Every business owner, CEO, and entrepreneur knows why their business is different as well as their strong points and why their customers love working with them. If we were to take any given company and ask around to find out the main reasons it’s more successful than its competitors, exactly three factions would be able to tell us those answers: the company’s owner, its employees, and its existing clients. But what about potential clients? There’s a good chance a company’s brand isn’t being accurately reflected in a standard Google search, if the company shows up at all. The same goes for social media pages, blogs, apps, and many other digital sources.
Your business might be good at what it does, but you have to examine all the possible entry points for interaction with potential clients, whether the message is visible clearly and consistently in all different mediums. Who are your potential clients, and how are they looking for you? Think of all the possible ways they find you online. Maybe they’re looking for products or services like yours on social media or their app store, but there’s a good chance they’re primarily looking on search engines like Google or Bing.
Go through the process your potential clients would use when searching for your service. Think of all the possible searches for which your company should be ranking (and you’ve got a good head start if they’re already searching for your company by name):
- Business name
- Alternate iteration of your business name (e.g. a common misspelling)
- Business name + location
- Business name + reviews
- Business name + location + reviews
- Service offered
- Service offered + location
- Service offered + location + reviews
- Competitor name
- Competitor name + location
The list keeps multiplying, but you get the idea. Try out all of these ways for yourself.
Is your business ranking in the top ten results, or even showing up at all? If it’s not, don’t panic! It’ll take time, but your rankings can greatly improve once you start focusing your content.
Generating content that uses keywords for the searches you want your company to show up in is key. There are all kinds of channels to pursue: publishing blog posts, updating content on the website, posting to social media, posting reviews on sites like Yelp! and Glassdoor, etc. When publishing content, there are three key factors to keep in mind:
- Visibility: Is your company showing up in search results? The more original content published in regards to your company, the better. And keep in mind, originality is key. School taught you how bad it is to plagiarize, and they weren’t wrong—companies like Google always give priority to pages with the earliest posting date, so don’t C&P anything, no matter how relevant those words are to your brand.
- Clarity & Consistency: Make sure any and all content you produce maintains the same branding message—and make sure that message is clear and consistent throughout all the channels. Know your brand. Come up with three reasons why a potential customer or client should choose you over your competitors, and make sure those are clear and consistent across all of your content.
- Positivity: This goes without saying, but all of the content produced surrounding your company should be positive! No bashing other brands by name on the web—the focus should be on your company, not your competition. It also goes without saying that positive reviews go a long way. In addition to customer reviews, have your employees post good reviews to sites like Glassdoor. People know that happy companies are made up of happy people.
Donating some time to your content will undoubtedly improve your SEO in specific and localized areas and help you outrank your competitors. It’s time to get started.