SEO 101 for Small Businesses: Part 2

After learning about choosing keywords for search engine optimization and the importance of website results and rankings in part one of the series, the next step for business owners to improve their SEO is to know which parts of the website to optimize. From your webpage title to your website's body text, you should make sure your company's keywords are at the forefront and your content is engaging for your target audience.

Here is part two of a series on SEO for small businesses on optimizing your website:

Page Titles

When search engine users look at the results page for their keywords, the website page's title is at the top, followed by its URL and then meta description. Since the webpage title is often the first thing Internet users see on search engine page results, you should make sure this is optimized for SEO by including your selected keywords that describe your business. Google suggests making a unique title for each website page, which will give potential customers more information about your company and its products and services.

  • Page title definition and keywords. Many businesses simply have their company name as the page title for their homepage. However, your homepage title is a key opportunity for you to showcase your business by including keywords. Instead of simply putting "Small Business Inc." as the page title, include keywords that depict your products and services, location or even customer base. Keywords like "Los Angeles" and "business consulting service" when used together can help search engine users more likely find your website. Through putting your keywords in the headline, it is more likely that your business will show up in a search result because search engines view these terms as important both in user searches and on your website.
  • Example page title: "Small Business Inc. - Los Angeles Business Consulting Service."

Search engine results will display a webpage's title first.

Meta Description

After the page title and URL, the next thing to focus on is the meta description of your webpage.

  • Meta description definition and keywords: The meta description is similar to an extract, which search engine results will display to give the user a better idea of whether the page is what they're looking for, Google noted. The meta description should also include keywords that match what the user is seeking and describe your page. Your company's content management system for your website will likely have a place to include the meta description or extract for each page. Since the meta description is only a snippet of what the content users will find, be brief in your meta description while making sure to describe the page as specifically as possible to help your users find you more effectively.

  • Example meta description: "Small Business Inc. provides business consulting services for small- to medium-sized Los Angeles area companies to improve performance and manage their workforce."

Keywords are important for SEO to describe your business and its products and services.

Content Keywords and Beyond

In addition to optimizing your page titles and descriptions, many search engine-focused publications may suggest that your content includes keywords throughout the body text of your webpage. However, keyword stuffing on your website - including as many keywords on the page body, meta description or title as you can - is often not advised, according to Search Engine Watch, because Google and other search engines may detect that you are doing this.

One of the most critical ways you can improve your website's search engine rankings is by having content that is easy to read, engaging to Internet users and commands authority, putting you above the rest of the competition in the industry or market.

Look for part three of this series breaking down what makes content engaging for your target audience.