Optimizing coworking space websites for SEO

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The website you have will play a critical role in the success of your coworking space, whether you’re opening a new space, looking to increase membership, or nurturing members already there. There’s an option to help you, it’s SEO for coworking spaces. 

An average of 64% of the web traffic a site receives comes from organic search or visitors who arrive through a search engine like Google.

Are you able to imagine what your business would be like if your traffic increased by 64%?

It’s nearly impossible to drive that much traffic to your coworking space site without a Local SEO strategy for your coworking space. 

Having to see the bottom of your to-do list can be difficult as a manager or business owner. While it may seem daunting to add website optimization to your to-do list, we promise that it can be done.

This article clarifies what exactly SEO is, how you can get started, and why it is so important.

How does SEO work?

Using SEO, you can incorporate search engine-friendly features into your website in order to appear higher when people search for it.

Google, Bing, and Yahoo crawl websites regularly to determine the purpose of a site, its authority, and its audience. The crawled pages of your site are then indexed by search engines to appear in search results.

It’s critical to design your website with your target market in mind because these search engines use your website content and structure as context when determining your ranking.

Therefore, you should take into account what your target market asks in search engine queries when you are designing your website.

SEO isn’t just about bringing more traffic to your website – it’s about bringing more qualified visitors. A spike in traffic from SEO is great if it drives 1000 new visitors to your site, but if none of those visitors become members, is the spike in traffic really meaningful?

The goal is to drive quality traffic to your site – visitors who come to your site because you have an answer to a question they asked – so that you can convert them and, ultimately, generate revenue for your business.

Researching keywords

When your potential members search for coworking-related terms, they will find you using keywords. Keywords represent or define what is on a web page. Your webpage content should be optimized for search engines with the same keywords that your target audience will be using in their searches.

Choosing a target keyword is not as simple as you may think. That’s why I’ve outlined a few of the easiest and most popular strategies.

1. Engage your community

When researching keywords, one of the first things you should do is to talk to your current community. It doesn’t matter whether they answer a survey, participate in a focus group, or converse informally, your members will gain great insight into the typical Internet search habits of your target audience.

It’s important to understand the following when talking with members:

  • Which websites and blogs related to coworking people are visiting most frequently.
  • When they search for coworking-related terms (such as “coworking space in London,” “tips for coworking,” “what is coworking”) they typically find information on coworking-related topics.
  • Content they engage with or would like to see related to coworking. 

2. Search terms suggested by Google

Use the Google suggested queries feature to find out what your target audience is searching for. 

Many of us have experienced this: we type a term into Google and as we type it, Google auto-intuits how you are searching and suggests phrases and complete terms.

You can use Google’s suggested queries to gain a better understanding of what other searches your target audience is looking for based on a word that’s relevant to your optimization goal. 

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3. Associated searches with Google

The related searches at the bottom of Google search results may have caught your eye after you performed a Google search and were viewing the results. As Google shows you closely related search terms you might want to use as keywords, this is another great place to get keyword ideas.

4. Keyword Planner in Google AdWords

A more advanced SEO planner would benefit from the Google AdWords Keyword Planner, which provides insights into keywords in terms of competition and monthly searches.

In what sense does that apply?

Rank for a keyword is easier if there is less competition. If your website is targeted for a keyword with a high number of monthly searches, you’re more likely to drive traffic to it.

Low competition and high search volume are the best combinations for a keyword. It is therefore relatively easy for you to rank and begin driving traffic to a website if there are many people searching for a keyword, but not many other websites vying for the same top spot.

This information can be found in the AdWords Keyword Planner, which also offers suggestions for keyword groups related to whatever term you start with.

Content Creation

Content on the page enables search engines to better understand the topic of a web page, whereas keywords help them identify what a web page is about. 

The quality of content is taken into account by search engines when ranking pages, so it’s crucial to ensure your content is of the highest standard.

Basically, search engines don’t crawl pages simply to look for keywords and decide where to rank a page based on how often the keyword appears.

It can tell what spammy web content looks like and penalizes websites that host it. These engines know what content is useful, informative, and easy to read for their readers. Spend time creating quality content for your site if you don’t want to hurt your search engine rankings.

In your coworking website, what exactly is quality content?

The Google Webmaster Quality Guidelines outline the following basic principles:

  • Rather than optimizing for search engines, write pages for users.
  • Ensure you aren’t deceiving your users.
  • Search engine optimization tricks should be avoided. Consider whether an employee of a competitor website or one of Google’s employees would be comfortable explaining what you’ve done. Using the question, “Will this be of use to my users?” is another useful test. What would I do without search engines?
  • Your website should have something unique, valuable, or engaging. Differentiate yourself from others in your field.

As soon as your keyword research is complete, you may want to begin creating content that is not only focused on your domain, or that may attract users that are relevant to your content, and that you are interested in (Linkedin groups, Reddit, etc.)

Summing it up

The majority of users do not immediately buy the first product that appears on their screen. You can expect them to spend some time doing some research, looking at various spaces in your space, and verifying whether it will meet their requirements.

You’re strengthening your coworking space business’s position in the search engine results by making sure you’ve covered the top most important SEO factor correctly when it comes to local SEO. Coworking spaces can only gain visibility in the SERPs this way, resulting in increased customer traffic and higher profits.

About the Author

My name’s Semil Shah, and I pride myself on being the last digital marketer that you’ll ever need. Having worked internationally across agile and disruptive teams from San Fransico to London, I can help you take what you are doing in digital to a whole next level.

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