Search Engine Optimization (SEO) is made up of a variety of approaches for increasing your website’s ranking and discoverability for searchers who use major search engines like Google. Having strong SEO is made up of a variety of factors, and your goal is to be listed at or near the top of Google’s search results when someone searches for keywords related to your business. Strong SEO should help grow the quantity of quality visits to your website.

Though many small business owners know or have heard SEO matters, often, they aren’t sure where to begin – and maybe you can relate. The truth is, while we wholeheartedly believe in the power of strengthening your SEO – something we explore comprehensively in Episodes 072, 073, and 074 – we believe there are foundational details of your business which may matter even more… at least before SEO becomes a focus. 

This week, we want to share what we recommend prioritizing before prioritizing SEO. Then, once you do begin strengthening your SEO, you will be working from a strong foundation – rooted in creating meaningful growth and success.

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What to Prioritize Before SEO

Welcome to Episode 165 of the Brand It, Build It Podcast: What to Prioritize Before SEO

As a small business owner, you know how essential a well-designed, purpose-driven web design is for your business success. When it comes to ensuring your business is discovered, Search Engine Optimization or SEO, plays a key role. Before wholeheartedly pursuing strengthened SEO, however, we believe there are essential priorities which should be pursued first – priorities for creating a strong and solid foundation through your web design. 

1. First and foremost, comprehensively review your web design’s brand details, color palette, and font styles. It’s common for creative business owners to make small updates to their web design over time. However, continuous updates can cause your web design to feel disjointed. Ensure you’re using your brand details accurately. By doing so, your web design will appear polished and more elevated — and better connect with your preferred clients and customers. 
2. Next, cohesively use your brand details within your web design. While your primary logo design is likely in place, consider incorporating secondary logos, patterns, or textures to create a beautifully-branded and original experience for your visitors. By consistently using your brand details, you’ll create a more established and credible online presence.
3. Create an experience-driven web design. Your website should mirror the exceptional, elevated client experience you provide your clients. Incorporate movement, detail, and texture to engage and captivate your visitors. By infusing personal touches into your design, you ensure that prospective clients feel connected and engaged every step of the way.
4. Review your copywriting. Beyond checking for spelling and grammar errors, make sure all the details of your offerings are up-to-date. Keep your content fresh and relevant, providing accurate information to your visitors. Your copywriting should communicate directly with your preferred clients and customers – and be reflective of the one-of-a-kind experience you provide.
5. Update your photography and videography regularly to showcase the quality and caliber of your work. Visuals play a crucial role in conveying your brand’s story and connecting with preferred clients. Ensure the images and videos in your web design showcase your best work and the type of work you’d like to do more of.
6. Review your website’s functionality. Double-check all the links to ensure they are working correctly and leading visitors to the right place. Broken links can frustrate users and negatively impact their browsing experience – causing visitors to continue their search, explore other websites, and ultimately, choose another business beyond yours. 
7. Review your navigation menu. Your navigation menu serves as a roadmap for visitors to explore and engage with your business. Ensure it is user-friendly. Consider placing priority on the revenue-generating areas of your website, such as your services or products. Help your visitors easily find the content they are looking for, leading them towards your offerings and encouraging conversions.
8. Curate your portfolio. Your portfolio should showcase your best work or the type of work you’d like to do more of. Evaluate and organize your portfolio, ensuring it represents your expertise and the quality of your services. A well-curated portfolio helps build credibility and attracts your preferred clients.
9. Ensure your blog content is up-to-date. Use your blog as a platform to share recent work, demonstrate your expertise, and connect with your audience. Consider creating a content creation plan or schedule to ensure your blog stays up-to-date and optimized for search engines. That way, when you do pursue SEO, your blog will already serve as a strong foundation. 
10. Ensure your website is mobile-friendly, responsive, and user-friendly on all device types. Test your design on a wide variety of screens to ensure that every detail is displayed correctly – and that visitors can navigate seamlessly, regardless of the device they’re using.

Today, we discussed what to prioritize before pursuing SEO. By focusing on key elements like a cohesive web design, a user-friendly experience, curated portfolios, and more – you can lay a strong foundation for your business before pursuing SEO. Thanks for tuning in! 

About Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is a leading small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.