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We recently got a suggestion from a reader that we cover SEO and how to improve rankings. So, this post is going to do exactly that! This is a massive topic that’s far too broad to go into detail on every point, but we’ll focus on the general topics and, more importantly, the order you should do them in.

1. Clean Up Your Digital Clutter

Your past campaigns have almost certainly left a trail of outdated info. Things like old phone numbers, websites, and addresses, will drag your rankings down because they break your NAP match. That is to say, you’re not presenting a consistent story to Google about your Name, Address, and Phone number (and website). Most marketing companies skip this step, but we always like to start with CleanSlate because it makes no sense to work against the weight of that old information when you can start fresh and set yourself up for long-term success.

• Track Down Old Info: Search for any outdated phone numbers, addresses, or websites tied to your business. They can mess with your NAP (Name, Address, Phone Number) consistency.
• Update Listings: Edit the info where possible. If you can’t, reach out to site operators and request updates.
• Time-Saving Tip: Consider tools or services like CleanSlate to expedite this process.

This step sets the foundation for everything else you’ll do!

3. Supercharge Your Google Business Profile (GBP)

Your GBP is a ranking powerhouse. Treat it like gold.

• Keep It Consistent: Ensure your business info matches what’s on your website.
• Fill It Out Completely: Don’t skip any fields, and choose the right categories for your business.
• Avoid Keyword Stuffing: Use keywords wisely—Google’s not a fan of overstuffed profiles.
• Be Honest About Location: Never fake a storefront with a P.O. box or UPS address. Google’s onto that game, and it won’t end well.
• Caution: Do not push the boundaries here because the penalties are pretty severe now. You only get 2 tries to fix a suspension so better to leave 5% optimization on the table than to try for 105% and end up suspended. If you’re not sure, or this all makes you nervous, we do offer GBP Optimization so we’re always here to help.

4. Leverage Local Directories

Directories are the easiest win in the SEO game. Every listing is a backlink, which gives your rankings a little boost.

• Get Listed Everywhere: Use services like DirectoryDominator to get into hundreds of directories quickly.
• Focus on Relevance: Local directories are especially valuable since they connect you with nearby customers.

5. Build Backlinks Manually

Backlinks are like SEO votes of confidence, but the best ones don’t happen by accident. Here are some ideas to get you started:

• Collaborate with Industry Partners: Ask suppliers, subcontractors, or other business partners to link to your site. For example, they might list you as a preferred vendor or partner.
• Guest Posting: Offer to write articles for industry blogs or local businesses, and include a link to your site in the content.
• Reach Out to Community Colleges or Schools: Propose a small donation, internship opportunity, or collaboration in exchange for a backlink from their .edu site. These carry extra weight in rankings.
• Sponsor Local Events: Many event organizers list sponsors on their websites, often with a link back to your business.
• Leverage Community Connections: If you’re involved with a local nonprofit or sports team, ask if they’ll include your business on their website.
• Get Creative: Think about local chambers of commerce, niche directories, or even online testimonials where a link to your site would make sense.

Manual backlinks take effort, but they’re worth it. For most small businesses, a dozen well-placed links can significantly improve search rankings!

6. Add PPC Advertising

Once your SEO is humming, PPC (Pay-Per-Click) ads can supercharge your efforts.

• Save Money with Optimization: We suggest doing this only AFTER your site is already optimized because you’ll pay less for your Google Ads. Otherwise, you’re paying what we, internally, call the “stupid tax.” When your page isn’t optimized for the keyword you’re buying, Google will let you do it but it will be at a higher cost because your “relevancy score” will be worse.
• Target Specific Goals: Use PPC for seasonal services, discounts, or geographic areas you can’t reach with SEO alone.
• Pro Tip: Don’t forget to use negative keywords!
• Don’t Forget: Google Ads is the biggest player in this space but don’t forget Facebook Ads too. Each has it’s strengths and the key is knowing which is the right fit for your circumstances and goals.
• Not ready to DIY this? No problem! We’ve been doing this for many years and can help you with any Google Ads management or Facebook Ads management you might need.

7. Engage on Social Media

Yes, social media still matters. Even if it’s not a direct sales driver, it’s a trust builder. Most people still research companies before buying, especially for large purchases. If your social profiles suggest that you’re engaged, active, and putting in effort, they’ll conclude that you probably handle your services the same way. You don’t want to give the impression that you don’t bother, don’t care, and don’t even try…

• Stay Active: Post regularly to show you’re engaged and up-to-date.
• Be Visible: An active social profile can sway customers when they’re deciding between you and a competitor.
• Too busy? We have options like SocialBuzz and SocialStream that can help with that.

Wrapping It Up

Improving your SEO rankings is a marathon, not a sprint. However, by following this roadmap and handling things in the right order, you’ll see better results, save money, and gain more visibility. Remember, every little tweak adds up, so keep at it. And if this feels overwhelming, we’re here to help!