Small Business SEO: Keyword Rankings

search engine rankingGoogle and other search engines organically rank websites by relevance to search terms.  Relevant, highly searched terms are difficult to rank for as the the relevance is determined by the keyword match and number of links.  As a small business is seems almost nearly impossible at first to rank on page 1 for high searched terms.  As previously discussed, utilizing longtail keywords is a great tool to rank for terms that do not necessarily have high search volume but will bring targeted traffic.  The more traffic to a site, the more relevant the site becomes and helps get you the core keyword that you are seeking.

In the initial keyword research, it is important to create the list of longtail keywords based around the core keyword.  Once you start ranking for these keywords and develop authority, it is likely that the core keyword is ranking on pages 2 or 3.   Now that you have achieved a ranking for the core keyword, it is time to look at the page that is ranking and see how you can bump it up to a page 1 ranking.

7 Steps to Improve Core Keyword Rankings

1. Modify Site.  Evaluate the page that is ranking for the core keyword and determine what changes can be made.

2. Search Keywords. Perform a search for the core keyword as well as your longtailkeywords to spark some content ideas as well as areas where you can get inbound links.  Inbound links from sites that are already ranking are best as they have a high traffic volume which will click through to your site.

4. Research & Review Content.  While searching keywords take a look at the content on the pages to see how you can differentiate yourself while still focusing on the needs/wants of your target market.

5. Create a Call to Action Around the Keyword.  Creating a call to action around the keyword is far better than saying “Click here.” You do not want to rank for click here. Ultimately you want convert readers into buyers and this is another way to increase rankings and traffic. Also, a call to action that does not convert readers into buyers is pointless.

6. Measure Results.  Track the number of inbound links after modifications have been made.  Measure the number of visitors, leads and conversion rate to customers.  Have you moved up in keyword rankings?  Converted to customers?

7. Repeat.  Repeat the entire process for other keywords that are close to a page 1 ranking and then once again in a few months to further search engine optimization efforts to achieve a page 1 ranking for a highly searched term with a high difficulty.

Following these steps will not bring instantaneous page 1 rankings.  Just as took time to rank for longtailkeywords, it will take even more time to rank for your core keywords.  Good content will drive visitors to the site which will increase rank.

Time not on your side?  Call today for a free keyword evalation to see where you can improve your rankings.

photo credit: Danard Vincente