SEO – Yellow Pages https://www.yellow.com.au Mon, 14 Nov 2022 00:11:49 +0000 en-AU hourly 1 https://wordpress.org/?v=6.0.3 https://www.yellow.com.au/wp-content/uploads/sites/2/2021/10/cropped-android-chrome-512x512-1-32x32.png SEO – Yellow Pages https://www.yellow.com.au 32 32 SEO keywords to boost your website over the holidays. https://www.yellow.com.au/business-hub/seo-keywords-to-boost-your-site-over-the-holidays/ Mon, 14 Nov 2022 00:00:49 +0000 https://yellow.sensis.wpengine.com/?post_type=hub&p=2522 With the holiday season just around the corner, it’s time to plan your keyword strategy for Christmas, New Year and even the...

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With the holiday season just around the corner, it’s time to plan your keyword strategy for Christmas, New Year and even the next burst of holiday activity at Easter.

Aussies love a good holiday sale, and we’re not just talking about the silly season. There are holidays throughout the year that give business owners the chance to offer deals and discounts and increase their revenue.

A few decades ago, all you had to do to take advantage of the holidays was put up a new window display, hang out a colourful sign and take out an ad in the local paper.

But times have changed. Nowadays, with so many businesses operating online, you need to implement a seasonal SEO strategy to bring visitors to your virtual doorstep. One of the best ways to do this is through the power of keywords – and if that word feels like a lump of coal in your stocking, don’t worry.

We’re going to explain the basics of what keywords are and how to best use them during any holiday. We’ve also done the hard work of finding keywords you can use now to start boosting your visibility.

Keywords: What are they and why do they matter?

You’ve read articles and heard people talk about the importance of keywords, but what really are they?

To boil it down to the simplest terms, keywords are the words and phrases people use to search the web (usually on Google). Search engines like Google use these words to deliver the right search results to the searcher.

If you have a website, you want to make sure the text on your site matches the searches people are using when they’re looking for information regarding your business. This will increase the likelihood of your website showing up on Google.

Since so many people use Google to find information, showing up on the first page for the right results can make a big impact on the traffic (and the quality of traffic) on your website.

How to use keywords effectively.

Simply placing the keywords you want to target on your website at random won’t do you much good, and could in fact harm your business.

Fortunately, there are a few simple rules you can follow when using these keywords to make sure they do what you want them to do:

Stick to one focus keyword per page, and use similar/related keywords throughout the page.

  • Don’t over-stuff your copy with keywords – aim for one keyword every 200 – 300 words.
  • Put keywords in page titles and subheaders for extra visibility.
  • Don’t force keywords that sound awkward – you don’t want to sacrifice quality just to get in one extra keyword.

For example, take a look at how we used the keywords ‘Christmas email templates’ in this article. We’ve included the keyword in the headline, as well as within the post.

Finally, remember that SEO is a long-term strategy. It takes time for content and keywords you create to begin ranking. This means that implementing these keywords today won’t mean you’ll be on the first page of Google tomorrow, but the sooner you work them into your copy, the better the chance you’ll have of rising up the search engine ranks.

RELATED: SEO vs SEM: What’s the difference and do you need both?

How keyword research can help businesses of all kinds.

You might think that keyword research only applies to big businesses with big budgets. In fact, keywords are essential for all businesses because they help you find out what your potential customers are searching for and the content you need to create to answer their queries.

When it comes to the holidays, keyword research can help with identifying the holiday themes and topics your target audience is searching for. From there, you can create a content plan that’s targeted towards those themes and topics.

Not only that, but incorporating holiday-related keywords in your content also increases your ability to rank in search engine results for relevant queries. This helps deliver more traffic to your website and boosts your business’ visibility online.

Keyword ideas to get started.

You can research keywords and topics for your business completely free with tools like Ubersuggest and AnswerThePublic. Here are some example holiday themes to consider for different industries:

  • Trades: Emergency tradies, 2023 design trends, planning a renovation
  • Finance/accounting: New Year financial planning, holiday spending, creating a gift budget
  • Health and fitness: Healthy Christmas lunch ideas, New Year’s fitness resolutions, holiday fitness plans
  • Hair and beauty: Beauty trends for 2023, summer haircare, holiday beauty travel essentials
  • Food and beverage: Holiday cocktail ideas, Christmas platter tips, where to eat out over the holidays

Top holiday-related search terms in Australia.

