Search Engine Optimization (SEO) done right is important for any industry. While there are generic best practices that apply across the board no matter if your company sells cars or cupcakes, there are also some tips that apply to specific industries. Here are a few quick SEO success tips if you work with Legal, Real Estate, Banking, Pharmaceutical, Education, Ecommerce and/or Technology companies:
• Think locally. There is a lot of search engine competition for generic legal terms like “divorce attorneys” or “personal injury lawyers.” To ensure you show up for the people who are looking for you, try to stick to location-based terms like “New Jersey lawyers” or “attorneys in New York City.”
• You want to be informative, but don’t go overboard with keywords that would make your content come off to search engines as spam. Also keep in mind who your target audience is – copy that is written from a lawyer’s perspective may confuse the average person on your site. You want to convey clearly and effectively what it is you or your firm specializes in, and how you can help them in a legal sense.
• Not only can having external reviews on your page help drive traffic, it can help your readers in making the decision to contact you. By sharing a link to your lawyers’ Avvo pages, your visitors can read how others have rated and reviewed your team. You can also add a link to your firm’s page on Avvo, thus having an external link that can enhance your SEO presence online.
• Similar to the legal industry, it will help you greatly in searches if you target locally – as chances are, potential customers are looking for houses in a specific neighborhood, city, school district, or state.
• Keep in mind that your website may also be serving as a guide to people searching in a particular area for their next home – so be sure to take advantage of that. Having information readily available about the town or city, as in sites of attraction, restaurants, schools, and other fun activities can keep people on your page longer and get them interested in what you have to offer.
• As the real estate industry is constantly changing, be sure to update your site frequently. This means not only fixing broken links, pages, and redirects, but also changing outdated information regarding apartments and houses to ensure that your visitors are seeing what’s present in the market.
• By using press releases, you can let your customers know what your branch has been up to, i.e. any software changes your computers will be using or additions to your branch that will benefit customers’ experiences, or continue to give them insight into what your branch can offer in terms of financial advising. By doing this, you’re keeping those who are already members of your bank in the loop and welcoming conversation. Patch and PRWeb are both great resources for companies to send press releases through.
• Be sure to list all branch locations on your website, and for specific branches, be sure to set up a Google Business account and have your address, phone number, and hours of operation readily available. Having this information accessible to consumers will make them take action in conducting business instead of having to take the time to dig out how and when they can contact you.
• Using social media can also be beneficial to your bank’s digital and SEO presence. It can help you create an online personality that will differentiate you from competitors, while also giving you the opportunity to have multiple platforms to connect with your customers. Additionally, social media is a particularly important component of millennials’ lives, and as they are gaining more power in the market, anything you can do to give your brand a leg up will be a strong advantage.
• If you are a pharmaceutical brand, chances are people are not looking for your product specifically, but the best treatment to remedy a condition. By having at least one page dedicated to information about the specific conditions and symptoms they are suffering from, you can effectively communicate why your product is right for them.
• Don’t try to outrank major healthcare sites like WebMD or Mayo Clinic. Search engines generally favor these sites as they are unbiased – not trying to sell one particular product or brand. Instead, optimize your page for specific keywords that would attract a patient to your site. Instead of using a generic keyword like “foot pain” try using a keyword phrase that is more what someone would need help for, like “medication for a heel spur.”
• Keep in mind that even if someone is on your page, they may not be aware of your brand name or generic drug name. Don’t go overboard with brand mentions in your site copy (otherwise, search engines may red flag your site as spam) but rather, bring it up enough that a patient would know after leaving your page what product you sell. An example of this might be instead of ending your page copy with “See why we’re right for you,” finish with “See why [X product] can help you today.”
• As is with every business, you need to somehow differentiate yourself from your competition. However, it is important to understand that in working with SEO for education, those who are doing their research are making decisions that will shape their lives. For many students, where they will attend college is the first major decision of their lives, so it is crucial in this environment to go above and beyond on your site to use keywords that students might be searching with, especially with location and academic programs, and fully optimize your page for this. Be sure to show students and parents what successes your school has accomplished and why you are the right choice for them.
• Create useful pages to keep prospective students and parents on your page. This can be easy-to-navigate information about financial aid, the admissions process, faculty and alumni, student life, athletics, academic programs, study abroad opportunities, research, or events. The more relevant your information is to visitors’ interests, the more they will interact with your page.
• Don’t forget to optimize for local SEO. Many students decide their university choices by proximity to their home or their dream city. Keep in mind that location is key and is a determining factor in what students are looking for.
• With e-commerce, products are frequently being sold out, replaced, or updated. It’s important to keep your content strong and organized. Set up products on your website using category and sub-category landing pages based on the broader subject people are looking for. This allows you to optimize the category page and add/replace products without impacting the static optimization approach.
• When you have products that have expired with no chance of coming back, don’t delete the pages without any additional action. Instead, be sure to permanently 301 redirect the expired product URLs to newer models if the products have been updated, or related products a buyer may be interested in. In doing so, you are telling the search engines that you want this new page to be ranked instead. You can still delete a page if a product is expired, as long as you implement a 410 status code that will tell the search engines that a page is not returning.
• Keywords are crucial for any brand’s successful SEO, but in a field that is so vast and diverse like technology, it is absolutely essential to choose the right keywords for optimizing your page. Being broad or specific depends on what a page is discussing or selling – so be sure to be aware of the power of meta description tags to help people find you.
• Know who your visitors are. Is your tech company targeted more towards people looking to learn the basics or professionals who use technology on a daily basis? Catering your keywords to the levels at which your audience uses them will help determine how relevant your copy will be to their searches.
As with any industry, don’t forget to get external links to your page and conduct link-building research and outreach, as Google relies on this factor in determining rank. Do you have any additional tips or advice for an industry not mentioned? Let us know in the comments below!