Not every baker on the corner needs to know as much about online marketing as a CoolBlue or Bol.com. However, according to recent research, SMEs in the Netherlands seem to be losing a lot of online opportunities. It is not that entrepreneurs do not want to. The ambitions are indeed there. But the hours actually spent on social media, SEO and e-mail marketing are far behind the desired results. This is evident from the MKB Online Benchmark 2018 of webtexttool and e-Ziner. Especially in the field of online findability there is still a world to win. That is why in this article you read 9 immediately executable steps to get more profit from your search engine optimization (SEO). MKB Online Benchmark 2018 https://www.youtube.com/watch?v=–eUNORDlnw But first we dive deeper into the figures. The online economy in the Netherlands has been growing for years. SMEs seem to benefit little from this. Many small and medium-sized companies do not have a picture of how much revenue they achieve online or it is only a limited percentage. A minority scores well online. Source: SME Online Benchmark For the MKB Online Benchmark 2018 more than three hundred entrepreneurs and marketers from SMEs filled out a questionnaire about their online strategy. More than half have the ambition to use social media more effectively, to improve the website’s return and to be easier to find online through SEA and SEO. Source: SME Online Benchmark But between ambition and reality there still seems to be a considerable gap. Because even though a majority of SMEs already take into account search engine optimization (SEO). Source: SME Online Benchmark .. they hardly spend hours on it in practice. Source: SME Online Benchmark We are of course curious how much time you spend on SEO weekly: How much time do you spend on SEO per week? And that while the majority of online visitors, according to their own say, comes in via search engines. Source: SME Online Benchmark Wondering how your own company stands in relation to the competition? On the website of e-Ziner you can fill in the SME Online Benchmark for a comparison with the market. Read tip : SEO Trends 2018 Get started now with your SEO in 9 steps Do you belong to the group that wants to attract more customers online, but has done little with search engine optimization? Then you can start your SEO strategy with the steps below. That seems complicated, but it is not too bad in practice. # 1 Enough time With an hour per week – or even a month – you will not be able to win the internet visitor. How much time you exactly need, depends of course on the desired result. Try to compare the number of hours you spend on online marketing with the percentage of sales that you want to achieve online. Ask yourself how much time you (employees) can make free of SEO activities and how much you can outsource. Incidentally, you will have to spend a lot more hours at the start of setting up an SEO strategy than later in implementing it. Leestip : writing SEO texts: that’s how you approach it in a smart way # 2 Set goals Source: SME Online Benchmark Who sees his website mainly as a business card, does not spend much time on search engine optimization. In any case, ensure that you register with Google My Business and clearly state the name of your company in the title of your web pages. That way you automatically come to the top of Google when someone types in your name. The problem is that this often does not happen. Someone looks for example at ‘pet store Deventer’ or even more specifically ‘buy fish food’ (on a smartphone in Deventer). Which of the above results do you find most attractive? I would go for Pets Place, the only party that has made serious work of its SEO (even though they do not even have a store in Deventer – but you can order directly online). Who therefore ‘leads leads’ or ‘sales’ as a goal wants to return higher in the ranking than its competitors. # 3 Keywords to score with But what does that mean exactly ‘higher in the ranking’. How do you know what your target audience is looking for in Google? Better than making assumptions, it is to do keyword research. Start your research with an old-fashioned brainstorming session. Also involve your current customers. Which topics do you want target group to find information during their customer journey ? If you have a shortlist of good topics, you can investigate related search terms. You want to know two things: How much is being searched for on this term? (volume) How high is the competition on this term? (competition) You get the most return when you make good content for a search term with a high volume and low competition . With a tool such as the Keyword Planner you will find more information about this. Reading tip: Keywords research: this is how you find the ‘winners’ # 4 Content calendar With ads (SEA) you will immediately rise higher in the search results. However, SEO is an effort for the long term. By continuing to place structurally good content on search terms that are relevant to you, you will be higher in organic (unpaid) results. Often you see that companies enthusiastically start blogging and that in the middle of the year the slop comes in. It is therefore smarter not to wait for ‘inspiration’, but to create an extensive content calendar in advance with clear deadlines. That can just be a simple Excel sheet ( example ). Reading tip: Keep making attractive content. This is how you do it. # 5 Packed title Now comes the nicest part of search engine optimization: making interesting content. That starts with the title of your piece. This must convince the viewfinder to click on it. You can make a promise in the title, but you have to be able to make that happen. You also want to process the most important keyword in the title . Reading tip: How do I write a catchy title? # 6 A clear structure In your articles, you want to let both Google and your visitor know clearly what each piece is about. Both often read them scarily. That is why you can make important terms bold . And divide your text into short paragraphs with descriptive subheadings . Reading tip: Help with a good SEO structure in your blog. # 7 readable texts You can get high in the search results, but if you do not read texts well, you do not have much. With poorly readable texts, your visitors will not become a customer and Google will (after a number of clickers) lower your rank. Therefore make sure you write legibly. What does that mean? Short paragraphs with 3-5 sentences. Exchange short and long sentences. Choose consistently for one form of contact (you / you / u). Write with active verb forms. Do not use too many difficult words. Reading tip: How do I improve the readability of my blog? # 8 User experience Equally important is that your website is user-friendly. This has a direct and indirect impact on your position in the search results. For example, a slow loading website (> 3 seconds) will automatically lower in the search results. But also a website where it is not clear what you should click on indirectly gets a worse ranking. Many dissatisfied searchers will return to Google (and that will be punished again by the search giant). Reading tip: 5 reasons why UX is important for your SEO. # 9 Finally: do not forget the conversion Now that you have put so many hours into your search engine optimization, it would be a shame to let all those new visitors go again. Do not forget the Call-to-Action (CTA)! This could be, for example: Try your service for free for 30 days. Buying a product in the webshop. Subscribe to the newsletter. Request a quote. Internet superpowers such as Booking.com are constantly working to shape their CTAs as attractive as possible. As an SME, you can of course experiment with scarcity, social proof and convenience as arguments to tempt your visitor . Leestip : Get more conversions from your website with Hotjar Write SEO texts? CopyRobin helps. Place a free trial Let’s block ads! (Why?)

Categories: News