How to Get Top Search Engine Results
SEO is probably the most popular question among my clients. How do I get better search engine results? How do I get on the first page of Google? Or into the first spot? Let's tackle that last question first, because the answer matters.
First Spot vs. First Page — What Actually Matters
Your goal should be the first page — specifically the top 5–7 results. Studies show that spot #4 often gets more clicks than spot #1. Being #1 isn't as important as being in that top tier. And very few visitors ever click through to page two of results. So set two goals: first, get to page one. Second, work toward the top 5–7 spots. That's where the traffic lives.
Be Active on Social Media
As much as I don't like jumping on bandwagons, this is one worth joining. Social media activity contributes to search engine visibility — through increased brand awareness, inbound links, and signals of authority. You don't need to be everywhere, but you should be active on at least one platform and semi-active on one or two others. LinkedIn, Facebook, and Instagram are the most relevant for most small creative businesses. The more consistent and genuinely engaged you are, the better.
Update Your Site Regularly
Search engines don't like static sites. Consistent, regular updates signal that your site is active and worth re-crawling. There are many ways to keep content fresh beyond blogging:
- Highlight a client or recent project
- Run a promotion or seasonal offer
- List upcoming events
- Post surveys or polls
- Update your portfolio or services page
Blog Consistently
Blogging has compounding SEO benefits. It keeps your site regularly updated, builds your authority and credibility, gives visitors genuinely useful information, and creates more indexed pages — each one a potential entry point from search. It's one of the most effective long-term SEO strategies for small businesses, and it's entirely within your control.
Optimize Your Pages
Much of on-page optimization can be handled by your web designer — but as the person most familiar with your business and industry, you're best positioned to provide the inputs. Two things to give your designer (or handle yourself):
- Keywords: What do visitors type to find you? Provide targeted keywords for each page and write content that uses those keywords naturally toward the top of each page.
- Page descriptions: The meta description appears under your link in search results. Write a compelling, keyword-rich description for each page — your designer can refine them, but you're the best source for the content.
For a deeper look at on-page optimization, see 6 Steps to Improving Your SEO On-Page.
Build Inbound Links
The more quality links pointing back to your site, the better. Good sources: your local chamber of commerce, community groups, economic development organizations, industry directories, clients, vendors, and suppliers. Guest blogging and commenting genuinely on other industry blogs are also effective ways to earn inbound links over time. See Inbound Links: Building Your Website's Authority for a full breakdown.
Analyze and Adjust — Ongoing
Getting top search engine results isn't a one-time project. Search engines continuously refine their algorithms, and your competition isn't standing still. Google Analytics is a great tool to monitor how your site is performing over time. Review your data regularly, look for trends, and adjust your content and strategy accordingly. SEO companies specialize in this kind of ongoing monitoring and interpretation — but with the right tools and a consistent practice, much of it is manageable on your own.