There are some things you can do about that (and some things you can’t).
Most people think of Google as a portal to a vast universe of information treasures that we can explore any time. In a sense, it is. You can “Google” anything and get millions of results in little more than a second.
The results Google returns to you have always been determined by the keywords or search terms you use. Search Engine Optimization (SEO) is the practice of making sure that your website’s content and meta data match the keywords that are used by the people you want to attract.
However, keywords are no longer the only factor that Google uses to determine what results will be relevant.
Your results may vary
In 2009, Google began personalizing search results, so now your Google results are also influenced by (1) the Google data center you are closest to, (2) your geographic location, and (3) your previous searches. This personalizing of search results creates what Eli Pariser calls a “filter bubble.” There are things you can do to break through the bubble, but most web users are unaware that the bubble exists and so are unlikely to do anything about it.
This makes it tricky for people who are trying to determine the effectiveness of their websites. Typing in your company name to see if it comes up on the first page of Google results is not an accurate test—because your results will be different from mine when I type in your company name, and both of ours will be different from the customer in Canada who is Googling your company for the first time in her search history.
Where you can have an impact
You can’t impact your potential customer’s physical location or search history, so it makes sense to invest energy in three areas you can impact:
1. User-centered keywords
To use keywords most effectively, you need to think like a customer. Know what questions people ask when they begin an online search for your services or products. How do they phrase their searches? If they don’t know the term “perfect bound” when they are looking for a print shop, what are they Googling instead? Once you know those words, you can work them into the content of your pages as well as the behind-the-scenes data. (Or you can hire LifeLines to write keyword-rich pages for you.) Don’t “keyword-stuff” —Google doesn’t like that—but use the terms organically so that your content doesn’t suffer. (See Point #2.)
(Are you wondering about Google AdWords? AdWords are essentially paid keywords: you pay to make sure your website is included in Google results when someone types in the keyword you’ve “bought.” You can specify the demographics and geography you want your website to appear for, and you can set a limit on the amount you want to pay each day. AdWords can be an effective way to get more traffic to your website, but my experience has been that often these visitors are of lower value than the ones that come through organic search results. They spend less time on your site, visit fewer pages while they’re there, and have a higher bounce rate.)
2. Worthwhile web content
While keywords can attract people to your site, content is what keeps them there, brings them back, and encourages them to take the next step (like, calling for more information). Every page on your site needs to help a searcher find what she is looking for. The better you know your audience, the more accurately you can tailor your content to meet needs and convert searchers into customers.
3. Location, location, location
If you are a small business serving a specific geographic area, it makes sense to let Google know that. Because Google takes a searcher’s physical location into consideration when delivering search results, you want to make it easy for Google to know where your business is physically located. Go ahead and claim the Google Places listing for your business. (And make sure you use helpful keywords and strong content as you complete your profile.) That way, when your next potential customer is searching for “art gallery near Springfield AZ,” your business is more likely to appear, along with your website, phone number, address, and even driving directions.
Overwhelmed?
Keywords, meta data, user-friendly content, Google Places, filter bubbles—it’s enough to drive you crazy, isn’t it? And if you are busy running a hardware store or retirement community or plumbing business in a way that makes a profit, you don’t have time to get bogged down in website SEO. But LifeLines loves that stuff! Email me today, and I’ll put together a proposal for helping your business website or directory listing come up in Google searches.
Your local customers and prospects are out there Googling. Will your information appear in the personalized results Google gives them?
Other helpful info:
(This post has been submitted to Carol Tice’s blog, MakeALivingWriting.com.)
As a small business owner I know what I can do well, but I also know my limitations. I have hired Lifelines several times, and have been happy with the results each time. I believe that people hire me for my knowledge of what I do, and I hire Melanie for the same reason.
Thanks for the endorsement David! Your roofing company is a good example of the kind of business that can really benefit from some Search Engine Optimization. You have a good reputation and very satisfied customers, but new customers are likely to be searching the web to find out more about you before making a call. In your case, you decided not to create your own website, but you used Manta’s services to make your business information available: http://www.manta.com/c/mmnmxcr/d-brown-roofing-company , and LifeLines just helped with some copy and keywords. This was a creative solution to the problem many small businesses face—not being able to afford a full website and not being interested in maintaining it themselves. Nice work!
Dave, your next step might be to include your manta link whenever you comment at LifeLines or other sites. That way, your name will become a clickable link whenever you comment, which will help more people find your business!
I can see the value of the link, and will learn how to do that without you doing it first! http://www.manta.com/c/mmnmxcr/d-brown-roofing-company
Dave, when you are signing in to make a comment, you should see fields for Name, Email, and Website. If you paste http://www.manta.com/c/mmnmxcr/d-brown-roofing-company into the Website field, it will attach that link to your name. Your name should show up in blue then, and people will know that it’s a link.
You can also include links in your comment, as you’ve done above, but if you include two or more links in a comment, sometimes the comment software will assume that you’re a spammer, and your comment will end up in my spam filter. (Excessive linking is a common trait of spammers.)
I don’t think there’s a way to go back to previous comments and add your website, but give it a try next time you leave a new comment!
Thanks, Melanie!
Trying again.
You did it! Nice!
Melanie, good points that are right to the point. I haven’t tried Ad or Places. My blog is what pulls most people to my site. I know this is true for others as well. Would you categorize a small business’s blog under “worthwhile content”?
A blog can definitely be “worthwhile content,” and I think a blog has even greater potential than “regular” web pages because a blog invites interaction—it gives people a chance to respond with comments or questions, and those comments and questions can inform how you write in the future. That kind of synergy is invaluable because it indicates relationship.
Would you recommend Google Places for freelancers like us even though we don’t technically have a brick and mortar business?
I myself have chosen not to identify my business on Google Places. For one thing, since I work out of my home, I prefer not to have my home address posted online unnecessarily. But more important, the nature of your business and my business is not “local.” That is, we can give the same service to someone in China that we can to someone in Indiana (as long as they speak English and have an email address). So the only advantage to identifying your Google Place would be if there are local businesses you want to serve who might prefer to work with a local vendor.
That was my take on it, too. The benefits for a freelancer don’t seem to outweigh the disadvantage. Thanks for the post and the conversation! We should have dinner “locally” soon.
Yes, let’s Google “Indian restaurants near [zip code]” and honor the first one listed with our patronage!