3 Key Search Engine Optimization Tips for Business Owners If You’re Just Getting Started with SEO

What are some top tips for Search Engine Optimization ie. SEO?

Article by Colette Nichol, Story Strategist, SEO Expert, and Solo Filmmaker

SEO starts with keyword research. So the most important tips for SEO are related to finding the right keywords, creating the right pages and putting your keywords into the right places.

3 Steps for SEO Success:

1. Find the right keywords.
2. Make the right pages and posts.
3. 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 Example: 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.

These are some example keywords:

• 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.

Depending on your business the Google Business Profile may be critical or entirely non-essential.

SERVICE PROVIDER + PROBLEM, SOLUTION, SERVICE

Business Example: CPA or Accounting Firm in Denver, Colorado

These are some keyword examples:

• 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 Example: Car Accident Personal Injury Lawyer

These are some keyword examples:

• i need a lawyer for a car accident
• i need an accident lawyer

Business: Accountant Specializing in High Net Worth Accounting in Austin, Texas

These are some keyword examples:

• 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

These are some keyword examples:

• wealth management for athletes
• wealth advisor for athletes
• wealth advisor for athletes ny

PROBLEM THEY’RE FACING ( + LOCATION IF RELEVANT)

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 Example: Weight Loss Coach, Online, Global

These are some keyword examples:

• 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
• how to avoid gaining weight at christmas

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 Example: Weight Loss Coach, Online, Global

These are some keyword examples:

• 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

These are some keyword examples:

• how much does a cpa cost in denver
• how much does a cpa charge denver

Bonus Tip

Over the past few years, I’ve found that keywords that include the word “avoid” convert very well.

When someone is trying to avoid something and they literally type that into Google, it often indicates they have a strong pain point and are ready to take action.

So what are some things your ideal clients would be trying to avoid?

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.

1. First you see what kinds of pages are ranking on Google for these searches.
2. In many cases, it won’t just be websites that rank; it will be Google Business Profiles.
3. Then you identify, based on competitor research, the most important website service pages and blog posts that you need to create.
4. You identify the main keywords that should be on all of the pages.
5. And you create the pages.
6. 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.
7. 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.

1. H1 Title – This is the name of the page or post.
2. Site Title – This is the name you tell Google for your page or post. It’s not necessarily visible on the page itself.
3. 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.
4. Metadescription – This is the description of the website page or post.
5. H2 Title – This is the secondary headers within your page or post. Put the keyword in the first or second H2 title.
6. First paragraph – Put the keyword in the first sentence or paragraph of the website page or post.
7. 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

1. Create a service page for each service category.
2. One page can rank for hundreds of keywords, so try not to create duplicate pages.
3. Support your services pages with blog posts that answer common questions or cover topics your clients often get confused about.
4. 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.
5. Make sure that you optimize your Google Business Profile. This matters a lot for local businesses who want local clients.
6. 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.

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