The Need for Self-Examination to Ensure Survival

Five Critical Questions That Demand Answers

Good News! An effective Search Engine Optimization (SEO) strategy will drive more visibility for your business, establish you as a thought leader and convert more qualified inbound leads who are seeking what you offer.

Less Than Good News! SEO strategy has no “off switch”. To be effective your strategy must be alert and responsive to the continuing evolution of the search engines, particularly Google. That means being nimble and proactive in perfecting your strategy as search algorithms and market conditions advance.

Anything less and your more vigilant competitors will triumph in the quest to be at the top of the vendors list (Page 1 of Google) when your customers, prospects and referral resources are searching for what you can deliver. If you are not on Page 1, then you just lost a customer to a competitor who has successfully done what is necessary to occupy that critical position.

In last month’s Third Marble newsletter, we showcased the topic of Businesses Who Want To Show Up on Page1. INSERT LINK TO ARTICLE It’s a good place to start to catch up on an important study that highlights best practices as well as immediate practical steps you can take now to succeed.

SEO Strategies

Five Critical SEO Strategy Questions

You will gauge your success with your SEO strategy based on how well you build a stronger overall organic search presence that drives more people to your website and increases your conversion rate, i.e. suspects to prospects, and prospects to customers. That said, let’s ask five key questions to determine the good, the bad or the ugly about your current strategy … plus reveal whether an update is in order.

SEO strategy questions

How Long Do Your Visitors Hang Around Your Website?

Google monitors the time it takes a Google User to return to page one. If a Google User returns to Google quickly, then Google thinks they didn’t find what they were looking for and can penalize your website in the rankings.

So in general, traffic is typically deemed superior the more time spent on your website. Additionally, these visitors tend to be candidates that are more likely to convert than traffic from other sources. Tip: Pay attention to key metrics available from Google such as:

  • Time on Site (spending more time than the average visitor)
  • Pages per Visit (ideally, multiple page clicks)
  • Bounce Rate (leaves after visiting one page)

What Is Most Important About Your Keyword Rankings?

Keywords are the foundation for your SEO campaign, and researching the keywords and key phrases that your target audience is searching for is critical. However, don’t let keyword ranking be your sole SEO success metric.

Remember, your SEO strategy should support your goal to drive more high-quality traffic to your website from search engines, especially Google. Ranking number one is no guarantee that you are accomplishing this objective. For example, you could rank high for a term that is not searched for by your target audiences. Tip: If your high keyword ranking position is not resulting in people clicking on your listing, re-evaluate.

How Much Traffic Does Your Website Enjoy From Google?

Local businesses, don’t forget to look at your Google My Business Insights to see how many people are finding your business on the maps. Anticipate that 20 times as many people will see your Google My Business information than visit your website.

Additionally, you can use Google Analytics, web tracking software, to identify how much traffic your site receives from organic search engine results. Then compare trends over months or longer to see if your SEO strategy is driving increased results. Tip: Flat or declining search traffic is a red flag to re-evaluate your SEO strategy.

How Much Of Your Traffic is Converting?

Visits to your website are terrific, but without conversions it is a meaningless statistic. Tip: Examine your “conversion pages” (contact us, quote request, etc.) to ensure your organic search engine traffic is actually arriving there.

Are You Using Google Search Console?

This is your SEO health-check tool. Use it to check up on:

  • Inbound Links – details of reputable websites that link to your site.
  • Search Appearance – test speed of mobile pages and more.
  • Google Index – indicates trend of your site pages indexed by Google.
  • Crawl Reports – identify issues preventing indexing your site content.
SEO strategies for small businesses

What To Do … And How To Do It!

OK. Hope this article has been helpful in making the case that an effective SEO strategy will drive more visibility for your business, establish you as a thought leader and convert more qualified inbound leads who are seeking what you offer.

That said, it requires diligent, nimble, proactive monitoring and execution of your SEO strategy to ensure you not only survive, but prevail in the competitive arena of being at the top of the vendors list when a buying decision is to be made or a referral opportunity surfaces.

Now your choices are do-it-yourself or invest in professional SEO management services. It is likely that you are already wearing several hats as a business owner and ladling in yet another marketing responsibility is probably not an option … particularly if you have to master the learning curve of effective SEO.

SEO strategy and execution is a profession unto itself. You are well-advised to seek proven expertise just as you do with your accountant, attorney or other trusted advisors.

Third Marble Marketing is primed to be your SEO “go-to” resource.

Give us a call or drop an email. We’ll respond promptly … at no charge for an SEO audit of your website!!

COVID-19 Notes:

Yes, we are still open. Our employees are working from home, so please excuse unusual background noises you call us. We may not be able to answer all calls and emails as quickly as we would like. Please leave a message and be patient.

Google is working from home too. Changes to Google My Business, including review replies, are not available right now. Display Ads are taking longer than usual to get approvals. Other Google services are running normally.

Yes, people are still searching Google. Internet traffic is up over 30% according to Cloudflare. More people are online than ever before. 

Food for Thought: The businesses that recovered quickly from the recession in 2008 advertised heavily during the recovery to gain market share faster. Many businesses have called us already looking to rebuild by using their PPP and EIDL loans for Google Ads and SEO. 

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