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5 Small Business SEO Tips You Can Implement In-House Right Now

Every small business owner should implement search engine optimization into his or her online marketing strategy, but many shy away because they think they need a huge budget to get started. An effective and complete strategy will cost money, but that doesn't mean you have to sit idle until you can afford to hire an SEO agency.

Here are 5 small business SEO tips that you can implement right now in-house. These can help you improve your online presence and begin to attract website traffic. Some businesses have to start small because of budget limitations, and there is nothing wrong with that. Following these tips will help you build a solid foundation that an agency can build on when the budget becomes available.

1. Google My Business

The majority of consumers turn to Google search when they are looking for information. It is the dominant search engine, commanding a 67.6% market share, making it extremely important that your small business is found in Google's local search results.

Make sure that you create a Google My Business profile, fully complete all sections and select the most appropriate categories for your business listing. Fill out your full business address exactly as it appears on your website, business location hours, write a complete description of your business, and include the maximum number of photos.

2. Encourage Customer Reviews

Gathering positive reviews online is an important part of small business SEO. There are many ways that you can ethically encourage reviews without straight-up telling your customers to leave a review. E-commerce websites can send an email to previous customers letting them know that their feedback is valuable, and providing links to popular review sites such as Yelp and Google My Business.

Businesses with physical locations can create a page on their website that has links to all of the review websites and direct their customers to the address on receipts and postcards placed in bags. There is a right way and a wrong way to collect reviews. For more information read over Google's local review policies.

3. Secure Links From Trust Sources & Local Organizations

Is your business an accredited member of the Better Business Bureau? If not, then you are missing a great link opportunity. Is your business a member of your local Chamber of Commerce? Again, this is a great link opportunity. Membership organizations like these are a great way to earn high quality links, but they also convey a level of trust.

You can also find amazing link opportunities from local organizations, including charitable groups, schools, and community events. Often times these can double as a link opportunity as well as an opportunity to put your business in front of your local community.

4. Create Citations & Audit NAP Data

There are many business directories that allow you to create a listing for free, complete with your business name, address and phone number. This is often referred to as NAP data, and it is very important that your NAP remains 100% consistent across every business directory.

Listings like Yelp, yp.com, and foursquare are all great listings that you should claim and complete. There are tools available, such as Moz local that will help you identify, claim and manage local listings. Moz local also audits your listings, identifying duplicate listings and inconsistent data.

5. Publish Consistent Content

You should have a blog on your website and it is important that you publish new fresh content on a regular basis. Not only does a frequent content schedule give your website visitors something new to engage with each time the visit, but it also gives you a change to target long tail local-focused keywords to rank in the organic search results.

Hiring an SEO agency or a full-time writer to create content might not be in the budget at the beginning, but that doesn't mean you should neglect your content publishing. Source blog posts from within your business -- assign topics to employees and develop contributors from within.

Want more free online marketing tips? Make sure you sign up for the Market Domination Media weekly newsletter. Click here to instantly download a free copy of "The Complete A-Z Online Marketing Strategy Guide" and you will also automatically receive free online marketing tips in your inbox every week

Scaling SEO Across Your Enterprise Business – The Human Element

Scaling SEO at your company is not just about SEO. Success is also dependent on leadership, project management, and efficient process. Whether you’re a small business that wants to get serious about efficient search engine optimization, or a marketer who wants to take SEO to the next level company-wide, this post is for you.

Below I have highlighted three foundations that will help you build SEO into your business from the ground up.

1. Create a Collaborative Approach to SEO

Every company will have different needs when it comes to building a culture of SEO. Smaller businesses may need to figure out the most efficient way to implement the highest impact best practices. Larger brands might have to figure out how to scale across business units and geographic locations.

The glue that holds any program together regardless of needs is the approach. Decide what type of repeatable model can scale to meet the needs companywide. There are a few components that will make this a success:

1. Project management
2. Workflow
3. Roles

Project Management

As the leader of this SEO movement, no longer are you just the project manager of your tasks – or your team’s tasks. Building SEO into the business means that you are going to be the project manager of multiple teams (either in-house or perhaps outside vendors), at least initially while you get things rolling.

