First things first. What exactly is SEO, and why does your company need it?
SEO, or Search Engine Optimization, is the process of ranking pages higher in search engines like Google, Bing, Yahoo, etc. And since most companies rely on some form of digital search, SEO can boost organic traffic to a business’ website.
Increased traffic can mean increased sales, yet most business owners view SEO as a complex obstacle rather than an opportunity.
In this guide, we’ll demystify five types of SEO—On-Page, Off-Page, Technical, Local, and Voice Search—and show you how they can be tools–not hurdles–to growing your business. We promise actionable, easy-to-understand insights that will pave your way to reaching more customers and climbing the ranks of search results.
Ready for a solid plan and tips to utilize SEO? Let’s dive in!
1. On-Page SEO: Making Your Site a Magnet for Visitors
Picture your website as your business’s virtual storefront . . .
Don’t you want it to be inviting, captivating, and, well, just downright irresistible to anyone who passes by? That’s where On-Page SEO steps in—a behind-the-scenes strategy that’s all about sprucing up every page of your site so that search engines, like Google, fall head over heels. Here are a few strategies.
Craft Engaging Meta Descriptions
Think of meta descriptions as your digital elevator pitch. In under 160 characters, you’ve got to spark curiosity and convince potential customers to click your link, not your competitor’s.
Here’s a trick: Instead of saying, “We sell vegan pastries,” jazz it up to “Indulge in Tampa’s finest vegan pastries, freshly baked and waiting just for you!” See the difference? That’s an invitation, a warm welcome, and your shop’s unique charm all wrapped up in one line.
Here’s our meta description:
Use Keywords Naturally in Content
Keyword stuffing–more or less repeating the same word or phrase as many times as you can–is yesterday’s game. Don’t do it! Google is smarter than that.
Instead, sprinkle in keywords naturally. To continue our vegan bakery example, don’t jam “vegan bakery Tampa” ten times into one paragraph. Weave it gently into your story—“Our cozy vegan bakery, nestled in the heart of Tampa, specializes in…”
The goal is to write for your readers first, then the search engines.
Optimize Images for Speed and Context
Slow websites are like slow queues—nobody likes waiting, especially not in today’s rapid-scroll culture.
Did you know that your stunning high-res images might be the ones slowing the line? Here’s the fix: compress those images. Tools like TinyPNG or ImageOptim can help.
But don’t stop at size; think about the name and the alt-text, too. Change that “IMG_1234.jpg” to “chocolate_vegan_cupcake_tampa.jpg” and add a descriptive alt text. This gives Google more context about what’s in the image, and guess what? It helps visually impaired visitors, too—a win-win.
Here’s a gem that not everyone will tell you: Make your website a narrative, an experience.
Imagine guiding visitors from your homepage to your contact page as if they were friends visiting your physical store.
You’d show them the highlights, the specials and end with a warm invitation to return, right? Apply this to your site—strategically guide visitors from point A to B with thoughtful layout and engaging, keyword-rich content.
In a nutshell, On-Page SEO isn’t about tricking the system—it’s about crafting a welcoming, engaging, and streamlined experience for both your visitors and the search engines. It’s about making your website not just a place to land but a destination to explore.
So, put yourself in your customer’s shoes and stroll through your digital storefront. What’s inviting you in? And what’s sending you back out?
2. Off-Page SEO: Building Your Business’s Digital Reputation
Let’s step outside your virtual storefront . . .
Imagine your business as a charismatic individual at a networking event. How you interact with others, the trust you build, and the conversations you have outside your store—essentially, the word on the street—all play into Off-Page SEO.
It’s about how the online world perceives you beyond just your website. Let’s break it down without the jargon and with actionable steps you can take today.
Guest Post on Relevant Blogs
Guest posting isn’t just for writers. Think of it as a handshake, introducing your business to a new crowd. For example, as a vegan bakery owner in Tampa, reach out to a popular local health blog and offer to write a unique article about “Choosing Vegan Ingredients for Health and Flavor.” In return, you get a backlink—a digital thumbs-up that tells Google, ‘Hey, this bakery knows their stuff.’
Backlinks can also help raise your site’s authority, in turn giving your site more credibility in the eyes of search engines.
Collaborate with Non-Competing Local Businesses
Why not play ‘business buddies’ with a non-competing local store? Picture this: your vegan bakery teams up with a nearby yoga studio. They hand out discount vouchers for your bakery at the end of each class, and in return, you place their flyers at your checkout counter.
It’s collaboration, not competition, and guess what? Google’s algorithms eat this up. It shows you’re involved and reputable within your local community.
(Image courtesy of Pexels/Ketut Subyanto)
When you collaborate with another business, make sure you exchange backlinks, mention each other on social media, and like and share each other’s content. All of these will boost your SEO.
