How do people find my business?
If you're a business owner, you probably understand the need to advertise, but are perhaps unaware of how potential customers are finding you online.
The easiest way to approach online marketing tactics is to think like your target audience.
If a customer needs your service or product, how would they begin to search for it?
The starting point for most people is a search engine such as Google, Bing or Yahoo!
A customer will enter “[your service]” or “[your product]” into the search engine and ask it to retrieve what it thinks is the best result for you.
Rather than just crossing your fingers that you'll naturally appear at the top of the search results page, you need to put in place measures that can bump you up the rankings.
Knowing what the right keywords for your business are is crucial.
Whilst your business name is important, a customer who doesn't already know you isn't going to be searching for it.
For example, if your business name is Jack and Bill's Mowing people are going to be searching for “lawn moving” and “hedge trimming” as opposed to your name.
The next trick is to know what to do with your keywords and how they should be woven into your online content.
It is important to ensure that your website, blogs and Twitter campaigns contain the right keywords to increase the chances of people being able to find you.
A good exercise is to pick a service or product that you like and go through the search process yourself.
Take note of the words you are choosing, what kind of search results are appearing in Google and also the kind of content that is causing the search engine to believe it is relevant for your query.
By thinking like your audience, you can identify some of the tactics that will help them find you through organic search.