schedule) based on key phrase research (the phrases, or combinations of words, people use to search for products and services in your location and for your expertise).
- Write a minimum of 3000 words per month and publish on your blog. This is the best strategy you can deploy.
- Cross link within the site to build content relationships: blog to blog, content to blog, blog to content.
Do you have a hard time explaining what your company does or why your brand matters to people?
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
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Stop hoping your marketing will sort itself out.
- Complete this free assessment in 15 minutes.
- Review your custom report (and schedule a 30-minute review) to diagnose what’s happening.
- Create an action plan to get your marketing back on track.
Do you feel powerless because you’re competing against deep-pocketed competitors? Call today to design a strategy to capture demand, create new customers, and grow your business.
Aespire Branding
North Ridgeville, OH 44039
Phone: (440) 322-5142
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Aespire is a Woman-Owned Small Business Enterprise (WBE)
Many essential services companies struggle to explain how their expertise helps customers solve problems and achieve their goals. Aespire guides leaders with brand strategy, design, and marketing so they can start, grow, and sustain high-performing teams and profitable businesses.
We're committed to helping people flourish, businesses thrive, and communities prosper.
