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1,063 viewsThese three simple strategies can increase your exposure in search engine results, in very little time and with very little effort. No more excuses.
A lack of understanding and a lack of time are two common reasons given by business owners, for not investing resources into search engine marketing (SEM). The aim of this article is to help businesses overcome these two barriers to adoption. I will begin first by conveying a basic understanding of the importance of SEM, and secondly by sharing search marketing strategies that have proven to consistently get quick results.
The Importance of SEM
With more consumers using search engines to find local businesses, products, and services, it has become increasingly important for business owners to maintain great exposure in search results. Having great exposure includes prominently displaying branded content and providing easy access to the information consumers need to make contact, or to make a purchasing decision.
Branded Content
If a consumer searches for a branded term, like a company name, for example, it is very important that the business’ website and social media profiles are found on the first page of search results. These page one placements can be relied upon to increase brand exposure and reinforce brand recognition.
When a consumer sees your search engine snippet, it must immediately convey a carefully branded, and very enticing message. This meta generated content (see below) should be used to communicate content that appeals to the search audience, and encourages them to learn more.
Access To Information
In today’s marketplace, a majority of consumers reach for their mobile phone for answers. Before making a purchase, their first online destination is a search engine. This is where they expect to find more detailed information.
Maintaining prominent exposure in search results makes it easier for motivated consumers to learn more about your business’ products/services, make an online purchase, or contact you directly for more information. If a consumer is ready to buy from you, then your information must be available at their fingertips.
SEM Strategies For Quick Results
One of the biggest barriers to SEM adoption is the absence of immediate results. Some business owners believe that by engaging in search engines marketing activities, such as blogging or link building, they are entitled to immediate benefits. This could not be further from the truth. Success requires a strategy.
In many instances, acting without a properly detailed search marketing strategy will result in detrimental, adverse results. Website content and links must be strategically created and placed to improve a business’ exposure in search results. This must be done methodically.
For businesses that would like to see speedy rewards from their search engine marketing efforts, here are three simple strategies to quickly increase visibility in search results.
Meta Tags
To display your company’s important and inviting information in front of search engine users, take the time to carefully sculpt your web site’s meta title and description. The guidelines for meta title and meta description are as follows:
- Limit Meta Title to 60 characters.
- Limit Meta Description to 160 characters.
Providing descriptive metadata on every web page ensures the speedy and accurate indexing, and understanding, of your website’s message.
If your website is using the WordPress platform, adding metadata is as simple as installing a WP plugin to your website.
I recommend the Yoast SEO or All In One SEO plugin. Once the plugin is installed, metadata fields will appear at the bottom of each web page you are editing.
Google My Business
Including your company in Google My Business is one of the most beneficial actions you can take to improve your business’ visibility in Google search results.
To begin you must log in to your Google account. The link above will take you to your account summary, where you will find Locations at the bottom of the page. On the bottom right-hand side of the page, you will see a blue + button. When you hover over this, two additional buttons will appear above it. Choose “Add location.”
Once you have added the details of your business, Google will ask you to verify your listing by telephone, text, or traditional mail. It is important to fill-out your profile in its entirety.
Social Media Profiles
The value and importance of the About section of your social media profile should not be underestimated. The information you include in your social media profile’s About section should convey a brand image that is consistent with the message communicated on the company’s website. Regardless of which social network you use, the snippets displayed in search results will contain your company name, as well as content found in your company’s About section on the social network.
Your About section should clearly articulate the substance of what you do, and communicate how and why you do it. You should not only provide information that builds trust in your brand, but also encourage potential clients to contact you. When you get the recipe right you convert more website visitors into inquiries and more inquiries to customers.
No More Excuses
Equipped with a better understanding of the value of search marketing and the three simple strategies included above, businesses, organizations, professionals can increase their exposure in search results, in little time and with little effort. No more excuses.
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