SEO Strategies for Small Businesses (In-depth guide)

Small businesses may feel disadvantaged because they lack the budget and SEO capabilities that larger enterprises do.

If you’re a small business owner, you might feel challenged. But, does that mean you can’t increase search visibility and get more leads with SEO?

Well, you can. But you must approach SEO differently. Rather than treating SEO as a sprint, play the long game and win in the long run.

In this blog, I will share the best SEO strategies for small businesses and a few fatal mistakes that you might be making in your content strategy.

Common mistakes that small businesses SEO make

Many small business owners fail to gain traction in their SEO campaigns because of these mistakes.

Try to compete for competitive keywords.

They fell into the trap of aiming to outshine big brands on highly competitive or short-tail keywords. It’s like trying to win a shouting match against a megaphone.

These giants have vast resources to dominate these broad terms.

For example, the term ‘lose weight’ is dominated by sites like Healthline, Webmd, and NHS.

But if you expand it into a long tail phrase like ‘how to lose weight fast exercise at home’, which has about 100+ searches per month, the results changed.

You’ll see smaller brands like 28 By Sam Wood, which is operated by a couple, taking the first page.

Expect immediate results

Impatience is another pitfall that most businesses fall into on their first attempt. They expect SEO to work its magic overnight.

Reality check: Effective SEO is more like a marathon than a sprint. Consistent effort and strategic planning are what lead to sustainable growth. Those quick-fix promises? They rarely pan out in the long term.

In fact, according to Ahrefs, only 5.7% of pages will rank in the top 10 search results within a year of publication. Patience is not just a virtue; it’s a necessity in the SEO world.

TechToWords founder Kenny Lee explained it candidly on LinkedIn.

Buy backlinks without creating quality content

The idea that buying backlinks can substitute for creating quality content is a major misstep.

Sure, it might seem like a shortcut to visibility, but Google’s smarter than that. They value genuine, helpful content that serves the searcher’s intent.

Hence, buying links without backing them up with solid content is like building a house on sand, and obviously, it’s bound to crumble.

So, what should you do instead?

Practical SEO Tips for Small Businesses

Let’s start with what matters the most!

1. Keyword research and SEO strategy

Yes, first thing first, let’s discuss keyword research and strategy. For small businesses, doing SEO without a strategy is like setting sail without a compass.

Keyword research is your guiding star. It’s basically all about understanding the language your potential customers use when they’re searching for services or products like yours.

When you tap into this, you’re essentially opening the door to being found by the right people at the right time.

Almost 92% of keywords get ten or fewer searches per month. This statistic highlights the necessity of pinpointing the exact terms that your target audience is using — because even in a sea of searches, finding your niche can make all the difference.

SEO Tools and techniques for finding the right keywords (including long-tail keywords).

You’ll find plenty of SEO tools available, but let’s focus on the essentials.

• Google’s Keyword Planner is like your SEO Swiss army knife. It’s versatile and invaluable to uncover what your audience is searching for, alongside the competition and search volume.
• Ubersuggest and SEMrush offer deep dives into keyword suggestions, search trends, and the competitive landscape.
• Answer The Public provides insights into the exact questions people are asking. It’s helpful for long-tail keywords, which consist of more specific phrases,

These tools illuminate the path and show you the right keywords for your business. Most of these keywords let you search for keywords that reflect your customer’s needs, which offer a higher conversion potential due to their specificity.

How to implement these keywords in content, titles, and meta descriptions.

Once you’ve got your hands on those crucial keywords, it’s time to weave them into your content.

• Start with your content: Each blog post, article, or product description is an opportunity to rank for your chosen keywords.
• However, don’t just sprinkle them in like seasoning; integrate them naturally and ensure the text remains engaging and informative.
• Your titles and headers should sing with your primary keywords, acting as bold signposts that guide both users and search engines.
• Meta descriptions, while not a direct ranking factor, are your pitch to searchers — incorporate your keywords here to reinforce relevance.

Just keep in mind that Google values user experience above all, so avoid overstuffing; keep it natural and focused.

2. Write helpful content

Ever wondered what makes content not just good but great in the eyes of both search engines and readers? It’s EEAT – Expertise, Experience, Authoritativeness, and Trustworthiness.

Think of EEAT as the quality filter for your content. It’s Google’s way of ensuring that websites provide value, accuracy, and reliability. Content with high EEAT scores comes from credible sources and demonstrates a deep understanding of the subject matter.

For small businesses, this means you’re showcasing your unique expertise and insights in your niche.

