Strategies for Effective Company SEO: Boost Rankings and Traffic

Optimizing a website for a company is a lot different than optimizing an eCommerce website or optimizing a blog since company websites consist of service pages at the top stages of website structure which are hard to market and generate rankings.

Optimizing a Website for a Company to Generate Rankings and Traffic

Optimize Services Pages

Services pages are the sales pitches to your ideal buyers and help you acquire customers at the bottom of your sales funnel. A company could be providing different types of services to its customers; thus, you must ensure that each service page is unique on its own.

Service pages are created to convert your ideal buyers into customers. Hence, when optimizing a service page, you should keep in mind that:

  • The service page portrays that you clearly understand the problems of your ideal customers and have viable solutions for them.
  • A service page should be optimized for its primary keywords that are specific to that service. It’s best to segregate these keywords from the distant and informational keywords.
  • If a service page has two different offerings, then each should have its dedicated pages.
  • If the business is local, then you can create dedicated pages for every location.

The content on a service page can include details about a particular service, samples of case studies to showcase your achievements, testimonials, and reviews to support your commitments, and a method to contact you (phone number, email, or link to contact form). All this helps you create a good user experience for your ideal buyers visiting the service pages.

Apart from these aspects, you need to keep other important SEO practices in mind as well when optimizing these pages, such as:

Research Keywords across the Entire Sales Funnel

Unlike eCommerce websites, where the intent is to sell a product, the purpose of a company’s website is to get recognition as a brand while trying to acquire customers in as many stages of the sales funnel as possible.

Thus, apart from just targeting keywords at the bottom and middle of the sales funnel, you can research keywords that are used by customers at the top of the funnel (awareness). It is important to know that such keywords should be used in your content marketing strategies or occasionally in the content published on the blog, instead of targeting through services pages.

You certainly shouldn’t target such keywords through Service pages since it will only decrease the quality of search traffic the service pages attract.

To ensure that you can implement this strategy accurately, creating user personas before starting your keyword research is a good practice.

Optimize Web Page Content and Metadata

Often, the home page of a company’s website gets the most attention on Search Engines. But if you can attract the ideal buyer directly on the service pages, it will make the conversion process easier for you.

Hence, you need to optimize your service pages to rank highly on SERPs, especially on the first page of Search results. To achieve this, write high-quality content, compress and optimize the quality of images on the pages, optimize the images for the web using alt text, and optimize page titles and meta descriptions.

Build a Strong Internal Linking Structure

Service pages don’t acquire links from third-party websites easily compared to other types of pages on a website. This is where a strong internal linking structure helps a lot in getting high rankings for the services pages.

Using internal links, you can pass the link equity to service pages from your other pages, such as homepage and blog pages, on which getting a link from third-party websites is a lot easier.

Other Factors

Apart from the important factors mentioned in the previous points, you can ensure that your website health is above average which can be achieved by focusing on technical SEO aspects of it. Here are a few important health factors of a website that you should check at least once.

  • Page Speed
  • Responsive Design
  • Sitemap
  • Website Structure
  • Core Web Vitals
  • Structured Data

Use Content Marketing to promote the website

Content Marketing helps you promote your website and create awareness for your company by producing high-quality content and using it as a promotional tool.

A part of the success of your website content on SERPs depends on your content marketing efforts.

Let me give a bit of clarity to my above statement. Not every visitor to your website comes with the intent to purchase your product or service. Some are trying to develop an understanding before making a smart purchase while some are just gathering information.

By targeting distant keywords at the top of your sales funnel, you can produce content that helps you educate your website visitors by helping them get a better understanding of your company and what you do, with an intent to convert them into your potential customers in the future.

Take wealth management as an example. People investing in wealth management services often do a lot of research before making a purchase, and it can even take them months to reach the stage of making a decision.

Apart from creating awareness and website promotion, it also helps you acquire links and generate authority for your content pages, which you can utilize to rank your services pages higher in SERPs.

