Google’s SEO Strategy Is Constantly Changing
Back in 1998, when Google was just a small startup company in beta mode, there were only 10,000 search queries made per day. Fast forward just two decades to 2019, and a whopping 5.5 billion Google searches are now made daily — establishing Search Engine Optimization (SEO) as a crucial component of every successful business, big or small.
-
Pay-Per-Click Search Advertising
-
Take Advantage of Long-Tail Keywords
- Make Use of Local Directories and Maps
Taking steps to ensure your business is listed in online directories is key to helping your business show up in local searches more often. As it turns out, getting your business listed may also be key to bringing in new business: 34% of “near me” searches done via desktop and tablets result in in-store visits, and 50% of “near me” Google searches done via mobile also result in a store visit. For businesses with brick-and-mortar locations looking to increase in-store visitors, getting your business up on local listings is an easy way to do so.
For example, the easiest (and cheapest) step any company can take to show up faster in local directories and in map searches is simply by adding or claiming your business on Google Business. It’s completely free and can be completed in two simple steps. Another easy step to take is simply posting signs in your store or verbally encouraging customers to leave reviews about your business since businesses with a minimum of four Google reviews automatically are placed higher in SEO rankings. Completing these simple steps will help your business show up higher on search engine results and in local map searches, making your company that much easier to find.
- Increase Content Marketing Efforts
These days, Google is trying to level the playing field within SEO results by placing a much heavier emphasis on Content Marketing. Google’s algorithm basically rewards websites that produce a consistent, quality content by ranking them higher in search results.
Last year, a major algorithm update from Google saw a renewed focus on a concept called E.A.T., which stands for Expertise, Authoritativeness, and Trustworthiness. When companies combine all three of these concepts within their websites, they are bound to rank much higher in Google’s search results.
Companies can improve their level of Expertise by getting featured in news articles or on other industry websites. Authoritativeness can be demonstrated by user reviews, press releases, and backlinks within the aforementioned news articles or industry sites. Backlinks are more important than ever when it comes to SEO — meaning that other experts and businesses should be linking to your website within their own content or social media pages, giving your company that extra boost of authority.
The last pillar, Trustworthiness, is built by producing high-quality website content such as blogs or FAQ pages that provide useful answers and guides to industry-specific topics. For example, if you are a plumbing business, introducing a blog page filled with advice, how-to guides and common questions would probably help you rank above your other local plumbing competition.
Search Engine Marketing is a tough business, and rankings don’t magically appear overnight. However, you don’t need to be an SEO expert to help give your small business a boost. If you follow the above four strategies, you’ll be sure to see new results before you know it.
