What Small Businesses Need to Know About Search Engine Optimization (SEO)
- Lead Blogger, Harford Digital
- Feb 9, 2021
- 4 min read
As a small business, you may be familiar with "Search Engine Optimization" or "SEO". Search Engine Optimization is the technical term for any actions that help customers find your business through search engines.
In this post, we will cover the following topics:
How Do I Optimize for Search Engines?
Search engines like Google and Bing account for things when deciding where your business appears in search results. This includes having a secure website (like with an "SSL certificate") or ensuring your site works well on mobile devices. Online business listings, reviews, and social media activity also matter. So, how do you figure out what you can handle on your own and what you need help with?
How Long Will It Take to Finish SEO on My Site?
While you can handle some SEO tasks yourself, many people choose to get help because learning and executing SEO takes time. Some tasks, like adding page titles and descriptions, only need to be done once, while others require regular attention.
Ranking at the top of search results for a target keyword can be difficult, as many competing websites may have more relevant content. It can take months to rank, so choosing less competitive keywords is key. Business owners often don't have the time for SEO, but there are still simple steps you can take to improve your site’s search ranking and drive traffic.
What Search Engine Optimization Activities Can I Do Myself?
There are two basic categories of SEO: on-site and off-site.
What is On-Site SEO?
On-site (or "On-page") SEO provides search engines with clues and context that help them understand what your content is about.
Here are some on-site SEO items that help your rankings:
Securing your site (via an SSL Certificate)
Assuring your site is mobile-friendly/responsive
Publishing high-quality content (min 300 words per page)
Optimizing page content, page titles, and meta descriptions
Formatting Your Headings (H1, H2, H3, etc) and paragraph content
Optimizing Images and other multimedia elements
Including Internal links & External Links
Page load speed
Check out this definitive guide by Backlinko for more on on-site SEO.
What is Off-Site SEO?
Off-site (or "off page") SEO is things that occur off your page such as:
Back Linking ( # 1 off-site SEO activity)
Social Media Activity
List your business on Google My Business, Apple Maps, Bing, and Yahoo
Obtaining Customer Reviews on Google, Yelp, and other local listing sites
Brand Mentions (via Guest blogging, etc.)
Consistent NAP citations (Name, Address, Phone) on all platforms
For a more comprehensive guide to off-site SEO, read this guide from Neil Patel.
Search engines like active businesses, which is why posting blogs and sharing on social media contribute to your site’s search results. You might already be doing some of these things, like posting on social media. Ensure you’re also sharing links to different site pages now and then!
Where Can I Go For Help With SEO for My Website?
Sometimes it's easiest to leave it to an expert. While many companies charge astronomical monthly fees for Search Engine Optimization Services, you can often find local agencies that will work with you for reasonable rates. There is no one-size-fits-all, but here are some pointers that should help.
Tip: Be wary of anyone who guarantees top ranking and ensure you understand the services they provide and what they entail.
How Much Does SEO Cost?
For Freelancers
Freelancers, like those found on Upwork and Fiverr, often charge the least for SEO, but they aren't always transparent about the time it takes to complete SEO activities. Additionally, while the availability of overseas workers can make finding cheap work easy, the language barrier can sometimes leave your site with some issues with content readability and impact your user experience.
Average Freelance Cost: $41-50/hr
Local Marketing Agencies
Smaller, local digital marketing agencies are usually the best bet for your money. Look for agencies that will provide a free consultation or web analysis so that you know they aren't trying to sell you more than you need.
Our agency helps clients prioritize items based on their budget. It's best to find a company that can work at your pace and won't try to charge you for things you could do yourself.
Average Small Agency Cost: $75-$95/hr
Large Marketing Agencies
Large agencies usually work with bigger businesses with an SEO budget of over $500/month. If this applies to you, ensure you understand what’s included in the fees, as some technical SEO can get pricey, but it shouldn't cost over $150/hour. Some SEO packages may cost thousands per month and cover valuable tasks like backlink building and content creation, so always ask for proof that the work is being done if you're paying for ongoing services.
Average Large Agency Cost: $100+/hr
Bottom Line: SEO is Important, But Doesn't Have to Break the Bank for Your Business!
We hope our mini-guide to SEO was helpful, we are always here to help if you have questions.
Learn more at harfordmarketing.com or email us at harforddigital@gmail.com
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