SEO and Digital Marketing 101
Updated: Mar 4, 2020
Search Engine Optimization (SEO), as well as a robust online marketing strategy, are important components of your overall marketing strategy. In this article, we will walk through some of the components that Silver Tiger Consulting helps clients to implement.
SEO Most customers find and decide to work with local businesses by doing an online search, even if they were recommended by word of mouth. It is vital that, when a potential customer searches for you online, that they find you. If they do an online search and they either don’t find you, or they don’t find accurate or relevant information about you, your credibility as a trustworthy business is diminished.
SEO is the ongoing process of ensuring that your website ranks high enough in search engine results that you have enough relevant visitors finding and looking at your web site.
This requires frequent updates to your web content, updates to your meta-data, and vigilance in monitoring and building relationships with other sites linking to your site. It doesn’t always have to be an expensive solution (in fact, many expensive solutions don’t really drive relevant traffic), but whatever solution you choose, it does have to be a consistent part of your business management. The days of being able to create a “one-and-done” web site with few-to-none updates, are over.
Implementing a blog on your website, and routinely publishing news and articles of interest to your customers and prospects, is one great way to keep your content fresh, relevant, and on the “Google radar.”
Website Content, Keywords, and Navigation Part of a successful SEO strategy is to have relevant key words in your meta-data, content, and page titles. Google indexes these text components of your site, and this is how people find you online when they do Google searches.
When customers and prospects arrive at your site, they must be able to easily find the information they are looking for before they get frustrated and “bounce” off your site.
It is also important to have enough content on each of your site pages that search engines and potential customers actually consider your site useful. Silver Tiger Consulting can help you identify, create, and manage all of these website elements.
We have a number of low-cost options that help you not only rank high enough, but that you are eventually found in what is known as the local “Google 3 Pack” –the top three web sites that show up in Google when a potential customer does a search for businesses like yours in their area.
Mobile Optimization Most often, customer and prospects are doing this search on a smart phone, so making sure you can be found through a mobile device on all three main search engines, which is a key element of our solution.
It is also of paramount importance to make sure that your site is fully mobile optimized, and that there is a separate mobile view/version of your website. Your mobile site presence should NOT just be a miniaturized version of your desktop display.
You can see what your site looks like to mobile device users and find out today if your site is mobile friendly by entering your site’s URL here: https://search.google.com/test/mobile-friendly
Search Engine Listings and Traffic To find out what kind of traffic you are getting and where it is coming from, you’ll need some type of Analytics software that is tracking what is happening with visitors on your web site.
If your current web site doesn’t offer analytics, you can sign up for Google Analytics (it is free) here: https://analytics.google.com/analytics/web/provision/?authuser=0#provision/SignUp/
To keep getting traffic, and keep your rankings higher, you’ll also need the Big Three search engines listing you in their place pages: Google My Business, Bing for Business, and Yahoo Business Listings.
Silver Tiger Consulting can help you claim these three place pages, utilize their advertising options, as well as get “verified” so you can build out your profile and be found when users in your area are searching for businesses like yours on one of these engines. Silver Tiger Consulting also helps you obtain reviews on these sites and others once your page is claimed and verified.
To do it yourself, or see if you are listed (and correctly!) you can start here:
Google My Business: https://www.google.com/business
Yahoo: This one is a bit tricky, so don’t accidentally sign up for their paid service YEXT. You can still use this to see if and where you are listed and if you can still get a listing for free, but it takes a bit of digging: http://www.yext.com/pl/yahoo-claims/index.html
Social Media and Social Review Site Listings Creating and maintaining a social media presence is a key item for any business that wants to be found by potential customers online. Social media is very easy for potential customers to interact with, refer to, and share their experience with your business. If you don’t already have a standard robust social media presence (Facebook, Twitter, Yelp, LinkedIn, Instagram), Silver Tiger Consulting can help you obtain, build, and manage your company page on all of these sites.
Also important is having links to your site from industry-specific sites that your potential customers trust and actively use. When they are looking for businesses like yours on these sites, you want them to find you and be directed to your website with your contact information, etc.
Example of industry-specific sites for home improvement contractors are Houzz, Home Advisor or Angie’s List. Silver Tiger Consulting can help you obtain, build out, and actively manage your profile on any of these sites. Most of the sites are free to build out your profile page on, so you can take a look today by searching for your business on these sites.
Marketplace sites There are a number of marketplace sites (mostly hosted by larger vendors you may be partnered with, industry trade shows you may participate in, and professional organizations your company may belong to) available to most industries that allow you to also be listed and provide links back to your site to promote your goods and services.
This is very important in the business-to-business industry, as your partnerships and memberships with other, larger organizations and vendors are promoted as well as your own business's profile being delivered to a highly segmented and targeted audience.
Contact Silver Tiger Consulting today to get a free customized assessment of your business’s online presence and see how we can help today: firstname.lastname@example.org