In today’s digital age, promoting your small business requires a different approach compared to what was effective two decades ago. Gone are the days when people relied on phonebooks or advertisements to find local businesses. Nowadays, potential customers turn to the internet to search for services they need. As a small business owner, your primary goal is to ensure that your business is easily discoverable online. While building an online presence might sound like a complex task, there are straightforward strategies that can make a significant impact.
1. Create Your Google Business Profile
When it comes to online searches, Google reigns supreme. Therefore, if you want to enhance your online visibility, it’s essential to cater to Google’s search engine. Fortunately, Google offers a free service called Google Business Profile, which allows you to provide key information that potential customers are seeking. This includes your business address, services offered, operating hours, phone number, and website. Google’s mission is to help users find what they need quickly, so the more information you provide, the more likely your business will be suggested by the search engine.
Moreover, this information helps your business appear in Google’s local searches, which are the results that appear at the top of a Google search, adjacent to a map showing your location. This means your business not only ranks higher in search results but also allows customers to see your proximity to them.
2. Tailor Your Metadata to Match Customer Queries
When you perform a Google search and view the list of results, the text that appears in the blue title and description beneath each link is known as metadata. By modifying your website builder’s metadata, you can influence how your business appears in Google search results.
Google’s search engine prioritizes search results based on how closely a website’s metadata matches the keywords in a search. Being at the top of Google search results is crucial because more than 25% of people click on the first result, with diminishing clicks for those lower down the list. The second result receives around 15% of clicks, and the clicks continue to decrease for results beyond the top five.
To craft effective metadata, you should put yourself in the shoes of your customers. Consider what keywords they might use to search for your services and tailor your metadata to address those queries. Remember that space for metadata is limited, especially on mobile devices, so ensure your message is concise and directly addresses customer needs.
If you’re unsure about what to write, research common search queries and see what your competitors are doing. Those who appear at the top of search results are likely doing something right, so draw inspiration from them. Additionally, tools like Google Search Console can help you gauge the effectiveness of your keywords and improve your site’s visibility.
3. Create Multiple Pages for Specific Services and Locations
Your homepage is just one aspect of your website that can attract potential customers. You can further boost your presence in search results by creating additional pages with well-crafted metadata that caters to specific user searches.
If your business has multiple locations, ensure that each location has its own dedicated page. This allows each branch to generate its own results in local searches. Similarly, if your shop offers various services, consider creating a separate page for each service. This approach ensures that your business ranks higher in searches, whether customers are searching for “oil change near me,” “brake repair near me,” or “tires near me.”
While creating multiple pages demands more effort, the rewards can be substantial. By taking the time to do so, you increase the chances of potential customers finding your business in their searches.
In conclusion, enhancing your small business’s online visibility doesn’t require hiring an SEO expert or embarking on a complex journey. By following these simple strategies, you can make a significant impact on how easily customers can find your business online. Remember that in today’s digital age, being visible to potential customers is essential, and these tactics can help you achieve just that.