Search engine optimization (SEO) is critical for business success. It’s the digital marketing practice of improving website traffic from search engines like Google. For distributors of promotional products, it’s important that potential clients looking for branded merchandise can find these companies at the top of Google search results.

According to the most recent State of the Industry survey from ASI Research, more than a quarter of distributors say that growing their customer base is their top business challenge.

One of the primary ways for prospective clients to find a distributor to work with, and thus for distributors to build their business, is through a Google or social media search. According to Backlinko, it’s crucial for companies to rank high on Google in particular – less than 1% of people searching there bother clicking to the second page of results.

Here are seven tactics for improving SEO for small business.

1

Fill out the contact page.

Let search engines and social media platforms know where you’re located – that will help you appear to nearby prospects looking for promotional products in their area. Also make sure the information is consistent across all platforms where you have a presence.

2

Focus on the right keywords.

Be sure to include keywords on your website that are specific to your business. That way, search engines and social media sites will bring them to the top of prospects’ search results. If you’re not sure which specific keywords to use, enlist the help of a tool like SEMRush or BuzzSumo.

3

Explain your offerings.

Include keyword-rich content on your site about the types of products and services you offer, your mission and the type of customer you serve. Search engines will rank website hits based on how well they fit a user’s query. You can even enlist an AI tool like ChatGPT for help with writing – just make sure to proof the copy before publishing.

4

Keep information up to date.

Monitor your website consistently and make changes as necessary – you don’t want your site to rank in searches based on out-of-date information. Assume that your competition is also focused on SEO, so continue to hone yours and regularly add fresh content to the site doesn’t become stale.

Less than 1%
the percentage of people who click through to the second page of Google search results.(Backlinko)

5

Be patient.

It takes time to see results from SEO efforts – sometimes several months. But keep at it and continue to hone it to stay ahead of your competition. Monitor your site, test where it shows up when you search different keywords and update it consistently to optimize performance.

6

Think beyond Google.

Google is important for leads searching for what your company offers, but other sites are gaining in popularity – think Reddit, YouTube and Instagram. Figure out where your potential clients spend most of their time and focus there first. Also be sure that your site is mobile-optimized.

7

Find an outside expert.

If you have the budget and are feeling pressured to find the time to hone your SEO strategy, consider hiring a firm to help you. They can take the time and leverage their expertise to get your site ranking high in leads’ and prospects’ web searches.