Interested in or thinking of growing your trading business online?
The Internet is a wide, wild, and competitive marketplace for any kind of business but it is especially true for countries with advanced internet access such as Australia. Nowadays, you can buy anything you need or want with just one click and it will be delivered to you immediately. For service industries such as maintenance trading, the internet is one big Yellow Pages where you can also have access to similar businesses all over the world.
With such a saturated market, how can you stand out as a trading business? Let us at TradesFormation help you start growing your business online by introducing SEO.
SEO stands for Search Engine Optimisation and it is a way of optimising a website to increase traffic and presence in the world wide web. There are several ways on how businesses can do search engine optimisation but we have to know first how search engines such Google, Yahoo, and Bing works and how it is different from Search Engine Marketing (SEM).
Search engines such as Google, Yahoo, and Bing have their own algorithms in extracting websites based on their relevance to the keyword used in searching. Google is the number one search engine as of today continuously updates its algorithm to make searching for us less complicated by properly ranking websites’ based on its relevance to the search.
Second topic we have to tackle is SEO’s difference from SEM. The main difference between the two is that SEO is mostly organic while SEM is paid. The second difference of the two is that in SEO, results take time to appear on your website analytics such as website traffic, search engine ranking, and bounce rate while in SEM, results are immediate because you are paying for them and in Google’s case it is by using Google Ads. And finally, SEO being an organic way of ranking in search engines needs more technical ways both from the front and back-end of the website while SEM does not need any technical skills from coders.
Now, let us dive in on important factors in Search Engine Optimisation that can significantly help tradies.
Ever since the beginning of search engines, content has always been the focal point of optimised websites to rank higher in search engines. Users will need keywords to search for the website they are looking for so your website must contain keywords related to your business for potential clients to easily find you from millions of competitors online. For example, as a maintenance trading business owner, you should have keywords such as “maintenance”, “plumbing”, “electrician”, or phrases such as “plumbers near me”, “affordable and reliable maintenance of water systems” and the like.
Content creation is also the easiest and cheapest way to optimise a website. You just have to know what your audience is interested in, know the keywords used in searching for your business, and determine other relevant topics to your website that you can write about.
Another important thing to consider is your website’s speed in opening each page. The faster your website loads, the higher it will rank on search engines like Google. To check your website’s speed, there are available websites on the internet that measure its speed and you can also download a Google Chrome extension called Alexa Traffic Rank that measures website rankings (local and global) and speed.
Once determined if the speed is slow or fast, there are on-page and off-page ways to improve your speed. It involves back-end coding to fix bugs and code bloat that slows down your website and front-end fixes such as minimising media uploads like photos and videos which may be heavy for the website.
In addition to page speed, user experience is also a factor in search engine optimisation. What does this mean? It indicates how a user navigates your website from landing page to other pages of your website. In using tools like Google Analytics to measure your website’s performance, you can also see how users jump from one page to another, how long they stayed on your website, and how often they go back to your website. These metrics are highly important in ranking high in search engines.
Off-page improvement involves back-end fixes that affect the overall performance of a website. These include website hosting, backlink acquisition, HTML codes, site mapping, and such. As a tradie, if you have no knowledge of these kinds of improvements, you may seek professional help from digital experts who can work on your back-end fixes. The improvements can greatly help your visibility online and thus giving you more prospects and potential profit.
We at TradesFormation hope that you’ve learned from this article regarding how you can use search engine optimisation as a way of marketing for tradies in order to improve your company’s performance! Good luck, Tradies! Check out also our free online labour rate calculator to assist you in your business decisions!