Search Engine Optimization Best Practices for Professional Services

Posted by Joelle Colosi on Thu, Nov 13, 2014 @ 07:00 AM

search engine optimization best practices

When you’re running a busy professional services business and trying your best to handle marketing on social media as well, it’s easy to get distracted from critical basics like search engine optimization. Professional services SEO determines your firm's natural search result rankings. Be sure to follow SEO best practices in order to be found by relevant clients online and hold their attention. If you neglect this, all other marketing efforts are in vain. 

Focus on Business Goals

Unfortunately, a lot firms that do not take the time to thoroughly define their business goals. Keyword research for SEO for marketing professional services should begin with the following steps: 

  • Describe your business goals.
  • Identify the elements needed for lead conversion.
  • Identify your existing assets needed to support conversion.

Framework for Optimizing Blog Posts Provided by Colosi Marketing

Optimizing for Google

To ensure that Google brings lot of the right customers to your virtual door, make sure your website:

  • Contains identifiable content - Every piece of content must be optimized with a consistent, clear theme. The page text, title and meta descriptions must be properly labeled as relevant to your firm’s business and each other. This is done with proper keywords and tagged in a natural and unforced manner.
  • Works properly - Your site should load quickly. Videos must play properly and forms must work correctly. Search engines may miss some individual failures, but missteps show up in website bounce rates and traffic patterns. Search engines don’t want to refer their customers to non-functional sites.
  • Exudes authority - Links to authoritative sources or references are helpful, but it’s even better if others link to you. It’s like giving your firm a character reference, as far as Google is concerned.
  • Provides a good user experience - Use logical navigation and a pleasing interface. Evaluate your website to make sure new visitors can quickly find their most relevant content. Your site must look safe and professional. Quick bounces mean content wasn't relevant, authoritative or interesting or the website was frustrating to use.

What Search Engines Avoid 

  • Sites that stuff keywords - Overusing keywords makes content sound stilted, plus it’s not easy to read. Using irrelevant keywords just to attract traffic will result in quick bounces.
  • Sites that use irrelevant links - Don't buy links. Illogical links or too many links will get you penalized and decrease your search results.
  • Sites that neglect user experience concerns - Frustrating user interface (UI) leads to bounces. Avoid confusing navigation, too many ads, malfunctioning forms and the like.

Extend Keyword Strategy To Other Channels

Incorporating keywords is not only important for your website and blog, but it should cover other channels. These channels should include Twitter, Facebook, Linkedin, email and traditional media. Keyword consistency reinforces your firm’s branding efforts and, also, allows your team to be well versed in the set strategy.

Optimize for Mobile Devices

Mobile device optimization is essential in today’s fast-paced business environment.  When optimizing for mobile devices, consider:

  • Producing a video - a video has a greater probability of ranking on the first page as opposed to plain text.
  • Optimize your non-text content so search engines can see it - make sure that they can crawl that content and give your site credit.

Search engine optimization should be a part of your content marketing activities. Be mindful of getting the most of your keyword strategy. Taking advantage of your hard-earned keyword research will lead to new and exciting opportunities.

What are some of the search engine optimization best practices you use for optimizing content? Do you have any additional tips to share? Please share with us in the comments section. 

To learn more about search engine optimization, contact Colosi Marketing.

Topics: Search Engine Optimization, Search Engine Marketing, keywords

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