Dear SEO Expert: Help Me Assess and Improve my Business Website Search Rank

Business owners take note. If you’ve loaded your website with optimized keywords, your page meta tags are on point, and you’re still not ranking high in searches, it’s time to troubleshoot your SEO.

In today’s SEO fireside chat, we’ll run down a list of common do’s and don’ts to keep you current with the best SEO practices for your business website search rank. You may find a tweak or two to your content that will do the trick. Or, you may be ready for a complete SEO overhaul.

Regardless of your current search rank, we’re fans of outsourcing your SEO to teams who live and breathe this stuff. 

Unless you’re a Google algorithm nerd yourself and have plenty of time on your hands, most owners prefer to serve their clients or make new products for sale instead of pouring over their traffic and conversion statistics.

Our friends at Romain Berg run a full-service digital marketing agency. Results-driven SEO services are their top skill set. Fill out their contact form today for the inside track to improved SEO and so much more.

User experience over keyword recognition

Though the use of long-tail keywords and PPC plays a vital role in search rank, more and more Google rewards websites with superior user experiences.

In other words, the longer you can entice a user to stay on your site, the more your “dwell-time” score improves. User engagement is just as essential as keyword use in ranking your website at the top of the Google search results.

Get some users and ask them for feedback

Brunette girl arranging meeting with female lowyer or tax advisor at office. Blonde tax consultant advising client while pointing at laptop screen.Perhaps the most effective way to assess user experience on your company website is to gather a few users–like, you could pay them for their time, even–to wander around your site.

You can also offer client incentives or product savings to assemble a group of site evaluators as a makeshift focus group. A digital marketing agency can also help you with this assessment. 

However you do it, real-time feedback on your site experience is the keystone to making relevant SEO adjustments right now.

Ask your focus group for commentary on the following web elements:

  • Loading speed
  • Navigation
  • Aesthetics (how does your site appear? Cluttered? Streamlined? Easy-to-read? On-brand with your company’s message and mission?)
  • Content relevancy and production quality
  • Engagement opportunities (do you offer your users a chance to interact with your products or staff online?)
  • Calls to action (how do you invite your users to move into a deeper relationship with your company? Email lists? A special offer? Appointment setting?)

You can perform your assessment in person with your group if that’s your thing, or you can survey audience members online with a short questionnaire you create about their user experience.

Once you’ve gathered your data, it’s time to begin fixing the elements that detract from user engagement.

Four easy user experience improvements to make immediately

Man turning a knob to adjust UX parameters. User experience conceptBefore you call in the profoundly technical elements of SEO, please make sure you set an excellent user experience foundation. Here’s what we recommend. 

  • Create site flow: Clear navigation bars with simple words or invitations give direction to users. Or, a scroll that leads a reader seamlessly through “problem-agitate-solution” shows empathy with your customers as well as how your product or service gets them their desired result.
  • Compress images to improve load time: When your site’s images refuse to load immediately, it’s the perfect excuse for your audience to leave. Using the highest quality, relevant, compressed images improves user dwell time. Photographs are a sound investment in your SEO because your audience can identify directly with well-chosen photos. Hiring an agency to assist with image selection on all your web pages gives you a leg up on the competition for audience connection and increased viewing times.
  • Freely publish useful, well-formatted content: Shakespeare may envy your use of language, but can your audience read, understand, and connect with your blog posts? Follow these steps to superior content curation:
    • Choose topics that capture your audience’s attention. Because who wants to read endless information about your product? Always connect what you do to your customers. Talk about your community involvement. Review the latest gaming technology or camping gear. Produce a fun how-to. Be funny or a little vulnerable. Readers love it when companies appear human to their customers.
    • Blend stock images with real-life photos of your products, staff, or processes. It’s okay to use stock photos, especially if you just launched your business. Make sure they are high quality and be sure to license them through reputable sources like Canva, Pixabay, or Shutterstock. There are many free and low-cost image services out there. Invest in a couple of photoshoots at events, with your staff, or of your products and pepper them into your content as your business grows.
    • Break up your text into small paragraphs with keyword-optimized headings. Most users scroll on their mobile devices. Text that appears readable on a laptop will look like a wall of words on a mobile device. Not fun to read, just saying. Using headers to emphasize keywords and break up text into digestible sections makes good sense as well as making you more visible on Google.
    • Use on-brand vocabulary: If you sell after-market truck parts and accessories, avoid flowery phrases in your copy. If you own a day spa, use words that invoke relaxation, tranquility, and calm. 

Pro tip: If you need help nailing down your brand voice, our colleagues at Romain Berg uses a proprietary AI software to analyze your existing copy and help you intentionally use the right words to attract your dream clients and customers.

  • Consider using a landing page. A landing page stands alone as a “connector” to a precise result, like email sign-ups, special offers, or another call to action. This page is where your clientele land after clicking one of your social media or PPC ads. 

There is no navigation, per se, on a landing page, because it has only one job: to complete a specific call to action. These pages can dramatically increase conversion rates when done correctly. Again, we recommend help here, and our go-to agency is Romain Berg.

The SEO Expert says, “Outsource your SEO as soon as possible.”

It’s sound business acumen to understand the basics of getting seen and heard online. However, you likely opened your business because you love what you do, not because you love SEO. (Unless, of course, you launched an SEO service. Even then, the SEO experts still often want help with their own sites.) 

Outsourcing your SEO is one of the best uses of your marketing budget. Choose a company based on results, and that speaks your language. Our friends at Romain Berg value results over hype. Contact them today for a customized SEO strategy that converts.

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