Not all local businesses want to get a large number of visitors, simply because of their own local business or production issues
As an SEO consultant, I sometimes have to position websites with thousands of keywords and other times I have to position web pages with only 10 URLs, such as the websites of local companies.
As you can imagine, SEO is not the same as the first case of the second case.
Table of Contents
- 1 How SEO is done on a small website
- 2 Seo for small business websites
- 3 How can a small website position an important keyword for it?
- 4 What happens with the positioning of a new small website?
- 5 Do directories help to position a small web page?
- 6 Google is a continuous learning machine
How SEO is done on a small website
My website currently has 33 URLs indexed in Google ( When i was writing this article ofcourse 😀 )
Sometimes they ask me:
- How can it be that web X is positioned better than mine that has more content?
- Why is the web Y positioned in front of me if it only has 5 pages?
Okay. We will try to discover this today and here.
Seo for small business websites
Positioning a small web page does not have to be as expensive as positioning a great ecommerce. I see on a daily basis that many small businesses are afraid to face other theoretically bigger ones online.
Let’s see some key points of how to get it. In theory, web pages with more indexed pages and URLs position better than small or few pages.
It is practically for one of these reasons:
- Large websites = More keywords
- Large websites = More backlinks
- Large websites = More content (rich text)
- Large websites = Attract more visits
Attention! This is just the theory.
Keep in mind that this can be done for websites that have good SEO at the level of:
- Optimized text for users and google (rich in keywords)
- Optimized images (weight, Alt label and description made).
- Titles H1, H2 and H3 with descriptive keywords
- Incoming value links (preferably from the same niche)
- Internal structure, linked and optimal indexing for google, bing, etc.
- Low or no level of duplicities.
- Low or no error level 404
If these “norms” are not met, a small website can reach – overtake a large website in the ranking.
Having some Error 404 may be normal, but if you/they have almost 30,000 is detrimental to organic positioning.
In this website we have started with point 1 of my SEO strategy:
#1. Eliminate everything that is hurting you to position by the terms you want.
We have eliminated both bad links, through disallowing links
How to eliminate the 404 malicious errors for which Google has penalized this website.
Now we have to wait a few days and review the effects of these changes at the level of organic positioning.
Here is a sample of these last days after the first changes made.
As i like to say sometimes “green shoots appear in the garden”
One of the simplest ways to improve the ranking of a website is thanks to having a coherent internal link.
The SEO On page internally connects the web and creates the easiest path for the – bots of google, getting them to navigate and index the web much easier.
This “ease” of tracking that we provide to you translates later into an improvement of the natural positioning.
How can a small website position an important keyword for it?
It’s simple. You need to implement two things.
- The web must have that keyword and other related in 98% of the entire site.
- The internal links.
Steps to follow to make point 2.
You will have to create content around that keyword and its synonyms or variants in the different pages of the web.
Create links from lateral widget, footer of the page and categories with that keyword.
Create text links from your most traffic pages to → the main page.
– Scheme here –
How long do you have to wait to see results?
With this job of SEO does not mean that your ranking is going to shoot overnight.
SEO takes time and lots of coffes 🙂
Before with my old web ( Spanish website ) it has taken me 6 months to position myself in the TOP 1 in Spain for “Diseño Web Marbella”.
And still I’m still working every month to maintain that position for that domain even if i don’t use it anymore.
In other cases of clients, it has taken me less time to position their websites in the TOP 3 since they had bad aspects of SEO.
In other cases like Pedros’s and his ecommerce webpage ( Pedro is a client of mine from Spain ) , it has only taken 2 month to be in the TOP 3 of google for a competed search: “embutidos ingelmo” using the SEO strategy with tags.
What happens with the positioning of a new small website?
As a general rule, Google does not give much importance to new websites.
According to some studies to position a new website must be active at least 6 months so that Google really matters.
If this is your case, simply take it as a reference (it is not always 100% met)
After this “trial period”, make sure you have the main keyword in the description of the Home page, without forgetting that in the end who clicks on the result is a person.
