Tips when doing SEO for a small website
Executing an SEO campaign for a small website can present a variety of challenges. Unlike work with more established platforms, there is often little basis to build on in terms of offsite visibility, brand reputation and content.
That being said, with the right strategy and focusing on the right areas, you can still achieve promising results- sometimes pretty quickly. Here are some tips to improve your chances of getting results when doing SEO for a small site.
All search specialists will tell you, content quality is becoming increasingly important as a ranking factor. There are several reasons for this. Firstly and quite simply, the more content there is on your site, the more likely your site is to appear in search results because it has more potential to answer queries. Additionally, recent Google updates have focused on favouring high quality content over ‘thin’ content.
Creating a content hub, such as a blog, will bulk up your site and help attract more visitors. This can help raise your site’s profile, generating more branded and non-branded visits. Good content can also generate links and social shares, which will also be beneficial to your SEO.
Easy technical fixes
Recently created websites also often lack SEO basics, and fixing technical issues can be a quick win in terms of results. For instance, it is not uncommon to see newly created sites without proper meta data, no internal linking and badly optimised headers
Page titles are a major ranking factor in Google search, and several studies show meta descriptions can have a significant impact on click-through rates. Hence, implementing changes to those elements can have a very powerful impact, and technical fixes can go a long way in improving your visibility.
Sort your weak pages
Coming up with a regular content strategy should be central to your campaign, particularly when working on a site with few landing pages. Having said that, you should be careful not to overlook the potential of your existing content, and look out for weak pages which could be optimised.
Adding the right amount of text, additional headers and properly optimised visual content can often go a long way in improving a landing page. So before investing in new content, take a good look at your own stuff!
Most industry surveys still agree that links are an important ranking factor. However, small/newly created sites often lack the link credentials to help them appear for a wide number of queries.
One of the starting point of working with a small site should be to check out how strong your backlink profile is, and focus on acquiring more. Identifying your strongest pages from an SEO point of view can also be very beneficial, as improving promising rankings is easier than launching landing pages in a new ‘market’.
Having few links is an issue in SEO. On the bright side, you’re unlikely to suffer from Google penalties and need to spend time cleaning things up!
Spot the gaps
Finally, it’s always worth looking out for ranking gaps in your keyword research. If your site’s weak from an SEO point of view, you’re unlikely to be able to challenge established players for generic searches.
By contrast, identifying long-tail phrases can be a good way to achieve page 1 rankings without having to fight a lost battle. Ranking in the top 3 for a handful of useful phrases will help you generate more traffic than struggling to make the top 5 pages for popular words.
All in all, there is plenty you can do to achieve good SEO results on a small site, both on-site and off-site. Ultimately, your priority should depend on the state of your current platform.
You might for instance have a very small site with lots of links, or alternatively have a decent amount of content but little going on off-site. So identify your weaknesses, and most importantly be flexible in your approach!