Want to give your promotional products company a competitive edge in the digital marketplace and rank higher in search engine results relative to your business? Then start implementing these search engine optimization strategies now.

1. Dig Into Google Analytics
This Google service tracks and reports pivotal information about your website, providing data that helps create a clear picture of your site’s performance and your audience. With Analytics, you can learn things like what browsers visitors most commonly use to access your site, get insights about referral traffic, and gain an understanding of what devices people use to visit your pages. Draw on all that and more to optimize your site to better attract target prospects.

2. Focus on Keywords
Consistently craft new site content that’s based off, and peppered with, keywords which ideal prospects would search to discover the products and services you provide. Incorporate the keywords into content copy in a natural conversational way; Google’s algorithms can sniff out spammy tactics like keyword stuffing and lower you in rankings.

Some keywords could emerge from niches you serve. For instance, if you specialize in serving the oil and gas industry, creating content based around hard-good promo products, branded apparel and corporate gifts as they relate to initiatives in that market would be smart.

To get keyword-fueled content right, do keyword research. This could begin as simply as making a list of topics relevant to your business. Then, within each topic category, write down words customers would likely use in searches on those topics. There are also tech tools, such as Keyword Magic from SEMrush, that can help with the research.

Did You Know? ASI distributors who have an ESP Website can add a custom content page to their site to help boost organic SEO results. ASI’s content pages feature a variety of designs focused on product inspiration and case studies. Learn more here. 

3. Make Your Site Mobile-Friendly
If you haven’t done this yet, now’s definitely the time. Consider: Two-thirds (63%) of Google’s U.S. organic search traffic originates from mobile (according to Merkle), and Google captures about 90% of search engine market share in the United States. Plus, Google gives preference to mobile-optimized sites in rankings, whether a searcher is looking on a desktop or smartphone.

In addition to having the necessary site architecture created so pages display properly on various mobile devices, you should populate your site with mobile-optimized content. To help with this, perform research on what mobile-friendly keywords are relevant to prospects and include them, and put the most compelling/helpful items toward the top of your pages so they load before anything else.

4. Optimize Content for Voice Search
Spoken searches are already a factor in SEO, and that influence is only going to increase. Ensure your site’s ready to rank high in voice searches by creating plain-language content that answers questions prospects would commonly put into search engines in relation to services/products you provide. Additionally, improve your page load speed, include keywords and phrases of local significance on your site, and leverage microdata that won’t be seen but that gets built into your site’s source code to give search engines more relevant information about your site’s content.

5. Weave an Intricate Web of Backlinks
Developing a diverse backlink web that features links from authoritative sources indicates to Google algorithms that your site is a valid repository of information, which can help bump you up in rankings.

Some low-tech ways to build links include: Provide testimonials to businesses you’ve partnered with and patronized and ask them to link back to your website; write a guest post for a blog or news source that relates to the industry or other topics and have the entity for which you’re crafting the content link back to your site; be interviewed/quoted as an expert business source in industry-related or local news podcasts and articles, asking that a backlink be provided when you’re mentioned.

Also, start your own blog and create high-quality content that others will want to share, cite and link to in their content. Try asking people in your network who have sites or blogs to link back to your site through in-content links, though be tactful about this. Additionally, list your site in valid niche directories and ones that are part of quality websites for a specific industry (like a trade association).