Decide what your project management process will look like and how you will achieve that. This includes exploring what style of project management you’ll adopt. For example, a popular approach that’s gaining ground in the marketing space is agile project management…is it right for you?

You may even need to brush up on your project management skills by taking some courses and/or gaining some project management certifications and credentials. After all, you’ve got a big job ahead of you!

Workflow

Workflow is different than project management. While project management is a way you’ll approach managing the program on a large scale, workflow is a defined and repeatable process on how aspects of the project will get done, usually supported to best in class technology.

Image source: http://www.brightedge.com/

You might have multiple workflow processes for different aspects of your SEO program, like training workflow, on-page optimization workflow, website optimization workflow, and more.

The great thing about workflow diagrams is that once they are dialed in, they allow you to create a set-it-and-forget-it process that keeps things moving while you work on more important things.

Roles

One task within the new project management role you’ll take on is creating additional roles with the people in your company or with outside vendors (like an SEO agency) or both.

Sure, you’ll be the "chief" in all of this, but you’ll need to have people in place to be overseeing the minutia, whether that’s by business unit, team, or by expertise (for example, putting in place your technical SEO and your content creators).

Work with each of these people in defining what their role will look like (for some, this will differ from their traditional role at the company, and they may have added responsibility). Doing so collaboratively will ensure everyone has agreed upon the direction, and is more invested in the goal.

2. Prioritize Audits and Early Wins (and Get Buy-In!)

You’re going to want to audit the current state of your SEO, and prioritize what you’ll tackle first. An audit might occur in waves and be multilayered. You might audit in categories like "technical, back-end SEO," "website architecture," and "on-page SEO factors."

Or, you might choose to prioritize the audit based on business motives – either by business goals and department needs, or starting with those areas of the site that correlate to the most important aspects of your business.

Alternatively, you might approach an audit with specific search engine algorithms in mind like Panda or Penguin to attack first what could be the most detrimental threat to your website.

After your audit, you’ll prioritizing what items to tackle first; you might approach this in a couple different ways. If you’re a small business, you might go after the SEO tasks that will make a big impact upfront with a minimal amount of effort.

This could be as simple as ensuring the on-page factors are sound for the most important pages on the site, or the pages that are on page two of the organic search results that could easily move to page one.

At an enterprise-level company, you want to do the same, but also balance this with a little bit of "politics" that will help you gain crucial buy-in. For example, is there a leader in the company whose problem you can help solve fast through SEO? Showing early wins in this way can create a top-down commitment to the SEO initiative.

3. Ask for Help When It’s Reasonable

Any company that’s just starting to be serious about its SEO program may need a little help from its friends. And by friends, I mean reputable SEO and marketing agencies.

As a small business, that might look as simple as an SEO audit to help you prioritize your SEO efforts, so you have a clear path on next steps for your site. As a larger company, that might look like a longer-term relationship that builds strategic consulting in with in-house training.

It’s important to be clear on what those needs are for both the short term and long term. This will be the basis for how you choose your agency. For example, do you want:

• An educational resource?
• Hands-on implementation?
• Auditing and strategy?

And you’ve probably heard this one too many times, but make sure that you set expectations with the agency upfront, and vice versa, so you can both manage them well. Having a clear project scope, defining roles on both sides, and obtaining sign-off on priorities leaves no gray areas moving forward.

With these three steps in mind, you can begin to build the foundation for your organic search program, and start to manage SEO like a pro – no matter what size business you have.

5 Things Most People Forget About Local SEO

Local search engine optimization (SEO) can be tricky. Not only do you have to do all the customary SEO stuff, but then you have to do a new layer of complex SEO activities. Most tech-savvy local-business owners have a decent idea of how to do local SEO, but diving to a deeper level can get confusing.

For example, most people think that in order to have successful local SEO, you must have directory listings. This is true -- to a point. First, though, you have to make sure that several other things are in order. (Directory listings don’t come first in local SEO.)

