In business, visibility will make or break you. If potential customers cannot see or hear about your product, it will be impossible to sell. During the 20th century, commercials and radio announcements were the primary routes to top product placement. If your business commercial aired between the five o'clock news and the rugby game, an increase in sales was all but guaranteed.
However, as it happens, the game has changed, and today, business visibility is all about your local SEO. In the simplest of terms, this means making your business more visible to online searchers. Thus, when potential customers browse for services, your business will be on top of their search pile. Unfortunately, this is easier said than done, especially in the case of smaller businesses. To help out, this article looks at just some of the ways a smaller business can master and improve its local SEO!
1. Client reviews – increasing visibility through feedback
Before internet browsers and social media, the quality of a business would be transferred via word of mouth. However, as we said – the game has changed. Now, it is not enough for your customers to boast about your business during a Sunday barbeque; they should also be encouraged to do it online. Studies have shown that writing positive reviews creates stronger ties between customers and businesses. Furthermore, Google claims that positive online reviews increase business visibility. In less vague terms, they factor into your search ranking. If this is insufficient evidence to encourage customer reviews, consider this statistic – 85% of local consumers trust online reviews they see on your page. In translation, reviews attract customers, a thing any business craves.
2. SEO titles and meta-descriptions – taking things into your own hands
What would you say if you had to describe yourself in sixty characters (excluding spaces)? This question is the philosophy behind writing SEO titles and meta descriptions. An engaging SEO title is the first piece of information a potential customer sees – the way your business gets its foot through the door. Then come meta descriptions and additional information that fill in some blanks but leave room for customers to keep clicking. Together, these two concepts represent snippets of your business meant to spark an interest in your consumer base. So, how do you write them then?
An SEO title should ideally be between fifty and sixty characters, while a meta description will typically be between 160 and 200. Both should also contain a longtail keyword and the name of the city where the business is situated. Another possibility for increasing online visibility is incorporating your business name into the SEO title and meta description.
It’s perfectly alright if all of this seems a bit abstract. Search engine optimization is not something that can be learned in a day. Thus, it is not unusual for smaller businesses to hire SEO consultant services, especially in larger cities like Sydney, where the competition to remain on top never stops. Experienced professionals from Sydney SEO services or any other city for that matter, will instantly pinpoint your business's weak points and work to optimize them.
3. Online directories – consistency translated into trust
Before sending out a CV, people tend to check it vigorously. They dot the i's, cross the t's, and then re-check them to see if one has gone unnoticed. In business, consistency is everything. The same can be said for online visibility. Often, smaller businesses fail to pay attention to their online listings. Their contact information, company name, and working time differ from source to source, decreasing their search ranking and ultimately costing them potential customers.
To avoid such frivolous errors, information consistency across online directories is crucial. Your company name and contact information must be updated on popular directories such as Yelp and CitySearch. Knowing exactly where and when to find you will reassure customers and establish trust between them and your business.
As said, quality SEO content does not happen overnight. It takes time, patience, and often a bit of help from outside professionals. However, in this day and age, it is worth it – the hits will turn into customers, and the customers will, in turn, turn into sales. Thus, if you haven't already, consider improving your local SEO!