SEO Service
                     Welcome To 
 
The Small Business SEO Handbook (Search Engine Optimization) 
 
 
Your competitors are gaining ground on you if you're moving slowly or haven't started using search 
engine optimization (SEO) tactics as part of your overall marketing initiatives. 
In fact, since 93 percent of online experiences start with a search, you're still missing out even if your 
rivals aren't considering SEO. 
Here are the top ten things you can do to incorporate SEO effectively into your marketing plan: 
1. Set specific goals 
If you don't set specific objectives, it will be difficult for you to SEO SERVICE evaluate the success of your 
SEO methods, just like it is with any other plan. 
Why it's crucial: Without setting concrete objectives, you won't be able to assess the opportunity costs 
of your SEO efforts and you risk giving up too soon. 
For instance, it usually takes months to deploy SEO effectively. If you don't see results right away, you 
could be tempted to give up too soon. It's also possible that you will really experience some early 
benefits and a rise in conversions (i.e., traffic to your site), but it will be challenging for you to determine 
whether you could have further improved the traffic through other marketing initiatives. You'll struggle 
to scale your efforts as well. 
Consider what must occur for your company to be successful. Most companies see increased revenue as 
a result of success (and profits). 
One interim goal would be to increase the quantity of traffic to your site if, for instance, your business 
model depends on advertising. Your objective can be to lower your cost per conversion after 90 days if 
your revenue strategy involves the selling of a service or product. If used appropriately, SEO tactics can 
unquestionably assist you in accomplishing this. Lean Marketing 101: Setting Goals offers more 
information on goal-setting. 
2. Define conversions properly 
 
An action a user does on your website is referred to as a conversion. For instance, if you are most 
concerned with new user registrations, a user's registration on your site as a result of an SEO lead will be 
counted as a conversion. Any visitor who visits your site via an SEO link will be counted as a conversion if 
traffic is what you care about the most. 
Conversions are significant since you'll want to know how much it will cost to get each new conversion 
on your site. There are opportunity costs even if many SEO tactics have soft costs (your time to produce 
excellent content, for instance) (and often hard dollar costs).  Unless the worth of the client to you over 
time is so great that you're willing to pay MORE for the conversion cost than your profit for the initial 
transaction, you should aim to maintain the conversion cost below your profit from each transaction. 
Even if you solely consider the sweat equity of your SEO investment, you might discover that putting 
more of your own time into other forms of promotion will pay off for you in the long run.  
As much as possible, try to correlate conversions to the same outcome across all of your SEO activities. 
Multiple intended outcomes are OK, but switching back and forth between them is perplexing. 
Early on, we made the error of frequently modifying how we defined "conversion," which led to two 
issues. 
 
Due to the inability to evaluate conversion rates between campaigns, it firstly produced worthless data. 
It also made conversion a changing target, making it challenging to assess our performance. Making 
judgments and examining comparable indicators became considerably simpler once we decided on a 
defined conversion. At crowdspring, we currently gauge client conversions based on both the quantity 
of new users who join up and the quantity of projects that are uploaded as a result of a particular 
marketing approach. 
3. Leverage online tools 
 
You may use a variety of great internet tools to support your SEO campaigns. Many are not helpful. 
Some won't provide you with insightful responses. Others will be quite challenging to utilize. We include 
some of our favorite tools in the Tip below (some have free plans, others have modest monthly costs). 
You should locate one or more tools that assist you in carrying out your SEO approach. Without 
assistance, it will be tough for you to succeed. 
Why it's significant: If you don't learn how to use the fantastic tools that others have made for you, 
you'll rapidly get lost in the extremely intricate world of SEO. For instance, analyzing how your 
competitors are performing with their SEO methods is a successful SEO technique. Without the right 
instruments, this is exceedingly challenging to accomplish. 
Advice: Website analytics is one of the most crucial elements for any successful SEO campaign. For 
website analytics, there are numerous paid services. Some stand out, while others don't quite measure 
up. 
We adore Google Analytics and utilize it. It is powerful, cost-free, and simple to use. You won't be able 
to boost conversion rates for your SEO initiatives if you don't have access to extensive website analytics 
data. 
After taking care of analytics, you should find some solutions that may assist you with keywords. Here 
are some great resources that can assist you: 
One of our favorite tools is Surfer SEO. You can use it to find keywords and create compelling text. 
A free data-driven tool called EpicBeat aids in highlighting content trends. 
BuzzSumo is a good product that can assist you in finding the social media material that is most shared if 
you have a limited budget; the least expensive option is $99 per month. You can track how your material 
is disseminated on social media with the aid of their product. 
We at Crowdspring use SEMrush, a great paid tool that can provide thorough insights on the top 
keywords used in search engine marketing by your competitors as well as which of your competitors 
obtain the most organic search engine traffic. The most affordable plan is $69.95 per month. There are 
some free choices available with SEMrush as well, but they're not as as effective as the commercial 
plans. 
 
