The cornerstone (and lionshare!) of any small business marketing campaign is a coordinated effort to rank in Google search results. While the numbers seem to change daily, experts do agree that people use Google about 65% of the time when searching on the internet. You want to ensure that when your customers and potential customers search for your goods and services, your presence pops up on the coveted first page.
The way that results are presented to searchers is a complex and top-secret algorithm. The most important thing you can do for your business is follow best practices for creating high quality content. Creating high quality relevant content will catch Google’s attention and position you as an expert with your clients and customers.
Next on your list of importance is playing in what I have termed the Google Sandbox. This includes Google+, Google+Local, a Google+ Page for your business, YouTube, and Eblogger. With a coordinated effort connecting all of these sandbox toys to your website, Google will reward your site in the search results.
Google is rewarding businesses in search for actively playing with Google products. For instance, if you are an active Google+ user (posting relevant content and participating in discussions related to your core business) Google sees that as good activity and gives value to your website (if appropriately connected to your G+ profile). Your site, and even your posts can rank in search results.
Below is a list of Google properties that your small business should engage with on a regular basis. Panicked that you can’t get to all of it right away? Don’t worry, using my resources and dedicating a little bit of time, you will not only be up and running but maximizing your time for the benefit of your business.
• Google+ (G+):
Google Plus is a social media site much like Facebook but has a bit of a “round the water cooler” feel, it isn’t as personal as FB. You can post original ideas and share those of others. The beauty is that these posts can then rank in Google search. I will show you how. Just as important as the way you interact is the information you share on your profile. I’ve outlined the important features so you can get started and then each week integrate updates you can do to keep your profile fresh and your content positioned to rank.
If your business benefits or thrives on individuals from your area, you need to G+Local page. This is more important than your advertising in any other directory, and its FREE! It is important to know the ins and outs of how to maximize your local listing. I can help you with this as well.
• G+ Business Page
Just as you will have a profile on G+, your business should as well. Your business page should be set-up under your personal account and can another way to advertising your goods and services. Don’t worry, we will get this done.
Google has a very simple blog system set-up under each Google account. Eblogger is easy to use and a great toy to play with in the sandbox. Not sure what to blog about? Take any small topic related to your core business (recent news, a sale, a new product or employee) and start talking to your customers. I use Eblogger for my personal blog (link to personal blog) and have seen the benefits of blogging in the google sandbox.
Seems like a lot of detail to get through right? Well don’t worry, I baby step you into using these properties to maximize the effectiveness of what you are posting.