How To Do SEO For Small Businesses
Always think E.A.T. – expertise, authoritativeness, and trustworthiness. These are Google’s metrics to determine if a website’s individual pages are credible sources of information about a specific subject. Providing real value to users through quality content is at the core of EAT and should be top of mind when doing SEO.
Now, the first step in your SEO marketing strategy should be to find out what your target search intent is. Think about what the user wants to get out of their search query.
There are three main types of search intent.
1. Navigational search intent is used when the user wants to find a specific page or site. Like when someone type “Twitter” into Google.
2. Transactional search intent is when the user wants to complete an action. This isn’t restricted just to purchases. It could be an email signup, lead generation form submission, store visit, or a phone call.
3. Informational search intent is done by the user who wants a specific answer to their question. These queries often start with “how to,” “where to,” “where is,” “why do,” etc. For example, if someone type in “how to do B2B social media management” – this would qualify as an informational search intent.
After establishing what kind of search intent your target market has, you can start your keyword research. Depending on the variety of content on your site, the search intent may vary along with the keywords. For example, if you have blogs on your site that talk about kids’ birthday party ideas, the search intent would be informational. However, you may also be selling children’s clothing on your site, so you want to choose keywords for transactional search intent as well.
Choosing the right keywords is critical to the outcome of your SEO marketing strategy. There are various free keyword and SEO tools that can help you accomplish different goals. Topic has a keyword research tool called People Also Ask that allows you to plug in keywords, and it will give you the questions that people generally ask surrounding the keyword you put in.
For example, for the query “car insurance,” this tool can find questions such as “What does bumper to bumper not cover?” and “When should you drop full coverage on your car?”.
Answer The Public is another keyword research tool that uses autocomplete data from search engines like Google then quickly cranks out every useful phrase and question people are asking around your keyword.