online advertising, organic SEO, paid search, SEM, SEO, technical SEO, Uncategorized

CAPITALIZE ON SUMMER’S LULL TO GO AFTER LOW-HANGING SEO FRUIT

I’m sure there are exceptions to this, depending on how staff summer vacations are scheduled and the nature of services you offer and the time of year those you serve tend to use them, but in general, summer seems to be a slower time for many organizations. So along with blueberry & strawberry picking during the lazy, hazy days of summer, why not consider reaching out and snagging some low-hanging fruit related to SEO (Search Engine Optimization)?

Search Engine Optimization is all about making sure your organization’s website is well-positioned to rank high in search engine results listings for those terms most used by your target audience(s) to identify an organization that offers your services. There’s two broad categories of SEO tactics an organization can implement to improve how high up in results listings they appear for desired search terms: paid search (ads that appear at the top of Google, Bing, and other search engine results) and technical (non-paid activities you can undertake to improve where you come up in non-advertising/organic results).

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Detailed below are technical-SEO-tactic low-hanging fruit/SEO best practices to pick away at this summer. They’re presented in the order of what I believe to be the criticalness for addressing.

#1 – Make Visitors Feel Secure

  • If your site’s address is still an http:// vs. https:// one (insecure vs. secure), you are very likely being ranked lower in search engine results than your competitors and this issue is expected to worsen. Visitors don’t like visiting sites that aren’t secure and search engines don’t like to send searchers to such sites. Your website host or developer/designer should be able to install an SSL security certificate to convert your site from an insecure one to a secure one.

#2 – Think About the Company You Keep

  • If for whatever reason, a good amount of your site’s traffic is being driven by links (known as backlinks) found on sites that are considered “spammy,” this will also negatively impact where and how frequently search engines will share a listing that points to your website for terms relevant to your organization. Sometimes, many non-reputable organizations may be sending traffic to an organization’s site without your webmaster even knowing it. Read how to check for that issue and how to address it.

#3 – Mend Those Broken Relationships

  • Broken links, i.e., links on your site to another page of your site (internal link) or to the page of another organization’s site (external link) that don’t work and provide visitors with a “404” error message will cause search engines to “ding” you as far as results rankings go. Ideally, you should conduct an audit quarterly – not just during the slower days of summer – by clicking on all your site links to see if they still work.

#4 – Capitalize On Effective Relationships

  • Think about what highly respected organizations might be willing to post a link to your site from theirs since links from other credible organizations greatly improve your search engine results rankings. Reach out to those organizations this summer to ask them if they’d consider adding a link.

#5 – Plan for the Fall

  • Even if your site provides a good user experience and contains beneficial, comprehensive info., to succeed at SEO, you need to regularly update it with fresh content. Search engines reward organizations who do so. If you don’t already have a blog on your site, speak with your internal webmaster or external developer/designer about adding one (assuming you believe there are one or several internal or external individuals who can provide content). If you have a blog, but  aren’t posting regularly to it or aren’t good about “tagging” it to be found by search engines, think about how you could improve this come fall.
  • If you don’t have a “responsive” site, one that responds to the device accessing it – particularly mobile phones – speak to the individuals mentioned above about how you can address that issue in fall 2019.

And, speaking of fall, stay tuned for a late summer/early fall 411 piece that provides additional technical tactics for you to consider & pursue.

 

 

brand promise, competitive advantage, differentiation, keywords, organic SEO, Search Engine Optimization, search terms, SEO, technical SEO, website

Why Adjectives & Qualifiers Matter in the Game of SEO

Not that long ago, I wrote about the importance of “differentiating with detail.” The more detailed an organization can be about what makes them the best provider of a particular service or product, and therefore, how they stand out from a competitor, the better.

In somewhat of the same vein, as I help organizations of all shapes & sizes better position themselves to rank well in search engine results for the terms their target audience(s) are most regularly searching on, I’m continually reminded of the importance of detail and the benefits of “unpacking your adjectives” called out in the Schoolhouse Rock piece from my childhood below. What I’m seeing on a fairly consistent basis is this — organizations are not qualifying or describing their services or products in enough detail. They know what product or service they offer, and therefore, expect their target audience(s) will know too. The problem with this is that their target audience may not find them in the first place, through a search engine search, because the organization isn’t sending out appropriate signals via their website content and behind-the-scenes page title tags.

Here’s some examples that demonstrate the issue above:

Let’s say you’re a business-to-business (B2B) organization primarily offering consulting services to a particular industry or related to a particular function/department of an organization. You need to call that out in website page content and page title tags. For example, if your organization primarily works with higher education organizations or individuals in HR roles at an organization, you need to qualify/modify the phrase “consulting” in website page title tags and content, i.e., use terms like “HR consulting services” or “higher education consulting services.”

Only offer your products or services in a particular geography? Well, that’s another reason to break out the adjectives and modifiers like “Greater Boston”, “South Shore MA”, or “New England” in website content and page title tags like “South Shore MA digital marketing agency” or “digital marketing agency serving New England.” You wouldn’t believe the number of organizations I’ve seen with websites that have no “geographic triggers” in website content or page title tags to inform search engines where they operate/who they serve. In this scenario, it’s impossible to rank well in local search or in geographies you serve that are “not local.”

Are your services or products offered on both a wholesale (B2B) and retail (business-to-consumer (B2C)) basis or just one or the other, and is that obvious to search engines who are crawling/indexing your website content and page title tags? For example, if you offer food products that can only be bought retail or wholesale, are you making that clear through using the right modifiers like “hospitality industry food products” or “food products for the hospitality industry?” Or, “consumer food products” or “retail store food products?”

Do both businesses and individuals/homeowners need the type of services you offer, and do you only offer one or both? Make sure you spell that out through language in page title tags, such as “home roofing services”, “residential roofing services”, “commercial roofing services” or “business roofing services.” Or, “residential real estate appraisal services” vs. “commercial real estate appraisal services.”

I think you get the idea, and trust me, you’ll reap great SEO rewards just by keeping the above need to “modify” in mind when you either review an existing website from an SEO standpoint, or are writing page title tags and website content for a brand new site. And, as you go through this exercise, as our blog post reminds, think about how and when to use acronyms, industry jargon, scientific terms, internal speak, etc. to modify/qualify certain services or products you offer. Give great thought to whether your target audience(s) are using the aforementioned in the search terms they enter into a search engine like Google. If you don’t think your audiences are using those terms, forego using them in website content and page title tags, and instead, use the “lay person” terms that they are likely using.

Not sure what search terms/keywords your target audience(s) are most frequently entering in search engines to identify organizations that offer your particular products or services? Reach out. We’re keyword research and planning experts and can help you determine what phrases to focus on in website content and page title tags and how to best modify and qualify the products and services you offer.