SEO Strategy for SMEs: Useful Tips
More and more SMEs rely on industry specialists to come up with an effective SEO strategy. Here are essential tips to position your business correctly on the web
Many small and medium-sized companies have already understood how much the correct management of their activities on the web is fundamental, in an age in which the presence on the net and connectivity are the basis for the growth of a business. SEO is certainly among the digital marketing tools that can lead to profitable results. It is not only large companies with unlimited budgets that can benefit from effective optimization strategies for their websites: even SMEs that wish to aim for better visibility on the web benefit enormously from SEO tactics capable of improving their positioning on the search engines. Research.
With the right focus on some key points, it is possible to implement a winning search engine optimization strategy even without large investments. Here are 10 useful SEO tips for small and medium-sized businesses to put into practice right away.
Knowing Users and Research Intent
A deep understanding of your target audience forms the foundation of any web marketing strategy. SEO is no exception and performing search engine optimization requires an analytical and detailed study of the audience to which you want to address. In order to implement a positioning strategy in the SERP it is essential to have clear the peculiar characteristics of your buyer personas, but also their habits and web search intent. In fact, search intent determines the motivation that drives users to surf the net: it can be an information need or the desire to purchase products or services. Studying the research intent allows you to create an effective keyword structure: combined with the analysis of trends and seasonality, a well-organized semantics allows you to make your website appear in the SERP of users, as an answer to their questions or needs.
Carry Out Targeted Keyword Research
Among the main tips for positioning on search engines is to devote time and energy to studying the keywords to use in your web content. First of all, it is necessary to clarify the key points of your business, define the products and services offered and carefully elaborate your unique selling proposition , i.e. the set of elements that distinguish a company from the competition. Only in this way will you be able to create a list of effective keywords, around which web communication and your SEO tactics can be centered. Monitoring how competitors are moving can be useful both for evaluating the competition and for taking useful insights to use to your advantage.
Dedicate Yourself to on-Page SEO Optimization
The subject of SEO is broad and particularly complex and includes several actions to be put into practice in order to hope to obtain good results. On-page SEO is one of the elements that make up search engine optimization. It includes actions such as content optimization and timely work on title, description, URL and headings organized around relevant keywords. Part of on-page SEO are also the structure of internal links and user engagement , i.e. the ability of the website to intercept and keep the interest of users hooked, working on metrics such as bounce rate, pages per session and Click-Through Rate. Among the on-page factors to monitor there is also the technical structure of the website: parameters such as the cleanliness of its links, its security and the level of crawlability, that is, the crawlability by search engine crawlers.
Don’t Neglect off-page SEO
The numerous advantages of SEO for SMEs would not be completely achievable without also paying attention to off-page SEO, all those actions carried out outside the reference web page, but always with the aim of increasing visibility. Among these, for example, link building, i.e. the creation of an effective backlink structure: links present in external websites that link to pages of your website. Quality backlinks received from authoritative websites offer huge SEO benefits, along with the mentions gained on social media.
From Local to Global
An SEO strategy can be used both to better position oneself in a local context, and to expand one’s borders beyond the geographical limits of belonging. To obtain the first result, it is important to intercept the needs of users who carry out local searches, focusing on a good geolocation and on the presence of their company data on Google My Business or complete directories. The right keywords in this regard can make all the difference. The same goes for those SMEs that instead wish to expand their operational scope to foreign territories, which can do so by identifying the right market niches and correctly managing the best keywords useful for hitting new global audiences.
Create a Corporate Blog
There are now numerous brands that decide to create a corporate blog, publishing informative, original, fresh blog posts with a strong appeal for their target. Not all SMEs have understood the importance of activating this communication channel as well, which is essential for establishing a more direct relationship with the audience and once again wooing keywords that are useful for obtaining an excellent ranking in the SERP.
Using Social Media in a Smart Way
A widespread presence on the net is certainly a goal to be pursued, but a piece of advice is to not force yourself to be present immediately on all existing social networks. It is best to create a profile on one or two social media appropriate to your market niche and the audience you want to talk to, and focus your efforts on creating lively communities on those networks thanks to social copywriting .