As a small business owner, your ‘To do’ list is never-ending. With time and resources stretched, you have to prioritize. And, somehow, getting to grips with SEO never seems to make the cut.
We get it! You’re busy, and the direct benefit of being more visible in organic search results is just not as clear-cut as say, investing in paid advertising. But your prospective customers are 8.5 times more likely to follow an organic link than a paid one.
How are you meant to rank well when you’re up against much larger businesses with entire departments and professional agencies backing their corner?
The truth is, you don’t have to be the best and invest a lot of money or sleep to benefit from SEO. You just need a strategy that suits your needs. In this article, we’ll let you in on six lazy SEO techniques. The kind of cheap and quick tactics that any time-poor small business owner can appreciate.
Perfect Your Site Structure
Playing with your site’s structure might sound like a recipe for disaster, but if you’re using a content management system (CMS), it can be a simple job.
According to leading SEO commentator Neil Patel, “The better your site structure, the better your chance of ranking in the search engines”. Good site structure:
- Enhances user experience, meaning people will spend more time on your site and improve your behavioral metrics (which are a search engine ranking factor)
- Makes it easier for search engine bots to crawl (search) your site to gather information for search results
How to get the win: Use a tool like gloomaps.com to map out the most logical and intuitive layout for your website and then either reorder your pages yourself or hire a micro-project freelancer on peopleperhour.com or fiverr.com to do it for you.
… And Your Page Structure
Good page structure is just as essential as good site structure. Good page structure is all about:
- Breaking down text into headings, subheadings, etc.
- Using images and other media
- Adding page summaries of no more than 29 words to generate ‘Featured Snippets’
- Putting the most important information above the fold
How to get the win: Make sure the content on each page of your site includes all of the above elements, plus meta-descriptions and other features described here.
Build Intuitive Internal Links
Proper internal linking, like intuitive site and page structure, impacts SEO because it indicates how users are meant to navigate through and use your website and because search engines use them when gathering information about it.
They tell search engines how easy your website is to use. Since search engines want to offer their users helpful, easy and enjoyable websites, they rank those with good internal linking structures more highly.
How to get the win: When you have a good site map and logical page structure, it’s easy to see where and how your content might link together. Wherever it feels natural, add a link to a related page within your site’s content. Yoast has a great guide on this topic.
Ask Your Clients or Business Affiliates to Link to You
Your link profile is the name SEO-types give to all the links that lead to your pages from other websites. Link building is the practice of purposefully gaining links through tactics like:
- Creating content people want to share and link to
- Guest posting
- Requesting link mentions
The latter of these three is the easiest to do if you already have a network of previous clients and affiliates who you can reach out to.
How to get the win: Did your mother ever say “if you don’t ask, you don’t get”? She was right, the most effective way to get someone to do something is to ask them. So get emailing, phoning, send messages on LinkedIn etc. and see who would be willing to add a link to one of your website’s pages.
Upgrade Your Web Host
Page load speed is a ranking factor, meaning it directly impacts a website’s SEO.
One of the main causes of slow loading pages is a poor web host. If your plan doesn’t offer enough bandwidth and disc space for your needs, your site will dramatically slow down.
How to get the win: Use your monthly traffic and average page data estimates to calculate your site’s hosting needs and find the most appropriate free or paid web host. Remember that SSL certificates are a ranking factor, so be sure your hosting plan includes one or purchase one as an add-on. You cannot rank well without it.