The modern day Yellow Pages

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The Yellow Pages book was your go-to guide for local business but in the 21st century, if you want a thriving business your online presence needs to be strong. Having said that we all know a brand reaches its peak when you use it as a verb, so it's not surprising to hear or even say "just Google it". 

Google is the highest-ranked search engine, in 2019 it had been visited 62.19 billion times a year (Mohsin, 2019) and with 89% of B2B buyers and 81% of online shoppers "googling it" (Hubspot, 2020) if you're not at the top of Google search results you're more than likely losing customers to your competitors. 

Search Engine Optimisation (SEO) is the free process of altering your website content to achieve the highest ranked page in a search engine, and with Google dominating 88% of desktop searches your focus should be on how to satisfy the Google giant (Barnard,2020). 
I won't go into how Google works here but if you want a summary in one minute and 19 seconds Jason Bernards video below does a great job. 

https://www.youtube.com/watch?time_continue=6&v=t0bz_5u77Aw&feature=emb_title
https://www.youtube.com/watch?v=t0bz_5u77Aw&feature=emb_title



There are multiple ways of achieving SEO on your webpage, one very important on-page win is Keywords. What are your customers searching for and what phrases would they use? For example, if your business was selling vegan dog food, your keywords would be 'vegan dog food'. If you found competition for this phrase to be competitive and short tail keywords usually are, you could then look at 'best vegan dog food in South Dublin' which would not only narrow down the search but also have less competition. 

So how do you utilise this phrase? you have to use it! By providing information on your websites that educates people on the benefits of using vegan dog food, you use your keywords actively on all pages this not only educates people around your keywords but also improves your website's SEO. 

Off-page SEO consists of signals sent to Google not by any change you've made to your webpage but from third party websites. This includes links or mentions of the webpages on other people's sites or social media, such as independent blogs reviewing your product. So when people in your industry talk about how amazing your vegan dog food product is and cite your content, that peer to peer approval from a trusted expert will improve your brand and credibility in Google's eyes. 

SEO should not be overlooked at this free exposure can really boost your visibility,  75% of internet users never scroll past to the second page (Junto, 2017), so both on and off-page SEO is essential to moving up in the ranks on a search engine results page, what's important to note is that they have to be achieved in a combined SEO strategy. 


2) Maryam Mohsin 2019, Marketing your Store, https://ie.oberlo.com/blog/google-search-statistics
3) Jason Barnard, Jan 2020 https://www.semrush.com/blog/what-is-seo/

Comments

  1. LaraPicturesMay 26, 2020 at 3:45 PM

    catchy idea of mentioning " the yellow pages", creative :)

    ReplyDelete
  2. AnonymousJune 21, 2020 at 1:40 PM

    Nice idea with the video, he explains Google very well haha!

    ReplyDelete

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