I see it over and over again, people invest valuable time and money in creating a web presence, but sadly enough, they fail to ensure that their website will be listed high in search engines for the desired keywords.
A few years ago it was easy: businesses would design a website, fill it up with nice content and wait for Google to list it, it was as simple as that! But things have come on a long way since then. Today, we website owners need to study the relevant keywords typed in search engines and then adjust the website accordingly.
I’m being told that the key to success is “keyword analysis” and “inbound link building”, the other important factors are reviews and blog posts about your business with links to your website. If your website has no incoming links probably it’s not worth the money.
Digital New Tools
Creating a brand is probably the most significant challenges for every online marketer or company. But allow me to explain to you that if you will not be branded on the internet, you won’t last for the simple reason that the future is relying on the online world.
The greatest benefit of the internet is really that it offers you more than enough exposure, and consequently that you can easily make it big altogether.
The marketplace is expanding fast now, and the fact is that now is the ideal time to expand quicker by making sure your company will be identified as a brand.
Last but not least, let’s go into this a little deeper and have a look at the most effective Digital Tools to improve the benefit of your website branding. Let’s look at the following:
- Social Bookmarking
- Digital Coupons
- Mobile Photo Sharing
Websites and Smartphone
Smartphones are rapidly transforming the retail industry arena. Smartphones allow us to study, evaluate and buy merchandise not only via the internet but as well in retail stores. Actually, 84% of smartphone consumers make use of their phones even while being in an actual store.
This research, carried out in partnership with the Google Shopper Marketing Agency Council and M/A/R/C Research, intends to understand and determine the role and possibilities for smartphones in the retailing experience.
How to help your potential customers to find your business
With so many changes in online marketing, businesses need to make sure their website can be found by potential customers. This is something that is called local search engine optimization, it means that you should focus on local search engine results and make sure your website can be found if somebody is searching for your type of business in the city you operate in. See also this post about the $100K trigger finger
How exactly do you optimize for local search?
It’s really very comparable to national optimization and your NAP (Name, address, phone number) should be on every page of your site—generally in the footer. Present this information exactly how you formatted it for Google local listing so the two are identified as the same business and include your City, State and of course business title in title tags, meta descriptions and in the content on your site when you can naturally incorporate it.
Pro tip: You don’t want to use duplicate title pages., Matt Cutts recently explained that. To check for duplicate titles search Google using this format: site:yoursite.com entitle the words in the title” the search results will allow you to identify the duplicates that need updates. Add your city title to the titles and text beside keywords you’re targeting. Do the same for meta descriptions.
Google naturally provides users with results closest to their physical location so the closer you rank to say, Downtown Miami or Brickell Bay, the better your chances of being found in local searches. Unfortunately the further you are for the geographic boundary of the city you’re trying to rank for, the more difficult it will be for you to rank in that area and in some cases, it may actually be near impossible for you.
If you don’t have a Google Places listing create one immediately and get listed on Google Local Business Center so you will appear on Google Map searches and make a Yelp profile, local directory profiles, and niche profiles. The more information you include the more you increase your visibility. You also want to encourage customers to write reviews for your business on your Google Places page and other leading review sites.
Pro Tip: Try to get a citation on your local Chamber of Commerce—this helps validate if youré part of the community you’re claiming association with and they are generally high authority sites and if you feel like taking a Digital Sabbatical, check out this article.
Should you make changes to on-site content?
I’m being told that Google doesn’t favor keywords for searches anymore, it’s all about the long-tail keywords and the Hummingbird algorithm specifically takes the users to complete search into account, so instead of looking at GED Classes and Miami, Google takes into account the entire search string; What are the closest GED classes locations to me in Miami and will attempt to pinpoint the searchers location and provide them with results based on Google Map and Places listings fitting their specification.
It can actually improve your rankings if you embed a map from Google Maps with your business address on your site. The ‘Contact Us’ page is a great place to house it and helps users find your physical location easier. And keep in mind that if you want to donate money, do so in a healthy way and Google will show you where to get all relevant information.
You will show up more in local searches if you anticipate common search strings (instead of single keywords) and incorporate them in your on-site content. A great way to do this is through a blog. Don’t throw any ‘ol title on posts use the title and headers to pose the questions searchers might pose in the search engine.
Keep in mind new content is essential if you do have a blog and if you allow it to go stagnant having it on your site isn’t doing you any favors. Don’t ignore other pages on your site though; they also need to be updated, even if that just means you allow visitors to comment or you post statistics or new products.
Pro tip: Post about other businesses in the same geographic location as you, community events or celebrations to naturally incorporate your location. Use data, charts, and graphs as well as links to high profile sites like CNN or Drudge whenever applicable and consider adding video(s) to your site that can also be posted on video sharing sites like You-Tube.