The perennial question for all small businesses is, “How will people find me?” The answer in the age of the internet is online, of course, but even that can feel overwhelming because, hi, the internet has so many web pages, search options, and competition. What’s a small business to do? As a Charlotte web design company and a small business owner ourselves, we have tried and true experience with online marketing.

The answer continues to be make your website helpful, fast, and easy to use for people and machines alike. The specifics may change, but the underlying principles do not. So. To start search engine optimization (SEO), which you can think of as search engine visibility, you must enter the minds of your potential customers. What are they typing into search engines when they’re looking for products or services like yours?

To help this process, use tools that provide real search data like Google Keyword Planner (which is free) or Semrush or Ahrefs, which offer deep insights into competition and ranking difficulty but are paid. Once you have a list of broad keywords related to your industry, narrow down those keywords and map them to your website pages based on relevance, competition, and intent.

As a Charlotte web design company, we use that keyword phrase on our blogs, our homepage, and more. But you might be a Christmas ornament company and so you would use phrases like, “customizable Christmas ornaments,” or “make your own Christmas ornament.” These longer keyword phrases tend to have less traffic BUT they can be easier to rank on search engines and also have a high chance of converting because you know people are searching for exactly what you’re offering.

Where To Use Keywords

You’ll then want to use those keywords on your blogs, in your headers, title tags, and meta descriptions. Each page on your website should have just one H1 heading, which is usually the title of the page. Subsections should use H2, H3, etc. to break content into logical chunks. Anyone else flashing back to creating an outline in school with Roman numerals and letters? No? Just me? Moving on. . .

You also want to put your keywords in title tags, which are the clickable headlines that appear in search results. It helps search engines understand what a page is about and influences whether users click. Use your primary page keyword naturally, keep it under 60 characters, and make it engaging. Vague titles are out, in other words.

OK, so we’ve covered headers and title tags. Now on to meta descriptions! Meta descriptions are the short summaries shown below the title tag in search results. It helps people decide if they’re going to visit your site or not, which, you know, is the ultimate goal of SEO. Meta descriptions should be 150 to 160 characters, include the most important keyword for that page, and have a clear call to action (CTA).

If you aren’t sure where to find these things, as a Charlotte web design company, we’re here to help. We can easily go into the backend of your website and add these keywords for you.

The More Technical Aspects of SEO

Inserting keywords is something that you’re likely able to do yourself. There are more technical aspects of SEO though that might make things a bit more challenging. For instance, page load time is a confirmed factor that search engines use when ranking websites. There are many ways to improve page load time but here are some places to focus first:

• Compress images
• Choose a design that’s lightweight and maximized for performance
• Fix broken links, missing files, and other clutter that slow down people
• Use a web host that prioritizes fast load times and reliable performance

And again, we can help you with this. Also, a huuuuuge part of improving your search engine visibility and, more importantly, attracting customers and clients is ensuring your website is mobile-friendly. Some themes and website builders include mobile preview as an option. It might be called “responsive design.” Otherwise, a trick you can use is shrinking your website screen so it’s about the size of phone and seeing what that looks like.

If you’re finding your website looks terrible on mobile but you don’t know how to fix it, as a Charlotte web designer, we can help with that.

Get in touch with us via email or call (704) 336-9113.

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