Then you have to make sure that you’re getting listed with the rightlocal directories. Also, you have to know how and where to find the local directories that are unique to your geographical area. Plus, you have to ensure that you are optimizing for your geospecific hyperlocal neighborhood, not just the general location of your business.

Like I said, things can get confusing.

In order to address some of these major issues, I’ve explained the top five things that most people forget about local SEO. If you want local search traffic, you need to make sure that you go through each of the five issues in this article. What you’re about to read could be a huge boon for your local SEO.

1. Accuracy and consistency in online listings.

The most important component of local SEO is a trinity of information known as the NAP. NAP stands for Name, Address and Phone number. Some people call it the NAP+W, adding in the Website for good measure. Any local optimizer knows this much. So far, so good.

What can get confusing, though, is the accuracy and consistency of this information.

A ConstantContact survey revealed some discouraging trends among SMBs. While 85 percent of small businesses say that it’s important for them to be found on local search apps and directories, only half of these businesses have ever updated their online listings! Fifty percent of these businesses know they have inaccurate listings, but 70 percent say that they just don’t have the time to update them at all!

This is bad news. The No. 1 negative local ranking factor, according to Moz, is a “listing detected at false business location.” The third biggest negative ranking factor is a mismatched NAP. Ouch. Inaccuracies like these will kill your local SEO.

Clearly, small and local businesses are facing a severe challenge when it comes to getting local listings. Let me break this down into two specific areas -- accuracy and consistency, and why they matter so much.

Accuracy of NAP

Local search engines use the NAP as a measuring stick of accuracy for a business’s existence. In order for the local search engine or directory to validate the presence of your local business, it must make sure that every point of data aligns perfectly.

So, for example, if your business name is Charlie’s Killer Crepes, and you accidentally type Charlies’ Killer Crepes (a misplaced apostrophe) in your citation, then the directory might register your business inaccurately.

Think about it. If it’s just a matter of creating listings, then there could be a lot of confusion between businesses. How many “cupcake” boutiques are in New York City? Or how many “Financial Services” institutions are in Manhattan? In order for a business to be legitimate, it has to have all three of these pieces of information -- name, address, and phone -- and they all have to correspond in every citation across the local landscape.

Consistency of NAP

The other issue to keep in mind is consistency.The NAP must be consistent across all the local directories, mentions, citations, and listings.

Moz puts it this way:

Consistent NAP information is essential to getting more citations and improving search engine rankings.

The information on Yelp must be consistent with the information on Google+, which must be consistent with the information on Foursquare, which must be consistent with the Local Small Business Association, and on and on.

This is probably the most challenging feature for a company wanting local rank. Why? Because business information changes. One day, your business might decide to change its name a little bit, or to switch to an 800 number. Or you might move to a different location.

How do you prevent your local SEO from tanking due to lack of consistency?

It’s not easy. In order to make sure that every local citation is consistent, you can either hire someone to track down every citation and change it, or you can do it yourself.

All of local SEO begins here -- with the obvious NAP. But it goes further, with the not-so-obvious issues of accuracy and consistency. Here are some questions to ask yourself:

• Has my business ever changed names? (Name)
• Has my business ever changed locations? (Address)
• Has my business ever changed phone numbers? (Phone)

If your answer to any of these questions is “yes,” you may want to embark on some local SEO citation remediation. Track down every one of your local citations, and make sure they are accurate and consistent.

2. All the other valuable information in directory listings.

It’s easy to get listed in local directories. It’s noteasy to fill out these local directories to their maximum potential.

Creating a local listing is time-consuming and tedious. But that’s exactly what a local business must do if it wants to rank. This is where we get into one of the oft-overlooked features of local SEO. These directories should be filled out with as much information as possible.

A study from the Local Search Association/Burke Inc. revealed that when consumers search for a local listing, they want to see the following information:

This is why it’s important to fill out those directories as completely as possible. Every added citation gives you a little local SEO uptick. The more complete you make that online listing, the better you’ll do for customers who actually look at your entry. They want information -- lots of it.

