small business SEOIf you own a small business, you know how important it is to have an online presence. But just having a website isn’t enough. In order to reach potential customers and stand out from competitors, your website needs to rank high on search engines like Google. This is where small business SEO comes in.

But how do you know if your website is fully optimized? The answer is to hire professionals to perform an in-depth SEO audit. By thoroughly examining your website, an SEO audit will uncover hidden opportunities to improve your website’s ranking.

Below are some hidden opportunities you can uncover with a detailed SEO audit.

Discover Untapped Blog Topics from Competitor Gaps

A professional small business SEO audit can help identify high-traffic topics your competitors have covered but are missing from your blog. By analyzing competitor content, the audit can reveal subjects that resonate well with audiences and drive significant traffic. These topics represent untapped opportunities for your small business to capture and engage a broader audience.

Once you identify these high-traffic topics, you can create high-quality content tailored to them. This ensures your blog addresses the interests and needs of potential customers searching for relevant information online. By filling these content gaps, you can improve your website’s ranking and attract more visitors.

Adding these new topics to your blog keeps your content fresh and up-to-date. This boosts your search engine ranking and positions your website as a valuable resource in your industry. Engaging content that matches what your audience is searching for will help you capture a share of your competitors’ traffic.

Optimize Underperforming Product Pages for Quick Wins

Using tools like Google Search Console, professionals can find product pages with high impressions but low click-through rates (CTR). These pages are seen by many people but don’t get the clicks needed for conversions. By focusing on these pages, professionals can quickly identify where improvements are required to boost performance.

One way to fix underperforming product pages is by adjusting the meta descriptions and titles. These elements are often the first thing potential customers see in search results. Engaging titles and clear meta descriptions encourage users to click your link over a competitor’s.

Another tactic is to incorporate relevant keywords naturally in the meta descriptions and titles. This helps with SEO and informs users what to expect on the page. When done effectively, these adjustments can lead to quick wins by increasing CTR and driving more traffic to your product pages.

Leverage Unused Customer Testimonials for Schema Markup

Professionals can detect areas where customer reviews, and testimonials can be marked up with schema to enhance search results with star ratings. This process involves adding structured data to your website’s HTML, making it easier for search engines to understand the content. As a result, your listings can appear more attractive on search engine results pages (SERPs).

Businesses can boost credibility and build trust with potential customers by using customer reviews and testimonials. Reviews provide social proof that helps users feel more confident about your products or services.

Here are some specific benefits of adding schema markup to customer testimonials:

  • Increased visibility: Star ratings stand out in search results.
  • Higher click-through rates: Attractive rich snippets can drive more traffic.
  • Improved trust: Positive reviews foster credibility.
  • Enhanced engagement: Structured data can lead to more user interaction.

Leveraging unused customer testimonials for schema markup can be a simple and effective way to improve your website’s ranking and attract more potential customers.

small business SEO

Capitalize on Internal 404 Errors to Recapture Lost Traffic

Internal 404 errors occur when users try to access pages on your website that no longer exist. These errors can frustrate visitors and lead them to leave your site, which results in lost potential business. By locating internal links that lead to these 404 errors, you can redirect them to relevant content.

Fixing these errors involves identifying the broken links within your website and determining the most appropriate pages to redirect them. Redirecting users to relevant content ensures they find the information they are looking for without encountering dead ends. When visitors have a seamless browsing experience, they are more likely to stay on your site longer and engage with your content. This can lead to conversions.

Addressing internal 404 errors is a straightforward yet effective way to boost website performance for small business SEO. Search engines favor sites that provide a good user experience, so fixing these errors can enhance your rankings.

Identify High-Potential Keywords Just Outside Top Rankings

A small business SEO audit can help professionals spot keywords where your site ranks between positions 11 and 20 on SERPs. These keywords are high-potential because, with some optimization, they can break into the top 10, resulting in more visibility and traffic.

Professionals begin by identifying these high-potential keywords using tools such as Google Analytics. They analyze the content on these pages to determine what adjustments are needed. Sometimes, tweaking the meta descriptions, titles, or headers with the identified keywords can enhance relevance. Other times, the page may benefit from adding more high-quality content rich in the target keyword.

Once optimized, these pages are more likely to climb higher in search rankings, making it easier for potential customers to find your business online. By breaking into the top 10 positions, your site can experience a significant increase in traffic and engagement. This strategic focus on high-potential keywords can substantially boost your small business SEO efforts.

small business SEO

Uncover Mobile Usability Issues on Key Landing Pages

Professionals can detect specific mobile usability problems on your key landing pages that could lower your mobile site’s conversion rates. These experts use tools to analyze your web pages and pinpoint areas that need improvement. Addressing these issues ensures a smooth and user-friendly experience for mobile visitors.

Here are some common mobile usability problems professionals might discover on your landing pages:

  • Slow loading times: Pages that take too long to load can frustrate users and cause them to leave.
  • Poorly designed touch elements: Buttons and links that are too small or close together can be challenging to click on mobile devices.
  • Inconsistent formatting: Text and images that don’t scale properly can make your site look unprofessional.
  • Missing or hidden content: Key information that’s hard to find on mobile can lead to a poor user experience.

Fixing these mobile usability problems can enhance the overall user experience on your landing pages. This leads to higher engagement and increased conversions. Optimizing your site for mobile users is essential for staying competitive in today’s digital landscape.

Find Underlinked Pillar Content Needing More Internal Links

Professionals can identify crucial pieces of content on your site, known as pillar content, that don’t have enough internal links pointing to them. Pillar content is important because it covers key topics comprehensively and helps establish your site as an authority in your industry. Because of the lack of sufficient internal links, these cornerstone pages are not getting the SEO boost they need.

To uncover these underlinked pieces, professionals will analyze your site’s link structure. They use tools to track how many internal links each page receives. Pages representing your core topics but having fewer links will stand out. These findings will guide where to add more links to enhance their visibility and ranking potential.

Adding more internal links to your pillar content helps search engines understand which pages are most important. It also ensures visitors can easily navigate to these key pieces of content from other pages on your site.

Detect and Eliminate Keyword Cannibalization Issues

SEO experts can identify multiple pages on your website that target the same keyword. This issue, known as keyword cannibalization, can hurt your search rankings. When several pages compete for the same keyword, it confuses search engines about which page to rank higher.

Solving keyword cannibalization is crucial for effective small business SEO. SEO experts will analyze your content to see where overlapping keywords exist. They might merge similar articles or adjust the focus of each page to target unique keywords. By doing this, each page can rank for its specific keyword, improving overall search performance.

Eliminating this issue helps clarify your site’s content structure for search engines. It makes it easier for them to index and rank your pages accurately. This, in turn, leads to higher visibility and more traffic for your site. 

Do You Need a Small Business SEO Audit?

An SEO audit is a crucial step towards optimizing your website for search engines. It uncovers hidden opportunities and potential issues that may be hindering your site’s ranking and performance. The Small Business SEO team can conduct a through audit of your website. With the information from this audit, we can help you develop a winning SEO strategy.