Online Marketing Guide: Important Tips for Improving Your Online Visibility docx

an affiliated business of ProQuest Important Tips for Improving Your Online Visibility Important Strategies for Any Small or Medium Sized Business By Bowker Commerce Group • June 2012 Online Marketing Guide Online Marketing Guide Important Tips for Improving Your Online Visibility 2 Utilize these tips for improving your business’s online visibility. The list is based on research conducted by the industry’s leading experts. The tips are ranked by difculty level. Some you can do on your own while others may require professional assistance. Remember that being visible on the Internet requires ongoing maintenance. Factors that inuence your visibility change all the time. Look to work with a service provider that specializes in these types of services. Tip 1: Claim your Local Business Listing Claim (i.e. verify) your business listings on the relevant online resources (e.g. search engines like Google and Yahoo, and directory sites like CitySearch and Yellowpages). Why It’s Important Claiming your listing will get you better rankings on search results, show customers the correct information about your business, and prevent your listing from getting hijacked (i.e. edited by someone who is not the business owner). What It Requires 1. Visit the relevant search engines and directory sites. 2. Find the ‘Claim your business’ link. 3. Validate\correct your business details and claim it. Tip 2: Update your full and accurate address on all local business directories, search engines and your website As simple as this sounds, hundreds of businesses fail to take this crucial step - which can translate into lost dollars. Take the time to check that every relevant site lists your business’s correct address, phone, email, website, and any other contact details. Why It’s Important An updated address generates a sense of trust for customers and search engines, as well as helps more customers nd you. Online Marketing Guide Important Tips for Improving Your Online Visibility 3 What It Requires 1. After claiming your listing you can update your address details. Check that your listings are consistent across all sites. 2. Please note – If your business is located in a suburb but your service area includes a nea by city, you may want to consult an expert as to your visibility for potential customers searching according to the nearby city. An expert may be able to help you become more visible beyond your immediate location. Tip 3: Put your business in the right categories Customers nd you either by specically searching for your business name or, more commonly, by a general search for a product or service you provide. Why It’s Important If your business is not listed under the proper categories, you may not be found by customers searching for your product or service. What It Requires 1. Visit the search engines and directory sites and check which categories your business is listed under. 2. Do your category research – compare how your competitors categorize themselves and familiarize yourself with the categories offered by the search engines and directories. 3. After claiming your business (Tip #1) you may select your categories. Choose all the categories relevant to your business so that you’ve covered the range of potential searches. Tip 4: Include product / service keywords in your local business listing title This helps customers nd your business more easily on search engines (especially if your business name does not spell out what you provide). Why It’s Important According to industry research, the highest-ranking businesses on search engines have some variation of their top keywords in their listing title (e.g. plumbing, gardening, towing, etc.). Online Marketing Guide Important Tips for Improving Your Online Visibility 4 What It Requires 1. Choose your business listing title carefully – incorporate a keyword as naturally as possible. 2. Be consistent – update your listing titles across all the relevant sites. 3. Consider consulting an expert – a professional can best assess a reasonable combination of keywords for your business listing title. Tip 5: Add or verify your business listing with data providers for search engines Search engines and local search sites use data providers (e.g. InfoUSA, Localeze, Acxiom, etc.) as a source for their information. Why It’s Important Because local directories rely on data provider sites for their information, you want to make sure your details are correct at the source. What It Requires 1. Visit the data provider sites. 2. Find the ‘Claim your Business’ link. 3. Validate/correct your business details. Tip 6: Get your customers to write online reviews about your business Ask your customers – on your website, in person, or through your literature - to submit online reviews about you. Why It’s Important Reviews about you help increase your online visibility. It will also build credibility,good word-of-mouth, and draw in new customers. Online Marketing Guide Important Tips for Improving Your Online Visibility 5 What It Requires 1. Any time you have a satised customer, ask him/her to take a moment to review you 2. Make it easy – provide your customer with the link(s) to post their review. Tip 7: Engage your customers online on user review sites such as Yelp Create more “buzz” around your business. You will see what your customers have to say and how you can improve your business. Why It’s Important Online reviews of your business are an increasingly inuential factor in your business’s online rankings, and therefore your visibility. What It Requires 1. Read your online reviews. Learn what customers like and don’t like. 2. If the site allows you to respond, respond to your reviews. Engaging in a dialogue shows that you take your customer service seriously, and can impress new potential customers. Tip 8: Use social networks such as MySpace, Facebook and Twitter to stay in touch with current customers and attract new customers As social networks gain overwhelming volumes of trafc and attract more and more users, you have a ripe opportunity to connect with many potential customers. Why It’s Important Many businesses gain visibility through social sites. They are a popular forum for engaging in dialogue, organizing groups, and sharing recommendations (and warnings). Customers may be more inclined to interact with you if you are open to communicating through these sites. This will also allow you to form a community for your business – a way to communicate with existing customers, advertise sales or specials, and be visible to potential customers. Online Marketing Guide Important Tips for Improving Your Online Visibility 6 What It Requires 1. Unless you are a savvy social web user, you may want to consult an expert to familiarize yourself with the various features of these sites and avoid any practices that may turn off potential customers. 2. Once you’re comfortable navigating these sites, be sure to sign online to them regularly. Tip 9: Advertise online Today’s online advertising options allow you to buy trafc and measure your ROI (return on invest- ment) per advertising campaign. Why It’s Important There is a limited amount you can do to drive organic trafc to your site (trafc that arrives naturally) in a relatively short time. If you want to boost your online visibility (especially if you want to see immediate results), you should consider advertising online in order to increase your exposure amongst your target market. What It Requires 1. Research your options, such as PPC (pay-per-click campaigns) versus traditional paid advertising. 2. Consider consulting an expert regarding the key message, content, and design of your ad/banner/landing page. 3. Consider consulting an expert as to how to wisely buy trafc, gain positive ROI and measure which investments have been effective. Online Marketing Guide Important Tips for Improving Your Online Visibility 7 Tip 10: Create a clean, coherent website with content that targets your keywords A website is a critical factor in determining online presence. More and more small and medium-sized businesses have created websites, even if they are extraordinarily basic. Why It’s Important It’s the reality that most consumers today expect a business to have their own website. A web site is a one-stop, convenient destination to answer all the customer’s questions – who you are, what you offer, your contact details, rates, updates, news and specials. Note – your website can be as simple as a homepage with your logo and contact details. Even if you don’t operate a store-front business you should still have a website. It offers an accessible face to the Internet-savvy consumer, and you want to be visible to them. What It Requires 1. If this is your rst time creating a website, we highly recommend you consult an expert. The process involves technical, functional and marketing aspects which you will want to set up as successfully as possible. 2. A good start is a nice, static site – use a clean, unied design to show your business is professional and well-organized. Make sure it is user friendly and that the content incorporates all your business information, some customer reviews and a basic SEO (search engine optimization) readiness. 3. As your business grows, you can develop your site. Make it more interactive and invest in SEO to take full advantage of your online exposure potential . an affiliated business of ProQuest 789 E. 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ProQuest Important Tips for Improving Your Online Visibility Important Strategies for Any Small or Medium Sized Business By Bowker Commerce Group • June 2012 Online Marketing Guide Online Marketing. 2012 Online Marketing Guide Online Marketing Guide Important Tips for Improving Your Online Visibility 2 Utilize these tips for improving your business’s online visibility. The list is based on research conducted. nd you. Online Marketing Guide Important Tips for Improving Your Online Visibility 3 What It Requires 1. After claiming your listing you can update your address details. Check that your listings