3. Building full-fledged social-media accounts.

A local business can thrive on local SEO without even having a website. It’s true. Local SEO has come so far and has dominated so much of search that having a conventional website is not required for local SEO success.

In the 2013 Local Search Ranking Factor survey by Moz, they placed the importance of a locally-optimized website at 18.8 percent, calling it “on-page signals.” All the other slices of this pie graph do not depend on a website. (I would argue that the power of “link signals,” in the absence of a website, be directed to place pages or other local listings.) In other words, everything but that measly 18 percent is the power of local SEO, sans website.

Does a website help? Sure, of course. I recommend it. But for local SEO, it’s the local factors that matter most.

This leads me to the point that many businesses miss: Your customers are using your place page or social-media page as your de facto website.

Instead of visiting your website, many customers choose instead to check you out on Facebook, UrbanSpoon, Yelp or TripAdvisor. At least on Urbanspoon, they can see a star rating, or a review.

With a simple query, I can find out everything that I want to know:

Where did all that information come from? It did not come from the website, because this particular establishment doesn’t even have a complete website. All they have is locally-optimized accounts on every meaningful local listing.

If I’m checking out Vicoletto, I want a review. Do I want to read about a dreamy buratta? Heck yes.

With the recent rollout of the new Google My Business platform, local search experts are insisting more loudly than ever that it’s important to fill out all your information as completely as possible. As Greg Gifford wrote in Search Engine Land, “The Google My Business update is the biggest merchant-facing update Google has ever released for local businesses.” And now, you need to make sure that your business lives as prominently as ever on this massive local SEO tool.

4. Begging for reviews.

The good thing about local search is that it’s mostly under your control.

You create your local listings, optimize your Google My Business page, pimp out your Facebook account and do all the other things that bump you to the top of local search results.

There is one thing that you can’t completelycontrol. Reviews. You can’t force users to post their review on Foursquare or Yelp or give you a five-star rating on Google+. But you can encourage them to do it.

There are plenty of ways to motivate users to give reviews. In exchange, you can provide them with free drinks, a shout-out on Facebook, discounts, props -- whatever. At the very least remind them to leave a review. Post a sign on the counter or the door so they can leave a review. Put a QR code on the table or menu allowing them to scan and review. Have your service personnel ask for reviews at checkout. Place a kiosk in the lobby for them to leave a review. Sometimes, all people need is a little nudge.

Reviews are so essential for local search optimization that it’s worth it to go the extra effort and beg for these things (in a tasteful way, of course). Why does this matter? Because of local SEO.

Google consistently delivers local results that favor establishments with higher reviews.

In the query above, “restaurant in san francisco,” the first two carousel results feature the restaurants with the highest reviews. Notice that they don’t necessarily have the mostreviews -- just the highest.

5. Honing in on hyperlocal SEO.

This final issue is still in its infancy. Google has indicated that they are using or testing a “neighborhood algorithm.”

Local neighborhoods are hard to fit into a search engine algorithm. They lack boundaries and clearly-defined names. Thus, the moniker “informal space” has come to characterize regions. Locals may call an area something different from what appears on a formal map. It can be tricky to rank for local SEO in a neighborhood that has a name different from its official map designation.

This is where the power of a website comes into play. By optimizing your company website with neighborhood terminology, you can make strides in local searches that target the informal space of your neighborhood while also ranking in the official algorithm-selected region.

There are things that you can do to optimize your business for the possible neighborhood algorithm from a strictly local optimization perspective.

Andrew Shotland, in his Search Engine Land article, provides these step-by-step instructions:

• Add your neighborhood name as a descriptor at the end of your business name on your Google My Business page (e.g., “Cabo GrillEast Side”).
• Add your neighborhood name to the description on your Google My Business page.
• Add your neighborhood name in text to your website (if you have one).
• Add your neighborhood name to title tags on your website.
• Make sure Google Maps has your neighborhood defined correctly. If not, go into Google MapMaker and submit an update.
• Add your neighborhood to all of your local citation profiles.

As hyperlocal search evolves, it will become more and more important to make the biggest local impact in the smallest geographical area.

