Category: SEO


No matter how much you have spent on your website, and regardless of how awesome your website looks, one thing you must remember is, it is nothing more than a bauble if it doesn’t help to generate revenue for your business.

Now it’s true that some websites are not built specifically for selling and are seen merely as a corporate hub designed to promote the company’s brand. There is nothing wrong with this especially for large corporations and multi-national organisations, however, for local businesses, websites serve a much different purpose, which sadly they often fail to fulfill for a variety of reasons.

Rather than go through a whole list of things that local business websites get wrong, instead let’s take a look at some of the key functions that a local business website should be performing if it is to help that business generate leads, sales, and revenue in order to sustain it.

Now we want to be very careful with this one which is to create a good first impression. Please do not think that is the starting gun for you to run off and completely redesign your website into a multi-coloured kaleidoscope of flashing images. The phrase less is more is very prevalent when it comes to the look of a website so don’t use colours and graphics for the sake of it.

What is more important about the visual elements of a website is whether it gives visitors a good first impression and does it look like a website that is going to be easy to navigate. Menus and buttons saying, ‘Click Here’ to the left, right and centre are confusing, and a confused mind always says ‘No’, which means they are out of there.

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If you keep a keen eye on the world of online marketing, SEO and website development you must surely have come across the term ‘funnel’ in a blog post, article or maybe even in an online ad.

If you have never heard the term, we’ll explain what they are in comparison to normal websites. For those that have come across funnels, we will explain further why they are going to play an ever-increasing role for local businesses as part of their online marketing strategies.

Websites as we currently know them come in all sizes and with multiple reasons for their existence. Some have only 4 or 5 pagers, others have hundreds. Some websites exist to inform, others to entertain, and if you are a local business with a website it is safe to say that you want it to generate leads and/or sales for your business.

The problem that is coming increasingly to the fore is the way in which the internet is used today doesn’t always lend itself to large scale websites. The days of computer users sitting at a desk, staring at their screen as they surf for hours on end through websites are coming to end. Nowadays, with super-fast broadband and the majority of internet usage happening on mobile devices, users’ attention span is diminishing.

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It is an obvious fact that small businesses do not have the financial resources of large national and international companies and that means that their marketing budgets are going to be much smaller too. This might suggest that the chances of smaller businesses being able to compete on Google for search traffic are slim, but thanks to SEO, that is definitely not the case.

The first fact we need to outline is that when it comes to Google’s ranking algorithms it does not know how big a company is, how much profit it makes or how big its marketing budget is. When crawling that company’s website and analysing everything else that contributes to ranking the currency isn’t cents and dollars, it is links and optimisation.

You could argue because of their substantial budgets large companies can afford to pay marketing teams or outsource to large agencies, and that is true. It is also the case that those resources will afford them the means to build up their backlinks, content and social media profiles quicker, and to a greater degree, than a small company that only operates in one city.

However, it is also the case that larger companies tend to veer their marketing budget more towards paid advertising than small companies do, meaning that they often ignore many of the actions and optimisation that could improve their organic rankings. This often mean a small company with a properly optimised website and an ever-increasing number of backlinks, can outrank bigger companies, especially when it comes to ranking locally.

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If you have researched SEO in any way you will have undoubtedly discovered a lot of discussion about keywords. Keywords and their importance to SEO have had many business owners scratching their head wondering how they work.

Even to those with a modicum of marketing knowledge keywords can be a source of huge frustration as they try to work out which ones to optimise for, and where to have those keywords positioned on their website, or on other websites in links back to theirs.

The reason why the positioning of a keyword is so important is that Google has a pecking order of those positions which their algorithm refers to when it is calculating the relevancy of the keywords. The pecking order is in effect Google’s order of importance, and how much weight it gives to a keyword in determining its relevance.

How that order is was decided upon, only Google knows for sure, but the consensus amongst SEO experts is that it relates to the difficulty with which anyone building and ranking a website would be able to position a keyword. The harder they think it would be, the more power they give it in terms of ranking for the keyword, and the easier it is, the less power it gets.

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If there is one aspect of SEO upon which more content is written than any other, then, ironically, it is content. Ironically is probably the wrong word to use as ‘Justifiably’ would have been more appropriate, given how important content is to SEO and helping websites rank.  One reason so much is written about content is because it is a very effective way, and in most cases, a straightforward way, of enhancing a website’s SEO, especially in the eyes of Google.

However, its perceived easiness is the main reason why so many business owners get it entirely wrong when they create or purchase content for their website. The result is it does more harm than good, and the business owner is left scratching their head wondering why. It need not be that way, because if you follow some very simple principles, you can make content SEO friendly, and better than that, you can enhance the experience of visitors to your website, which can only lead to better conversions.

Make It Interesting and Unique

It is hard to fathom, why, to this day, some webmasters and even some SEO consultants who should know better, put content on websites that is no more than filler. It is there for no other reason than to exist with not one iota of thought towards anyone who might wish to read it.

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