Align content with search intent

You can’t just blindly use keywords and write original and quality content. Rather, you must answer the silent questions behind all those searches.

There are four main types of search intent: informational, navigational, transactional, and commercial investigation. Tailor your content to these intents and meet your audience exactly where they are in their journey.

Think about what problem readers want to solve. For instance, someone searching “how to fix a leaky faucet” (informational intent) is looking for a step-by-step guide, not a sales pitch for plumbing services.

You can read more about pain-point SEO, which focuses on getting traffic and conversion, here.

Create different types of related content for topic authority

When you become a top authority, you are the go-to source for the information your audience seeks. But how do you get there?  I will make it easier for you by answering this question in two words: variety and depth, that’s it!

Start with foundational blog posts that answer common questions, then branch out into detailed guides, how-to videos, infographics, and case studies.

Firstly, you will become a topical authority in your niche. Secondly, you will target your buyer at every stage of their journey.

3. Optimize your website for mobile

Keeping everything aside, it’s a must to have a well-organized, mobile-friendly website. Why? Because a staggering amount of web traffic comes from mobile devices.

Google has long emphasized the importance of mobile-first indexing, which means it predominantly uses the mobile version of the content for indexing and ranking.

A mobile-friendly site ensures that your content is accessible to a wider audience, enhances user experience, and significantly improves your site’s SEO ranking.

Tips for creating a user-friendly site structure

A user-friendly site structure and navigation system act as a roadmap for both your visitors and search engine result pages. It’s one of the most important elements in technical SEO. Here’s how to ensure yours is up to par:

• Keep It Simple and Intuitive: Your site’s navigation should be straightforward, with a clear hierarchy and logical categories that make content easily accessible in just a few clicks.
• Use Descriptive Labels: Avoid vague labels for your navigation menus. Instead, use clear, descriptive titles that immediately tell users what they’ll find and enhance both usability and SEO.
• Implement a Consistent Layout: Consistency in your site’s layout across pages helps users quickly find the information they need and improves the overall user experience.
• Include a Search Function: For larger sites, you can include a search function that can significantly enhance usability.

The role of SSL certificates and site speed in SEO

SSL certificates and site speed play crucial roles in your website’s SEO performance.

• SSL Certificates: Google has confirmed that HTTPS, which requires an SSL certificate, is a ranking signal. This means that secure sites are likely to rank higher than non-secure sites. SSL certificates not only protect your site’s data and build trust with visitors but also contribute positively to your site’s search ranking.
• Site Speed: Page speed is a direct ranking factor. Google aims to provide users with the best experience possible, and waiting for slow pages to load is not part of that equation.

In fact, studies have shown that a one-second delay in page response can result in a 7% reduction in conversions. Tools like Google’s PageSpeed Insights can help you evaluate your site’s speed and provide recommendations for improvement.

4. Attract backlinks

Each backlink is a vote of confidence from one site to yours that tells search engines, “Hey, this content is valuable and trustworthy.” Hence, the more votes you have, the higher search engines rank your site.

According to Moz, backlinks are among the top factors considered by Google’s algorithm when determining page rankings. This underscores the importance of not just any backlinks but quality ones from reputable sites within your niche.

Ethical strategies for building backlinks

The key to building backlinks lies in ethical strategies that add value to the web.

Guest blogging is a classic yet effective method where you create content for another site in your industry. This not only gives you a quality backlink but also exposes your brand to a new audience.

Another strategy is creating shareable content, such as infographics or research studies, that naturally encourages others to link to your site.

Brian Dean’s “Skyscraper Technique“ is also noteworthy: find a piece of content with lots of backlinks, create something better, and reach out to those who linked to the original content. These methods emphasize the importance of contributing valuable content to the digital ecosystem.

Without good content, backlinks cannot drive the traffic you want.

Here’s the deal: backlinks without solid content are like having a sports car with no engine. Sure, it looks great from the outside, but it won’t get you far.

Google’s algorithm has evolved to recognize not just the quantity of backlinks but their quality and the content they point to. High-quality content that satisfies user intent encourages organic link building, where sites link to you because your content adds value to their audience.

This symbiosis between content and backlinks is crucial for SEO success.

5. Improve visibility with Local SEO

According to Google, 76% of people who search for something nearby on their smartphone visit a related business within a day. That’s huge!

To benefit from these local searches, you must register your business for Google My Business (GMB) and local directories.

