As a small business owner, you often feel like a jack of all trades. You are responsible for overseeing your finances, managing your staff, and marketing your company to grow your business. Many small business owners feel overwhelmed at the realm of responsibilities they manage, and Search Engine Optimization (SEO) may not be on their radar as a priority. However, a well-managed SEO campaign can have long-lasting results by growing revenue and positively impacting your business’s visibility online. So, let’s dive into some of the most important reasons why SEO is beneficial for small businesses:

SEO Increases Brand Recognition

SEO is designed to make your website easily accessible to search engines while appealing to the users who are utilizing those search engines. The traffic that flows to your site from search engines is called organic traffic. By attracting organic traffic to your site, your company’s brand recognition is elevated. This is especially important for any new business working to gain visibility in front of a new customer base. SEO helps you gain visibility in front of those customers who have already determined a need for the product or service you offer but have not yet heard of your brand. 

Search Engines Generate the Most (Well-Qualified) Customers

As a business owner efficiency is key, especially on your profit & loss sheet. Think about TV advertising for a moment. TV advertising requires a large spend to reach a big audience. However, only a small segment of that audience would qualify as your potential customer. SEO is different in that it directly connects you to qualified customers without the excessive spend to reach your target audience.

In addition, organic traffic typically contributes the largest share of visitors to a company’s website. This is why it is so essential to ensure your site is optimized appropriately. Failing to do so prevents you from receiving your share of qualified visitors, along with the revenue that is associated with those visits.

SEO Evens the Playing Field

As a small business, you could be competing with another business down the block, or a global corporation. Let’s say you own a coffee shop for example. How do you compete with the international coffee chains of the world with green-haired mermaids on their cups? SEO offers that opportunity. If someone is searching online for a coffee shop nearby, having an optimized website allows your business to display within the very same search results where larger businesses are getting listed. SEO levels the playing field by giving your business online visibility to well-qualified customers, allowing you to steal market share from larger competitors. 

SEO is Relatively Inexpensive

In terms of ROI, SEO is one of the best long-term investments you can make for your growing business. Unlike other forms of digital marketing, truly good SEO can make an impact that lasts several years. If you are a new business owner, constructing a strong SEO foundation for your website is critical to building your company’s digital presence in the marketplace. You can start by creating an organized site structure, designing the site to provide a good user experience, and writing optimized title tags and meta descriptions for your web pages. But it doesn’t end there. SEO is constantly evolving. And just like Google’s algorithms, best practices are updated regularly. So as your budget allows, you will need to hire a specialist who can commit the time necessary to grow your brand.

In today’s world, businesses can no longer afford to ignore their digital presence. With a little bit of guidance, SEO empowers you to set your business apart from the competition and highlight your unique selling points in a competitive market. If you have questions about your digital marketing, we’re here to help. Leverage Marketing is built on 17 years of digital marketing experience. Contact us to learn more about our vast array of services and discover how we can tailor a strategy to meet your needs.

It’s a common misconception that Search Engine Optimization (SEO) is a one-size-fits-all solution for businesses. The truth is that SEO tactics can vary depending on your industry. This is especially true within the hotel industry because competition is fierce, and most consumers begin researching hotels for trips at least three months in advance. Therefore, it’s vital that your hotel has prime visibility within search engines to capture not only the consumers who are ready to book, but also those who are still in the research stages of the booking journey. Today, we will cover some unique SEO strategies for hotels that can carve a successful path for your business.

Audit & Update Local Citations

Local citations are websites that provide information about local businesses (i.e. TripAdvisor, Yellow Pages, Yelp, etc.). Having updated location citations plays a key role in achieving prominent rankings in the search engine results pages (SERPs). In fact, Google trusts local citation sites even if potential customers do not visit them because they are established and indexed websites.

Google crawls the web for your business information and any inconsistencies in your UNAP (URL, Name, Address, Phone Number) information decreases the organic visibility of your site. Hotels are often listed in these directories. Frequently auditing and updating your local citations is crucial to ensuring your hotel displays in the SERPs.

