Ongoing Local Business Online Marketing
Why do you need to pay someone to promote and market your business online? Understanding why ongoing local business online marketing is essential for your business and website to succeed online.
Getting your business noticed online is a very difficult task and involves a lot of work and time to do correctly. This is especially true when trying to rank on Google, if your business is not on the first page of Google for your keywords then it will not be seen or visited by organic search engine traffic.
There are over 200 factors that Google take into account when ranking websites against each other and include things like Search Engine Optimisation (how your website is written for Google), other sites that link to your website, business directory listings, reviews of your business and products, available video, social media footprint, the amount of social media your website is involved in, content provided to your customers and readers, the amount of time a person stays on your website and web page loading speed to name just a few key aspects.
The time involved in Ongoing Local Business Online Marketing is huge and will take you away from other important aspects of running your business.
Why don’t I just pay Google to advertise my site in the paid listings?
The one simple reason for this is that Google is very expensive now and you will be paying per click and not per customer, I was asked to look into a fitness promotion recently and the cost per click was in excess of £10 per click and that is only for very specific keywords.
Organic listings are the not paid for listings that appear under the adverts and done correctly your website can appear for hundreds of different words and phrases without spending a fortune to do so in advertising costs.
So what do I do when promoting your business?
– Register with Directories
My first target is to get your business onto Google as a bricks and mortar local business and register your business on Google Hangouts and Google Plus and build the related web pages correctly, then to do the same with Bing and Yahoo Local Business.
Then your business would be registered with another 50+ business directories including the big 10 UK directories.
– Register with Search Engines
When I create websites I register them with Google so that they get noticed by the search engines, however, there are a great many more search engines out there, I then register your business with 140+ other search engines.
– Research your competition
You need to know what keywords and phrases your customers type into Google when looking for your products and services so that we understand how to target your website to them specifically.
Some keywords and phrases we will never be able to rank for because of the competition so we need to know and understand the other areas where we can dominate the Google listings and not waste time and effort competing for something we will never achieve.
In order to get to the top of Google you need to know what your competition is doing and how they have got their position, I research this so that I know exactly where their back links, directory submissions, social media accounts, social activity, their SEO and a number of other key factors so that I can then apply them to your web site so that you beat the competition and rise above them in the listings.
This is one of the key aspects of understanding how to promote your business properly and understanding how Google and the search engines work is a major part of your ongoing local business online marketing strategy.
– Search Engine Optimisation (SEO)
All websites that I build are SEO friendly already, however, by clever use of blogs and articles on your website you can rank your website for many other related keywords and phrases bringing in more customers who may never have found your business normally.
Writing a great article that is keyword targeted needs to be a minimum of 500 words but preferably in excess of 2000 words is a difficult task and can take more than a day to do properly.
Google loves reviews of your products and services, the more the better, I will help you with this and get your customers to leave positive reviews for you and if you do receive a negative review, although it can never be removed we can distance your business from it and push it off the first page of Google so no-one ever see it.
These are vitally important to your website rank on Google, a backlink is when another website puts a link back to your website from theirs. This can be done in many ways from posting on other peoples websites with a bit of information about you, guest posting on blogs, direct promotional links from other websites and loads more ways.
Backlinks from relevant websites have more power than non-relevant ones but they all have a positive effect on rankings, however, you need to make sure that you avoid dodgy software that claims to do this, Google is wise to this and your website will be panelised for doing so.
Backlinks should not all go to your main page either, they need to spread throughout your website, pages and posts.
– YouTube and Video
If you can create a Youtube and Vimeo Channel and create videos it is highly recommended, not only do 50% of people on the internet watch videos but Youtube is owned by Google so using it benefits your website.
A video is worth the same as 1.8 million words and is an incredibly powerful tool for getting your message across. Visit http://digitalmarketingnortheast.co.uk to watch a video about it. (This is one of my websites so don’t buy from it, speak to me first).
Youtube is also the second biggest and most active search engines on the internet after Google, if you are not using video then you are missing out.
– Social Media
Google loves social media and the more your business is mentioned and commented on and passed around the better but don’t just focus on Facebook. As a minimum your business should be active on Facebook, Twitter, Linked In, Pinterest, Youtube and Google Plus.
Any other accounts are a bonus. If your business does not have active social media linking back to your website then your website will be lowered in the rankings.
Paying for Social Media is a great way to attract more customers to your business but can be costly if done incorrectly.
– Keeping in Contact
Although Google doesn’t monitor this, embedding an email subscriber form onto your website is a great way to keep in touch with your customers, you can inform them of newly released products, remind them of your normal products, tell them about an upcoming sale, inform them of a new blog post or what is happening on your social media.
– Content and Time Spent on Website
Every website should have an integrated blog that can be used for marketing purposes to capture all those long tail keywords and phrases that potential customers search for when looking for your products, however, they need to be researched and written correctly for the search engines as well as be great to read for your customers.
Writing great content is an art in itself and requires research and time as well as good writing abilities but a great article could get more visits than the main page of your website, especially when shared on Social Media and converted to video.
Google records everything, including the amount of time that visitors stay on your website and pages, if they leave after a few seconds then you will be marked down the rankings for this, if they stay on your site then you will be moved up the rankings.
– Page Speed
Google monitors how quickly your website loads, the faster the better, long loading time is panelised.
Unless you have a lot of time then you need ongoing local business online marketing and support.
When I take a business on to look after their marketing and promotion I cannot do it all and would need them to be involved in some of the Social Media aspects of the business to make sure they are getting their personality through to their customers, however, I would be at least two post out to each account ever week to keep customers and potential clients involved.
As you can see in the list above why this sort of work is done on a continuing basis and cannot be done as a one off project, although some parts can, such as video creation or registering with directories etc.
Some of the tasks above would involved paying for advertising and that comes out of the payments so there is no extra charge on top to the client unless discussed in advance if looking to do a very large promotion.
Slow and steady is how to win the race with Google and they monitor all websites and like to see a steady progression and evolution of a website because this sort of promotion and marketing takes time.
Google only crawls the site and amends listing every couple of weeks so sometimes it takes time to see changes occur, however, all activity is monitored using Google Analytics so I can monitor what is working and what is not.
This is only part of what happens in the background of promoting a website and local business online, I hope that you can see why it is beneficial to get someone to do this work for you so that you can concentrate on running your business.
If you have any questions for me please do not hesitate to contact me on 07852177010 or if you want to know about how I can help you with your ongoing local business online marketing.
Remember Ongoing Local Business Online Marketing is essential for your business.