Exploring SEO : How Books and Mortar Does it Right

Books and Mortar , a local Grand Rapids books store, is notable for their unique stock of books, games, and gifts, but also their approach to digital marketing and in particular search engine optimization. Though their website is relatively new, most pages are text heavy and their aren’t many tags, it is always easy to find this shop’s website.

For a local business, having a successful website can be difficult, as there is often little funds for web development, internet advertising, and graphic design. But there are free tips and tricks that Books and Mortar employs that can help any local business be successful with basic search optimization for an organic search.

Making your Location Known 

The first strategy that is notable for this website is successfully linking their social media,email, and location to the homepage in tagged or anchored positions. As you see below the design emphasizes the location of “Grand Rapids, MI” and their address multiple times on the homepage, as well as mentioning it in each indexed page the website has.


Noting your location many times is important for search engines algorithms to notice. This will increase location based searches with key words relating to your business. When searching “bookstore grand rapids, mi”, Books and Mortar are mentioned in the first page, an ideal location for any small business to be.

The Beauty of Blogs and Linking

Another free strategy that Books and Mortar utilizes is having a blog that links back to their website. This helps a business communicate more of what they are about, while utilizing links and tags to increase the click-throughs to different pages on their website.  This can be replicated for any business, and can help increase traffic back to your site more so than your indexes on the website.

There are many strategies not mentioned that local  businesses can utilize to be as successful as Books and Mortar. This video gives an overview of all strategies and many options for a variety of local businesses to help draw potential customers to your site.

Overall, if you build a website that is cognizant of your brand and tells people what you are about, as well as other places you can be found, search optimization can come with little financial investment. Know that there are simple tips and tricks that can make any local business be as successful as Books and Mortar.





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