A Lesson from Einstein: Optimizing your Local Business for Searcher's Task Completion
While Einstein's "Theory of General Relativity" primarily transformed the realm of physics, and our perception of the Universe at large, these concepts can also be applied to optimize local SEO...
The essence of Einstein's theory tells us that factors such as speed and location impact the Universe. Different individuals, at varying speeds and locations, may perceive things differently. Now, how does this tie into local SEO?
For the purpose of this analogy, Google is our Universe. Consider your business website and its current search-engine ranking. The competitive landscape in which your business operates will greatly influence your ranking potential. If you are a business offering a unique service in a specified locality with little or no competition online, it would be relatively easier for your site to rank higher despite any shortcomings on your website itself. Conversely, in highly competitive markets where multiple businesses vie for attention, the same website might struggle to make its mark.
Google aims to feature websites that best cater to specific search queries. It uses "searcher's task accomplishment" as a measure to determine which websites are most suited for display in its search results. Websites that fulfill search intent rank better. To keep up with this race on Google's radar, your business needs to provide superior answers to search queries compared to competitors. This is an intricate process likened here to the complexity of Einstein's Theory of General Relativity.
So what does "searcher’s task completion" entail and how can you ace it? This equation is made up of several components including:
Your website’s loading speed
The aesthetics of your website. In the face of competition, looks matter. Have you ever felt comfortable shopping in a dusty grocery store?
The quality of content on your website that describes what your business offers
The mobile-friendliness of your website
The organization of your website. Can visitors easily find what they are looking for?
What sets your business apart from the competition? This could be anything from pricing, testimonials, guarantees, etc.
All these elements and more come together to answer one question: Which website excels at "searcher task accomplishment?" Based on this analysis, you can devise a local SEO strategy that will yield significant rankings.
To begin with, identify who your competitors are. You can use Google search for phrases that potential customers use to find businesses like yours and study the websites that consistently rank at the top. This research will enable you to enhance your own site with better content, improved aesthetics and navigational ease. Remember, it's not about being the best at SEO but about having the best website tailored to cater to your specific market segment. To carve out a niche in a competitive market scene requires time and effort but rest assured that Google rewards those who go the extra mile over time.
A word of caution: never underestimate your competition and be prepared for ranking high on search engines to be a challenging task due to numerous factors at play. Your new web design might contain some elements which are not SEO-friendly.
SharpNet welcomes web designers and agencies onboard our team to build websites that serve as powerful tools for their clients. We extend top industry SEO Reselling Services for digital companies and direct SEO services for companies working with us.