SEO, or search engine optimisation, is a marketing strategy that involves improving a website’s visibility and ranking in search engine result pages (SERPs). SEO is essential for small and medium-sized enterprises (SMEs) because it can drive traffic to their website, increase their online presence, and help them compete with larger companies.
Why does SEO matter to SMEs?
Search engines, like Google and Bing, are the most commonly used tool for people who want to find products, services or information online. According to a study by Moz, the first page of Google captures 71% of search traffic clicks and has been reported as the largest source of online traffic for most websites. Therefore, if SMEs want to be visible to potential customers they need to rank high in search engine results.
The higher a website ranks in SERPs, the more likely it is that people will click on it. In fact, the first five results in a search engine result page receive over 67% of all clicks, according to a study by Ignite Visibility. This means that if SMEs are not on the first page of results, they are missing out on potential customers.
Increased visibility and brand-awareness
SEO can help increase your website’s visibility and brand-awareness by ranking your website higher in search engine result pages. When your website ranks higher in search results it’s more likely to be seen by potential customers, which can lead to increased traffic and brand-recognition.
Cost-effective marketing
SEO is a cost-effective marketing strategy because it targets users who are actively searching for products or services that you offer. Unlike traditional advertising methods, which target a broad audience, SEO targets specific users who are more likely to convert into customers. This can lead to higher ROI and lower marketing costs in the long run.
Increased website traffic and sales
SEO can help increase your website’s organic traffic, which can lead to increased sales and revenue for your business. When your website ranks higher in search results it’s more likely to attract users who are interested in your products or services, which can lead to increased sales and revenue.
Improved user experience
SEO can improve the user experience of your website by optimising the website’s structure, content and navigation. This can make it easier for users to find the information they’re looking for, which can lead to increased engagement and conversions.
Competitive advantage
SEO can give your business a competitive advantage by helping you outrank your competitors in search results. When your website ranks higher than your competitors it’s more likely to be seen by potential customers, which can lead to increased sales and revenue.
How to do SEO for SMEs
Identify keywords
The first step in any SEO strategy is to identify the keywords and phrases that potential customers might use to search for products or services in the industry. Keyword research can be done using tools such as Google Keyword Planner, Ubersuggest, or Ahrefs. These tools will show the search volume and competition level for each keyword, making it easier to choose the most effective ones for the website.
Optimise website content
Once the keywords are identified, it is essential to optimise the website’s content to include them naturally. The website’s content should be relevant, informative and engaging, while still including the targetted keywords. It is also important to ensure that the website is well-structured, easy to navigate and has a fast loading speed. This improves the user experience and decreases the bounce rate.
Build high-quality backlinks
Backlinks are links from other websites that point to the SMEs’ website. Having high-quality backlinks from reputable sources can significantly improve the website’s ranking in search engines. However, it is essential to ensure that the backlinks are from relevant and trustworthy sources. This can be done through outreach and guest-posting on other websites in the same industry.
Optimise for local search
Local search is essential for SMEs that have a physical location or serve a particular area. Optimising the website for local search involves adding the business address, phone number and hours of operation to the website. It also involves creating a Google My Business listing and optimising it for local search.
Monitor and analyse website performance
Monitoring and analysing website performance is crucial to understanding what works and what doesn’t in the SEO strategy. This can be done using tools such as Google Analytics and Google Search Console. These tools provide insights into website traffic, user behaviour, and search engine ranking positions.
On-page optimisation
On-page optimisation involves optimising the website’s structure, content and HTML tags to make it more search engine-friendly. This includes optimising page titles, meta-descriptions, header tags and internal links.
Off-page optimisation
Off-page optimisation involves building high-quality backlinks from other websites to your website. This can help improve your website’s authority and trustworthiness, which can lead to higher rankings in search results.
Technical optimisation
Technical optimisation involves optimising the website’s technical elements, such as site speed, mobile-friendliness, and security. This can help improve the user experience of your website and make it more search engine-friendly.
Content marketing
Content marketing involves creating high-quality content that’s optimised for search engines and provides value to users. This can help attract links and social shares, which can improve your website’s authority and visibility.
SEO is a crucial strategy for SMEs that want to increase their online presence, drive traffic to their website, and compete with larger companies. By identifying keywords, optimising website content, building high-quality backlinks, optimising for local search and monitoring website performance, SMEs can improve their search engine ranking positions and attract potential customers. With the right SEO strategy, SMEs can stand out in a crowded online marketplace and reach their full potential.
Edward is a Digital Marketer/Communications Professional/Blogger
Connect with Edward Asare on social media @EdwardAsare/ Edward Asare
