How do today’s consumers find the products and services they are looking for? They rely on internet search engines. You are on the road to marketing success when your services, products, and business locations show up first on search engines like Google. This process is known as Search Engine Optimization (SEO).

If you’re like many small business owners, figuring out how search engine optimization can work with your existing website can seem like a confusing job. Even the phrase “search engine optimization” can leave you scratching your head.

And while SEO has a lot of moving parts, by just understanding and implementing some basic optimization strategies for your website, you can yield big gains in the refinishing and remodeling industry.

Content is King

SEO tipsThe best place to start SEO is by focusing on creating unique content that’s relevant to your audience. The good thing about this is that you do not need to start from scratch. Most likely you already have quality content--whether in the form of blogs, photos and videos, pamphlets/brochures, social media posts - that just needs a little SEO boost.

For example, Backlinko found that by updating and republishing old blog posts with new content and images, organic traffic can increase by as much as 111%.

Unfortunately, there is not one tactic that will ensure your website is in the top spot. But we do know that search engines tend to favor content that includes fresh and detailed information, specific keyword targeting, and is easy for readers to understand.

Applying SEO Best Practices to Content

When updating your content, keep these best practices in mind:

Content Length: Write long, original content that can be copied and quoted. Longer content that goes deeper into a topic has a better chance of including what a specific user is looking for. Blog posts should be between 1,000-2,000 words and include multiple different points about your topic.

Keyword Targeting: Targeted keywords are specific phrases your potential customers might use in a search engine when looking for information like yours. Optimize keywords around important content elements. Use or add keywords in your content but take care not to be too redundant.

Readability: Successful website content is easy for users to read and understand. When your site content is clear for your targeted audience, search engines will rank your site higher. Content with good readability includes clear and concise information, shorter paragraphs and sentences, headings and subheadings.

While these elements are extremely important for your online content, they are not the only SEO best practices you should be following. For a full list of SEO best practices for website content, check out Proceed Innovative’s 2019 SEO Content Writing Checklist.


The Importance of SEO

SEO can seem overwhelming at first, but it doesn’t have to be. You are most likely already investing in techniques that are contributing to SEO and have quality content that just needs a little SEO boost.

SEO is critical because it leads to an increase in your site’s visibility which means more traffic and more chances to attract and convert customers. Going beyond conversion rates, SEO can help increase awareness for your business, facilitate stronger customer relationships, and establish your business as the refinishing expert.