How To Do SEO for SMEs. Decades ago, that a small or medium-sized company competed in some environment or aspect with large organizations and corporations was considered a utopia, but today it is a reality thanks to SEO for SMEs. By means of this set of optimization and positioning techniques, companies of modest size have a real possibility of aspiring to a privileged exposure in the web environment and to the top positions of the “almighty” search engine: Google.
Precisely, in this material we will show you what are those SEO techniques and tactics for SMEs will allow your brand to obtain membership in the select club of the best valued by this search engine.
But, first, we will discuss some specific reasons why you need to carry out an SEO strategy for SMEs.
Advantages of an SEO strategy for SMEs
Search engine optimization ( SEO ) is a source of favorable and sustainable results for small and medium-sized companies while investing effort, time, and resources in this are highly profitable and convenient.
Specifically, SEO for SMEs brings advantages such as:
1. Low running costs
SEO is mostly associated with organic exposure and attraction.
Strategic keyword management, content originality, and many other fundamental elements of SEO, which you will learn about later, are purely organic.
In this way, you can obtain gigantic results at a much lower cost than traditional advertising and Google ads, which also do not guarantee long-term and sustainable results, but immediate benefits, but temporary.
2. Relevant long-term presence
Since we are talking about sustainability, we cannot leave out this great benefit.
If you manage to position your content organically, they will remain on the cusp of the Internet and Google for the long term, as long as you update and monitor them frequently, betting business opportunities and good results constantly.
3. Building a faithful audience
SEO for SMEs will be able to position your brand at the top of Google, that universe in which around 3 billion searches are performed daily. Without a doubt, this means amazing digital exposure and visibility.
In this way, your company will become much better known and, in addition, thanks to valuable content and other keys to organic attraction, it will build a large audience around it.
4. Organic authority
With SEO, your SME can become a true authority in its market segment, especially if a solid Content Marketing plan is included in the strategy.
Organic authority is characterized by resisting the passage of time, that is, being sustainable, while providing business opportunities much more prone to success.
In addition, being in the first position of Google for a keyword is the sharpest way to show the world that you are the most appropriate response to user doubts, which transmits a lot of credibility in a digitization process.
5. Qualified traffic
Yes, organic traffic is also a great possibility to generate qualified traffic.
By not attracting users through elements and content that really interest them, they will be much more likely to make positive decisions at the time of closing sales.
The great advantage of SEO is that it provides tools for each company to attract to its website the users who have the best chance of becoming clients because it is based on the production of relevant content within the context of a market.
For example, if you have an auto insurance company, you are not going to produce sports materials, because the users that will reach you will not be compatible with the profile of your ideal client, represented by a Buyer Person.
The SEO Guide for SMEs: Best Practices and Key Factors
Yes now! Without further ado, here is a list of the fundamental keys and practices to boost your SEO strategy for SMEs.
1. Create a fast, logical, safe and optimized website
A company without a website practically does not currently exist.
In addition, even if it does, if it is not of quality, it will still not exist, since it will not be relevant to the user and will not generate business opportunities through this powerful channel.
Besides, from the specific point of positioning, a solid website is essential for Google’s algorithms to make a good assessment and, consequently, give your brand the desired key to SERPs.
For example, the algorithms take into account technical aspects such as the loading speed of the pages to rank, in order to offer the best to Google users.
And it is of no use that a site has interesting and relevant information if it will take so long to show the content that, simply, the user will flee.
For upload speed, it depends on the quality of hosting service and Web Performance Optimization (WPO) technical actions, such as disabling unused plugins.
On the other hand, it is important that your website has a logical structure, which guarantees an optimal experience on the page, marked by intuitiveness and visual appeal.
You should even make your website intuitive for Google robots, including a Sitemap, which technically shows how it is structured and makes it easier to identify relevant pages.
These adjustments can be made by the Google Search Console tool, which you will manage to review and analyze the appearance of your pages in the search engine.
2. Keep the site free of broken pages and links
Broken pages and links will undoubtedly harm users’ experience when browsing your company’s website.
To prevent this from happening, analyze your website through solutions such as the SEMrush Site Audit or the Google Search Console coverage report.
In the case of this tool, you simply have to enter your domain and it will show you all the links or broken pages it contains so that you can solve the problems immediately, through reinstallation and redirection actions.
3. Optimize each web page
You should not only ensure that all pages are functional and available to users.
Also, make sure each one has SEO optimizations, which allow them to position themselves favorably on Google.
Among the key optimizations of SEO On Page is that of placing meta descriptions, which are small descriptions of the content of the site, which search engines show in their results lists.
4. Choose SEO-optimized hosting and CMS
Technical SEO actions are essential for the positioning and overall effectiveness of the strategy.
In this sense, it is important that you choose both a hosting and a content manager (CMS) optimized for SEO.
Part of the loading speed and other key elements depend on the quality of the hosting service to guarantee a good experience, which we mentioned earlier.
On the other hand, a CMS optimized for SEO, based on high-performance WordPress themes like Bennington, will give you advantages such as greater flexibility in designs and adaptability to formats of mobile devices, such as smartphones and tablets.
