Hello again, and welcome to the definitive guide on leveraging the power of Google to help sell your UK based business. This post (being part 2) is a continuation of the topic we started in part one. If you’d like to access that post, please click here:
Just to recap, we have discussed a few strategies and introduced the idea of you having your very own business for sale page.
Right, let’s dive in:
H2 What content should I put on my business for sale page?
I’ll talk about specific keywords you might want to use shortly but first it’s important to note that Google WANTS you to appeal to your customer base, and when you do you are rewarded in ranking points.
It makes sense, if people are typing a phrase into the Google search engine, they find your site, are interested enough to click through to your site and then interact with the site then that’s a win win. Google sees your site as relevant and gives you the opportunity for more people to see you when they type that phrase (and other relevant phrases) the end result being, you are more likely to sell your business, faster.
For people to interact with your site then they need to find the site visually appealing, easy to navigate to find what they are looking for and they will also need to relate the information presented as relevant to their original search query.
If you rank in position number 1 on Google then Google is effectively saying that of all the millions of sites out there trying to rank for a particular phrase, that yours is the most relevant. It is because of this, when trying to rank a company for sale on Google I’ll always take a peek at those companies who are already ranking highly for that search term and look at the content.
Let’s try a new search term:
Accountancy business for sale.
This is a very general search term and is quite obviously one of commercial intent. As such, I am expecting to see ads on the Google SERPS (search engine results page) first. After which I expect to see sites that are dedicated to selling businesses, perhaps some that specialize in accountancy.
As expected, there were paid ads from business brokers and online platforms designed to help the business owner sell their accountancy practice. After which we have the natural search engine results – the results that Google have deemed as worthy to be at the top.
As before, let us see what that means in actual search results:
There were many more results and variations on the search term, but even if we were only going for the specific search term ‘accountancy business for sale’ then we can see there is an estimated 500 searches every month. If we use the 39% metric then retiringgaccountant.co.uk receives 195 leads every month purely for being at the top of Google.
If the page is well optimized then the monthly traffic to this site is likely to be much more than that. This is because Google ranks sites based on user intent. If Google feels that ‘accounting firms for sale’ for example is equally relevant and will result in positive user engagement for retiringaccountant.co.uk then the site will receive the majority of the 50 users searching for that phrase too.
What is it about the site that Google likes so much?
Quite a lot. Though as a content writer and Google geek there are certainly areas that can be improved upon which is good news for you guys wanting to outrank retiringaccountant.co.uk.
- The site is instantly relevant to my search query and quite clearly specializes in the buying and selling of accountancy firms.
- There is video content, increasing accessibility and giving the brand a personality.
- The video content entices people to pre qualify themselves before getting in touch. There is very much the feeling that this company is very selective about the accountancy firms that it will work with.
And there is the written content.
H2 Written content is still king on Google
Every page on your site must have a specific purpose and ideally 1 main call to action. The written information on that page must therefore appeal to web visitors who are searching for your specific content. This is where keywords come into play.
When I write content, I write firstly with the client in mind, using language and delivering the essential information that they want. Afterwards I then go through and look at keywords that have been used so that Google will be left in no doubt as to the purpose of that particular web page.
Looking at the relevant keywords on retiringaccountant.co.uk I can see the following:
- The word accountant is mentioned in the title 4 times.
- Sellers and sell is mentioned 8 and 3 times respectively in titles which points toward user intent (commercial).
- Accountancy practices is mentioned 11 times in titles and accountancy practice a further 14 times in titles.
- Buyers is mentioned 11 times.
This is just the tip of the iceberg. It is very clear to a Google crawler so far that this page is very focused around the buying and selling of accountancy businesses.
This, on it’s own is not enough to guarantee good ranking. User engagement is the secret sauce that will inspire Google to show your site to a wider audience. This is why my first step when creating content is to write with the end user in mind.
H2 Is your Google search phrase commercial?
One easy quick way to ascertain whether or not Google (and therefore your prospective users) will see a search term as commercial is to take a quick look at the results page. You will often see ads before the natural listings if the search term is intended to help people part with their hard earned money.
H2 How to find the right keywords to sell your business
There are paid for tools such as SemRush and Ubersuggest that can really help when it comes to effective keyword research for your business selling landing page that work very well, but I am going to guide you though a couple of free options.
- Google’s free keyword planner.
Answer the public is very user friendly and can be useful when it comes to generating content for blogs and web page content ideas, though I do tend to find some of their suggestions a little too generic.
Google Keyword Planner is a fantastic free resource but it does involve you setting up a Google ads account first. Once done you can put in keywords that you feel might be relevant and it will tell you how many times that keyword is searched for on a monthly basis together with suggestions for other keyword combinations and phrases that you may not have thought of that will give you the same result.
How does this work for you when selling your business?
If you are selling a business and you have a page dedicated to selling that particular business then take out a pad and paper:
- List everything you think a prospective buyer would need to know about your business.
- Now consult others and see if they have anything to add to (or take away from) your list.
- Look at other high-ranking business selling sites and note the information that they list, again amending your list as you go.
- Look at forums and social platforms to see the type of language your potential clients are using.
- Start to write. Make it simple and easy to follow. Remember business buyers are not necessarily experts in your field. They may just be businesspeople looking for a good money making investment so no tech speak unless it is completely necessary.
- Go onto Google Keyword Finder and look for particular phrases that people are searching for and adjust your written copy accordingly. This can be a tricky process, as it must sound natural, engaging and must still primarily appeal to your human audience rather than Google.
- Make sure there is a call to action (something you want the web user to do) and a way of collecting their email address for further communication (there are strategies around doing this that will be shared in our next post).
As much as I have advocated the use of a web designer to build a simple site I’d also advise employing the expertise of a content writer with a solid grounding in SEO (Search engine optimization) to take the hassle of writing effective copy for you. This will save you time and in many cases deliver a much better result.
If you want to give the writing a go however, steps 5 to 7 mentioned above are there to help you do just that.
Thanks for reading part two of this blog ‘How to use Google to sell your UK based business. I hope it has been helpful. Part three will delve more into the marketing strategy you can use to help sell your UK business on Google.
If you would like any information, or would like help buying or selling a business on WeSellAnyCompany.com then please click on the link here.