With all the things you have to do as an MSP during the course of a day, it can be easy to overlook your business website.
However, this could mean losing potential business. Your website is your primary lead generation and conversion platform. Ignoring it can lead to potential leaks in your lead capturing system.
And while most of your website’s management—that support your lead generation—remain admittedly static, there are some that keeps changing.
Did anyone say: “SEO optimization”?
Yes, keeping your website SEO-optimized is an ongoing practice, and if it already isn’t, it should be one of your top priorities. Reviewing and optimizing the SEO framework of your website on a regular basis can help your web pages perform better in the organic search.
So here are few of the major SEO practices and methods that you are better off with, than without, if you want to maintain a robust lead generating and capturing website.
1. Always provision meta description for your web pages
Adding meta description alone to a website page may not help rank higher on SERPs but it will definitely help prospective visitors know what the page is all about. When users have an idea of the information a webpage carries, they are more likely to click on it and visit it.
2. Make use of canonical tagging where appropriate
Sometimes, you might have several web pages that contain similar content. An example could be your service catalogue pages. Since these pages have duplicate content, it could confuse the search engine when making a selection as to which web page to display on SERPs in response to an organic search.
You might want to drive traffic to a specific page, but it’s possible that the crawlers might index some other page. This is where canonical tagging can help.
Through canonical tagging, you let the search engine know which page is the master page and which are the copies of it; which page needs to be prioritized during placement and which needs not to be.
3. Set up redirects for pages whose URLs need updating
Updating URL of web pages is quite a common practice. But remember, every time you update a web page’s URL, the previous link becomes nonfunctional. This could especially be a problem if a prospective customer gets directed to the web page via an inbound link. They will be landing on a page that no longer exists. Moreover, the search engine bots would also remove that webpage from the SERPs because they will treat it as a page that has been removed rather than relocated.
Therefore, always set up redirects to pages whose URLs need updating in near future.
4. Be consistent in the selection of your web domain representation
When browsing the internet, you might have come across two different versions of web domain addresses: 1) domains starting with ‘www’ and, 2) ‘non-www’ web domains.
For your web pages, you can use either of them, or you can even use both (‘www’ for certain web pages and ‘non-www’ for other web pages). However, it’s better to be consistent in your approach if your website to be ranked higher. Any of the two can be your preferred domain – the selection in itself does not affect your website’s performance on SERPs.
Keep these practices in check and we assure you, your website will never let a prospective lead slip away.
A BONUS read: 4 Tips that Help MSPs Deliver Incredible DRaaS to Their Clients
