3 Things You Can Do To Improve Your Company’s Web Presence
Similar to the secret formula for Coca Cola, the Google algorithm (how Google ranks you when people search for your product) is one of the best kept secrets ever. Just when web professionals think they have it figured out (which they don’t) Google will make some subtle changes. There are however several practices you can implement for your business to help you place higher in the organic (free) listings when people search for your business’ products or services:
- Add fresh content to your website on a regular basis. Google is in competition with other search engines (Yahoo, Bing, AOL…) to provide the most relevant search results so people will keep coming back and occasionally click on the paid advertisements. This is how Google makes billions of dollars per year. But for you to show up for free you need to add new content to existing website pages, or add a new page, at least once a month. This will bring Google back to your site, it will be re-evaluated, and if your content is good you just may move up in the search results.
- Get good reviews from your customers and have them posted online. Long term, happy customers are very often happy to help you out with a good review. Provide them with the information they need, a 4×6 card works well, with links to your Facebook page and your Blog (hopefully you have one) where they can leave positive recommendations. If you’re a restaurant direct them to Yelp or Foursquare. Google and the other search engines pick up on good reviews and often will reward you with higher rankings because people think highly of you. Think of a good review as a vote of confidence.
- Blog. It’s like having another website. So if you do step 1 above and you regularly post on your blog you very well may have two sites listed when people search for you. The key here is regular content, once to twice weekly. Add some video occasionally (Google owns YouTube and therefore loves videos), but don’t overdo it. The written word still will get you better placement than video. Combining them is a winning combination. Blogging also provides a way for you to talk with your customers and prospects, as do Facebook, Twitter and LinkedIn. It’s more of a dialogue than a monologue.
Keeping current with Internet developments and how to rank well and be seen is an ever-changing, complicated endeavor. If you don’t have someone on staff to manage your online presence you’ll need to outsource it. Ask friends and fellow business owners who they use and assemble a team that will get ,and keep you, current and visible on the web. Other than a personal referral (and they’ll be researching you on the Internet before doing business with you), the Internet is the best sales and marketing tool you have. Invest in it, manage it wisely and be consistent in remaining relevant with fresh content and you’ll have a good chance of being discovered by those you want to find you.