It’s one of the most powerful business tools, but also an extremely competitive place to be found.
'Google it' and you'll find thousands of options and information sources in seconds. Studies show the first spot on Google's search results page will claim 32.5% of all click-through traffic, while the bottom spot only receives 2.4%. We know it's one of the most powerful business tools, but also an extremely competitive place to be found.
Here are 6 ways to improve your chances of being found in Google's search results:
List Your Business With Google
Google My Business is a listing that allows you to provide important details to your customers about your business. Your listing will appear when people are searching yours or a similar business on Google Search (please note, this is only available for physical businesses). The listing will showcase your business location, contact information, photos and any reviews customers choose to leave.
Be Found On Google Maps
Being listed on Google My Business instantly adds your business to Google Maps. Since 2014, searches in Google maps for "near me" and "nearby" have doubled, increasing the chances you can be found. It's also common for websites, social media networks, and databases to integrate Google Maps so people can publicly 'check in' to your business location and share this on their social media channels.
Be Seen On YouTube
You may not know, YouTube is the world's second largest search engine (owned by Google) and receives billions of views each day.
YouTube works in the same way as Google in the sense that it uses keywords to rank results and responds to the popularity of content.
Here are a couple of suggestions for creating video content for your business:
Tutorials and how-to: Engage your customers with informative videos. For example, if you're a baker, capturing some of your favourite icing techniques will educate your audience and also expose your business to more people interested in baking and baking products.
Q&As: Share your industry knowledge. Answer questions you commonly get on the job in a video. For example, not everyone will know the best stretches to do before a series of sprints, so if you're a personal trainer, tell them.
Behind the scenes: let people know where, how and what it is you do to run your business. This will let you flaunt your business's personality and connect with your audience.
Show In Search With Google Ads
Google Ads is a service where you can pay to run an advertising campaign to target keywords that your customers are searching for. You can tailor the timing, location, and language of your ads to ultimately land yourself higher on Google search results. This is a paid service, that works on a pay-per-click basis, so you'll need to put aside some budget before you start.
Boost Sales With Google Shopping
Try typing a product into Google, e.g. "black fur coat women" and you'll see various options pop up from different retailers at the top of your search. This is what Google shopping does, allowing you to list and sell your products from the search results. This is also a paid service, connected through your Google Ads, and allows you to begin sales campaigns in a selected location with the option of selling products online or informing customers of where they can purchase them in store.
Get Featured On Google Snippets
You may have noticed Google snippets or 'answer boxes', as the white information box that drops down when you type in a question. Snippets work by taking information from a selected website that concisely answers commonly Googled questions and can help you gain traffic to your site for being a well-respected source of information. Studies show that in an average 10,000 searches, pages featured by snippets will receive 37% of clicks, while the first listed item without a snippet, will only receive 17%.
To increase your chances at featuring as a Google snippet, here are a few tips:
Identify: The most common questions your customers might ask about your product or service. For example, if you're a seamstress things like "how to fix a broken zipper" are often searched on Google, so leverage your industry knowledge to provide searchable answers via your website or business blog.
Wording: Use of correct keywords is vital, especially in your article or blog headings. Using headings that incorporate instructions into them, like 'how to' will increase your chances of featuring as a snippet as they respond to commonly search queries that snippets are designed to answer.
Length: Snippets provide brief information sources and display a short paragraph at the top of the page. Using between 54 - 58 words is ideal, however, if your content can be explained in a procedure, snippets also take the first few steps and heading to feature.
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