We also adore and regularly utilize tools from Moz, and we heartily endorse them (especially Moz Pro, 
which begins at $99 a month). You can investigate potential link-building opportunities with Buzz Stream 
(beginning at $24 per month). Although we haven't used Buzz Stream, we've heard wonderful things. 
4. Always A/B test 
 
Every company is unique. In general, what is effective for one business in terms of SEO might not be 
effective for another business. Because of this, it's crucial to consistently test multiple versions of pages 
(or specific page content) (called multivariate testing). You can't just replicate what a rival is doing and 
hope it would be successful for your company. 
Why is this important? Because you can't optimize your website to take full advantage of your SEO 
efforts unless you regularly test. You can keep your landing pages converting effectively by continually 
pushing your top-performing pages to outperform "challengers" (other pages you've produced to see 
whether they might perform better). 
Advice: It's simple to set up A/B testing (and multivariate tests) to evaluate various iterations of sites 
and content with products like Optimizely, a tool we use and appreciate at crowdspring. 
5. Pay close attention to the layout of the landing page 
The user experience is significant, perhaps even more so than the content. 
What Makes This Important The landing page on your website is the first thing a person will see after 
clicking your search result in a search on Google, Bing, or another search engine. So while creating your 
SEO-focused pages, take some time to consider where to send your users. 
In some circumstances, sending them to your home page is entirely acceptable (but this should rarely be 
your goal for SEO). 
In other circumstances, you should design unique landing pages that are specifically customized to your 
objectives. 
We've built specialized landing pages for hundreds of different terms, such as logo design, website 
design, stationery design, and many more, even though our homepage scores fairly well for many 
searches. For some categories, such as the book cover design page you see to the right, we have also 
been experimenting with different landing pages. 
Advice: Most people tend to disregard landing pages because they believe that once a visitor clicks on a 
search result, they will be able to navigate your site on their own. 
That is a perilous supposition. 
And it is untrue. 
Similar to this, many people overlook bounce rates. Bounce rates track the number of visitors that just 
visited that landing page and did not browse the rest of your website. While not a perfect indicator, 
bounce rates can help you determine whether some pages are more effective than others at retaining 
visitors on your site. 
The focus should be on optimizing for user intent rather than just keywords. Make sure your landing 
page content fulfills the promises you make in your search results in order to retain a person on the 
page. The excellent designers at crowd SPRING can assist you with web design optimization if you need 
it. 
Also bear in mind that page load time and how readily a mobile user can reach your page are crucial SEO 
considerations. For instance, pages that cannot be accessed from a phone may perform poorly in mobile 
search results. 
6. Lookup keywords 
 
You should put some effort into finding the keywords that would bring SEO traffic to your website. 
It might take some time. 
Find the terms your rivals are using to sell their goods or services by taking a look at them. Look at their 
HTML code's meta keywords for a wealth of information about the terms your competitors value (but 
keep in mind meta keywords have become much less important over the years). Utilize tools to 
generate word combinations, identify singular, plural, and other word variations of your target 
keywords. 
Take into account other tools that enable you to target your efforts somewhat precisely. For instance, 
few small businesses are aware that Facebook allows you to target very affordable advertising to 
extremely local audiences (see number 2 in that link). For instance, a bakery can create particular 
landing pages for those ads and target customers based on their zip code. In this sense, SEO-focused 
initiatives can complement sponsored campaigns (like search engine marketing/PPC). 
Why this is significant: The more specific your campaign, the better you will be able to identify what is 
and is not working for you. By doing this, you'll be able to cut expenditures while maximizing the benefit 
of your labor. 
Simply said, broad SEO tactics fail. 
You'll need to choose precise keywords and phrases, then concentrate your efforts on improving your 
search results for those. What are the top 2 or 3 results you get from a Google search for "crowdsourced 
logo design," for instance? Most people will either place crowdSPRING first or second. 
 
