The importance of carving a strong digital presence for your business can’t be understated. This is the ideal way to set the narrative of your brand and stand out from your competitors.
First and foremost, Google is one of the most vital places to be seen online. As of2022, around 6.3 million Google searches are conducted every minute.
To make sure you are reaching your audience on Google, some of the best ways to increase visibility are to invest in PPC and create a content marketing strategy that may consist of blog posts, videos and social media posts. Set clear objectives on how you will measure ROI before you get started and use it to measure results.
Looking for some compelling reasons to double your efforts?
- Being visible creates trust
Google is the main online tool used to research brands’ products and services, holding a massive 92% of the market share among search engines.
And when it comes to retail, Google itself found that 53% of shoppers say they always do research before they buy a product to make sure they are making the best choice.
People trust the results that appear most highly in the search engine page results, and typically don’t read much further down the page. Research from Search Engine Journal finds that among organic results, the result at the absolute top of the first pagehave an average click-through rate of 28.5%. This declines to 15% and 11% for the second and third results respectively.
- You will reach people who would go elsewhere otherwise
Complementing your content strategy with paid Search advertising helps you get the most out of Google. If your competitors are using paid ads and you aren’t, they could be bumping down your organic listings and gaining the customers you want. A common strategy that they might be using is to bid on the name of your brand to win over your highest intent potential customers (you can quickly get an idea of whether they are doing this by Googling your brand’s name and seeing if competitors’ ads are triggered).
But if you have an advertising strategy that targets the most popularly searched keywords relevant to your offering (as well as branded ones), you can quickly become discoverable to users who are already considering a purchase decision.
- Buildingrelationshipsbuilds your customer base
Users who click through from an organic or paid listing need to be met with a professional, engaging website. Otherwise, your best marketing efforts could be met with high bounce rates.
Your users should find themselves navigating a website that gives them a keen sense of your brand identity and helps them build a relationship with you.
In addition to using a clean, modern website design, consider further ways you can engage your customers.
Could you display reviews from past customers to show off your great results? If you have social media channels, how about linking to these so they can follow you and communicate further on there? And could you break up and humanise your website’s content with some professionally curated videos, letting friendly members of your business explain your content in more detail?
To thrive as a business in the current climate, investing in online visibility is a must. The more you prioritise this, the more you portray yourself as a competitor to be reckoned with in the online space.
