Create unique URLs, content page titles and meta descriptions to help send signals to Google.

Google has made changes to the way the search engine indexes and ranks websites. Since these standards and best practices for local search engine optimisation (SEO) might be absent from your website, check off these tips to ensure you’re on track:

TIP #1: Identify your keywords

Keywords are the words or phrases people type into a search engine when looking for a particular product or service. Use Google AdWords Keyword Planner to uncover what keywords you should be using, or enlist the help of an expert to lock you into keywords and then refine and adapt your approach in order to get the best results for your site.

TIP #2: Dedicate a page to each main keyword

Once you have an idea of your keywords, ensure you have a page on your website dedicated to each one. For example, if you own a hair salon in Prahran, with styling, cutting and colour services, your keywords could be ‘Prahran styling haircuts colour’ – therefore encapsulating the types of words people might search for when looking for the products and services you offer. The main title on each page should incorporate a keyword, such as ‘hair styling and cuts in Prahran’ and it should be repeated in the body copy on that page.

TIP #3: Use onsite SEO

Create unique URLs, content page titles and meta descriptions to help send signals to Google. For example, if your café primarily serves East Melbourne, use key phrases such as ‘coffee brunch East Melbourne’.

TIP #4: Create original content 

In order to maximise the life and reach of each article, the information you provide must be useful, relevant and aligned with your brand message. Fresh content is vital. The only real certainty when it comes to search engines is that the algorithm rules change all the time. The more useful the content you create, the more ‘real’ backlinks you get and the more resilient your site will be to changes in Google’s search engine algorithms.

TIP #5: Improve conversion rates with CTAs

Including a call-to-action (CTA) is a great way of increasing the percentage of website visitors that convert into customers. Your CTAs might direct visitors to a business phone number, a special offer or promotion, or a link to another one of your pages. Make sure whatever you’re describing is engaging, persuasive and clearly explains the offering.

SEO is a must for any small business with an online presence, however, be patient and understand that results can take time. Be comfortable with the fact that it could take six months until you see real results.

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