Since the very first banner ad was posted on the internet in 1994, digital marketing has been growing quickly and steadily. Businesses can’t even expect to thrive without it. This is even more true now that the pandemic forces consumers to go online for products and services.
Over time, more effective advertising strategies have been developed to make the most of the internet’s growing reach and the continuously gathered mountains of data. Small and medium-sized businesses in California need SEO management services to get ahead of the competition.
What is SEO?
As the name implies, SEO is the process of tweaking certain aspects of a website to optimize it for search engines. Through this process, a website can rank higher based on the metrics that Google and other search engines set.
Ranking higher means that website will be placed higher on the search results. This is important because according to Forbes, the first page of search results can get as much as 92 percent of traffic compared to later pages.
The benefits of having more traffic towards a website are straightforward. The more people visiting and going through the pages, the higher the chances of converting them into sales and referrals.
How Does SEO Work?
Implementing SEO involves a combination of various approaches and practices, each aiming to improve different parts of your website. These include:
- Page loading speeds
- Site infrastructure
- Graphic design
- User interface
- Content quality and layout
- Keyword usage and density
You will also need to optimize for off-page ranking factors by getting quality backlinks to your site. There are countless other aspects to optimize. However, it all serves the same purpose: ranking high and generating more leads.
Your SEO strategy will differ based on your business, areas of improvement on your website, and your goals. For example, if you run a restaurant, your customer base consists of consumers within your area. In that case, you will need an expert on local SEO.
Local SEO optimizes your website for visibility within your area. Your strategy will require using geographical keywords and local business listings.
Whatever your strategy is, it will always involve improving the user experience. Search engines prioritize web pages that provide users with value, and they get more out of websites that load fast, look good, have engaging content, and are easy to navigate.
When users spend more time on your site, go through multiple web pages, and find the information they need, that tells search engines that you should rank higher.
Why SMBs Need SEO Now More than Ever
According to Garden Center Mag, 53 percent of Americans say the internet has now become an essential tool during the outbreak. This isn’t surprising given that consumers now need remote access to work tools, entertainment, and products and services.
Online visibility was necessary before the pandemic, and it’s even more critical now. This is especially true for small and medium-sized businesses. It will be nearly impossible to compete with big-name companies without a solid SEO strategy.
However, by implementing SEO, your business can carve out a place for itself in your local digital space or a special niche. Consumers value quality, convenience, and speed. You may have excellent products and services, but they’ll only be found if you invest in strengthening your online presence.
SEO is cost-effective and provides long-term quantity and quality increases in lead generation and conversion. It’s the perfect marketing tool for SMBs to make the most of their budgets.
SEO Tactics for During Pandemic
While SEO has become more valuable during the pandemic, the strategies haven’t changed drastically. However, there are a few things you can do differently that may give you an edge over your competitors.
Conduct an SEO Audit
Every SEO strategy starts with an audit. It reveals your website’s condition, its performance in search engines, and areas of improvement. Start with addressing the most pressing issues, and you should see a significant increase in conversions and revenue.
Stockpile High-Quality Blog Posts
Content is and always will be king. Quality blog posts will attract consumers and position you as an industry expert. If people go to you for valuable information, then your SEO improves, and your search engine rankings go up.
Target COVID-19-Related Keywords
Most businesses will be affected by COVID-19 in some way, and consumers are concerned about how it affects them. Retailers can discuss items that are useful in maintaining cleanliness. Clinical practices can provide advice for avoiding infection. Implement COVID-19-related keywords into your content, and you’ll get more readers.
What About After the Pandemic?
What happens in the future? According to the New York Times, the pandemic has changed the way people use the internet on a more fundamental level. This means these changes will likely not go away even after the outbreak subsides. Investing in SEO sooner rather than later can mean the difference between succeeding in your industry and becoming obsolete.