Look at the side view mirror on your car and you will see the disclaimer, “Objects in mirror are closer than they appear.” If search engines followed the same practice, you might see a disclaimer at the top that reads, “Companies in search results are smaller than they appear.” Luckily they don’t, which gives small companies a great advantage if they can get ranked on the first page of search engine results (SERPs). In today’s day and age, the Internet is the great equalizer between small companies and large corporations. Smaller companies now have the ability to compete head-to-head online with their bigger corporate competitors in a race to capture website traffic and make a great first impression with potential customers.
Here are three areas to focus on that will get your company moving in the right direction for achieving search visibility.
1. Strategic planning
In addition to knowing your company inside out, you need to have a solid understanding and description of your current and potential customers, along with your competitors. What drives the decision-making process for your customers? How do they search for your company, products or services (see #2)? Who are your competitors and how are they positioned online? Knowing this information upfront will help you devise a strategic plan covering your website goals and techniques for promoting yourself online.
2. Search engine optimization
One of the best practices in search engine optimization (SEO) is to provide content that attracts your target audience and drives them to your website. Your website should contain the keywords that match what your target customers are looking for in order to rank highly in search engine results. Put on your customer hat and think about the words they use to describe your company, products or services. Use keyword research to validate your theories and identify search traffic. Make sure your pages contain in-depth, well-written content that addresses these keywords. The more informative and relevant keyword-rich content your pages contain, the better they will rank in search engine results pages (SERPs).
3. Social media
Linking your website to social networks is paramount to increasing your online visibility and driving targeted traffic to your pages. Social media is both an effective and inexpensive way to connect and engage with your target audience. Where do you start? Find out where your target customers like to interact and socialize, for example Facebook, Twitter, Google+, LinkedIn, and Pinterest among others. Create an account in the relevant social networks and link your website with your accounts. Remember to keep your content fresh, engaging and interesting in order to build your social presence. Even though this takes time and effort, the results are rewarding once you get a hang on it.
Learn more about online visibility for your company
Contact Nighthawk Marketing to learn more about what would be involved to maximize your company’s online visibility.