Search is a key component to the visibility of your business. Did you know that consumers are taking to search engines more than 5 times in an average week and that at least 70% are initiating contact or purchasing from a business after they conduct their search [1] ?

Create a strategic search plan to capture the audience looking for your specific service or product.  Here are some tips on how to reach active searchers and win business from these highly qualified leads.

Starting with Content

The primary purpose of a search engine is to generate relevant answers to a query.  Because of this, content has a great amount of influence on a website’s SEO (search engine optimization) success.

Becoming the identified expert in search results means frequently posting high-quality and relevant content helps builds trust and authority in your space.  What do we mean by relevant content? Blogs, videos, photos; anything that speaks to the needs of your audience and answers many frequently asked questions. Without this content, clicking to your site won’t make sense for the audience searching.

Also make sure to include references to location in your content to help drive local traffic to your site. Google factors in location when ranking listings.

PRO TIP

Generate actionable clicks for your brand by including appropriate keywords in your content. Also make sure to add meta “description” tags on the back-end of your posts. What’s a meta tag? It is a summary about the content of your page that could appear as a snippet in a search result.

Layer on Pay-Per-Click (Search Engine Marketing or SEM)

Having higher rankings in search results can often translate these queries into customers. Establishing authority and relevancy in organic search will take time but you can help boost your visibility with a paid search campaign.

With pay-per click (PPC) marketing, you bid on keyword searches relevant to your business and target customer. Finding the right keywords takes practice, but it will pay off with fast visibility if generating a strategy around Share of Voice (SOV), where you “own” a percentage of the category and get your ad placed in top results.

PRO TIP

Percentages to dominate SOV vary across industries. Consider consulting with an SEM specialist on your business goals to ensure that you get appropriate SOV and generate a return on investment for your paid efforts. We are here to help. Click here to contact us.

Add Consumer Trusted Rankings, Like Google My Business

Engaging customers on Google is easy when you start simply with Google My Business (GMB). GMB is a powerful tool that can influence and inform your search engine optimization (SEO) efforts. Here are just a couple of ways you can take control:

  • Business ranking is published within your profile as it appears in search. The rank is an average of all user reviews on your profile and denoted as number of stars (from one through five). You can review and reply to customer reviews and help resolve any negative reviews that may be posted. This will help you build on customer trust and encourage prospective clients to reach out.
  • Use the free GMB analytic tools to help optimize your pay-per-click efforts. GMB allows you to review the search queries that customers are using to find your Business Profile.

Building your online presence can be less time consuming and less frustrating if you know where to start. Put your best foot forward with these helpful tips and know you can lean on our team of search experts if you need any help!

[1] https://resource.localogy.com/2020-local-media-tracking-study