On our SEO blog, MoreVisibility's SEO team offers insights and actionable information for novices and webmasters alike. Gain valuable information about technical SEO and learn the nuances of content production and optimization - for your website, mobile site, and offsite efforts. From "best practices" primers to thoughts on strategy and the intersection between SEO and usability, our SEO experts will guide you through today's pertinent SEO techniques and ideas.
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Without a doubt, the single most important factor in getting a good ranking in search engine results is whether or not the page is included in the search engine indexes. If your page is not in the indexes, then there is absolutely no way ever that it will achieve any kind of ranking in the results pages … not good, not bad, not any.
So, here are the three basic rules for getting indexed with search engines and consequently being well on your way to a top ranking in search engine results:
1. Make your pages easy for robots to find.
2. Make your links easy to find.
3. Make each page unique.
As more corporate and big-business sites are optimized nationally, many smaller localized companies are left asking… but what about me? It is just as important for small businesses to optimize their web sites as it is for any company. With more potential customers searching online for services, local companies with an online presence have more of a chance to benefit from this client base.
Many local businesses operate under the false presumption that prospective clients are only searching for their contact information. They are forgetting to address why someone would seek their local services in the first place! In addition to your company background and the products and services you provide, supply your visitors with as much helpful information possible. Local sites that offer relevant resources gain credibility with potential customers and that can lead to an increase in business.
However, great content is unique within each industry and business model. Many service-industry sites use common questions from their clients as FAQ pages – and it certainly makes sense to do so! If you can offer answers to their questions before clients even ask, it will help to boost the value of your services. Other resourceful content can include client testimonials, ask-the-expert pages, and links to services complementary to yours.
Remember, your client base is turning to the search engines more than ever to find local services. Company contact information should not be the crux of your site… More beneficial is a site containing both relevant and helpful resources. It is the presence of this useful content on a site that will encourage prospective clients to choose you for their service needs over your competitors.
Alternate spellings of words sometimes yield different results in search engine results pages. So, when keyword targeting your pages, how should you handle plurals and misspellings? What should you target? Do a search on “plural vs. singular keywords” and you will find conflicting advice. Some say: “Target the plural because it contains the singular”. Others say: “Target the singular because it’s less competitive”. In fact, deciding which strategy to choose is a complex issue and depends on both the keyword and who is searching for it.
First, which form should be keyword targeted can depend on the word. In most cases, a plural keyword has a different meaning than a singular keyword (although the difference is often slight). In general, the singular refers to the abstract while the plural is used for the more concrete meaning – “The dog is man’s best friend” as opposed to “Dogs are nice”.