Tips: Be flexible while considering keywords. Exist any alternate, less well-known ways to use the same 
terms? Although long-tail searches can take longer, they might make it possible for you to develop your 
whole SEO strategy more quickly.  
Featured snippets in search results are another development that you should keep an eye on because it 
might affect your SEO efforts. Featured snippets are a direct response to a Google-generated search 
result from one of the outcomes. It is displayed first in search results and often has a significant impact 
on how effective SEO efforts are for a certain term or phrase. 
7. Put an end to unsuccessful initiatives and try something 
new 
 
You might occasionally seek a search result that you can never win. In most situations, this is because a 
lot of businesses, including your competitors, are vying for the same keywords or phrases. 
Even if you are successful in climbing the SEO ranks, maintaining your position is necessary for long-term 
gain. If so, explore alternative ways people can look for the same information and whether any of those 
longer tail results might be more useful. Alternately, try using a different set of words or phrases. 
Why this matters: It's crucial to consider all pertinent information, and it's true that more information is 
frequently preferable. Though it's not always the case. We delayed making adjustments too long in the 
early stages of our campaigns, which we later regretted when we realized that our efforts were merely 
not having an impact. 
Advice: How would you find your business if you were a service or product buyer? Which queries would 
you look up? Look at the search results that appear there and see what other websites are doing in 
terms of SEO. The words and phrases that other users have used to conduct similar searches are 
displayed at the bottom of your search results whenever you conduct a search. 
8. Make use of experts 
While some aspects of SEO may appear simple, good SEO is anything from simple. I've spent tens of 
thousands of hours studying SEO tactics, but I still have a ways to go before I can call myself an expert. 
Most importantly, the work is ongoing, especially for SEO, which, regrettably, is constantly changing and 
improving. Take advantage of experts in this field without hesitation. 
Some of these folks can be found in articles about SEO trends. You can also check out this excellent list 
from MOZ, which includes their list of recommended SEO/Web marketing experts, companies, and 
services. 
 
Why it's significant: All of the tasks required to carry out a successful SEO campaign can easily consume 
you. This may be a full-time position. for a number of people. Make sure there is benefit to you doing it 
when you devote your own time to these efforts. If there is, take use of it. 
Tip: The majority of folks will only require basic planning advice. Others will require direction along with 
action. Everyone is unique. When you hire SEO specialists, ask them what kinds of services they offer 
and how much those services cost. Take into account your needs, and think about starting out more 
simply (with less professional services) and expanding from there. If you can't yet afford professionals, 
you can also use some less effective tools. For instance, starting at $27 per month, Raven Solutions 
offers both technical SEO analysis and online marketing tools. 
9. Disregard the clamor 
 
It's pretty good to read some articles about SEO approaches and strategies. Most of it is incorrect and, 
more significantly, much of it is meaningless; it was written purely for clickbait. 
Why it's significant: Some SEO businesses are exceptional. Others are typical. Others, though, will harm 
your company. 
We have experience with every kind. 
For instance, there is a lot of chatter about various tactics that are not only ineffective but also costly in 
terms of SEO. These include employing doorway/gateway pages created for search engines rather than 
humans, cramming meta keywords with unnecessary terms, hiding information, and link farming (using 
networks of link "farms" to create cross-links among numerous sites). 
Advice: Avoid using unethical SEO methods (like the ones I listed above). Anyone who promises to 
provide you a top result in organic search should be ignored. 
There are no promises made. 
Anyone who claims they can run an SEO campaign in a few weeks should be questioned. Effective 
campaigns often take 3-6 months, especially for highly competitive keywords (or more). 
10. Remain committed to your business 
 
Write content for your audience and actual users, not search engines, even if you're using an SEO plan. 
This is particularly crucial in local SEO tactics. Instead of keyword stuffing, compelling stories produce 
unicorns in content marketing. 
Why this is significant: Many companies neglect to consider their community while creating content for 
their clients or consumers. SEO is crucial, but you shouldn't sacrifice your website's functionality to 
increase traffic, unless that is your only goal. Real and meaningful content will eventually attract the 
proper kind of visitors to your website. Don't give up early, quick earnings in favor of long-term 
prosperity. 
 
Optimize your writing for SEO, but avoid obsessing over it. When you provide quality content, SEO will 
eventually take care of itself. Do consider user experience and landing pages; they are both crucial. 
 
 
  
 
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