SEO Simplified: The reasons for it, and resources for implementation
Today’s consumers are looking online, not only for the information they want, but also in the timeframe they want it – instantaneously! To find what they want, they’re utilizing search engines to locate the information, and it’s no different in the home improvement industry. Consumers use key search words and search engines to locate home improvement professionals for their coming projects and unplanned repairs.
That’s why it is important to be sure your company shows up in their search results, preferably near the top of the list. You are likely aware of a concept known as Search Engine Optimization (SEO). The idea behind SEO is that by optimizing your website’s pages with relevant keywords, high-quality content, and other important elements you can improve your company’s ranking on Search Engine Results Pages (SERPs).
Although SEO began long ago with a few basic concepts, it has become a science and it’s easy to fall down a rabbit hole while seeking to optimize your results. There are many “beyond the basics” steps you can take including optimizing meta tags, effectively using headings, ensuring your site operates well on mobile devices, among numerous others. You can also enhance SEO with related “off-site” activities such as posting content on social media sites and encouraging Customer reviews.
In this article, we will review some of the basic steps you should consider to improve your ranking on SERPs. There are a large number of resources available if you wish to delve deeper into the science of SEO. Your best source is, not surprisingly, an online search.
The Google search algorithm
A successful SEO program relies on adhering to the factors Google uses to rank their search results. The most important factor is relevance. Google’s algorithm reviews each page on your website to determine how relevant it is to the user’s search query. To achieve a high ranking, try to use keywords that align with search terms used in your segment of the home improvement industry. You need to create content that is meaningful to your target audience and, of course, includes the keywords. Caution: Do not make it obvious to the reader that you are including keywords. Overdoing it can be flagged by the Google algorithm.
Another important factor is what Google calls the user experience. This includes how your pages will look and work on mobile devices, how quickly they load, and whether the design is user-friendly.
Localized SEO
This is a vital part of the SEO process for home improvement companies. Potential Customers are bound to search for contractors in their area, so you should include location-specific keywords such as, “replacement windows in [the name of your town]” in your text, tags, and even your URL if possible. You should also register on the Google Local Pack. It’s a powerful marketing tool that displays detailed information about your Business that local consumers will search for among the services you offer.
Tools to help you cope
Google offers some free tools to help you start and manage your SEO program:
Google Search Console. This comprehensive tool helps you measure site traffic and enhance the search engine performance. It requires a Google Account, but the service is free.
Google Analytics. This free tool collects data on interactions with your site. It provides a variety of reports that enable you to better understand how your site is doing and improve performance.
Google Keyword Planner. Get some free help finding the right keywords for your site.
Beyond the basics
Over the years, SEO has become a science with many advanced tools and strategies including keyword research, page authority, competitor analysis, backlinks, image optimization, and more. If your early efforts in SEO do not meet your expectations, you may wish to research some of these topics to determine if they are worth exploring. You may also turn to experts in the field to help you create and maintain a viable and successful SEO strategy.
Whether it’s simple or highly complex, an effective SEO strategy is vital to the success of your online marketing program. It’s certainly worth spending some time researching topics and solutions to find the best path for your Company.