In 2018, small businesses looking to improve their online presence needed to focus on a combination of on-page SEO, technical SEO, and off-page strategies. The digital landscape was evolving rapidly, with Google continuing to refine its algorithms and local search features. This article explores key SEO insights from 2018, drawing on data and strategies from industry experts and case studies.
Introduction
The year 2018 marked a significant shift in how businesses approached SEO. With the rise of mobile usage and the increasing importance of local search, small businesses had to adapt their strategies to remain competitive. SEO blogs such as Backlinko and Ahrefs provided valuable insights into best practices, while companies like Cae Marketing offered tailored services to help businesses optimize their websites. The focus was on creating a comprehensive digital strategy that included optimizing content, improving site performance, and building a strong backlink profile.
On-Page SEO Strategies
On-page SEO is a critical component of any SEO strategy, and in 2018, businesses needed to ensure that their websites were fully optimized for both users and search engines. One of the key areas of focus was the optimization of title tags, meta descriptions, and header tags. These elements provided important signals to search engines about the content of a page and helped improve click-through rates from search results.
Content optimization was another crucial aspect of on-page SEO. Businesses needed to create high-quality, relevant content that addressed the needs of their target audience. This included not only the use of appropriate keywords but also ensuring that the content was engaging and easy to read. Internal linking was also emphasized as a way to improve site navigation and help search engines understand the structure of a website.
For example, Cae Marketing's on-page SEO services included optimizing title tags, meta descriptions, and header tags. They also focused on enhancing content for relevance and readability, which helped improve user experience and search engine rankings.
Technical SEO Considerations
Technical SEO played a vital role in ensuring that websites were easily crawlable and indexable by search engines. In 2018, businesses had to address issues such as site speed, crawl errors, and duplicate content. Slow-loading websites could negatively impact user experience and search rankings, so optimizing site speed was a priority.
Structured data through schema markup was also an important consideration. By implementing schema, businesses could provide additional context to search engines, which could lead to enhanced visibility in search results. For instance, Cae Marketing's technical SEO services included implementing structured data and resolving crawl errors and broken links.
Site performance issues were another key area of focus. Businesses needed to ensure that their websites were optimized for both desktop and mobile users. This included optimizing images, leveraging browser caching, and minimizing the use of heavy scripts that could slow down page load times.
Off-Page SEO and Link Building
Off-page SEO was an essential part of any comprehensive SEO strategy in 2018. The focus was on building high-quality backlinks from reputable sources, which helped improve domain authority and search rankings. Link building techniques such as the Skyscraper method, Broken Link Building, and Resource Page Building were widely used.
Backlinko's blog was a valuable resource for businesses looking to understand the best practices in link building. Brian Dean's techniques, such as the Skyscraper method, involved creating high-quality content that could attract backlinks from other websites. This approach required businesses to research existing content on a topic and then create something even better that could be shared with others.
Local citation management was another important aspect of off-page SEO, particularly for businesses targeting local customers. Cae Marketing's services included managing local citations and directory listings, which helped improve local search rankings. This involved ensuring that a business's name, address, and phone number (NAP) were consistent across all directories and listings.
Outreach strategies were also a key part of off-page SEO. Businesses needed to reach out to other websites and influencers in their industry to secure backlinks. This required a personalized approach, with businesses creating valuable content that could be shared with others.
Local SEO and Google Business Profile Optimization
Local SEO was particularly important for small businesses targeting customers in specific areas. In 2018, the focus was on optimizing Google Business Profiles to appear in local searches. This involved providing accurate and up-to-date information about a business, including its location, hours of operation, and contact details.
Cae Marketing's local SEO services included optimizing Google Business Profiles and managing local citations and directory listings. They also targeted location-specific keywords to attract customers in a business's area. For example, a local bakery might target keywords such as "best cupcakes in Chicago" to attract customers in that area.
The importance of local citations was highlighted in 2018. Businesses needed to ensure that their NAP information was consistent across all directories and listings. This helped improve local search rankings and made it easier for customers to find and contact a business.
Google was increasingly being seen as a one-stop shop for local business information. Businesses that provided accurate and detailed information on their Google Business Profiles were more likely to appear in local search results and attract customers. This included information such as foot traffic, current gas prices, repeat customers, and gender-neutral bathrooms, which helped provide a more complete picture of a business.
SEO Tools and Resources
In 2018, businesses had access to a wide range of SEO tools and resources that helped them optimize their websites. Ahrefs was one of the most popular SEO tools, providing valuable insights into backlink profiles, keyword rankings, and competitor analysis. Backlinko's blog was another important resource, offering detailed guides on link building and other SEO strategies.
Small businesses also benefited from the expertise of SEO agencies that offered tailored services. Cae Marketing's SEO services included a range of strategies designed to meet the unique needs of small businesses. Their no-contract policy allowed businesses to adjust or cancel their plans with a simple 30-day notice, providing flexibility and freedom.
SEO tools such as Ahrefs and Moz provided businesses with the data they needed to make informed decisions. These tools helped businesses track their keyword rankings, analyze their backlink profiles, and identify areas for improvement. For example, Ahrefs provided detailed metrics on domain authority, traffic, and other key performance indicators.
SEO Visibility and Industry Trends
In 2018, the SEO landscape was also shaped by trends in visibility and industry growth. According to Searchmetrics, some of the leading domains in the United States saw a significant increase in SEO visibility on Google. This was attributed to improvements in on-page optimization, technical SEO, and backlink profiles.
The growth in SEO visibility was particularly notable for businesses that focused on creating high-quality content and optimizing their websites for both users and search engines. These businesses were able to attract more traffic and improve their search rankings, leading to increased visibility and conversions.
Industry trends also highlighted the importance of education and continuous learning in the SEO field. Businesses that stayed up to date with the latest SEO practices and tools were more likely to succeed in a competitive digital landscape. This included understanding how Google's algorithms worked and how to leverage local search features to attract customers.
Case Studies and Real-World Examples
Real-world examples and case studies provided valuable insights into the effectiveness of SEO strategies. Cae Marketing's case study on a national SEO client demonstrated the impact of a comprehensive SEO strategy. After working with the client for nearly a year, Cae Marketing helped them rank on the first page of Google for nearly 125 relevant keywords and in the top 3 positions for 80 competitive keywords.
This case study highlighted the importance of a long-term SEO strategy and the value of high-quality content and link building. It also demonstrated how businesses could achieve significant improvements in search rankings and visibility with the right approach.
Another example was the use of real-world data by Google to improve the accuracy of local search results. By leveraging device and credit card data, Google was able to provide more accurate information on things like foot traffic, repeat customers, and the length of visits. This helped businesses create more accurate and detailed profiles, which in turn improved their visibility in local searches.
Conclusion
In 2018, small businesses that focused on a comprehensive SEO strategy were able to improve their online presence and attract more customers. On-page SEO, technical SEO, and off-page strategies were all important components of a successful SEO plan. Businesses that optimized their websites, built high-quality backlinks, and managed local citations were more likely to succeed in a competitive digital landscape.
The insights and strategies from 2018 remain relevant for businesses looking to improve their SEO today. By focusing on creating high-quality content, optimizing site performance, and building a strong backlink profile, businesses can improve their search rankings and attract more organic traffic. The use of SEO tools and resources also played a vital role in helping businesses make data-driven decisions and stay ahead of the competition.