Search engine optimization, or SEO, for San Ramon businesses, seems simple enough: arrange things on your web pages so that your website is shown to searchers at the top of the list. But while the concept is simple, the execution has some common pitfalls for which one needs to watch, aside from the need for quality content, which is always the number one necessity.

For local businesses, it is very important to be sure to keep up with the local aspect of your SEO efforts. Google, especially, has business listings and makes an effort to serve results that relate to the location whenever possible. Because of this, there are several things you need to make sure are accurate.

Check the NAP (name, address, phone number) wherever your business is listed. This includes, but is not limited to, your site, social media, and the Google business listing. If there is any discrepancy, it will negatively affect your ranking.

Check for completeness of your local business listing. Besides the NAP information, you also need to be sure your website is listed, along with an email address, operating hours, location and directions, links to social media, videos, images, fax number, etc.

Check for not-quite duplicate listings. If there is another listing for your business in which some of the information is inaccurate, it can confuse people or frustrate them. There are tools to aid you in identifying duplicates so you can resolve them.

The photos you choose for your site and listing are also more important than you might think. High-quality photos for your Google business listing have been shown to result in more visitors clicking through to the website or driving directions. It is also wise to keep an eye on any photos that visitors may upload in reference to your business, to be sure they accurately represent you. If inappropriate photos appear, you will want to be sure to remove them as quickly as possible.

The architecture of the business website is also extremely important. Customers must be able to find their way around the site to the pertinent information – and so must the search engines, in order to serve the proper results to the users searching for your product or service. The larger the site, the more difficult it is to find proper information if the site is not properly organized. Taking the time to organize your site is well worth the effort.

One thing that many businesses overlook is the necessity to refrain from limiting themselves. When selecting a name and domain name, be sure to think broadly. If you select something like Purple Widget Parts, you are limiting color and scope, whereas if you choose something like Widgets for Everyone, you are much less limited. In the same vein, pay attention to the technology being used, as well. If your site is behind in technology – or unreadable by search engines (such as one done completely in Flash) – then it will mess up your rankings. These days having a site that is responsive – viewable on multiple devices – is extremely important.

While you continue to create great content for SEO, San Ramon, remember to pay attention to these other common pitfalls at the same time. Being aware will help you avoid them and make your website easier to find and navigate.