SEO Basics for Small Business
If you own or manage a small business, your marketing budget can be tight. Trusted and long term SEO service cost $1000+ per month, which may not be proportional to the revenue your small business currently brings in.
If this is you, this blog contains a safe, simple (but still a lot of work) SEO tactic that you can do yourself which has powerful results. The tactic is called siloing.
As always with SEO, there are advanced methods and straight forward methods of siloing. This blog explores the straight forward approach.
Background About SEO Siloing
When Google started analysing the online behaviour of people searching websites, they learnt that people appear to be satisfied with their search quest when coming across a website that specialised in the specific topic they were researching. This was consistent whether people were searching for information or a business to provide a commercial service.
Google then changed the algorithm to favour websites that appear to specialise in the topic someone is searching for.
But how does the Google algorithm determine if a website specialises in a topic?
The algorithm looks at a number of elements not just on a specific webpage page, but your website as a whole.
Latent Semantic Indexing (LSI)
Latent Semantic Indexing (LSI) is an algorithmic method applied in determining the connection between terms and topics in content. The text in a webpage is analysed for the most common words and phrases. By doing this Google builds up a list of words and phrases commonly used when discussing a specific topic.
So for Google to determine that a webpage is about a specific topic, the webpage needs to contain the common words and phrases on Google’s list about that topic.
I know what you’re thinking: Where can you see the list? Well you can’t.
Some enterprises do their own analysis of websites that are already ranking well, find the common words and phrases, and try to achieve that in their own content. This is a very time-consuming approach.
For a small business owner, the best approach is to write the webpage naturally, and not trying to use the one phrase or keywords, over and over.
Number of Pages Required
Having one webpage on your website isn’t enough. Google’s algorithm considers a website specialised in a topic once it has 10+ webpages on a topic. And then the webpage that has the most internal links to it, will be the webpage that appears in the search results.
Your SEO Plan of Attack
This is a fundamental small business SEO plan of attack:
- Make a list of your products and services that you want to appear in search results (e.g. SEO Services).
- Write a landing page for each product and service.
- Write 10 blog articles about each product and service, and have an internal link in the text to the main product or service landing page.
- Post the blog articles on social media.
If you do this, your rankings will go through the roof and not just for your target search terms, but for other search terms related to your products and services.