Your car needs an oil change after several thousand miles.
Your home heating unit needs to winterization and a tune-up every fall.
You need a check-up and physical from your physician every year or so.
So, why would your small business website be any different? It needs to be maintained and optimized so you will be at the top of the search results. You neglect your small business website optimization and updating, then you may be way, way down the search results which means only one thing: Death.
You can avoid "search results death", however, by optimizing your website. Here are Five Ways to Optimize Your Small Business Website:
Audit each page of your website.: You or an employee needs to read each page on your site and see if they are accurate. Are your main services/products pages (known as "landing pages") updated? Are photos high resolution? Are the titles correct? Do the titles on your pages match the menu tabs? Also, you may need to delete entire pages as you no longer offer that product. Additionally, you may decide to add new pages to your website ranging from new products to blogs to testimonials and other pages.
Read your Google Analytics page.: Once you have deleted the old pages and decided on your current pages to keep, check the statistics on your Google Analytics page. On this free page offered by Google for all webpages, see which pages are the most popular and where visitors to your website are landing. Take note of this and if your company's main product pages are not visited often or for a very short period of time, then these must be optimized! Analytics gives you an unvarnished, statistical daily report on the effectiveness of your website. If you don't have it, connect your website with it.
Research your competition.: Too often, we go about our business not knowing that our competitors are slamming us online with highly-optimized, well-written, superbly-illustrated, even entertaining, websites that are pushing our websites into oblivion. Their sites are making tons of profits and sending customers to their stores and ours are on page five of Google, unseen by possible clients and losing major profits. That can be changed but, first, make a list of your five top competitors using keyword phrases from your own business. From that list of competitors, list the keywords and see where your company comes up in the search results.
Begin rewriting the marketing copy on your pages, then add it.: Once you have seen where you are on the search pages compared to your competitors, you can then begin rewriting your copy (text) on each page. Add the keyword phrases and rewritten titles to your products pages (home page and other pages, if necessary). Then add new photos, images, videos and graphics, all of which will increase your search engine optimization.
Hire a SEO/copywriting company.: Does all this sound intricate, overwhelming and time-consuming? It can be but that is not a problem. There are many reputable SEO and copywriting companies that can do it for you. They will create "Ranking Reports" on your keywords and keyword phrases based on your competition. Then, they'll add the content to those pages for you, monitor the results and keep your company updated on the revisions and additions. You may end up doing it on your own after that or keep them on a monthly basis to keep the website updated and optimized. Plus, they take the pressure off of you and your employees so they can do what they do best.
Your small business website is your 24-hour, 7-days-a-week and 365-days-a-year store front. It needs to be at its optimal best so you can bring in customers and make profits. Take the time to audit it and then improve it and move high up that search engine results page.