Chauncey: Welcome to the Being Found Show. We are here to help small and local businesses be found by more buying customers online. I came across an article from searchengineland.com call Six Local Tips for Small Business SEO Success. We are going to be covering one of the six business tips in this segment. The first thing on this list is how to properly optimize information on your business’s website which is a great place to get started. That may sound like SEO as a whole to some people so we will help break it down.
Properly Optimize Information On Your Business’ Website
First, make sure you create a domain name that reflects your business type and its location. For example, Billy’s Bakery uses the domain “billysbakerynyc.com,” which includes it all. Now, this doesn’t mean you should go about changing your website or domain because what you have may be working for you.
There are certain situations where a domain can negatively impact ranking. For example, if the domain for Mike’s Exterminator was named as such, it could be broken down to ‘Mike sex terminator,’ containing a questionable word that may affect ranking. As well, there may come a time when a change in the domain is needed. A domain carries history and if your site isn’t gaining any traction because of how it was operated in the past, a new domain can mean a fresh start.
For instance, Redding Grass Cutting changed their name to their location “Redding” and service “Grass Cutting” with the idea that they would be found by local customers easier. Older search engines may have cared about that change but with Google, that is not the case. The example that they use in the article, “billysbakerynyc.com,” is actually really great. It is not only the service and the location, but it has branding involved.
Add keywords on page titles that identify with your business, its services, and its location. If you’re building your website or maintaining your website, keep it simple. If you are Billy’s Bakery and you want to rank for pastries, the titles can be Billy’s Bakery’s Pastries. Where I see people getting in trouble here is they want to be coy, they want to be hip, and they wanted to say something amazing. The title of the page ends up being this terrible irrelevant name they think sounds artsy but does nothing for their business ranking.
Incorporate your business’ name, address and phone number (NAP) information in not only the homepage or contact page but each individual page of your website. Make sure your relevant business information is up to date and easy for customers to find, we call that information your “NAPS”. NAP stands for name, address, and phone number. NAP is actually older than the computer as it was an old marketing term. I refer to it as NAPs, the ‘s’ for stuff. I think there is a lot more you should have there. Your web address, email, and social media are just a few. Your customers need to be able to contact you if they are going to give you their business and they shouldn’t have to dig around your site to be able to do that.
Making sure your NAPS are present on your site and correct is definitely important because of citation robots. Using Yelp as an example, when you go to Yelp to make an account for your business you can send it to retrieve your account information from your website. If Yelp can’t find information or even finds the wrong information on your site, you end up with an erroneous account with bad information. People are going to be dialing the wrong number and going to the wrong location. This results in citation aggregators and it can be exponentially bad because other sites will aggregate off of aggregators. If the wrong information gets out there, it is really hard to clean up. Having this information easily accessible and accurate on your site is crucial.
Make sure your business location, products, and services are easy for customers to figure out. Highlight your offerings, ensure your website copy includes as much about your local area as possible to further associate your business with the nearby vicinity. For example, note what section of town you’re in, what sports team plays across the street, or what park is around the corner. Not only will this added info help improve your website copy for customers, but it will also boost your search visibility as a local business.
When adding content to your site keep in mind your intent and purpose. I see a lot of people stuffing information in there and it just has nothing to do with what you’re business is all about. You’re obviously trying to manipulate this stuff and get it in there in a way that matters to your business and your customers. If the park across the street is a great landmark to find your business, by all means, include it.
There are a lot of ways to incorporate your local community into your website without seeming like you’re a shady robot, right? Write like you are talking to one of your customers. Write naturally and talk up your town, local economy, or business and you can’t go wrong there. This is important for local businesses because we need community support.
“Your website is your most important and valuable online asset, so ensuring that it is properly optimized to appear high within search results is key.” Search Engine Land. Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #58 or subscribe to our Podcast.