It’s a critical step towards improving your visibility online, especially for local searches. Here’s a comprehensive guide with actionable and easy-to-understand tips to help you maximize your presence:

Claim your Google My Business listing

If you haven’t done so, go to Google My Business (GMB) and follow the steps to list your business on Google. Google will require you to verify your business, often by sending a postcard to your business address with a verification code.

Make sure every part of your Google business profile is filled out, including your business name, address, phone number, website, hours of operation, and categories. The more complete your profile, the better Google can match your business to user searches.

Optimize your business description

Include relevant keywords in your business description that potential customers might use to find services or products you offer. However, ensure the description sounds natural and is primarily focused on informing potential customers about your business.

Pay attention to customer reviews

Ask satisfied customers to leave a positive review on your GMB listing. Reviews are a significant factor that potential customers consider before making a decision, and they also influence your local search rankings.

Whether positive or negative, make sure you respond to reviews. It shows that you value customer feedback and are engaged with your customers.

Utilize the posts feature

Google My Business allows you to post updates, offers, events, and more. Regular posts can keep your listing fresh and give potential customers more reasons to choose your business.

Get listed on local directories

Besides GMB, ensure your business is listed in local directories such as Yelp, Foursquare, and Yellow Pages. Consistency is key, so make sure your business name, address, and phone number (NAP) are identical across all platforms.

Ensure you select the same business categories across all directories. It helps search engines understand your business better, improving your chances of showing up in relevant searches.

Earn local backlinks

Sponsor local events, join local business groups, and engage with local blogs and news sites. Getting mentioned or listed on these sites can earn you valuable local backlinks.

Generate content that addresses local issues, events, or interests. Such content is more likely to be shared by local websites and social media users, earning you backlinks.

Monitor and update regularly

Regularly check your GMB and other directory listings to ensure that all information is current. If you move, change your hours, or update your services, make those changes on all platforms promptly.

6. Improve your online presence with social media

Social media doesn’t directly influence SEO rankings in the way backlinks do, but its impact is more like a ripple effect on the surface of a lake. It expands and reaches further than one might initially assume. Using social media the right way can drive qualified traffic to your website.

Be consistent

Keep your branding and messaging consistent across all social platforms. This consistency strengthens your brand, makes it more recognizable to your audience, and helps create a cohesive online presence.

Engage and connect

Use social media with a proper digital marketing strategy to truly engage with your audience. Respond to comments, participate in conversations, and be active in your community. Engagement can lead to more shares and increase your content’s visibility and the potential for backlinks.

Optimize your profiles

Ensure your social media profiles are fully optimized with your website link, a detailed bio, and consistent contact information. This not only aids in brand recognition but also guides users directly to your website.

Choose quality over quantity

Rather than spreading yourself thin over numerous posts, focus on creating high-quality, shareable content. Informative, entertaining, or thought-provoking content is more likely to be shared, so focus on that domain.

Use visuals and videos

Content with visuals and videos tends to perform better on social media. They capture attention more effectively than text-only posts and increase the likelihood of shares and engagement.

Hashtags wisely

Utilize relevant hashtags to increase your content’s discoverability on social platforms. Hashtags act like SEO keywords on social media. They help users find what they’re searching for.

Analyze and adapt

Use analytics tools provided by social platforms to monitor the performance of your posts. Understanding what works well allows you to refine your strategy and you can focus on content that drives traffic and engagement.

Google’s March 2024 Update says it all

Google’s March 2024 Core Update underlines everything we’ve discussed about prioritizing high-quality content and optimizing for local SEO.

This update targets unhelpful, unoriginal content, aiming to reduce such content in search results by a substantial 40%. It introduces algorithmic enhancements and new spam policies designed to elevate the most helpful information on the web.

Here’s how the March 2024 Core Update aligns with our discussions:

High-quality content

Just as we emphasized writing content that matches search intent and showcases topic authority, Google’s crackdown on low-quality content confirms the need for valuable, well-researched information that addresses your audience’s needs.

Local SEO

Optimizing for Google My Business and local directories becomes even more crucial. High-quality, original content on your GMB listing, alongside accurate business information across the web, supports your efforts in aligning with Google’s updated quality demands.

Backlinks and social media presence

Ethical strategies for building backlinks and leveraging social media are indirectly supported by this update. Quality content tends to attract quality backlinks naturally and encourages social sharing, which can drive traffic and further signal the relevance and authority of your website.

Final Thoughts

As Google continues to refine what it means to truly contribute valuable content to the digital world, let this be your call to action. Invest in a content strategy that meets all the above-discussed SEO standards and genuinely resonates with your audience. Explore content consultation and leverage professional writing services to compete and excel.