How to Improve Your Company’s Online Presence
Generating an online presence is not the simple, dreamy process that it once was. It used to be that digital presence required a simple website, a little grit, and some basic knowledge of the internet.
Now, you’re faced with thousands of competing brands using the same platforms to reach their goals. It’s challenging, but there are tried and true methods to achieving your goals online. The thing is, you need to curate a digital presence.
A great deal of business happens online, so it’s our responsibility to get some visibility to potential customers.
How to Improve Your Online Presence
Digital marketing is the name of the game when it comes to online presence. The term “digital marketing,” though, is a massive one. The digital marketing umbrella encompasses just about everything you could ever do to make an impact online.
There are also aspects of digital marketing that are more important to some businesses than others. We’ll cover some of the key aspects of the process today, exploring topics that almost every business can benefit from.
We’ll look at:
- Keyword Research
- Content Creation
- Back-End Tactics
- Local SEO
- Search Engine Marketing
- and Social Media Tactics
Each one of these methods has the ability to do a great deal of good for your business. Getting the tactics right, though, is a little easier said than done.
Search Engine Optimization
SEO is the process of creating your website with the goal of ranking highly on search engine results pages. A little research into your target demographic will give you insights into what your customers are searching for online.
You can target keywords with a great deal of accuracy using various online tools, some of which are even offered for free by Google. Let’s take a deeper dive into keyword research and other SEO practices.
Keyword research exists on almost every platform where your users might be. You can research keywords on social media, Amazon, and, most importantly, search engines.
You might discover that your audience is present on a lesser-known search engine, but odds are that you’ll do most of your work on Google. With the help of your research tools, the goal is to find keywords with a lot of traffic and very little competition.
If you run a Google search and find that the top spots are locked in by industry titans, it’s best to find another term.
The beautiful thing, though, is that all keywords have close cousins that mean the same thing. Those cousins tend to have less competition. They also have a little less traffic, but that’s not a big deal considering there’s little hope for any traffic with high competition.
For example, you might want to rank for the term “great shoes.” While Nike and Adidas might have the top rankings for that term, you might have better luck with the keyword “great shoes in Raleigh North Carolina.”
The natural response to keyword research is content creation. Create content based on the keywords you find.
When you find an optimal keyword phrase, ask yourself what it is that the user is looking for when they make that search. What kind of content best lends itself to answering the question implied in the user search?
Your job is to create content that answers the question. In the process, you want to incorporate the keyword at various points throughout the article or post. Areas like the title, the body content, and the conclusion are all good places to start.
There’s an art to placing keywords, though, and that might require a little help from the professionals.
Another way to get more visibility is by curating the more technical aspects of your site. Don’t worry too much if you’re not a tech-savvy person.
Most web hosting services give you the ability to optimize different areas of your site through their interface. Further, helpers like Google Search Console and Google Analytics can give you insights into where you might be slacking on the technical side of things.
Those services will alert you to potential issues and give you the insight you need to make changes.
Small businesses need to use local SEO. This simply means that you’re optimizing for search terms in your area rather than general terms with high popularity.
Further, you’re working to rank in Google Maps. Local searches are massive drivers of in-store traffic for small businesses. The road to local success requires that you make yourself present on all business listing sites, ensure that your business information is accurate, register with Google, and follow the SEO best practices described above.
Those tactics will give you a nudge in the right direction.
It’s hard to understate how important reviews are for your business website. A large set of positive reviews can do more than all of the other online marketing strategies in the world
Google’s algorithm tries to determine businesses that people like and reward those businesses with good rankings. It’s a win-win. Google displays what the user wants and businesses get the traffic that Google has to offer.
The most direct way to determine what people find valuable is through reviews. So, it’s important to incentivize reviews whenever you can.
Social Media Marketing
Social media should feed traffic to your website. You can promote the content you create on social media and generate other positive metrics that will give you more visibility online.
Users follow a social media link back to your website, Google notes the increase in traffic and ranks you higher because there’s more interest in your site.
One important aspect of social media is the ability to advertise. Social media ads have a high level of specificity when targeting and they often yield great results.
Using the tools available to you through social media, you can build a following while you increase your visibility in relevant search rankings. It’s a win-win, but it takes a little time and effort to get the ball rolling.
Need Help With Your Online Marketing?
Building your online presence is essential, but it can get disheartening if things don’t work right off of the bat. If that’s the case for you, you might benefit from some professional intervention.
That’s where we come in. Contact us to get access to digital marketing professionals who can take your business to the next level.