Online marketing strategies have really changed in the past five years. Did you even know that Google makes changes to its algorithm over 500 times a year and each of those changes has an impact on where your business appears in search results? I sure did not.
Remembering when Google discovered “top” websites in organic searches and found old friends, checked out Wikipedia or served as a lazy man’s spellcheck. And now, when it is more important than ever for your website to get found, it is paramount that you make “key” website search terms that rank your business higher which in turn will get your business found!
Tactics to Increase Your Web Visibility:
- Focus on Getting Reviews on the Top 3 Directories: Google, Yelp and Facebook. Even though fake reviews are a growing problem, they remain a leading trust-builder and key factor in consumer research. Remember to respond to both negative and positive reviews; many consumers watch for those responses to determine whether to do business with your company or not.
- Optimize A Google-My-Business (GMB) Profile. While your website is ever important, visiting your website will be the first action taken after reading reviews. Take heed of the little in-search-website that Google provides - your GMB profile answers many of the questions your customers or potential customers ask:
- Are you still operating during shelter-in-place orders?
- What is your phone number?
- What are your business hours?
- What services do you provide?
- What areas do you serve?
Google examines your GMB profile first when a searcher looks for your business or clicks on your business in maps… a good reason to make it a valuable resource your business is a good find. Currently it is a free tool that helps your business attract and win customers.
- Engage Customers on Social Media – Consider Facebook Ads. More people are engaging brands on their favorite social media platforms and using platforms like Facebook to search for local businesses. This is especially true right now as more people are at home ‘glued’ to their computers. So, this is a great time to post engaging content and interact with customers on your business social media pages ... engage, inform, and get to know them. Service businesses doing this are winning via Facebook Ads. And, doing so will be important when Google twilights the third-party cookies that drive targeted ads on its platform.
- Focus on SEO, Not Rankings. Everyone wants their website to rank No. 1 and they tend to panic when Google inserts yet another result before organic results. Not to worry – just ensure that your website is optimized, mobile-friendly, engaging/interesting, and informative. Do not obsess over rankings. Searchers are savvy to ads; they know that even if a website or ad is first, it may not be the best choice.
- Operate Where Customers Are. If your prospects and customers are on Facebook and Instagram (strongly likely), make sure you are active on those platforms, answering questions, replying to messages, and providing helpful information. The point is that your reputation is more than just what your website says about you. And your customers have expectations that you will respond in a timely manner, engage with them, and provide feedback … so think about your online presence holistically.
Suggestions to Explore: Review all your “messaging” right now - check for tone and relevance. As we have all witnessed in the past four months, a sudden world-changing event can destroy the sales pitch that worked so well back then. Remember, your world has changed, but so has those prospects and customers. Consider their frame of mind today vs. what it was two months ago then implement realistic messages that are both appropriate and will benefit THEM.
No, you are not the master of the universe, but you can focus on the things within your control. Doing so will keep you in the game today and be out in front of what is in store for tomorrow.