When was the last time you conducted an online search and explored past the first page of search engine results? If you’re like the majority of search engine users, you probably rarely even bother to pay attention to websites that appear after the top five results. An effective website search engine optimization (SEO) strategy can help your funeral business website earn one of those top spots where your clients and potential clients are much more likely to see your content.
SEO is part of the broader category of search engine marketing (SEM) that also includes pay-per-click (PPC) advertising and other online marketing components. Marketers use SEO strategies to get more of the right kind of traffic to a website. Not only does SEO aim to increase the popularity of your website, but it also seeks to influence the relevance of your website to people who are searching for terms related to your business.
Understanding why it’s important to achieve good results is easy, but understanding how is a little more complicated because there are hundreds of factors influencing rankings. Let’s take a closer look at some of the factors that might be deterring your ability to rank well in search engine results, and what you can do to improve your funeral business website rankings.
The problem: You don’t have a keyword strategy for your funeral business website.
Fix it by: conducting research into the terms that matter to your clients and potential clients – and then creating content that provides a solution related to those keywords.
What’s the number one thing you can do to help your funeral home website perform well in search engine results? Create high-quality content that is meaningful for your audience. Google’s Keyword Planner offers a simple way to get started with keyword research to determine what topics matter to your audience, and there are numerous other tools that can provide robust reporting capabilities.
Selecting, using and monitoring keywords is an ongoing task, not a one-time project. Factors to consider when choosing keywords include relevance to your clients and potential clients, value to your funeral business and difficulty (the chances that you’ll be successful in earning a high ranking for a keyword). A funeral home blog is a great way to start using those keywords by publishing content that answers questions about funeral service you discover through keyword research.
The problem: You’re not using links to your advantage.
Fix it by: ensuring your website includes relevant internal links and providing content that earns backlinks from other websites.
Search engines use web crawlers to follow links and discover interconnected pages online. Their findings are used to develop search engine results that are relevant to the search term that was entered. To help make your website more user-friendly for your audience (including those web crawlers), evaluate your website architecture to identify and fix potential issues. If you have pages that aren’t effectively connected to your website via internal links, they’re difficult for search engines to index. That means you’re missing out on valuable opportunities for your content to get in front of the right people.
Another component of SEO is backlinks – the links placed on other reputable websites that take users to your website. These are more difficult to get, and one of the best ways to earn them is, again, through the content that you put on your website. Information that’s relevant to the people in your community is also likely to capture the attention of people who could provide beneficial links to your funeral home website.
The problem: You’re using outdated SEO strategies that won’t help (and could even hurt) your website.
Fix it by: keeping your website content in line with today’s SEO best practices, which focus on providing a great experience for the user.
Search engine algorithms are constantly evolving to help people find websites that are relevant to the information they want. They weren’t always so sophisticated, and unfortunately some website operators took advantage of opportunities to improve their search engine rankings without really providing value to people who need information.
Tactics like filling up your pages with keywords, purchasing links and creating pages and content designed only for web crawlers are no longer effective, and in fact could get your website penalized with a lower ranking. Plus, these outdated strategies can make your content more difficult to find or less trusted or useful for the people who you want to see it.
These are just a few of the factors that could affect your funeral home website’s ability to get a higher position in your search engine results. By periodically evaluating your website, checking on keyword performance and ensuring your website includes helpful content, you’ll earn a better chance of getting a favorable ranking.