In addition, Content Marketing and SEO in a Word Press-based CMS is developed more easily, since the manager will offer powerful features while providing practicality and agility.
5. Create a relevant and optimized blog
A blog, nourished with the best techniques and practices of Content Marketing, is a central element in an SEO strategy, which will provide positioning and organic traffic, as well as commercial contacts and business opportunities.
The management and development of your blog must be aligned to a solid Keyword Research, which allows you to build a list of keywords relevant to your target audience, which helps you plan the content and think about its approach.
For this, you must first study user behavior in search engines and the Internet in general, as well as use specialized tools for searching for keywords, which show statistics about them, such as SEMRush and Ubersuggest.
It is also advisable to have the support of real experts in the field in this planning instance.
It is important to mention that, when talking about keywords, you should prioritize Long Tail at the beginning of your strategy, since they tend to offer very good results, while their level of competition is usually low or, at least, much lower than representing the Head Tail.
To give you a better view, we give you two examples of long-tail and Head Tail keywords for a company that provides Human Resources consulting services:
- human talent: it is a Head Tail because it is very broad, it does not indicate a clear intention of the user and it has a high level of competition because there are many websites trying to conquer position 1;
- Strength and attitude motivation in human talent: it is a Long Tail because it is much more specific, it clearly shows what the user wants to find and it has less competition because there are fewer monthly searches for this term.
Another key factor is the incorporation of internal links in the content, leading to other materials and blog posts, in order for the user to spend more time on it and to be strategically managed through the sales funnel.
6. Try to position in featured snippets
A good SEO strategy for SMEs is ambitious, and when we include ambition and SEO in the same sentence, we should talk about featured snippets or featured snippets.
It is the Holy Grail of search engine optimization, that achievement that makes all the efforts and actions worthwhile.
Have you seen the featured answer boxes that appear at the top of Google’s SERPs? Those are the featured snippets!
When you reach them, your content will be at the top and you will get an average of 8% of user clicks, which you probably would not achieve if you were in the 4th or 5th position on the results page.
Aiming at this great achievement is what will allow you to keep the focus and not leave out any edge of SEO, from a good Keyword Research to specific actions such as the correct structuring of paragraphs, originality, and strategic development of content with different extensions.
7. Incorporate Schema Markup parameters
Setting these parameters to your web pages will help your pages to stand out in Google and improve your CTR ( click-through rate).
This code inserted in the HTML which works as a tag vocabulary, allows Google to understand what the user will find on the site and, therefore, to give it a good position if it values it as relevant.
In addition, the pages that have a Schema Markup code incorporated into the content appear prominently in the Google ranking, based on the rich snippets they generate. There are many types and now we show you the price, which is ideal for e-commerce websites.
The Schema Markup and its parameters are easily generated on the Schema.org site using the correct markup for the web category.
8. Take local SEO actions
From a financial point of view, local SEO is a highly profitable set of actions, since they attract those close consumers, who are much more likely to buy when they value proximity.
Among the things you must do to take advantage of local business opportunities is to manage your online presence in Google with Google My Business.
That way you will be much more visible to potential customers in the town where your company is located, appearing on Google Maps with your offers.
Another favorable action is to get links and mentions on sites in the same geographic location that is relevant to your closest audience.
9. Get mentions to the brand, external links, and reviews
If you tell Google that your site is authoritative and relevant, the lord and master of search engines will listen to you.
But, if others say that your website and its pages and content really are of quality and respond to user concerns, the message to Google is even more powerful, and its algorithms could give you a privileged position.
In fact, the quantity and quality of the backlinks a website receives are one of the main factors that Google takes into account to define who will be at the top of their rankings.
For this reason, focus on getting links from external pages, as well as mentions of your brand in general.
It is also very important that you get your customers and users to review and analyze your content and products or services. This, in addition to promoting positioning, transmits confidence to new and potential buyers.
Take a look at this example from Audiomusica Benavides, a musical instruments store in Lima, which has an average evaluation of 4.5 out of 445 comments, with a maximum score of 5. It is excellent for stimulating others to see it as a quality benchmark!
10. In general, take advantage of opportunities that the competition has not explored
The competitive analysis is a fundamental aspect of Digital Marketing and SEO for SMEs is no stranger to this.
A good search engine optimization strategy also involves analyzing what the competition is doing in order to identify platforms, keywords, areas, and actions that you have not explored.
Once you detect those weak points in your competition, try to explore them to the fullest.
Among other things, seek to position yourself in reviews, analyzes, and evaluations on pages where your competition is not, in addition to producing content on topics that they have not addressed. All of this could give you greater credibility with Google’s algorithms.
Ready! You already know what are the advantages of SEO for SMEs and what are the key aspects to put it into practice.
In general, we can conclude that in order to boost the digital visibility of your brand and its positioning in Google, you must combine technical actions, such as those contemplated in the WPO, and organic attraction practices of Inbound Marketing, such as the dissemination of valued and optimized content. for users and search engines.
This will give you very favorable results with a low investment, adjusted to the budget of your SME.