To help get you started, we took a look at some of the best holiday-related keywords in Australia. All of these keywords have significant monthly search volume (meaning plenty of people are searching for them at the relevant time of year).

Our recommendation is to work these keywords into your site, either on a landing page dedicated to your holiday promotions, through a blog post, or on social media posts you make throughout the next six months.

Keyword Monthly search volume
black friday sales 40,000
chinese new year 29,000
personalised gifts 18,000
christmas gift ideas 10,000
mothers day gifts 8,100
easter holidays 7,500
black friday deals 7,300
holiday packages 5,600
holiday deals 2,400
cyber monday deals 2,300
last minute deals 1,800
cyber monday sales 700
valentines day gifts for him 700
easter sunday public holiday 600
easter sales 500
valentines day gifts for her 500
christmas sales 450
easter shopping hours 300
australia day sales 250
last minute holiday deals 200
holiday sales 90

 

Need an SEO strategy that will outlast the silly season? Our SEO services may be just what you’re looking for.

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What is ‘Your Money or Your Life’ and why does it matter to small businesses? https://www.yellow.com.au/business-hub/what-is-your-money-or-your-life-and-why-does-it-matter-to-small-businesses/ Thu, 13 Oct 2022 03:41:25 +0000 https://www.yellow.com.au/?post_type=hub&p=6522 When it comes to Search Engine Optimisation (SEO), Google has many factors it looks at to determine how web pages should rank...

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When it comes to Search Engine Optimisation (SEO), Google has many factors it looks at to determine how web pages should rank in search engine results.

For web pages to rank well, they should present information that’s accurate and truthful. This is especially true for websites that Google deems to have a direct impact on people’s lives and wallets. Web pages that fall into that category are what’s known as Your Money or Your Life (YMYL).

Here’s a closer look at Your Money or Your Life: what it is, who it applies to and how it can impact your business.

What is Your Money or Your Life (YMYL)?

Before we cover Your Money or Your Life (YMYL) in detail, it’s best to first get a bit of background on Google’s algorithm and how it evaluates the quality of a web page:

Expertise, Authoritativeness and Trustworthiness (E-A-T) is the part of Google’s algorithm that determines whether the content of a web page is informative and valuable to the reader. While the exact formula Google uses to figure this out hasn’t been shared, some of the potential factors include:

  • The number of backlinks linking back to the page
  • How long the website has been publishing content in the topic area
  • Whether the web page’s content is relevant to the website/business
  • Whether or not the content satisfies user intent (e.g. to find out more information or get an answer to a question)
  • How much time users spend on the page

Now back to YMYL.

In the eyes of Google, YMYL includes websites and businesses that can influence people’s happiness, health, safety or financial stability.

Google pays extra attention to the E-A-T score of YMYL websites, so it’s important to be aware of the expertise, authoritativeness and trustworthiness of your content if your business falls into this category.

RELATED: The fundamentals of content: 3 things to get right.

What types of businesses does YMYL apply to?

YMYL applies to web pages that, if inaccurate, untruthful or deceptive, could negatively impact a reader’s life or finances. This includes content categories such as:

  • News and current events
  • Government and legal information
  • Finance
  • Shopping
  • Health and safety
  • Content related to big life decisions, such as buying a house or choosing a university

Businesses that could be considered YMYL include:

  • Doctors, dentists and other medical practitioners
  • Accountants and financial advisers
  • Lawyers
  • Real estate agents
  • Beauty salons

Essentially, if your business deals with anything that could significantly impact someone’s life or wallet, it’s probably a YMYL business.

How do I create YMYL-friendly content?

The short answer is be as accurate, informative and transparent as possible. Stick to topics that you consider yourself to be an expert in, and back up claims with relevant sources.

As a general rule of thumb, Google ranks content that is:

  • Relevant and helpful to the audience
  • Truthful
  • Published by an expert
  • Recently posted or updated

Curious to learn more? Download our free eBook: How to build an authoritative and trustworthy online presence.

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What are local citations in SEO and why are they important? https://www.yellow.com.au/business-hub/what-are-local-citations-in-seo-and-why-are-they-important/ Wed, 05 Oct 2022 03:37:16 +0000 https://www.yellow.com.au/?post_type=hub&p=6504 Local citations are just one part of search engine optimisation (SEO) that improves your business’ visibility online and makes it easier for...

