Step 1: Evaluate Your Current Standing

Chances are your website has been up and running for a while, but it’s not getting the traffic you want, or it’s not providing a high turnover for new clients. Starting at the Home page, look through each page and read each piece of content. Your website should have a consistent flow that brings a user to the answer for their question (within 2 clicks). If your website is taking too long to answer these questions, you will likely have a high bounce rate – and your website will start to be downgraded on Google and other search engines. Search engines want to find online searchers the right information right away. When the search engine crawlers see that a user is quickly bouncing back from your website, it indicates that there is unnecessary, or wrong information, on your page – taking away all credibility.

Step 2: Find Your Topics

Once you’ve created your ideal client, you can then do a bit of role play. Have them come to you for services. Put yourself in your ideal clients’ shoes, and think about the topics that you may discuss and any questions they may have. From this, you should be able to decide on common topics. If you’re a dentist, those common questions may include topics around: Pediatric Dentistry, Emergency Dental Care, & Insurance Policy, just to name a few. Compile your common topics into a list and don’t forget about your ideal client!

Step 3: Build Your Pages

Now that you’ve got your topics and keywords selected, all that’s left is to build your website’s pages.

Each topic you created will be its own page, unless it has a topic that is directly related to it – you can then merge the topics into one page. Don’t forget that less is more.


Now, remember those keywords we listed, you want to use them organically in your content. Be sure to also include your location in the content and keywords of your website. Your content should be created with the user in mind, not the search engine.

Step 4: Create a Reputation Building Plan

Google and online reviews are crucial in the modern world – They can essentially make or break your business. To keep your business ahead, it’s important to take control of your online reputation. If you haven’t already, register your business for the free online review platforms/directories.

Once you’ve registered and updated all accurate information, start to ask your clients to leave you a review. Search engines consider reviews when boosting websites to the top of the search query. Basically, think of a review as someone saying to Google “Yes, this website is legit, and this business does what they say”.

Step 5: Reevaluate & Analyze

Every month or so, take a look at how your website performed. You should be able to see where your users are coming from (social media, Google, etc.) and which words they are using to find you. You can take a look at your list of keywords that you previously made, and swap some of the less popular ones. Every day, the way people search online changes, to keep your business relevant, you need to stay on top of your content and keywords. Keeping your website modernized and accurate is one of the best ways to ensure steady growth.

Step 6: Stay Informed

Search engine optimization is a constantly evolving field. That’s why specialists dedicate their entire careers to it! Search engines like Google are always updating their algorithms and changing the factors that influence search engine results pages (SERPs). Following bloggers in the industry and staying up to date on SEO news will help you stay abreast of the latest. The Google Search Central blog, formally Google Webmasters blog, is a great starting point.

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