SEO for the self-employed
SEO (search engine optimisation) is a familiar term for most self-employed people with a website. However, in addition to the actual work, customer acquisition and leisure time, there is rarely enough time to deal with the Google ranking. SEO for the self-employed is therefore often outsourced to experts. However, achieving reach with your own website can also be easy. Once you have familiarised yourself with the subject, you can save a lot of time and, above all, money. If you do SEO yourself, you should always keep an eye on the latest developments.
I have been optimising my website for search engines for years. The result is that this article is currently being read. Over the last 10 years, I have experienced the changes in the online world first-hand. Every year I keep up to date with the latest trends and adapt my strategies for Google accordingly. Today, digital presence is critical to business success and SEO is the key to being and, more importantly, staying visible in the vastness of the internet. With the emergence of new technologies and changes in online user behaviour, traditional SEO strategies need to evolve. To this end, there are also some trends in 2024 that I have summarised in this article!
Why is SEO important for the self-employed?
SEO is crucial for self-employed people to be visible and competitive online. By optimising their websites in a targeted manner, self-employed people can ensure that potential customers can find products or services more easily. With an effective SEO strategy, the likelihood of ranking higher in Google and other search engine results increases.
Good keyword research is still the cornerstone of a successful SEO strategy, but unfortunately it is no longer enough. Google now places greater emphasis on evaluating websites not only according to keywords, but also according to the quality of their content and the credibility of sources. Anyone with a blog should create high-quality and relevant content for their target audience rather than stuffing their website with as many keywords as possible. Keyword stuffing is not appreciated at all. The focus is on emphasising expertise, offering added value and thus increasing the length of stay as well as social sharing.
The authoritativeness, i.e. the authority of a website in the respective industry, can be strengthened by backlinks from other high-ranking websites. Visibility in the search results ultimately leads to more visitors to the website, which in turn increases the chances of customer acquisition. Companies can use SEO to better address their target group and strengthen their online presence. The best thing about it: SEO for the self-employed may start slowly, but after a certain amount of time it brings sustainable and lasting traffic.
1. prioritisation of mobile-first:
Mobile optimisation is nothing new, but it will be twice as important in 2024. With the increase in mobile search queries in recent years, Google has continued to shift its focus towards mobile users. The introduction of the mobile-first indexing algorithm has meant that mobile optimisation for websites is no longer optional, but absolutely crucial. This trend emphasises the need for freelancers to make their websites responsive and ensure that they work smoothly on a variety of devices.
- Responsive web design: Implementation of a responsive design that ensures that the website is optimally displayed on different screen sizes. However, most modular systems include a built-in option for this.
- Optimise loading times: Fast loading times are crucial for the user experience. Reducing image sizes and minimising unnecessary scripts makes every website more efficient.
- Improve mobile navigation: Simplifying navigation for mobile users with clear menu structures and easy-to-understand call-to-action elements helps boost website rankings.
Overall, mobile optimisation is not just a passing trend, but a crucial strategy to stay relevant in the digital era and meet the expectations of modern internet users. With smartphones, tablets and other mobile devices, consumers have access to information anytime, anywhere. This is leading to a dramatic increase in mobile search queries as people increasingly search for products, services and local information on the go.
2. artificial intelligence (AI) and machine learning: the evolution of SEO for freelancers
With the unstoppable rise of artificial intelligence (AI) and machine learning, the SEO landscape has also changed fundamentally. Search engine algorithms are increasingly supported by intelligent systems that are able to recognise patterns, analyse data and make search results more precise.
A crucial factor is the integration of AI-based SEO tools to refine SEO strategies for the self-employed. These tools can efficiently process volumes of data to identify relevant keywords, perform competitive analyses and even make predictions about future search trends. Personalised user experience is at the heart of this, and AI helps to create tailored content for different target groups. Choosing the best SEO AI tools often depends on a company's specific needs and goals. However, here are my three favourite SEO AI tools that have saved me a lot of work over the years:
- Google's Natural Language API:
This tool from Google offers natural language processing functions that help with analysing content, keyword research and improving texts for search engines.
- SEMrush:
SEMrush is an all-in-one platform that offers various SEO tools. It enables keyword research, competition analyses, backlink checks and much more.
- Yoast SEO:
Although it's more of a WordPress plugin than a standalone tool, Yoast SEO is extremely popular for optimising website content. It offers guidance on how to improve SEO factors such as meta descriptions, URL structure and readability.
3. voice search and conversational SEO
The increasing use of voice-controlled assistants has revolutionised the way people search for information. The use of voice search, whether via smartphones, smart speakers or other devices, is growing rapidly. Conversational SEO refers to the optimisation of content that takes into account the natural language use of users. Instead of short keywords, spoken search queries tend to consist of complete sentences. Self-employed people should therefore design their website content to respond to questions and longer expressions.
Adapting to voice search requires not only the integration of relevant keywords, but also the creation of informative, clear and concise answers. Clever use of FAQ sections and structuring content in a natural, spoken form are key aspects of conversational SEO. By adapting their content to the language habits of users, freelancers position themselves optimally for the spoken search trend.
Bonus tip: Sustainability and Core Web Vitals
Google has increasingly focussed on the user experience, and the Core Web Vitals are a central part of this. At the same time, the topic of sustainability is gaining importance in society, which is of course also reflected in SEO trends. The Core Web Vitals are a group of website performance metrics that aim to improve the user experience on websites in terms of end device energy consumption. These include:
- LCP (Largest Contentful Paint): The time it takes to load the largest visible content on a page.
- FID (First Input Delay): The time between the first user input (click, tap, etc.) and the website's response.
- CLS (Cumulative Layout Shift): The visual shifts of elements on the page during the loading process.
Optimised performance according to the Core Web Vitals is not only rewarded by search engines, but also contributes significantly to visitor satisfaction. Search engines are therefore increasingly taking into account websites that implement sustainable practices. This can relate both to the ecological footprint of the website and to general corporate ethics.
There are various approaches to SEO for the self-employed:
- Environmentally friendly hosting: The selection of hosting services that rely on renewable energy sources.
- Reduction of resources: Optimisation of images and other resources to minimise loading time.
- Transparent sustainability practices: Communication of the company's own sustainable corporate practices on the website.
SEO for the self-employed: outlook for future developments
The future of SEO for freelancers promises continuous innovation and change. Increased integration of technologies such as augmented reality (AR) and virtual reality (VR) could influence the way users search for services online. The self-employed should be open to these developments and adapt their digital strategies flexibly. I am attentive to emerging trends in the SEO landscape and proactively respond to new technologies.
SEO for the self-employed is a complex topic. However, with a little input, the workflow comes naturally. The upcoming SEO for the self-employed course takes you through the topics of website design, keyword research, Google My Business and content strategy in a condensed format. Click here for the course page.
More from us
You can find business pictures and advertising shots in our extensive Portfolio.