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Local citations are just one part of search engine optimisation (SEO) that improves your business’ visibility online and makes it easier for people to find you.

They’re especially important for small businesses, because they help get you in front of potential customers who are in your area and looking for products or services related to your business.

But what exactly are local citations? Here’s what you need to know.

What are local citations?

Local citations are any mention of your business’ name and contact details online. They can appear in search engine results, business directories, social networks and anywhere else people might be looking for information about local businesses.

Citations not only make it easier for people to find out about your business online, they also help search engines verify the legitimacy and trustworthiness of your business. In fact, it’s believed local citations are one of the most important ranking factors for local SEO.

The most common types of citations include:

  • Search engines – Google, Bing and Apple
  • Business directories – such as Yellow Pages Online, Facebook and Yelp
  • Industry-specific citations – such as professional association and guild websites
  • Unstructured citations – any mention of a business on pages that aren’t specifically designed for business listings, such as blogs, news sites and government databases.

RELATED: Why local SEO is worth the time and investment.

How local citations benefit your business.

Local citations are essential for boosting your online presence and can benefit your business by:

  • Improving your search engine ranking: Review sites and business directories generally rank highly in search engine results, and citations can also indirectly improve the ranking of your business website.
  • Making it easier to find you:  Each citation you have online offers a path to your business for people interested in the products and services you offer.
  • Growing your link equity: Online directories and business listing websites allow you to add a link back to your business website, helping you build link equity for your website (beneficial for SEO).
  • Improving your online reputation: Directory sites and other citation sources often enable customer reviews, giving you the opportunity to build a positive online presence.

RELATED: How to get more online reviews for your business.

How to build your local citations.

Claiming your Google Business Profile and Yellow Pages Online listing is a great place to start when it comes to building local citations.

From there, take a look at the different citation sources out there to figure out which ones are appropriate for your business. Some directories to consider include:

The more relevant business listings you have online, the more visibility you’ll be giving your business. One important note: make sure your name, address and phone number are correct and consistent across all listings, as this data is stored and used by Google when determining rankings.

Enhance your local citation portfolio and boost brand awareness by getting started with Yellow Pages Online today.

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What is duplicate content and why does it matter? https://www.yellow.com.au/business-hub/what-is-duplicate-content-and-why-does-it-matter/ Fri, 02 Sep 2022 05:34:46 +0000 https://www.yellow.com.au/?post_type=hub&p=6431 One the best ways to boost your website’s visibility in search engines is by creating valuable content that’s relevant to your target...

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One the best ways to boost your website’s visibility in search engines is by creating valuable content that’s relevant to your target audience.

And while it’s okay to take inspiration from elsewhere online, using copies of other other websites’ content (or repeating the same content on different webpages) can do more harm than good.

Here’s the lowdown on duplicate content – what it is, why it matters and tips to avoid it.

What is duplicate content?

Duplicate content is any content that’s the same as content on other websites or on different pages of the same website.

For example, if you copy a blog or even part of a blog from another website and post on your own site, it’s duplicate content.

Likewise, if you use the same block of text across multiple pages on your website, that’s duplicate content too.

Text that’s very similar to other text online can also be considered duplicate content.

In fact, for content to not be be considered duplicated by Google, it should be as close to 100% original as possible.

RELATED: eBook: How to create standout online content for your business.

Why is duplicate content bad for SEO?

SEO is all about improving the likelihood that your website will appear in search results when somebody searches for something related to your business.

Duplicate content can have the opposite effect and actually decrease the chance that your webpages will rank.

This is because when there are multiple webpages with the same or similar content, Google’s algorithm has trouble figuring out which page to display in search results and will generally try to pick whichever version is best.

So, if content on one of your webpages is duplicated from another website, your page may not rank at all.

What’s more, if you have the same or similar content across multiple pages on your own site, it could mean all of those pages struggle to rank.

RELATED: 9 basic SEO tips to help boost your Google ranking. 

Tips to avoid duplicate content.

The most straightforward way to avoid duplicate content is by creating fresh, original content yourself. Of course, that’s easier said than done when you’re a small business owner with limited resources – but quality over quantity is the name of the game here.