Link Building

Obtaining links from other websites to yours is an important component of any digital strategy. Inbound links are particularly important for hotels. This is because they work as an important ranking factor for Google when determining how hotels should be displayed. In addition, having 3rd party links to your website can lead to bookings and awareness as well. However, obtaining those links initially can be a bit difficult and may require some manual outreach. One handy tip is to think of local websites your potential visitors may be viewing. For example, perhaps there is a marathon coming up in your area; or some sort of popular event will be held nearby. It would be beneficial to reach out to the webmaster of the event’s website and try to get your hotel linked on their site.

Another example of great websites for hotels to link to include wedding venues and universities. Plastic surgeons’ websites are also mutually beneficial, because their patients will need a restful place to recuperate after their procedure. Just know that some businesses may require some sort of group discount to get listed – so it is a good idea to get your sales team involved.

Best Keywords for Hotels

The best keywords to target within the hotel industry are those that are hyper local to the hotel’s location. For example, let’s say your hotel is in a suburb (such as Plano, Texas) of a major metro market (such as Dallas, Texas). When a user searches for the term, “Dallas hotels”, Google only displays hotels directly in the city-center.

But when a user searches for hotels in Plano, Texas, only hotels near the suburb of Plano will display in the search results.

Google’s algorithm is highly sophisticated, and Google’s #1 priority is to serve highly relevant results to its users. So, even if it’s tempting to target a term with high search volume such as “Dallas hotels,” that type of keyword is highly competitive, and your hotel will only have a chance at ranking for that keyword if it is in that exact geographical area.

Website Content

Changes are often happening at hotels. Perhaps your hotel had a recent name change or an upcoming event is occurring nearby. It’s important that this information is prominently displayed for customers on your site. Failing to notify visitors about certain updates (such as hotel construction for a renovation) leads to a poor customer experience and negative reviews. Negative reviews cause long-term SEO problems in the future. In addition, having fresh content on your website is another one of Google’s ranking factors and it plays an important role in terms of strong SEO performance.

Overall Hotel SEO Strategy

Crafting a hotel SEO strategy requires thoughtful research about your customers and their purchasing journey. It is also important to implement a unique strategy that considers your hotel’s brand, amenities, location, and seasonality. The tips covered in this guide are intended to work as a starting point to highlighting your hotel online. If you have questions about your hotel’s digital marketing, we’re here to help. Leverage Marketing is built on 17 years digital marketing experience. Contact us to learn more about our vast array of services and discover how we can tailor a strategy to meet your needs.

Search engines are generally a big mystery to everyday web users. We generally find what we’re looking for, and that’s all we care about, right?

If it’s YOUR site that you want people to find, you might be thinking, “why is my website not on Google? How do you submit a site to search engines?” Luckily, search engines aren’t the big mystery that many assume them to be – with the help of Google Search Console, it’s actually possible to help search engines index your site and serve it up to users.

Google Search Console (formerly known as Google Webmaster Tools) is a useful (and free!) tool you can use to help search engines understand your site, and to help you monitor the way that your site is being indexed.

What is Google Search Console?

Google Search Console is a free tool from Google that can help you monitor your site’s appearance in search, search performance, and search engine indexation. It differs from its better-known cousin, Google Analytics, because while Google Analytics is primarily a monitoring/reporting tool, Google Search Console also offers a range of technical insights and tools that help you take action to improve your site’s search performance.

What is Google Search Console Used For?

Google Search Console is a huge help for anyone with a website because it can help you monitor and control (to some extent) the way that Google “reads” your site. If you’re wondering why your website isn’t on Google’s first page when you perform a search for your brand name, Google Search Console can be used to help you diagnose the problem and improve your visibility.

Google Search Console or Google Analytics: Which One Do I Need?

Ideally, you should use both! These tools measure entirely different metrics, so if you only have one or the other implemented on your site, you’re missing out on a lot of opportunities and information.

How Do I Access Google Search Console?

