The development of a functional, modern website and creation of social media profiles does not mean that your organisation will adequately reach your target online audience.
Ideally, your organisation should appear on the first page of search results when a query related to your business is launched on Google, Bing or Yahoo. According to Google, local searches result in 76% of mobile users visiting stores within one day. Optimising your organisation’s online presence for search engines will not only improve brand visibility but will also lead to increased conversion rates.
Ways to Improve Online Visibility
Blog posts are an essential inbound marketing tool. A blog that is updated regularly helps to improve online visibility. For example, if you share one blog article each week, a new web page is created for every article published, hence creating new opportunities for your organisation to rank higher for different keywords. Sharing the links to your blog on social media also helps to increase the reach and visibility of your website.
Search Engine Optimisation (SEO)
Create original content for your web pages, blogs and social media posts. Search engines such as Google use algorithms that rank pages with highly relevant content better on search results. Identifying keywords and embedding the relevant ones into your content, URL and title tags helps with the ranking. Optimising your website for search engines gives you a strong chance of ranking on the first page.
Creating posts that trigger engagement helps to increase the reach and visibility of your brand online. For example, a Facebook post that promotes engagement such as comments and shares will reach a bigger audience. There are a number of social media platforms available, so it is essential to determine the ones that are a good fit for your business. Creating profiles on the relevant channels plays a significant role in increasing brand awareness and exposure. Frequent sharing also helps to entertain and retain an audience.
Pay-Per-Click (PPC) Advertising
Creating ads that focus on the needs of your customers and placing them on platforms such as Google AdWords helps to improve the visibility of your brand. PPC ads enable you to effectively place relevant call-to-actions (CTAs) that will drive your targeted audience to take a desired action. According to Google, over 51% of smartphone users have discovered a new product or service while conducting a search on their smartphone. PPC ads also allow your business the opportunity to track and analyse data, giving you insight for better informed future online marketing campaigns.
Forbes suggests that 74% of consumers are more trusting to local businesses with positive reviews. This reflects on the influence that customer reviews have on a prospective buyer. Encouraging customers to give feedback on your product or service helps to build trust in your brand. Adding a comment section on blog posts and engaging with your audience on social media not only encourages other visitors to purchase or request a quote, but also boosts the visibility of your website.