That aside, there are some other steps you can take to avoid duplicate content and fix related issues:

  • Use a tool to check for duplicate content. Tools like Siteliner will scan your website for pages with a lot of duplicate content. This a handy starting point for uncovering issues you might not have spotted.
  • Minimise repetition on your website. For example, instead of including the same paragraph about your business at the bottom of every page, add a link to a single page that covers all the details.
  • Consolidate or expand similar content. If you have several pages on your site that are very similar, consider expanding the content on each page so it’s distinct, or combine the pages into one.
  • Add 301 redirects. If you have multiple duplicated webpages (for instance, if you’ve restructured your website), add 301 redirects to send users and Google’s search bots to the correct page. Depending on your website, you can add 301 redirects either via your website management dashboard or by contacting your developer.
  • Be mindful of syndicated content. Sharing blogs and other content with or from other businesses can be great for building partnerships, but make sure to link back to the original page and ask others to do the same to avoid harming your ranking.

If you’d prefer to hand over the reins to an expert so you can focus on your business, Yellow Pages can help. Our experts can get you to the top of search engine results through a carefully crafted SEO strategy.

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eBook: A small business guide to technical SEO. https://www.yellow.com.au/business-hub/ebook-a-small-business-guide-to-technical-seo/ Fri, 02 Sep 2022 04:35:31 +0000 https://www.yellow.com.au/?post_type=hub&p=6428 If you’ve dipped your toes into the waters of digital marketing, you’ve more than likely seen the term ‘SEO’ floating around. But...

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If you’ve dipped your toes into the waters of digital marketing, you’ve more than likely seen the term ‘SEO’ floating around.

But did you know that there are two different types of SEO: on-site SEO and technical SEO?

While on-site SEO involves optimising the content on your webpages, technical SEO is related to the behind-the-scenes structure of your website – and they go hand-in-hand to make it easier for Google’s search bots, and humans, to find you online.

As the name suggests, technical SEO requires a little more technical know-how than on-site SEO as it generally involves activities in the back-end code of your website.

That said, it’s useful to understand the basics, because there are tweaks and improvements you can make yourself if you’re comfortable managing your own website.

If this is something you’d prefer to leave to the experts, understanding these basics will help you to know what red flags to look out for and what questions to ask when it comes to building and maintaining an SEO-friendly website.

In this free technical SEO guide, you’ll learn:

  • What is technical SEO?
  • Why is technical SEO important?
  • Site structure and navigation.
  • Crawling and indexing.
  • Page speed.
  • Tips and best practices to help you get started.

This is an essential resource for any small business owner wanting to grow their SEO knowledge base.

Click the download button below to get your FREE copy.

Download eBook

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What is SEO Checkup and how can it help improve your business website? https://www.yellow.com.au/business-hub/what-is-an-seo-checkup-and-how-can-it-help-improve-your-business-website/ Fri, 02 Sep 2022 03:26:25 +0000 https://www.yellow.com.au/?post_type=hub&p=6423 Most small business owners understand the importance of digital marketing in getting found online and attracting new customers. SEO, or search engine...

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Most small business owners understand the importance of digital marketing in getting found online and attracting new customers.

SEO, or search engine optimisation, is one essential piece of the puzzle that uses techniques to boost your visibility in search engine results, so it’s easy for people to discover you when they search online.

SEO can do wonders for your business, but it takes work. In fact, by some estimates it can take as long as 6-12 months before you’ll see results from your efforts. Not only that, but there are lots of different elements of SEO and it can be challenging to stay on top of them all.

Yellow Pages free SEO Checkup is a handy tool any small business owner can use to assess the performance of their SEO efforts and learn how to improve across key ranking factors. Here’s how it works.

What does the SEO Checkup include?

Our SEO Checkup analyses your business URL and online profile to check how well you’re performing against eight key ranking factors:

  • Alternative text. Also known as alt text, this is the written text that appears instead of an image on a webpage if the image fails to load. It’s useful for SEO because it helps tell search engine crawlers about the content on your webpages.
  • Backlinks. These are when other websites link to a page on your website (such as one of your blogs). Backlinks help indicate to Google that your site is trustworthy and authoritative.
  • Broken links. Links that don’t work can harm what’s called your ‘link equity’ and cause a poor user experience.
  • Business contact details. Contact details should be comprehensive and up-to-date anywhere you appear online.
  • Keywords. Your website and other online profiles should have a good variety of naturally incorporated, relevant keywords.
  • Google Business Profile page. We’ll check whether you have a Google Business Profile, and if so, whether it’s optimised for search with relevant business information and content.
  • Mobile friendly. We’ll look at your website’s mobile responsiveness, which is an essential factor in SEO.
  • Page titles and descriptions. This is the text that appears in search results for each of your webpages, and it should be keyword-rich, the right length and include a clear call-to-action.

