A workable and achievable SEO process for SMEs

The world of search engine optimisation (SEO) can feel like a dark art – something mysterious, confusing, and unachievable for SMEs. Growth by Design prides itself on explaining things in human language, so we thought we’d share our latest video on how SMEs can do SEO on their own website.

https://www.youtube.com/watch?v=vGTJIpO_XHY&t=15s

SEO makes a demonstrable difference to business results when it’s done right.

It is what determines your ranking position in the search results on Google and Bing, and other search engines. This can be for your brand name, your services, services in a given location or answers to a question e.g., how to xxx. Most people do research online before making a purchase, and even after having met with someone/potential company they can purchase from – they will visit the website to check them out further.

If your business isn’t in the mix on the search results, prospects aren’t going to find you and will go to your competitors instead. If they can’t see you in the search results, they will never get to know you. So don’t play hide and seek with your prospects because you aren’t going to win!

What can you do about it?

There are lots of things that go into optimising your site for search engines – some elements are easier than others, some have a quicker impact than others, others require investment, but the overall combination of them is what really makes a difference. Here are just a few of the things to consider:

  • Quality, regular, and relevant content
  • Backlinks to your site
  • Search intent, e.g., general information, product-specific, looking to purchase, looking for a catalogue etc
  • Website load speed
  • Mobile experience
  • Domain authority
  • Keyword optimisation
  • Website structure
  • Website security
  • User experience.

If we had to pick one thing that SMEs can start doing tomorrow to make a difference to their SEO, it would be content.

It’s important to focus on what your prospects want to know, not what you want to say to them. What questions do they have around your service and products? How can they decide what is right for them? What are the outcomes of the service and product for them? The content needs to be in the language your prospects use – so dispense with the jargon or at least explain it in words they’d understand.  The other key things to consider about content are:

  • It is well written, engaging and of high quality
  • It genuinely addresses a need of your prospects or answers their question
  • Remember to include links to other pages of your site, whether that be your key selling pages or more content
  • Frequent and unique content is loved by Google
  • Don’t stress about the length! Have it as long as it needs to be to answer the question fully, if that’s 250 words then fine, if it’s a thousand that is equally ok.
  • Use different formats as it doesn’t always have to be long-form text, videos work great too.

If you get your SEO strategy right it means you can reduce any paid search advertising, increase visibility in the search results which means more qualified traffic to your site and therefore more potential leads and sales!

If you want more advice or support on your business’ SEO strategy, feel free to get in touch with Growth by Design, or book yourself a free website review – an hour to talk through your business’ aims, how your website is currently doing and what can be done to increase performance. You can book it directly into our calendar now.