Luckily, Google Search Console is not only free, but it’s also relatively straightforward to set up on your site! You’ll need a Google account to access this tool, so if you already have Google account (which you do if you currently have Google Analytics on your site), you can jump right in – if not, it’s easy enough to do that here.

Once you’ve done, that, you can access Google Search Console here.

How to Set Up Google Search Console

1. Add your website as a Property.

First, paste your site’s complete URL as it appears on your homepage into the space allotted on the GSC’s welcome page. Be sure to add the complete and correct URL – take care to be sure the “HTTP” or “HTTPS” is included in the URL, and corresponds accurately to the current version of the site. Do not remove the “/” (trailing slash) at the end of your site URL.

2. Verify your site ownership.

Next, you’ll need to verify your ownership of your site. This step helps ensure that you’re the only one who can make important changes to your site. Google Search Console verification can be tricky for first-timers – we recommend following Google’s instructions on the page, and reaching out to your site developer or a digital marketing expert for help if you’re unsure how to successfully verify your site’s ownership.

Once you’ve chosen your method and taken the appropriate steps as indicated, hit “Verify” to gain access!

PRO TIP: Check the “Alternate Methods” tab for other verification options; often, this can make Google Search Console verification easier if you are already using a tool such as Google Analytics or Google Tag Manager on your site.

3. You’re in! (Hopefully)

If your site verification was successful, you’ll be able to continue to your Google Search Console dashboard and begin your adventure. If the verification was unsuccessful, don’t give up – try another suggested verification method or two. If you’ve exhausted your options for verification, it’s time to call your developer or digital marketing team – you won’t be able to use Google Search Console without verification.

How to Use Google Search Console

Now that you’re in, the dashboard may seem kind of overwhelming. Luckily, if you’re a business owner, you don’t have to know absolutely everything about every tool to get the most out of Google Search Console – by knowing the following three highlights to hit, you make an impact on your site performance without devoting a whole week of work towards becoming a webmaster.

Note: Google Search Console has recently introduced a brand-new interface for GSC, but at time of writing, not all features have been fully moved over to the new version and remain on the old interface. I will indicate on each feature if I am referring to Google Search Console Classic or the New Google Search Console.

GSC CLASSIC

GSC NEW

(You can toggle between the two different dashboards by finding the link on the left sidebar on both versions which indicates access to the other version.)

1. See Your Site’s Visibility with the Performance Report (View on New Google Search Console)

One of the most useful reporting tools in GSC is the Performance Report. You can access this report in both the new and old versions, but the new dashboard offers some additional functionality and therefore is recommended. You can get to this report via the left side navigation menu, under “Status>Performance”.

From here, Google Search Console helps you monitor a lot of useful info about your site – primarily, how many clicks it receives from search and how many impressions your links are receiving from the search results pages.

These metrics differ from others that you may be familiar with in Google Analytics, such as Sessions or Users. “Clicks” purely refers to visitors that click on one of your site’s links from the search result page, and “Impressions” are gathered every time your site appears for someone’s search – the user need not click on your link for it to count as an impression. “Sessions” and “Users” in Google Analytics only reflect activity once a user gets to your site, while GSC’s Performance report focuses on the user’s journey to getting to your site in the first place.

Here’s how this info can be a weapon: maybe you’re getting a ton of Impressions, but very few Clicks. You’ll see that reflected in the “Average CTR (click through rate)” metric on the report, which indicates what percentage of impressions turned into clicks. If you’re just not getting as many clicks as you feel you should, maybe your page titles are leaving something to be desired. You can read more about improving your click through rate here.

What about the other part of the Performance report? You can see how many clicks and impressions that your site gets for specific user searches (under the “Queries” tab) as well as which of your pages receive the most clicks and impressions. This can help you identify how your users are finding your site and help you gain insights on your site’s keyword visibility, brand name, and so much more.

PRO TIP: Use the “Compare” feature under the Date control on the top left side of this report to get an idea of if your site is becoming more or less visible over time. This way, you can compare click through rates and page performance, as well as keep an eye out for poorly-performing pages or dipping click through rates.