What will the results tell you?

You’ll be given an overall score out of 100, with each of the SEO elements rated as green (good), orange (room for improvement) or red (poor). The report shows high-level, easily-digestible information coupled with explanations and tips – so you don’t need to be a guru to understand it.

Our SEO experts can also provide more in-depth information and even check your performance against other ranking elements if you’d like to learn more.

Ready to get started?

Take the SEO Checkup today

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On-page SEO vs technical SEO: what is the difference? https://www.yellow.com.au/business-hub/on-page-seo-vs-technical-seo-what-is-the-difference/ Fri, 02 Sep 2022 02:46:06 +0000 https://www.yellow.com.au/?post_type=hub&p=6418 If you’ve dipped your toes into the waters of digital marketing, you probably will have seen the term ‘SEO’ floating around. SEO...

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If you’ve dipped your toes into the waters of digital marketing, you probably will have seen the term ‘SEO’ floating around.

SEO stands for search engine optimisation and it’s the practice of improving your website so it appears higher in Google search results. It also covers anything you do outside your website to improve your brand’s visibility in search engines (for example, getting a Yellow Pages Online listing).

SEO is important for every business, because the easier it is for people to find you through a Google search, the likelier it is they’ll get to know your brand and even become a customer.

That said, if you’re not familiar with it, it can be tricky to wrap your head around the different elements of SEO and how they can help your business.

So today we’re covering one of the fundamentals – the differences between on-page SEO and technical SEO.

What is on-page SEO?

On-page SEO, also called on-site SEO, is the process of optimising the content on your website to improve both your ranking in Google (and other search engines) and your user experience.

At its core, on-page SEO involves making it easier for Google’s search engine algorithm, and humans, to understand what each page on your website is all about.

This includes things like:

  • Creating fresh, quality content. Website content that is relevant, original and easy to understand is crucial for on-page SEO and helps establish your expertise, authoritativeness and trustworthiness (E-A-T) with Google.
  • Metadata optimisation. Metadata is the information that appears on search engine result pages (SERPs) for a webpage. It includes the title of the page and its meta description (the text below the title). Metadata should contain relevant keywords, be clear, concise and relevant, and compel the reader to find out more.
  • Keyword optimisation. Your website’s content should naturally include a variety of keywords that are relevant to your business and to the content topic.
  • Heading tags. Heading tags (H1, H2, H3 and so on) separate the sections of a webpage and make it simpler for both humans and search engines to skim and understand.
  • Image optimisation. Including images in your content helps boost visibility in Google Images as well as general SERPs. Image metadata (titles and alt tags) also gives you another opportunity to rank for specific keywords.
  • Structured data. Structuring the content on your webpages in bullet points, ordered lists and tables makes it more digestible for visitors and search engine algorithms. It also increases the likelihood that a page will appear as a featured snippet.

RELATED: Does getting on the first page of Google really matter?

What is technical SEO?

Technical SEO is related to the behind-the-scenes structure of your website. Rather than focusing on the content of your webpages like on-page SEO, technical SEO is concerned with making sure your website is set up so that search engines can easily find, organise and display your webpages in search results. This is known as crawling and indexing.

As the name suggests, technical SEO requires a little more technical know-how as it generally involves activities in the back-end code of your website. This includes steps such as:

  • Creating an XML sitemap – telling search engines about the pages, images and videos on your website.
  • Optimising your site’s architecture – organising your site in a logical and neat manner
  • Optimising your URL structure – choosing a clear, logical naming convention for your webpages.
  • Adding a robots.txt file – telling search engines which pages to index and which not to.
  • Adding breadcrumbs – including a trail of links on each page that guides users back to the start of their journey on your website.
  • Adding 301 redirects – redirecting URLs to tell your visitors and Google when a page has moved to a new location on your site.
  • Conducting a content audit – updating or removing non-valuable or duplicated content on your site.
  • Optimising page speed – making sure all the elements on your website load quickly.
  • Optimising for mobile – making sure your site is easy to view and navigate on mobile devices.
  • Adding schema markup – including pieces of HTML code to give search engines more information about the content of your webpages.