Conclusion

All the conventional SEO techniques and enhancements receive a complete makeover when viewed in the light of local SEO. A local business depends on local SEO.

Guide to 301 Redirects for SEO

Ever since Web addresses started appearing in print, it’s been tempting to lop the "www" off to make the URL easier to remember and to use.

Does it matter if you do that? Is a www address better for SEO? If a viewer uses www, will the page show up differently than if they don’t?

Though the "does www matter" question can spark holy wars, in general nothing bad will happen whether visitors type in www or leave it off. But there are things you should handle with care, lest your SEO campaign suffer.

Should I Use WWW or Not?

When you register a domain name, you register example.com, not www.example.com. That’s because the www part of the URL is actually considered a subdomain, much like blog.example.com, login.example.com, etc. The www largely is a carryover from the days of the Internet when you had to specify that you were using a World Wide Web site and not something like gopher or ftp.

While most of the time typing www.example.com and example.com will take users to the same place, they are technically different URLs that could be set up to display different content.

Now for the bad news. When it comes to domains, Google practices what’s called canonicalization, the process of selecting a "preferred domain" URL that best represents the site. If the site owner doesn’t choose one, Google will decide which URL to index.

If Google picks http://example.com but all your links point to www.example.com, then the fruits of your efforts are being diluted, causing a disadvantage to your SEO campaign.

The Preferred Domain

Thankfully, you can choose a preferred domain rather than leaving it to chance. Log in to Google Webmaster Toolsand follow these steps:

1. Click on your site on the Webmaster Tools home page.
2. Click on the gear icon and then click Site Settings.
3. Find the Preferred domain section and select the option you want.

If you built your site without selecting a preferred domain, any links to your non-preferred domain won’t benefit your preferred one from an SEO perspective, unless your non-preferred one redirects to the corresponding preferred version using a 301 redirect.

What Is a 301 Redirect?

A 301 redirect is the HTTP status code for when a page has been moved permanently to a new location or URL.

In our case, if we set http://example.com as our preferred domain, we can set a 301 redirect for www.example.com, Similarly, we also can do this for www.example.com/index.html or www.example.com/index.php.

With a 301 redirect, the value of inbound links as well as historic/trust records for one URL will move to the other, though there’s debate as to just how much of this benefits are passed on to the new URL. While estimates vary, I’ll address this a bit later in this article.

Setting Up the 301 Redirect

To set up a 301 redirect on an Apache server, you have to open your .htaccess in a text editor, then enter one of these snippets of code into your file and save it.

For redirecting a non-www URL to a www URL:

Options +FollowSymLinks

RewriteEngine On

RewriteCond %{HTTP_HOST} ^domain\.com$ [NC]

RewriteRule ^(.*)$ http://www.example.com/$1

[R=301,L]

For redirecting a www URL to a non-www URL:

Options +FollowSymLinks

RewriteEngine on RewriteCond %{HTTP_HOST} .

RewriteCond %{HTTP_HOST} !^example\.com

RewriteRule (.*) http://example.com/$1

[R=301,L]

If your website is based on WordPress, dozens of free plugins exist to help you easily set up and manage 301 redirects. A simple one I prefer to use is called "Simple 301 Redirects."

You can test your redirect by simple visiting your old URL; if you’re immediately taken to the new URL, it’s working.

The 301 Redirect and Inbound Links

You might have heard that using a 301 redirect can lead to losing 15 percent of your "link juice." Many sites quote Matt Cutts, Google’s head of Web spam, as having made that statement. To the contrary, Cutts said in this video that links passed from one domain to another using a 301 result in no loss of link juice. However, skeptics remain, and many SEO professionals are hesitant to take Cutts’ word as truth.

What About rel="canonical"?

Some SEO professionals recommend using rel="canonical" instead of 301-redirects because they think that 301 redirects could hurt performance due to a browser having to make an extra trip. Again, Cutts has debunked this myth, stating in this video that while the rel="canonical" tag is effective, browsers and search engines both know how to deal with a 301 redirect