This is one of the big questions business owners ask me. I get it; they have a marketing budget and must decide where to invest those dollars. New digital marketing tools are launched all the time. 
Everyone wants to be part of the next hot thing in online advertising. But not every new SEO tool is a fit for a specific brand. Business owners may wonder if they want to invest in a colorful Tick Tock video or Instagram Reel that brings in the “eyeballs?” Should they go straight to costly pay-per-click strategies that might pay off in the long run?
I’m all for finding the best solutions to attract customers to a small business website (and storefront)! But the best SEO tools will depend on what you offer and who your customer is. One thing remains consistent; strong tried-and-true SEO practices are the foundation for building a social media marking plan. And free, or “organic” SEO strategies are essential.
Organic SEO uses keywords and digital tools to attract the right customer to a page. No paid advertising is required. And where are customers searching online for anything? The big dog is Google. To rank well on Google, the two main elements are “on page” and “off page” SEO. For the best results, you will need both.
First, it takes a little time to do keyword research. Plenty of free online keyword-building tools help speed up the process. One I recommend is PAA or “People Also Ask.” Here is a quick YouTube informational Video on the topic: https://www.youtube.com/watch?v=UtL4C3ZvcUM.
Once you’ve pinpointed your keywords, it’s time to implement the search engine optimization strategy. But what you sell and who your customers are can impact the tools you choose. For example, let’s say you own a small donut shop in Sacramento, California. Who doesn’t love a sweet, tasty donut? And since you are very creative, along with the basic glazed and cake donuts, there’s an assortment of seasonal specialty donuts too. Think of fluffy, multi-colored cream-filled delights with names like “lemon crush” and “hazelnut monster.” This is the only shop within 500 miles that sells what you do. That’s something to let the public know. A digital platform focused on images is a great opportunity to highlight the goodies.
Donut forget to perfect your on-page SEO
(Yes, I do love a good pun!)
On-page SEO keywords will tell the public what you offer, where to find the shop, and so forth. Begin by focusing on the gateway to your website: the homepage. The URL, title tag, and each meta description tag should be optimized with the proper keywords. Include adding long-tail keywords in the html (hypertext markup language or code). Each website page tab should be focused on Fresh Donuts, Sacramento Donut Shop, and so forth. Here’s a podcast interview where I discussed this topic: https://www.youtube.com/watch?v=R6KZ1zIlrwc.
Next is content. This can determine whether Google ranks your business organically on the first page or page #8 (where very few people have the patience to scroll to). Content includes descriptive website pages, photos and graphics. It also means blogging. For instance, share why you opened a donut shop or how the ingredients are locally sourced. Blogging with targeted keywords a few times a month will help with critical page “refreshment.” Because those little Google search bots are always searching for “fresh” content!
Smart off-page SEO will bring customers right to your doorstep
Online business pages and great reviews are a must for any brick-and-mortar shop. The public needs clear directions to your donut shop and want to find good reviews before making the drive. It’s crucial to establish a Google My Business page. Use your keywords and take advantage of all the organic SEO possibilities. There is so much to this project; I can’t share everything in one blog. Check out my latest books about Google Ads strategies here (https://www.amazon.com/AdWords-Workbook-Advertising-YouTube-Display-ebook/dp/B071DB4DSB). A few core basics include managing reviews and creating high-quality backlinks.
Now it’s time to get noticed in the social media realm and share how fantastic your business is. Sites like Instagram, Ticktock, and Facebook can create “buzz.” A yummy donut shop with colorful videos of delectable creations will make an impression on those with a sweet tooth! Engaging posts, embedding hashtags, and including the website link are all key strategies to driving the public to your page. Remember, although posting is free, these platforms seek to get paid. Paying for a specific post may provide a wider reach.
Change your digital marketing window displays often
To keep customers interested, shops change their window dressing or freshen up their marketing game each season. Fresh displays can attract new customers and retain loyal ones. In the digital media world, it’s essential to re-evaluate your keywords and freshen them up too. If a new donut flavor is trending on Instagram, and you have them, share that! Make a video (or reel), upload new photos and blog too. Organic search engine optimization is the practice of reviewing your content and keywords regularly. Nothing is 100% perfect since the market is continually changing. Remember to mark time on the schedule and review how your SEO is doing. Re-evaluate those target keywords and check the page rankings on Google.
To learn more about leveraging your search engine optimization and digital marketing strategies, visit my YouTube video on Top Google SEO Tips, Secrets, and Tricks – Small Business SEO Tips to Dominate Google: https://www.youtube.com/watch?v=j-kpz_DKVw8
