Running a successful business in 2018 means investing in digital marketing.
Depending on the nature of your business, digital marketing comes in many different forms.
In 2016 "Approximately 39% of all global e-commerce traffic came from search, with 35% organic and 4% paid search. Another 35% of the traffic was direct, which meant customers went right to the retailer's site. Finally, 20% came from referrals, or links put on sites other than search engines."1
There are so many tools available to help you make the most out of internet search (a lot of which are free!) and we wouldn't want you to miss out on any of them. In this blog we're going to run few a quick checklist to ensure you're covering all the major Search Engine Optimisation (SEO) bases for your company.
Local Listings sites - Google My Business
If you're running a business with a high street premises, or if you rely on local trade and you're looking to geo target potential customers within a certain radius, then you should list your business on local business listing sites such as Yahoo Local and Google Local.
Once verified, Google My Business is an especially powerful way to list your business information, providing public details such as your company's address for Google Maps appearances, store hours and other information related to your business. To make the most out of this free service, ensure you keep all the information up to date.
As so many of your potential customers will be finding your website via a search engine such as Google, you'll want to do everything you can to rank higher than your competitors. Optimisation of your site for relevant keywords is a good start for ranking high on Google and therefore it is an important aspect of marketing your business online.
Keep in mind that SEO is a long term game. New businesses (less than 2 years old) will have very little domain authority and will probably lack content that older businesses and websites will have. This can be frustrating as you're going to have a hard time ranking at the top of Google for any keyword that's marginally competitive.
A few tips on SEO to get you started would be:
- Build excellent content. By writing quality, weekly blogs, posting videos and keeping all project images etc up to date you'll be seen as more relevant within your niche, and in turn higher value to Google and therefore more likely to rank higher.
- Make sure your website is quick to load. You might want all the swanky graphics you can muster on your home page, but if it slows your site down (even a little bit) this is a big SEO no-no.
- Being optimised for mobile devices is essential!
- Create accurate title tags and enticing meta descriptions for target pages. This might sound a bit techy, but it really is the base for any good SEO campaign.
- Work on your 'Link profile'. If other related websites link to you, this can help increase your domain’s authority as it reflects and increased popularity. Search engines love this and will prioritise a site with a good link profile.
There are a number of high-domain authority sites that you can post photos and videos on to build a following. Pinterest, Flickr, Tumblr and Instagram will rank highly on Google for people searching for your business - without you spending any money. Be sure to use relevant hashtags and descriptions and also keep your profiles active by following, commenting and connecting with valuable profiles for your business.
By being active on relevant social media channels you will also be incorporating the search within each of these platforms. Meaning that although you might not rank highly on Google for your most relevant keywords, you may be top of the list on Facebook.
Facebook ads, while not free, offer a great opportunity for reaching the right demographics for your business. As long as you know your customer well, you can specifically target audiences based on interests, geographic location, marital status, age and many others. By showing your adverts to this relevant demographic you will be able to know that your advertising budget is being spent effectively.
Pay Per Click (PPC)
Another of Google's free resources is the site Adwords. By using Google Adwords you will be able to have your site featured for certain keywords in an advert at the very top of Google. Escaping the rat race for the organically ranking results below. The position in which your advert appears is calculated using your ad Rank, this is determined by the maximum amount you are willing to pay per click, the competitiveness of the industry, i.e. how much are your competitors willing to pay, and your quality score. Your quality score is determined by Google’s rating of the quality and relevance of both your adverts and keywords as well as your click through rate (CTR).
If you'd like to talk to the Bigg experts about how your business can be utilising online search more efficiently, get in contact with us today.