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In this series of posts, I’m looking at what you need to think about to get your website to the top of Google and why SEO is important for small businesses. This article is about why is SEO important for small businesses. Here are the other posts in the series:
- How to get to the top of google for free
- The first steps to create a website for your small business
- Why Is SEO important for small businesses
- How to rank in Google – what is SEO and how it works
- SEO for business growth – how to structure your website
- How to get your website on Google’s first page creating relevant content
- How to find the best keywords for your website
- Website content ideas – how to create good website content
When you create a new website, there is one key question to ask yourself: how do you want people to find your website?
Your answer to this question will dictate the type of content you create and may even influence the design of your website.
Why is SEO important for small businesses
Do you want your website to be found only by people who already know about you, or do you want to be found in Google organic search results by new prospective customers?
Will your website mainly be used by people who already know about you? Are they only interested in visiting your website for reference, even if that is just to find your contact details or find out more about you?
If the searcher is most likely searching for you by entering your company name, your website should appear on the first page of Google easily.
If this is the purpose of your website, then you are pretty much free to do what you want with your website, including adding as much or as little content as you want, as long as it gets your message across. Therefore, Search Engine Optimisation (SEO) is not an essential factor for you.
Basically, with this approach, you don’t need to dance to Google’s tune with SEO, as you are not bothered whether you are found in their search or not.
If, on the other hand, you want to be found by relevant searches in Google, then you need to take into account what Google is demanding of you to get found. This means SEO is essential.
SEO is essential if you want to be discovered by Google search.
It’s not just about getting found; your position also counts.
I’ll point out here that Google may find your website to include you in the search results, but it may also find thousands of others. Therefore, it is also important what position Google places you in the search results.
The position you appear in the search results is your ‘Ranking’.
The position you appear in Google is critical if you want to entice people who know nothing about you to become potential customers.
The strength of your SEO will get you both included and higher up the ranking.
Is the top-ranking business the best?
Let’s be clear, the top-ranking business for any given search on Google does not mean that business is better than yours. It simply means that the website has good SEO.
Google does not know whether this business has good customer service, has the best ethical standards, etc. All it knows is that it matches the search words and fits its criteria to get ranked.
But what is essential to note is that people generally trust that Google knows best and think it has ranked the search results to show them the best results first.
However, Google runs a mathematical equation (algorithm) based on different ranking factors and pops out an ordered list. If the factors change, then the output changes. It is simple as that. So if your web page does well in Google’s ranking factors, you too can appear at the top of the search results.
Is it necessary to rank high in Google?
The amount of organic traffic you get to your website will depend on the position you reach in the search results. According to Advanced Web Ranking click through study ranking first can bring you over 37% of the total clicks made by people for that specific search. Ranking second only brings in 18.7%. By the time you get to the second page of search results, you are already down to under 2% of clicks.
So, if getting more potential customers to your site is vital to your business, you need to focus on the factors Google considers essential to rank. Of course, this means you have to get your SEO game on.
What should you focus on to rank high in Google?
While Google considers many factors in their algorithm, many of these factors can be not directly influenced by you.
When working on your SEO, the main thing is that you are trying to show Google that you deserve to be in the number 1 position. That means Google thinks you are the most relevant result for that specific search.
The factors can be grouped into three broad categories:
- How relevant a web page is to the search. This means Google can find enough content on any page on a website that matches the entered search term.
- How popular the website is across the internet. This means that you have many different websites linking to your website, which are deemed good quality.
- The quality of the website. This is essentially making sure your website performance is quick, mobile-friendly, and updated regularly.
Relevance is the number one factor.
If Google presented search results to the user that were not relevant, it would not remain the top search engine. Google is so dominant because its search results are relevant, so the user experience is a happy one, and they keep coming back.
So how do you rank at the top of Google?
Firstly build a quick mobile-friendly website. Then fill it with content that tells Google what you do. We are not talking about 1 or 2 sentences here. We are talking at least 300 words on a page.
If you are suddenly alarmed about achieving this, find out how to write more relevant content here.
And finally, make sure you promote yourself on all of the reputable websites you can, whether that is social media, online directories, Google My Business, videos, etc.
If you want us to know more on how to rank in Google or would like us to take a look at your website to see if we can help improve your SEO, please feel free to get in touch.