Create descriptions and attractive titles to the eye of the users.
Do directories help to position a small web page?
Local SEO is a great opportunity for local businesses that want to go well classified in Google.
Google also bet on giving them a priority through the geolocation that is already installed on all smartphones.
The mobile has helped google to understand and promote more local businesses that have an online presence.
“Take the Internet in your pocket” as Steve Jobs said in his presentation and the increased use of smartphones / iphones to search for anything on Google has had positive consequences for small businesses.
There are hundreds of free directories where you can enter your website and get a follow-up link.
However, for google they are not quality links.
Since they can be obtained very easily for free and in many cases they are websites where hundred links appear on a single page.
Being in 100 free directories does not help much to position a web.
Add your website only in specific directories of your niche market and where it really is that being there can drive traffic to your website.
For me it is better to invest in going out in a local or national media with a do follow link.
This technique can drastically change your ranking.
Google is a continuous learning machine
Here are some answers to why the results vary for very similar searches and why for one keyword we are well positioned and for another “almost” the same we can be much further away.
Currently the Rankbrain that is using google to determine which web page occupies the first positions is something more complex than just 2-3 years ago.
This artificial intelligence system that has included google in its algorithm since a very short time, is able to understand much better search queries of users.
Since the beginning of 2017 I have received several cases in which they commented to me:
I’ve always been in the top 5 of google for X search and now my web has disappeared
This may have a lot to do with this artificial google system, the Rank Brain.
In many cases of small websites, a lack of descriptive text in main pages and main categories is verified, reaching in many cases to the extreme of being minimalist pages.
This really does NOT help to position.
There is a bad relationship between text and images measured in%.
If we add to this the voice searches that are increasingly used, it can be more difficult to try to position a website with very little text inside.
Google has reported that currently
60% of adolescents and 40% of adults use voice search.
What does this mean for SEO?
That in the immediate future we will have to adapt our positioning phrases and terms.
until now it is looked for in the box of google of written form: “SEO in USA”
- positioning seo Usa – 10-100
- seo in Usa – 10-100
However, very soon we will see voice searches of the type:
“Where is the best SEO in Washington district”.
Queries performed by voice are completely different from typed queries.
Voice searches are more natural and conversational instead of Indian-style texts: “SEO USA”
All this is changing the positioning system since this year 2017.
I repeat, Google is currently a machine of contextual learning.
His “obsession” is to make people find exactly the best solution to the need they are looking for within the great search engine.
This new system along with the algorithm changes in Panda, Penguin and Mobilegeddon, are “responsible” for many websites have gone from being – accommodated in a TOP 3 to – disappear (go to page 7-8 of google).
From now on, I think that the Long Tail keywords will take more prominence.
Using this point in our favor, we can make a small website can rank high for many small search terms.
Many times clients ask me to position their website for a single search term, however, they are already positioning for many others that they do not know.
We know that Google has a great dictionary and is able to associate search terms closer and closer to what users are demanding.
If we search “what is a good seo”, google interprets very accurately every search people are making.
In order for google to understand the search terms of each user, google uses different aspects of the user:
- Type of searches performed
- Kind of person.
Remember that smartphones are awesome “snitches” for Google.
This knows where you are at each moment and all your movements every time you use your mobile to open applications, games and search for something.
Now we can understand why different users get different positions in the SERPs for the same keyword.
SEO moves in a more complex direction
All these advances of the great search engine indicate that SEO is already much more than a digital marketing strategy.
There is more and more data to analyze:
- user experience
- mobile usability
- user satisfaction
- total context
SEO experts like Neil Patel in one of his famous articles – ( SEO Made Simple: A Step-by-Step Guide ) says that we will need to adapt all these techniques and be able to measure them to find the best classification formula for our clients.
For a small website, doing SEO is just as important as for a large website.
If you can work optimizing the web with the points we have just seen, positioning a small website is affordable.
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