5 SEO Stats Small Businesses Need to Know

For businesses of any size, search engine optimization is important for making sure their website is found online and connecting with their target customers.

However, for small businesses, this importance grows tenfold. Small businesses must compete with other established businesses and try to stand out from the competition to drive traffic and create profit.

Whilst SEO on the surface can seem complex and time-consuming, it is a necessary feature that can boost marketing strategies and secure leads, converting visitors into customers. 

Below are five statistics that drive home why small businesses should invest in search engine optimization packages.

62% of consumers will disregard a business if they can’t find them online

As consumers, this rings especially true to all of us. How many times have we seen a business advertised, run it through Google, and then completely disregarded any further engagement with it once we cannot find an online presence for the company?

Having a website builds trust, and engages potential customers, so any small businesses’ first step in their search engine optimization journey should be to create a well-developed website

Within that website, adding in some basic target keywords throughout the URL, title tags and the first 100 words of the home page will begin to help the pages be indexed, meaning the website could begin climbing.

Once these basic steps are completed, then additional content like targeted web copy and blogs written around targeted keywords will boost rankings, ensuring the website continues climbing and is found by consumers.

46% of all searches on Google include local intent

Upon their initial setup, it is advised that small businesses focus on customers in their local areas. Whilst it can be tempting to appeal to the hundreds of thousands of customers search engines expose you to, in the beginning, small businesses will not have the resources to handle customers scattered across a variety of different locations.

This is where utilizing local SEO tactics can be extremely effective. Geotargeting pages by including the location-based keywords related to the business will drive customers searching from nearby areas. For example, “Car services in Luton”.

Also, signing up for services such as Google My Business will give businesses the chance to appear in Google’s Map Packs and drive both local footfall and website traffic from consumers searching within specific locations. 

Mobile searches for “on-sale” + “near me” have grown by over 250% YOY in the last two years.

Today’s society is one that is constantly on the go, rushing from work to leisure to socialize to home and back again. Nowadays with the increasing technology transforming smartphones, there is no need for consumers to dictate searches sat at a desktop or laptop – they can do it from the palm of their hand in the middle of a packed rush-hour train.

Due to this constant portable consumption of media and information, consumers prefer to have prior knowledge of a location before they visit it. To take advantage of this, small businesses can get ahead by using geotargeted SEO combined with sales tactics to appeal to customers dropping through.

By creating a local SEO strategy that incorporates keywords relevant to the location the business is based in, as well as neighboring towns and cities within a 15-mile radius, websites can drive both visiting and local traffic. These keywords should be situated within the content on specially made pages, and also feature in some blog content.

Including “on-sale” could drive curious new customers, and combining this in a long tail phrase such as “women’s sandals on sale near {location}” could get customers through the door, which is the first step to retaining them.

60% of marketers say that inbound (SEO, blog content, etc) is their highest quality source of leads

Inbound marketing has always had the advantage over outbound marketing because the clue is in its name: It drives interested people in.

Inbound marketing especially personalizes a visitor’s experience by offering them marketing materials and content relevant to their interests, purchase behaviors, or wants and needs. Organic SEO is one method of inbound marketing that can do this by helping to create quality content that is proven to hold an audience’s interest and engagement by being curated especially for them.

For example, if the small business is a tailor that knows their male audience prefers a pinstripe style at fair prices, its blog and website content could be written around the origins of pinstripe, or the best accessories to complement pinstripe whilst making sure to promote its competitive prices.

If the website can provide more value and more information than other sites – also known as plugging ‘Content Gaps’ – Google will see the site as an authority in its niche and rank it higher for its relevancy and good information.

By 2021, mobile devices will influence more than $1.4 trillion in local sales.

With the emergence of Apple Pay, Google Pay, Android Pay, and other instant, secure payment merchants like PayPal and Stripe, consumers are becoming used to convenient one-touch ways to shop.

What does this have to do with SEO? Google is placing increased importance on mobile-first indexing – meaning it will prioritize sites whose SEO is optimized for both mobile and web searches. 

With this and the growing statistics around most traffic stemming from mobile devices in mind, more and more consumers will opt to purchase from their mobile devices. This means for sites that have implemented good mobile SEO strategies as well as removed purchasing barriers to make way for one-click payments, they have a prime opportunity to rank highly and take advantage of eager customers.

In addition to that, mobile searches will also drive localized traffic which could result in higher conversion rates if a consumer can find a better quality item priced more competitively in their local vicinity. 

Small businesses therefore should aim to have both good local and mobile optimizations incorporated throughout so that consumers can buy on their most convenient channel.

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