Penguin-fighter (Photo credit: Wikipedia)
For those business owners who have chosen to use the “set it and forget it” approach to online marketing, outsourcing all SEO, content and social campaigns to a third parties, these penalties may have been unexpected. Yet another reason why you must keep your finger on the pulse of your marketing. Now more than ever, entrepreneurs must take active roles in measuring their marketing programs, strategies and metrics.
The good news is, the best small business SEO strategy is the same “Google-proof” one that hasn’t changed since before Panda, Penguin and even Google itself: produce and market valuable, educational content that addresses the questions and desires of your
target audience. Google has always aimed at providing the “best” content in search results. These new algorithim updates are simply steps in this direction, helping separate the wheat from the chaff.
The Simple Small Business SEO Checklist
In the following article (and accompaning video, courtesy of Rand Fishkin at SeoMoz), I present a simple, Geek-Free checklist to Panda-proof and un penguin-ize your website.1. Accessibility
Make sure your site has an “seo-friendly” site structure. This means shallow navigation with strong internal links (links on your web pages to other ages on your site) and ensuring you have created and submitted an XML site map. If this sounds too technical, don’t fret. Just use The Yoast SEO plugin for WordPress. This tool allows you to build and submit sitemaps in a click of a mouse. It also does a great deal of other things as well, including on page SEO, Google+ configuration and more.2. Keyword Targeting
Be sure that you’re using a simple keyword map that identifies the top search terms your targeting. It’s critical to have a dedicated landing page for each product or service your business offers and and ensure you use these keywords in a natural, non “spammy” way in your page titles, descriptions and content. For a more thorough walkthrough on keywords research and SEO, sign up for our free online marketing video course.3. Content Quality
Create pages and posts that speak to the needs and questions in the minds of your target audience. Shoot for word counts of 400 or more that follow a clear, easy to read format. For most blog posts, the following 4-step template works great:- State the concern or problem of the reader (“Many employees know they deserve a pay raise but are uncertain how to ask for one.”)
- Promise a solution or outcome of reading your article (what will the reader gain or learn: “3 ways to ask for a raise”, “4 steps to uploading WordPress”, etc.)
- Display the points or steps of your article in clear language and format (use bullets like these)
- Close with a clear call to action or next step (“click here for a consultation/free e-book, back rub”, etc.)
4. Design
Keep it simple, use a clean and simple design that providers your visitors with a clear scent of information, or path to the information or resources they’re looking for. We recommend and use Studio Press Themes for WordPress, as they’re affordable functional and secure. When laying out your design be sure to incorporate proven “engagement elements” that will be sure to buildd trust with your audience:- Trust icons (BBB, associations, awards, etc)
- Testimonials and reviews
- Social media sharing widgets
- Conversion units including web forms and phone numbers on every page of your site
5. Social Media Accounts
While you may eventually want top explore several social media sites (some of which may be specific to your industry or niche), virtually all businesses should establish a social foundation by registering on the following sites:- Google+
Resource: To save a ton of time and ensure constancy, use a service like UBL.org to register your site on dozens of local directories at once.
6. Link Building
If you’ve not yet been in the loop regarding Goggle’s recent Panda and Penguin updates, it’s critical to get up to speed and avoid spammy link methods and sources. Google is quickly bridging the gap between actual human endorsements and linking activity and robotic or automated tactics used for the last several years. Spend your time creating great content that people will actually want to read and share. Build relationships with influencers in your industry, seek out guest blogging opportunities and join discussions on forums and social media groups. Online marketing is about reaching and engaging your target audience, not building links for Google’s sake. Getting online reviews and presscoverage are great, “real life” strategies for strong online authority.If you or your ‘SEO expert” have been doing article marketing, blog commenting, paid links or link farms (private blog networks), the time to stop is now.
Video: SEO Checklist for New Websites
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