Search engine optimization, or SEO, is now a common marketing tool because businesses can often handle it themselves without spending much. Any company can make simple changes to optimize its website for local or industry-specific searches. But before we discuss how to begin an SEO campaign or audit, we need to explain some basic SEO principles.
SEO uses various methods to help websites rank higher in search results. If your site appears on the first or second page when someone searches for a keyword, more people in your target market will see it. Search engines like Google and Bing decide which sites are most useful for each search. By following their rules and best practices, you can improve your chances of reaching your target audience online.
- Check your ranking for your branded and non-branded search terms. Tools like Semrush can show you how your site is doing and what keywords work best. You can also search your brand name to see what comes up on the first page. Try this on a different computer or browser, since Google often personalizes results based on your past searches. After you see the top results for your brand, check if your site appears for the geo-specific keywords you want to target.
- See which pages on your website Google ranks. Type “site:yourdomain.com” into the search bar, and you’ll see your top pages. This helps you identify which pages are doing well and which might need some work.
- Run a website crawl to spot technical issues or errors that need immediate attention. A tool like Beam Us Up can show if you’ve claimed all versions of your domain and if there’s any duplicate content. If you find copied content, add a canonical URL tag to point to the original source and avoid penalties. A canonical tag redirects duplicated content to the preferred or original content source.
- Set up branded pages on as many social media and business listing sites as possible. This helps prevent others from using your brand name and controlling your image on those platforms. It also boosts your online presence and can help you appear in more search results.
- Look at your website’s design. User-friendly features can help your overall SEO strategy. Make sure your site is organized in a way that works for both visitors and search engines. Adding a sitemap helps web crawlers find and index your pages. You can also improve your site by adding a search bar or making your navigation easier to use.
If you have any questions about how Tucker/Hall can help improve your digital strategy, contact Theresa Collington at 813-228-0652 ext. 1118 or tcollington@tuckerhall.com.
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