2. How to Submit Your Site to Google (View on New Google Search Console)

One of the most vital skills you can gather from this article is how to create and submit a sitemap for Google Search Console. Sitemaps help Google “read” your site the way you want it to be read and indexed.

XML sitemap creation and submission in Google Search Console can be quite straightforward, depending

on what platform your site is using. Most modern platforms (WordPress, Shopify, Magento, etc) offer an automatically generated sitemap or have easy plugins that allow you to create and customize your sitemap in no time, without any technical knowledge required. Get in touch with your web developer or friendly neighborhood marketing expert if you’re having trouble generating a sitemap for your site.

Your site’s XML sitemap can usually be found just like a regular page of your site, most commonly in this format: https://www.example.com/sitemap.xml (except replace “example” with your site domain). Check out your sitemap and see if it looks like a good representation of the pages on your site. If so, copy the complete URL of your sitemap and navigate to “Sitemaps” on the new Google Search Console dashboard. To submit your site to Google, simply paste the address of your sitemap into the allotted space.

Why do this? Well, while Google is generally smart enough to locate a site without the help of a submitted sitemap, sitemap submission is a much faster way of pointing Google over to your site and indicating for them to add it to their index.

If you’re wondering how to get Google to crawl your site, this is how you tell it to. If you’re curious why you site isn’t on Google’s results when looking for your brand, it might be because Google hasn’t found your site yet! Go, submit away!

Keep in mind that Google doesn’t index your site instantaneously – it could be anywhere from 4 days to 4 weeks before Google fully indexes your site. You can keep an eye on the “Index Status” report within Google Search Console Classic to see how many of your pages are indexed by Google.

3. How to Check for Penalties and Spam (View Google Search Console Classic)

Let’s face it: the internet isn’t perfect. Some site owners try to “game” Google’s algorithm and rank #1 for every

big keyword, and Google knows this. Other site owners fall victim to hacking and spam. Google’s algorithm has gotten very advanced and knows when you’re trying to game the system, and has learned how to identify spammy sites and protect users from stumbling across harmful or useless content. When a Google crawl finds evidence of a spammy, slick, or hacked site, it will demote that site’s rankings in the search results to protect its users.

If you’re checking your Google Analytics reports or playing around with the Performance report in Google Search Console and notice a serious drop in your site’s visibility and traffic, you’re likely to be concerned. When you feel like something’s awry, your first stop should be to check Google Search Console’s Manual Actions and Security Issues reports.

These two reports are currently found in the classic Google Search Console interface, in the left hand menu. A little more detail on each report:

• Manual Actions: this report checks for activity that is marked as spam on your site. If Google finds evidence that your site contains spammy content, you will see a warning in this section and instructions on how to best deal with the issue and return your site’s visibility to normal. If no manual webspam actions are found, all is well on this front.

• Security Issues: This report checks for signs of malware and hacked websites that can be harmful to you and visitors alike. Security issues can be another factor in a big drop in traffic, so keep an eye on this report if you suspect you’ve been hacked. Google also provides a few resources on the Security Issues page to help you manage a potential hacking situation.

If you check both of those reports and see nothing unusual, it’s possible that there are other issues affecting the visibility of your site and the recent traffic slowdown. Google won’t notify you of every single algorithm update that might affect your visibility, so the responsibility to stay within Google’s recommended guidelines for search engine visibility lands on you at the end of the day.

However, teaming up with SEO experts can help you manage the murky waters of search engine ranking drops. The right SEO consultants can help you navigate Google Search Console, among other tools, and take care of the big stuff that overwhelms small to medium size businesses.

If you think a recent algorithm update is the reason why your website is not on Google’s top spot, or you just want to make sure your site is being read by Google the way you want it to, get in touch with our team of SEO all-stars today. We’re tackling big questions in and out of Google Search Console every day, and we know what it takes to gain the visibility you need on the search results.