By Colette Nichol, SEO & Story Strategist
What are some top tips for SEO Optimization?
SEO optimization starts with keyword research. So the most important tips for SEO optimization are related to finding the right keywords, creating the right pages and putting your keywords into the right places.
3 Steps for SEO Success:
Find the right keywords.
Make the right pages and posts.
Put the right keywords into the right places on your pages and posts.
Just a few random tips without making sure you understand the basics of keyword research would be silly and even potentially harmful.
Start with Keyword Research for Your Business
When people are searching for a solution to their problems online they use a few different key search methods. These are just a few common but high-value ways that people search:
1 - SERVICE PROVIDER + LOCATION
2 - SERVICE PROVIDER + PROBLEM, SOLUTION, SERVICE + LOCATION
3 - FIRST PERSON/IDENTITY + LOCATION
4 - PROBLEM THEY'RE FACING + LOCATION
5 - QUESTIONS ABOUT PROBLEM THEY'RE FACING
6 - QUESTIONS ABOUT COSTS
Let's break each one down with an example, so you can see how this would apply to a few different businesses. Then you'll see how you can apply this to your own business. Or you'll skip the headache and hire a pro who can save you time and get you faster results.
SERVICE PROVIDER + LOCATION
Business: CPA or Accounting Firm in Denver, Colorado
The searcher already knows they need a CPA or accountant, and they're searching for the service provider with location.
cpa denver
cpa firm denver
denver cpa firms
cpa in denver
cpa denver colorado
cpa denver co
denver cpa small business
cpa firms in denver
When people search for a service provider, they're very close to making contact. These are very valuable searches as they are likely to convert to a booked call or some other form of contact.
SERVICE PROVIDER + PROBLEM, SOLUTION, SERVICE
Business: CPA or Accounting Firm in Denver, Colorado
best cpa near me
accounting firm for small business
accounting firm for tax planning
account firm for start ups
cpa for dentist
cpa for e-commerce store
FIRST PERSON (or IDENTITY) + LOCATION
This way of searching means that the person embeds their identity or first person thoughts into the search. This isn't something you find in every niche, but it can be valuable if it exists.
Business: Car Accident Personal Injury Lawyer
i need a lawyer for a car accident
i need an accident lawyer
Business: Accountant Specializing in High Net Worth Accounting in Austin, Texas
tax planning for high net worth austin tx
high net worth tax planning accountant austin
Business: Wealth Advisor for Athletes and High-Net Worth Entertainers, New York
wealth management for athletes
wealth advisor for athletes
wealth advisor for athletes ny
PROBLEM THEY'RE FACING ( + LOCATION)
This isn't something that comes up for every single niche. But it's fairly common and also valuable when it does come up.
Business: Weight Loss Coach, Online, Global
how to lose weight without dieting
how to lose weight when can't exercise because of bad back
how to lose weight when diabetic
how to lose weight without counting calories
how to lose weight healthy
In this case the searcher is focusing on the problem they're dealing with and looking for a solution to it. "How to" searches are good middle of funnels searches. They may not schedule a call today, but they might join your email list and then contact you in a few months or weeks.
QUESTIONS ABOUT THE PROBLEM THEY'RE FACING
Business: Weight Loss Coach, Online, Global
is it possible to lose weight without dieting
can i lose 20 lbs in a month?
what is healthy weight loss?
what is hormonal weight gain?
These searchers are closer to the top of the funnel. They aren't ready to buy yet. But they want to be educated. These types of searches can be very valuable for building your website authority which allows you to get more traffic on your other valuable service pages.
QUESTIONS ABOUT COSTS
Business: Accounting firm in Denver, Colorado
how much does a cpa cost in denver
how much does a cpa charge denver
But what do you do with these keywords?
So now that you know how people search for your services, what do you do with these keywords.
First you see what kinds of pages are ranking on Google for these searches.
In many cases, it won't just be websites that rank; it will be Google Business Profiles.
Then you identify, based on competitor research, the most important website service pages and blog posts that you need to create.
You identify the main keywords that should be on all of the pages.
And you create the pages.
At the same time, you identify which services need to be added to your Google Business Profile and which areas of Google Business Profile Optimization you're lacking.
Now that you have a plan, you execute it.
Where do I put the keywords on my pages?
There are six main spots that you need to put your most important keyword for each page that you create on your website and for every blog post.
H1 Title - This is the name of the page or post.
Site Title - This is the name you tell Google for your page or post. It's not necessarily visible on the page itself.
URL - This is what comes after domain. Example: www.yourwebsite.com/keyword-phrase-goes-here. Ideally, you don't have a date inside the URL.
Metadescription - This is the description of the website page or post.
H2 Title - This is the secondary headers within your page or post. Put the keyword in the first or second H2 title.
First paragraph - Put the keyword in the first sentence or paragraph of the website page or post.
Alt tag - This is a tag that is connect to images on your page. It can help to put your keyword in at least one image alt tag.
These are the basics of how to optimize a page for search.
But before I let you go, here are a couple of tips for you to ensure you get found online by clients who desperately need your services.
Local SEO Tips for Service Businesses
Create a service page for each service category.
One page can rank for hundreds of keywords, so try not to create duplicate pages.
Support your services pages with blog posts that answer common questions or cover topics your clients often get confused about.
When it comes to supporting blog posts, it can be helpful to speak about local niche topics because that will help you get local traffic.
Make sure that you optimize your Google Business Profile. This matters a lot for local businesses who want local clients.
If you want national clients, then you'll need to go after bigger umbrella topics. This is more competitive, but if you have a strong brand, it's absolutely doable.
Is that it?
No. There's a lot more to creating an effective SEO strategy than I can cover in a short blog post. You also need to have well structured content and an overall website strategy that makes sense and converts.
But depending on your practice and where you're located, you could be sitting on a very large SEO goldmine. So if you're one of the leading service providers in your area or a small growing business, learning more about SEO is worth it.
Want to learn more about how SEO can help your business grow?
Schedule a 15-minute zoom call with an SEO expert.