Optimize Google My Business Listing and Knowledge Graph

You should also focus on improving the information in your Google Knowledge Graph as well as your local presence especially if the company operates in a local area or region.

For this, you can start by claiming your Google My Business profile. Ensure that your Google local listing has complete information related to the company, including the following key information:

  • Official Company Name
  • Address (if the company operates from one location or has different branches for different types of operations.)
  • Timings
  • Website URL
  • Phone Number
  • Latest images of the company’s location

It will help you accumulate Google reviews as well as connect to search users who are looking for your company’s information and have asked a question. Together, this will help you build a strong Google Knowledge Graph.

Moreover, you can use properties of Organization schema to include your third-party profiles in your Google Knowledge Graph information, such as links to social media profiles and links to profiles on review websites like G2 and Trustpilot.

Build Inbound Links

Acquiring inbound links (backlinks) on a company’s website gets quite challenging, especially since most third-party websites don’t want to link to commercial websites or web pages. Hence, naturally getting an outbound link on your website is a rare possibility, let alone getting links on service pages.

You can try to cover the gap using internal links to pass some authority to the important website pages. But unless you acquire some backlinks from high-authority websites, the service pages won’t appear in high positions on SERPs.

To tackle this challenge, you can try to accumulate backlinks from some niche-relevant third-party websites. Here are a few ways to get backlinks on a company’s website.

Try to Get Backlinks from Your Suppliers or Service Providers

Even if getting high-authority natural backlinks on service pages is next to impossible, you can still generate backlinks for such pages through your business relationships.

As a company, you might be purchasing some raw materials from some suppliers or getting business-related services from a service provider. You can reach out to the ones you have strong business relationships with and ask them to give you a link back to your service pages.

Try to Get Backlinks from Your Distributors

Similar to generating backlinks from your suppliers or service providers, you can also ask your distributors or businesses to whom you sell your products or services.

Even if they can’t provide you a link back to your service pages, you can ask for a backlink to your homepage or blog pages.

Try to Get Backlinks from Business Authorization Associations

Since you are running a company, you might have gotten authorizations from some Business Authorization Associations or entities, for either running operations in a local region or services on a national scale. Such organizations usually maintain a website of their own where they list the companies they have authorized.

These organizations could be non-profit, for-profit, or national or regional-level governmental bodies. However, some of these organizations come with a membership fee.

Setup Redirects from Your High Authority Websites

You might have some websites where you have accumulated decent domain authority. You can use the 301 redirection method to redirect the entire website to your new website or any internal page.

It’s best useful in scenarios such as you are rebranding the identity of your company and have built a new website for it, where you can set up redirects from your old website to the new one.

Setup Company Profiles on Web Directories and Business Review Websites

You can also set up and manage profiles on high-authority niche web directories and review websites, where you can accumulate reviews to increase your brand awareness.

These could be high-authority niche web directories, local listing websites, business review websites, and map listing websites.

Some of these websites are as follows:

  • Google Maps
  • Bing Local
  • Yahoo Local
  • Yelp (for local businesses)
  • Yellowpages (for local businesses)
  • Angi (for Home Services niche)
  • BBB (Better Business Bureau)
  • Merchant Circle (for local businesses)
  • Superpages (for local businesses)
  • Foursquare (for local businesses)
  • Tripadvisor (for Travel agents and service providers)
  • Trustpilot (B2C review website)
  • G2 (B2B software and services review website)
  • Clutch (B2B review website)
  • Nextdoor (for local businesses)
  • Justia / FindLaw / Avvo (for Law niche)
  • Zocdoc / RateMeds / WebMD (for Health niche)

However, you should know that the backlinks from such websites should be given to the homepage of your company’s website, to control any level of spam on your service pages.

Get Backlinks from Online Charity Websites

Apart from the above-mentioned strategies to get backlinks for your company’s website, you can also donate to any of the popular online charity platforms.

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