Earn Reviews on Google and Yelp
Reviews can be nerve-wracking, but they’re SEO gold. Approach satisfied customers—maybe as they’re raving about your vegan donuts—and kindly ask if they’d share their experience online.
A little “We’d love it if you could share this on Google or Yelp. It really helps small businesses like us!” goes a long way. If you’re feeling bold, incentivize it. Offer a free coffee with their next purchase for leaving a review.
Engage with these reviews, too—thank customers for their kind words or address any constructive criticism professionally. It shows you care and are in tune with your clientele.
Here’s a bonus: throw a ‘Customer of the Month’ spotlight on your blog or social media. Feature a loyal customer (with their permission, of course), share their favorite products, and perhaps offer them a special discount. This encourages more customers to engage with your business in hopes of being featured. Plus, it’s a heartwarming way to thank your regulars, and Google loves a business with strong social engagement.
At its core, Off-Page SEO is like being a friendly neighbor in the digital community. It’s not just about link-building—it’s relationship-building. It’s showing search engines that you’re not an isolated island but a thriving, interactive, and respected part of the broader web neighborhood.
3. Technical SEO: A Smooth-Running Site Wins the Race
Time for a mental shift: think of your website as a car.
Sure, it might look shiny and inviting from the outside (thanks to On-Page SEO) and have an excellent reputation in town (kudos to Off-Page SEO). But you’re in for a rough ride if it’s stalling at every intersection or making weird noises under the hood.
Technical SEO ensures that your site’s “engine” runs smoothly. It’s the nuts and bolts, the unsung hero, that makes the user experience sleek and hassle-free.
Here are some excellent technical SEO practices:
Ensure Mobile-Friendliness
Today’s audience is on the move, browsing from phones, tablets, and the occasional smart fridge. So, how does your website look on smaller screens?
If users have to squint, zoom, or scroll sideways, they’re likely to bounce off. Google’s Mobile-Friendly Test is a lifesaver here—plug in your URL and see where you stand. If you’re falling behind, consider switching to a responsive website design. It auto-adjusts to different screen sizes, giving every user a seamless experience.
(Image courtesy of Pexels/Kerde Severn)
Improve Site Speed
Patience is a rarity in the digital age.
Potential customers might wave goodbye if your website takes over a few seconds to load. The culprit? Often, it’s bulky images or unnecessary plugins slowing things down.
Tools like Google’s PageSpeed Insights can pinpoint these hiccups. Take its advice to heart—compress those images, declutter the plugins, and watch your website zip from page to page. It’s like tuning up that engine, ensuring a smooth ride for all.
Use a Clear URL Structure
You may not know this, but Google pays attention to your URLs.
A messy link like “mywebsite.com/a123b456” confuses humans and search engines. Instead, aim for something descriptive and straightforward, like “mywebsite.com/vegan-chocolate-cake.” It tells Google (and users) exactly what to expect on that page. Plus, it’s easier to share and remember—imagine telling a customer over the phone or jotting it down on a business card.
Clean, straightforward URLs are always a win.
Also, keep an eye on those 404 errors—the “Page Not Found” culprits. They’re the potholes in your digital roadway. Tools like Google Search Console can spot them, and from there, you can either fix the broken link or set up a redirect to a relevant page.
To wrap it up, think of Technical SEO as the mechanics of your digital vehicle. It ensures the gears shift smoothly, the ride is comfortable, and every journey—whether taken by a customer or a search engine crawler—is pleasant.
And the beauty of it? You don’t have to be a tech guru to nail these basics. Just a business owner with a keen eye for detail and the drive to offer the best experience possible.
(Image courtesy of Pexels/Markus Spiske)
4. Local SEO: Become the Go-To Spot in Your Area
Ever walk into your favorite neighborhood coffee shop and the barista starts preparing your regular order before you even say a word? That’s the sort of recognition and trust you want online, too—being the first name that pops up when locals search for what you offer.
Welcome to the world of Local SEO.
It’s not about battling global giants; it’s about being the big fish in your pond, the undisputed champ in your neighborhood. Whether you’re a quaint bookstore, a buzzing diner, or the freshest farmer’s market stall, this one’s your ticket to the limelight.
Claim and Optimize Your Google My Business (GMB) Listing
Google My Business is like your online storefront’s billboard. And here’s the surprise: it’s free!
Claiming your listing lets you control the narrative. Upload crisp photos of your business (bonus points if they showcase happy customers), ensure your address and phone number are spot on, and jot down those opening hours. Also, regularly update your GMB page with posts about events, promotions, or even new arrivals. It keeps your listing fresh, and Google loves that!
Encourage & Respond to Local Reviews
You know that warm, fuzzy feeling when you get a compliment? Well, online reviews are the digital version of that.
Encourage your loyal customers to drop a few kind words on Google or Yelp. It’s like spreading word-of-mouth but with a wider, digital megaphone. And here’s a little magic trick: always respond, whether it’s a rave review or constructive feedback. It not only showcases your stellar customer service but tells Google, “Hey, this business is active and engaged.”