On-page SEO vs technical SEO checklist.

(Click on the image to download.)

Why you need both on-page SEO and technical SEO.

A solid small business SEO strategy focuses on both on-page and technical SEO.

A website that is clearly structured makes it easier for humans to navigate and ensures search engines can find, organise and display pages in search results.

Just as importantly, a website with fresh, valuable and optimised content provides a great user experience and signals trustworthiness to Google, which in turn leads to higher rankings in search results.

That said, Google alone makes hundreds of algorithm updates each year, which can make it challenging for the average small business owner to stay on top of the latest SEO strategies.

The team at Yellow Pages keeps our customers’ websites healthy by using advanced tech to detect these changes and strategise accordingly.

In fact, 90% of the keywords we work on appear on Google’s first results page within six months. Interested in learning more? Check out Yellow Pages’ SEO services for small businesses.

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How to optimise your website for voice search. https://www.yellow.com.au/business-hub/how-to-optimise-your-site-for-voice-search/ Fri, 02 Sep 2022 02:36:22 +0000 https://yellow.sensis.wpengine.com/?post_type=hub&p=2025 “Ok Google, how do I optimise my website for voice search?” Whether you’re talking to Google, Siri, Alexa, or some other virtual...

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“Ok Google, how do I optimise my website for voice search?”

Whether you’re talking to Google, Siri, Alexa, or some other virtual assistant, technology has made it easy to look anything up online without lifting a finger – literally.

This tool is becoming increasingly popular, with one study showing that 57% of Australians use voice search. Likewise, more than a quarter of Australians own a smart speaker, with 67% of owners using their speaker daily.

Naturally, business owners should be looking to ensure their websites include voice search SEO. Here are some key tips for voice search optimisation.

Tap into local searches.

Voice search is used often to find local services and stores. Consumers can ask their virtual assistant anything from ‘what is the closest Italian restaurant near me?’ to ‘how late is Chinese Noodle House open?’.

These types of question-based search queries have sparked an influx of keywords like ‘near me’ popping up in on-site content. Another common way people are searching is by saying the service they are looking for followed by the name of their suburb or city, for example, ‘Italian Fitzroy’.

To make the most of this trend, make sure your business is listed on relevant local online directories, such as Google Business Profile and Yellow Pages Online. Also focus on optimising your website for local searches with relevant keywords and content.

Use conversational keywords.

A clear difference between people typing in search terms, and saying them, is the phrasing itself.

Instead of entering a few basic keywords, searchers will ask a complete question.

For example, instead of typing ‘hair products dry hair’, a user might verbally ask ‘what are the best hair products to use on dry hair?’

This search term is much more conversational, and is considered to be a ‘long-tail’ keyword. This means that business owners should be incorporating more conversational keywords into their website copy in order to pick up these hits.

Improve your page speed.

Page speed has long been a major player in search results, and it will continue to play a large role in voice search for Google and other search engines.

Page speed refers to how quickly your webpage loads, and it is important as not only will users give up within mere seconds if a page doesn’t load fast enough, Google won’t rank you particularly well, either. For voice search, when the user is in a hurry to find an answer, this window of time is even more important.

Speed up your webpage to avoid a high bounce rate due to a lagging page load time. You can do this by optimising images, enabling browser caching and other simple tricks.

RELATED: Quick fix – 7 ways to improve website page speed.

Include an FAQ section.

People regularly use voice search to ask questions, and one of the most direct ways to provide answers to those questions (and boost your visibility with potential customers) is to build an FAQ section on your website.

Tools like AnswerThePublic make it easy to find out what people are asking in relation to your business. Once you have a set of relevant questions to work from, create keyword-rich, helpful answers of around 100 words to include in your FAQs. As a bonus, this kind of content is also great for increasing your chances of appearing in featured snippets in Google search results pages.

Check your website’s mobile responsiveness.

20% of all mobile web searches are made using voice search, so it’s essential to make sure your website is as easy as possible to view and navigate on mobile devices. Google’s Mobile-Friendly Test is a quick way to see how your website shapes up, and the results will include suggested fixes for any identified issues.

Get your SEO strategy sorted.

Optimisation for voice search relies heavily on SEO strategies such as using the right keywords, structuring your website properly and building out relevant content.

If you need help in this area, the Yellow Pages team utilises a combination of best-practice SEO techniques to deliver effective strategies that are easy to measure thanks to clear and transparent reporting.

