Connect with us

MARKETING

What Is Small Business SEO?

Published

on

Despite being a small business, it’s still possible to develop an SEO strategy that helps you stay competitive in your market.

Read on to learn everything you need to know about small business SEO, why it’s important, and how to develop a strategy for your business, no budget required.

It’s important not to confuse small business SEO with local SEO, as local helps businesses appear in location-based searches vs. general results. However, some small businesses may hope to leverage local traffic, so, if this is you, your small business strategy will include local steps. We’ll discuss this further below.

Is SEO good for small businesses?

SEO is critical for small businesses as it helps you generate organic traffic without spending money on advertisements in SERPs or other channels. When your site shows up in search rankings, you become competitive and drive more traffic, which, in turn, helps you generate engagement, make sales, and build a customer base.

Not optimizing your site can mean that your competitors are the only ones showing up in results, and your target audience might not even know you exist.

Advertisement

Let’s go over how to do SEO for a small business. Let’s go over how to do SEO for a small business.

SEO Strategy for Small Business

Small business SEO doesn’t require a large team to get things up and running, nor does it require a significant budget. Many of the steps you can take are free, and you can handle them yourself.

Let’s go over how to do SEO for a small business.

1. Conduct keyword research.

Keyword research helps you find the right words to use on your website when writing about your content, giving titles to your pages, and even picking your URLs.

You’ll uncover the most relevant words to use on your website when writing about what you offer and search terms that audiences tend to use when looking for products like yours. As a small business, your keywords should help you champion your unique offerings and stand out in your niche.

Advertisement

 

The easiest way to conduct keyword research is to use a keyword research tool, like Google’s free Keyword Planner.

2. Build a logical site structure.

An important factor in ranking your site highly in SERPs is creating a Google-friendly site structure with schema markup and structured data.

  • Schema markup is code you add to your website to give more information about your listings. It can help you rank higher in search results and drive clicks. For example, you can add a star rating schema to your listing so browsers can see that you’re highly rated and worth checking out.
  • Structured data is how you organize and tag text on your website, and it helps crawlers understand the context of the information on your site pages. So, for example, you’d use product page structured data for product description pages.

You also want your website to have a logical structure for site navigation, including internal links. This helps Google navigate through the different pages on your site and understand what’s what. The image below is an example of a high-quality website structure.

3. Optimize your on-page SEO.

On-page SEO includes elements like meta tags and image alt text. These things explain to Google what’s on your site and give searchers more information about what they’ll find.

1. Meta Tags

Meta tags are crucial for small business SEO. Since competition may be big, using exact meta descriptions and meta tags helps Google surface you in the right results for queries most relevant to your business.

  • Meta titles are the headings you use to describe what’s on your page content. When you write them, aim to summarize the main topic of your page with a related keyword.
  • Meta descriptions give a summary of your page explaining your business. This summary is only visible in search results and, when writing, aim to include your target keywords.

The image below is a search result card for Marcy & Myrtle, a small coffee shop in Brooklyn. It features a meta title, Marcy & Myrtle: Fresh Coffee & Baked Goods, and a meta description: Marcy & Myrtle provides you with fresh coffee, delicious pastries, and great service in a welcoming and relaxing atmosphere.

small business seo example of meta title and meta description

2. Image Alt Text

Image alt text describes the images on your site, giving more context to your content. Image alt text can also help you rank in image packs and image search results.

Advertisement

Image alt text also ensures your website is accessible, as screen readers can use your descriptions to describe an image on a page.

Syndicated is a movie theater and restaurant, and the image below is an image from its website advertising its Sidewalk Cinema series. The alt text reads, “Shot of the Sidewalk Cinema at night showing Wes Anderson’s Moonrise Kingdom.”

The alt text uses relevant keywords related to the offering, sidewalk cinema, that will surface the business in relevant queries.

small business seo example of image alt text

Image Source

4. Get backlinks from relevant sites.

A great way to build authority in SERPs as a small business is to get backlinks from relevant sites, as Google trusts sites with high domain ratings. You also build trust with audiences if they find links to your site on pages they trust.

Here are a few strategies for getting backlinks:

Advertisement

1. List your business on related directories.

Submit your links to directories related to your business, but make sure they’re legitimate. Listing your site on spammy and fraudulent websites will cause more harm than good.

LinkedIn is a great directory for small businesses to list on, regardless of niche, as it’s a credible source with a high domain rating. Awoke Vintage is a small business in Brooklyn, NY, that has created a business profile on LinkedIn.

small business seo example of backlink

Image Source

2. Submit your site to local listings.

If you rely on local traffic, submit your NAP (name, address, phone number) to local directories. Many local directories are sources of authority, so having your business on them builds credibility. Some examples of directories include :

Here’s a list of the best online directories for local businesses.

3. Place your link on all your profiles.

If you have multiple social media accounts, place a link back to your website in your profile. For example, you can include your link in the descriptions of your YouTube channel or in your Twitter bio.

Advertisement

5. Technical SEO

As a small business, you might not have a lot of content on your website. However, you still want to monitor technical SEO to ensure your site runs and is easy to navigate. Some key elements to focus on are:

  • Secure Sockets Layer to signal to Google that you provide a safe browsing experience.
  • Optimizing page speed by compressing images and large files.
  • Ensuring your site code isn’t messy and has a logical structure for crawlers to easily navigate through your site and learn about it.
  • Optimizing for mobile with responsive mobile design so visitors can easily browse and have a delightful experience regardless of device.

6. Write good copy.

You might be thinking, “But I’m just a small business! I don’t have that much to write!” and that’s okay. You don’t have to write a lot, but you want to ensure that all copy on your site is good in that it includes your target keywords. This will help visibility because Google learns which search queries are relevant to your business and when to surface you in results.

7. Continuously monitor your SEO.

Part of your overall SEO efforts is continuously monitoring your website. You can run SEO audits periodically to check up on each of the elements we mentioned above, and you’ll figure out if there is anything that needs fixing.

8. Optional: tell Google where you are.

If you rely on local customers and local traffic to generate revenue, you want Google to know to surface your location in relevant queries by adding local business structured data to your site. You’ll also want to optimize your Google My Business profile.

SEO will help you stand out as a small business.

Small business SEO is free, and it also helps you appear in the same SERPs as your competitors. An optimized site can help you stand out and draw in qualified customers that are already looking for what you offer.

SEO Starter Pack

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

YouTube Ad Specs, Sizes, and Examples [2024 Update]

Published

on

YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Why We Are Always ‘Clicking to Buy’, According to Psychologists

Published

on

Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

(more…)

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

A deeper dive into data, personalization and Copilots

Published

on

A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

Advertisement



That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

Advertisement



It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

Source link

Advertisement



Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending