Google search results serve as a valuable resource for most people when they're seeking answers to questions and up-to-date information. Are you aware of the fact that the majority of online searchers find what they're looking for on the first page of search results? The remaining results pages are often overlooked. As a small business owner, you know how challenging this can be.
The Mom & Pop Pizza Shop
Let's consider an example. You own and operate a small, family-run pizza restaurant. Locals enjoy its cozy atmosphere. Even more importantly, people rave about how good the food is. Your customer base is small but loyal. Despite this, you have difficulty attracting customers from the surrounding areas. Why is this?
The Hungry Out-of-Towner
A website's optimization plays an important role in generating new business. Continuing with the same example, imagine a corporate executive is in town to speak during a conference. He wants to get a bite to eat before heading over to the venue. So what does he do? He types "restaurants near me" into Google and looks through the list of top choices before choosing an Italian restaurant. If it's one of the top results, it must be good, right?
Wrong. The food was subpar at best, and the service was lacking. Little did he know that your restaurant was right down the street where he could have had a much better dining experience. A business's placement in the search results is not necessarily indicative of its quality of services and products. Many companies, especially small ones, find this frustrating because they know they offer customers a lot of value.
Use Search Engine Optimization (SEO) to Improve
So what can you do to improve your performance? SEO is one of the easiest and cheapest ways to attract new customers. Getting higher on search results will make your business more visible to potential customers. If your website is more visible, more people will become aware of your business and stop in to see what you have to offer. From there, your tasty food and great service will speak for themselves.
Here are two easy steps you can take to optimize your website:
1. Make sure it's mobile-friendly.
Your mobile site shouldn't be difficult to use. Making sure that your content loads quickly and displays well on mobile devices is crucial.
2. Do keyword research
Content on your website should be SEO-friendly. Consider the keywords people might use to find your business. Ensure that these words are used throughout your website without being distracting.
It takes a lot of work to be successful in SEO. You can enhance your business's online presence by hiring an SEO consultant or agency.