Find out how Yellow Pages can help you rank for voice searches and grow your business through a clear, targeted SEO strategy.

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Why great SEO is so much more than just keywords. https://www.yellow.com.au/business-hub/why-great-seo-is-so-much-more-than-just-keywords/ Fri, 02 Sep 2022 02:00:29 +0000 https://www.yellow.com.au/?post_type=hub&p=5624 We’ve talked before about SEO strategies for small businesses, and you probably already know that keywords play an important role in increasing...

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We’ve talked before about SEO strategies for small businesses, and you probably already know that keywords play an important role in increasing your business’ visibility in search engines.

Knowing how to incorporate keywords into your website content and online listings can go a long way when it comes to helping customers discover your business. In fact, 71% of marketers say using strategic keywords is their number one strategy for SEO.

That said, there are many other factors at play that can impact your ranking in search engines and boost your SEO efforts.

So, what else should you be focusing on with your SEO marketing strategy?

Backlinks.

A backlink is any link from another website that leads to your business’ website. As you can imagine, backlinks are a great way to organically direct traffic to your website, especially if they come from a reputable source.

But the benefits of SEO backlinks go beyond that. Having links from a variety of trusted sites back to your site can significantly impact your ranking in search engines. This is because they signal to search engines that other websites trust your content.

To learn more, check out our guide to SEO boosting backlinks – the what, the why and how to get them for free.

Customer reviews.

Positive reviews are crucial for small businesses – there’s no doubt about that. But what you might not realise is that customer reviews also impact your SEO performance.

According to research by SEO software provider Moz, customer reviews are one of the most important factors that Google’s algorithm uses to determine a page or website’s search position.

So how do you encourage customers to share their opinion? Find out with our article on how to get more online reviews for your business.

Online directory listings.

When you list your business on online directories like Google Business Profile and Yellow Pages Online, your business will pop up in search results when customers search for relevant keywords related to your business and area. This includes searches such as ‘[Business] near me’ and ‘[Business] in [Suburb]’.

Having up-to-date online directory listings is especially beneficial for local SEO, which means you’re more likely to be found by local customers rather than just people who are searching for your products or services.

Want to know more? Read our guide to why local SEO is worth the time and investment.

Schema markup.

Schema markup is code that you put on the HTML of a web page to give search engines more information about the content of that page.

When schema markup is added to a web page, it typically creates an enhanced description, commonly known as a ‘rich snippet’. Rich snippets make your web pages more engaging and attractive to users, which increases the likelihood that people will click through to your website – indirectly improving your SEO efforts.

It sounds technical, but in truth schema markup isn’t very difficult to add to your website. You can find out more about how to implement it in our free schema markup eBook.

Metadata.

Metadata describes the information on your webpages so it’s easy for both search engines and humans to understand what each page is about. The most common types of metadata to be aware of are:

  • Meta title tags: This is the title of a page that shows up as a clickable headline in search engine results. The ideal length of a title tag is about 60 characters, and it should contain relevant keywords while succinctly describing what the page is about.
  • Meta descriptions: This is the description that appears below the title in search results, and it should be about 160 characters. Although meta descriptions don’t directly impact search rankings, they’re an opportunity to encourage people to click through to your page – so they should be clear, concise and include a compelling call-to-action.
  • Heading tags: Heading tags are used to identify headings and subheadings within your content. They should contain relevant keywords and be used in order of importance, for example <H1> for the main headline, <H2> for subheadings and <H3> for pull-out points.
  • Image alt tags: Also known as alt text, this is the written text that appears instead of an image on a webpage if the image fails to load. It’s beneficial to include alt tags for images because it helps tell search engine crawlers about the content on a webpage.

Website page speed.

Page speed is the time it takes for a webpage to load, and it plays a big role in both SEO and providing a good user experience.

Data from Google shows that an increase in page loading time from one second to just three seconds means it’s 32% more likely that the user will leave the website without visiting another page. At five seconds this number rises by 90%.

If your website’s loading time isn’t cutting it, there are some simple steps that you can take to get up to scratch, which you can read about in our guide to improving website page speed.

Website structure.

Website structure is how all of the pages on your website are organised, and it’s a fundamental aspect of SEO. If your website’s pages aren’t ranking well, or aren’t ranking at all in Google, it could be due to a poorly-designed website structure or navigation.

