The race for top search placements is more competitive than ever. As always, the best SEO service providers are looking for an edge to help business clients maximize visibility. But before you implement complex SEO strategies, make sure your digital marketing agency takes advantage of these website SEO optimization strategies that are right under your nose.
Top Search Engine Optimization Strategies for Business Websites
A simple audit of a website almost always reveals low-hanging fruit that offers quick gains in search placement at the top of search results. Consider the following website optimization techniques and see what a difference they can make.
1. Include visible calls to action
Verify that each service page has a clear call to action with a phone number, a link to a quote form, or downloadable content. Ultimately, the goal of a company is to capture the attention of a potential customer and move them to the next stage of the sales funnel. Ideally, the website will have a form directly on each service page (reducing the number of clicks the user has to make).
2. Create a full location page
Landing pages are useful for both consumers and search engines, so it’s important to get them right. Make sure you create a well-written location page for each location. These should describe the main services the company offers and include its location. Please verify that this data matches your Google Business Profile (GBP). Finally, use a listing management service to distribute business data to directories and search engines.
3. Fix broken links
Broken links lead to a poor user experience and can reduce your chances of achieving top search placements. Use a tool like Screaming Frog to audit your website for 404 errors and clean them up.
This is a good time to audit and make sure that external links are opening in a new window, and internal links are not. Also resolve other issues that may exist, such as binding to HTTP instead of HTTPS (internal and/or external).
4. Monitor Google Search Console
Google Search Console provides a wealth of information to help with website optimization. This tool will identify indexing issues, mobile compatibility errors, security issues, and related concerns.
You want to look here for 404 errors, pages that are crawled but not indexed, and pages that are discovered but not indexed. Make sure there are no FAQ schema errors, the sitemap is being crawled, etc.
If you haven’t checked Google Search Console in a while, chances are you have some potential issues that need to be addressed.
At Rocks Digital, we look at Google Search Console monthly for most clients and quarterly for those with an ongoing lower-level SEO agreement.
5. Improve older blog posts
Mature companies often have blogs that date back years. However, many of the older blog posts will not be optimized to their potential. Check Google Analytics for posts that are getting traffic but not converting. From adding missing CTAs to updating outdated content, fixing clear issues can improve the experience of current visitors and improve search placement for even more traffic.
If you have blog posts that are getting traffic but are not relevant to the business, you need to find a way to benefit from that traffic or consider removing it and redirecting it elsewhere. Irrelevant website content can also have a negative impact.
6. Improve website loading time
Slow load times can negatively impact user experience and hurt search rankings. from Google PageSpeed Insights and other tools can identify problems that need immediate resolution. Common examples of required changes include optimizing images, leveraging browser cache, improving server response time, etc.
7. Improve website click-through rate
Getting the best search location is only half the battle; you’ll also need to convince searchers to click through to your company’s website. Previously, we covered five SEO strategies to improve search on your website. Some of these opportunities (like optimizing page titles and meta descriptions) will make a difference in your click-through rate. Additionally, you should also optimize your featured snippets by creating short answers to common questions about your content.
8. Consider a responsive website design/revamp
Business websites must offer a quality user experience on all devices. While mobile-friendly design has become much more common as mobile browsing has increased, some older sites may find that they don’t display well on all platforms. With the majority of website rankings in desktop and mobile search results being decided based on the mobile view of your website, poor mobile design is something you can’t ignore.
9. Earn backlinks with high quality content
By creating attractive and high-quality content, websites can gain backlinks from relevant local platforms or industry authority sites. An infographic is a great example of content that is easy to share and can generate links from respected websites.
10. Optimize for voice search
With the growing use of voice search, it’s important to present content in a conversational manner. This approach increases the likelihood that content will be used in response to voice search requests. Also, optimize for long-tail keywords that align with conversational search terms. These keywords work well for voice searches and also generate additional search traffic.
11. Strengthen the security of the website
For a local business, ensuring website security is essential to maintain trust, protect customer data and avoid potential losses due to cyber threats. When search engines identify security issues, they are unlikely to secure top search locations. Steps you can take include using multi-factor authentication, a quality hosting provider, and HTTPS security.
12. Maintain a Google Business Profile
For a local business, an optimized website and GBP go hand in hand. With the help of a Google Business Profile Creation and Optimization service, you can improve your placement in the local bundle for industry-relevant keywords.
Try our industry-leading website SEO optimization services
Rocks Digital offers comprehensive SEO, content marketing and web development services for local businesses. If you need help improving your ranking at the top of search results for relevant keywords, talk to our team today. Call (214) 989-7549 or request a website evaluation.
Lissa Duty
Lissa Duty is a social media coach, author, speaker and trainer. 20 years of experience in marketing, administration and management working to grow your business.
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