It the film Field of Dreams when Iowa farmer Ray played by Kevin Costner hears a mysterious voice one night in his cornfield saying “If you build it, he will come,” he feels compelled to act.
What a great film this was and this often quoted message is also applicable to your digital marketing as anyone who has a website knows that’s not often the case. Indeed literally every day millions of people search on Google to find businesses just like yours.
So what can you do to ensure that your website will be found by potential customers?
Alas it’s not straightforward.
We use Google and other search engines (please don’t ignore them) to search for everything from restaurants, holidays to finding a reliable builder or plumber who is nearby. So if you want your small business website to show up in the search results then you will try to do everything you can to get listed at the top of Google’s search results.
Here are some tips to help get your business found on Google.
- Paid search
Paid search is one of the most effective ways to get your business at the top of the search results as statistically the top three paid ad spots on Google results achieve over a 1/3 of all clicks.
Setting up a paid search campaign involves bidding for advert placement in a search engine’s sponsored results and when potential customers search for keywords related to your business…bingo…your advert appears!. You can get great results but it is also can get expensive, especially if you’re targeting the wrong keywords!
- Organic Search
While paid search is often used to yield immediate results using an organic search is longer game as we are trying to naturally increase visibility and rankings in the organic search results. It represents a more cost effective way and it does yield results if you can make it on to the prized first page of google.
- Local search
If you’re like most small businesses, your success may be dependent on attracting local customers and thus optimising your site for local search allows you to start ranking for various keywords that local shoppers are using to search on Google.
So, how do you optimise for local search? Start by checking and ensuring that the page title, URL, H1 tag and the content on your web pages include your local keywords and keyword phrases.
- Google My Business
Would you like to appear on Google Maps?
To do so you need to register for Google My Business and as most people do their research online prior to purchase they will want find your location, your offer and importantly what others think about your service or business. By signing up for Google My Business you can reach your customers the right way and be visible in their search.
They did come to meet Kevin Costner in the film but that was fiction and in the real world it’s a challenge and you are mistaken if you think your business needs a big budget and doesn’t stand a chance getting found on Google by potential customers. Follow these rules and they will come.