On the flipside, if you get your website structure right from the get-go, you can be confident that all of your core webpages – and any subsequent pages you add – will be found by Google.

You can check out some practical, actionable tips to improve your website structure in our free eBook – A small business guide to technical SEO.

E-A-T: Expertise, Authoritativeness, Trustworthiness.

E-A-T stands for Expertise, Authoritativeness and Trustworthiness, and it’s part of Google’s algorithm that evaluates the quality of a webpage’s content. It’s not known exactly how Google figures this out, but some of the potential factors include:

  • The number of backlinks linking back to the page
  • How long the website has been publishing content in the topic area
  • Whether the webpage’s content is relevant to the website/business
  • Whether or not the content satisfies user intent (e.g. to find out more information or get an answer to a question)
  • How much time users spend on the page
  • External profiles on sites like Yellow Pages and Google Business Profile that provide context about the brand

It’s a good idea to keep E-A-T in mind when creating content for your website. You can find out more in our article on where and how to optimise your content, and take our free SEO Checkup to find out how your business is performing online.

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Your SEO content checklist: where and how to optimise your content. https://www.yellow.com.au/business-hub/your-seo-content-checklist-where-and-how-to-optimise-your-content/ Fri, 05 Aug 2022 03:30:42 +0000 https://yellow.sensis.wpengine.com/?post_type=hub&p=1163 With search engine optimisation (SEO) typically taking between three to six months to see results, it’s a good idea to get started...

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With search engine optimisation (SEO) typically taking between three to six months to see results, it’s a good idea to get started on your SEO strategy sooner rather than later. This handy visual guide takes you through the current rules that you should follow to ensure Google’s algorithm picks up your website in organic search results.

Note: You’ll need to have a top-line understanding of the back end of your website, so you know where to add things like metadata and page titles. Or, if you leave your content creation and publishing to someone else, run over this checklist with them to ensure they’re covering all bases.

E-A-T: Expertise, Authoritativeness, Trustworthiness.

E-A-T stands for Expertise, Authoritativeness and Trustworthiness, and it’s part of Google’s algorithm that evaluates the quality of a webpage. This includes paying attention to:

  • The expertise of the creator of the content
  • The authoritativeness of the content and the website
  • The trustworthiness of the content and the website

So, how does Google’s algorithm figure this out? The exact formula isn’t known, but some of the potential signals include:

  • The number of backlinks linking back to the page
  • How long the website has been publishing content in the topic area
  • Whether the webpage’s content is relevant to the website/business
  • Whether or not the content satisfies user intent (e.g. to find out more information or get an answer to a question)
  • How much time users spend on the page
  • External profiles on sites like Yellow Pages and Google Business Profile that provide context about the brand

YMYL: Your Money or Your Life.

Your Money or Your Life (YMYL) refers to content that, if inaccurate, untruthful or deceptive, could negatively impact a reader’s happiness, health, safety or financial stability. This includes content categories such as:

  • News and current events
  • Government and legal information
  • Finance
  • Shopping
  • Health and safety
  • Content related to big life decisions, such as buying a house or choosing a university

Google’s algorithms are designed to determine whether a webpage qualifies as YMYL content. If it does, it’s subject to additional scrutiny against Google’s E-A-T standards. In other words, it’s important to make sure your website content is as accurate, truthful and transparent as possible – otherwise it could hurt your search engine rankings.

Take our free SEO Checkup to find out how your business is performing online.

Take the SEO Checkup today

So, there you have it: SEO best practices in a nutshell.

There are loads of SEO blogs and SEO checkers out there with all sorts of advice and recommendations, but the truth is that Google simply wants your content to offer genuine value to readers.

If you can create content that’s fresh, informed and relevant to your audience, half the SEO battle is won right then and there. Instead of trying to stuff keywords in as many places as possible, think of them as a tool to find out what sort of things people are searching for, form ideas based on those searches, and help give your content context.

Above all, your content should be:

  • Clear and easy to read
  • Well-structured and broken up into digestible parts
  • Insightful and relevant
  • Original

RELATED: 11 free SEO tools to simplify your marketing strategy.

If your content fulfills all the points above and you’re following our SEO checklist, you’ve pretty much nailed it. Well done! Or, if you need a hand with your SEO, Yellow Pages’ team of experts is here to help – in fact, 90% of the keywords we target for small businesses appear on Google’s first page within six months. Find out more here.

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