Localize Your Content & Engage in Local Link Building
As mentioned above, injecting a dose of local flavor into your content can boost your SEO. If you’re that bookstore, maybe blog about local authors or community reading events. It reinforces your local authority.
On the link-building front, partner with nearby businesses or sponsor a local event. They’ll likely give you a shout-out on their site, and just like that, you’ve earned a local backlink. It’s like the digital equivalent of neighbors vouching for each other.
Don’t overlook local directories. Websites like the Yellow Pages or even city-specific directories (like your local Chamber of Commerce!) can be a treasure trove. List your business there and ensure all details align with your GMB listing.
Local SEO is about being a familiar, reliable name everyone knows and loves. While global SEO wars rage on, here you are, charming your way into the hearts of your community, one local search at a time.
Remember, in this digital age, you’re competing with the shop next door and the endless scroll on smartphones. With Local SEO, you’re ensuring when someone nearby asks their device about a service you offer, you’re the name it cheerfully chirps back.
5. Voice Search SEO: Ready for the Voice-Activated World
“Hey, Siri… Where’s the nearest vegan bakery?” “Alexa, find me a local plumber with good reviews.” Sound familiar? Welcome to the future—where fingertips take a backseat, and voice is the new search champion.
(Image courtesy of Pexels/Andrea Pacquadio)
According to demand sage, “More than 1 billion voice searches take place every month.” (67 Voice Search Statistics For 2023 (Fresh Data))
Mind-boggling, right? Voice Search SEO is no longer the sci-fi stuff of tomorrow; it’s today’s reality. But this isn’t just a curveball for small business owners—it’s an opportunity! Make your business not just heard but loud and clear in this voice-activated arena. Here’s how:
Craft Conversational Content
First up, ditch the robot talk. Voice searches are, well, voiced. They’re natural, like chatting with a buddy. Reflect this in your content.
Instead of keyword-stuffed sentences like “best vegan bakery Tampa,” weave in natural phrases people might say, like “Where can I get the best vegan pastries in Tampa?” Google favors content that sounds human. So, channel that inner conversationalist and let it shine on your site.
A quick tip for this is to write a FAQ page for your website and publish it as a separate page. On this page, you can write–and answer–questions about your industry as well as specific answers for your business. For example, “How do you make a vegan cookie?” could be a question. Your answer could be,” Our cookies at Tampa Vegan Bakery are made by… .”
The key is to craft your content the way in which your customers would ask you questions. Industry-specific terms and jargon can work here if it’s what your customers would say, but be careful.
Prioritize Local SEO (Yes, Again!)
Got a déjà vu? Well, there’s a reason Local SEO keeps cropping up. Many voice searches are inherently local. “Where’s the closest…”, “How late is… open?”, “Find me a… near me.” Ring a bell?
Ensure your Google My Business is polished, your address crystal clear, and your opening hours accurate. It’s like setting up a welcome sign for all those voice-activated queries.
Ensure Your Website Loads Quickly
We also bring this up again because the number one reason someone leaves a website is because it’s too slow. Google also penalizes slow sites.
Voice searchers are on the move. They’re asking questions from cars, during jogs, in between errands. They want answers, and they want ’em fast.
If your website’s dilly-dallying, chances are, voice assistants will skip over you. Audit your website’s speed and tweak it wherever needed (see above). Whether it’s compressing those giant images or cleaning up clunky code, ensure your site is fast.
Here’s a little nugget: structured data is your friend. It sounds technical, but in essence, it’s like giving Google a cheat sheet about your website. It can understand your content better and, in turn, present it confidently to voice searchers. Tools like Google’s Structured Data Markup Helper can guide you—even if you aren’t a tech whiz.
Voice Search SEO is about embracing the future and reshaping your online presence to fit this new, dynamic landscape. It’s about understanding that when someone shouts a query into the void, they aren’t talking to a device. They’re talking to you.
SEO Isn’t a Mountain. It’s a Journey
Remember, you don’t have to conquer the whole SEO world in one day. In fact, it’s not possible. SEO takes time. When developing an SEO strategy, start small and work your way out.
Pick one of the above points that resonate most with your business, whether it’s local, technical, voice search, on or off-page SEO, dive into it, refine it, and master it. Then move on to the next. SEO can feel overwhelming if you try to do it all at once. Every tweak and refinement brings you closer to standing out in the vast digital expanse.
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Need help with SEO or other content and copywriting services? Give me a shout by texting 813-536-3389 the word “ShoutOut” for my rock solid #1 DIY SEO tip for local brands.
Tyler Blackburn
www.centerlinecontentandcopy.com
tyler@centerlinecontentandcopy.com
I offer complete website design, building, writing, hosting, website content evaluation, social media strategy, and a full line of content and copywriting services. CLICK HERE for more info.