Avenues to encourage social interaction and communication are reaching across generations, demographics, psychographics, industries, and countries. Social media platforms help businesses better understand their customers by monitoring the chatter. They can interact, influence and even use the information to develop better, more insightful business strategies, services and products. However, social media is only a small part of the big customer acquisition and relations picture and an even smaller part of improving search results.
A business must be what people want and need…this means that have to be what people are searching for at any given moment. In order to be what people are searching for, your website or ecommerce site must also reflect this objective. Unfortunately, Google doesn’t hand out search data on a platter. (It’s a bit more challenging than that.) Prepare yourself for constant monitoring and on-the-spot tweaks as the marketplace changes. Arm yourself with knowledge and take advantage of free tools that produce insightful data. No single tool will do. Just as search results are due to a combination of factors, you must also use a combination of resources to improve your business search engine optimization and move up in the Google ranks.
Tackling search optimization on your own
If you’re brave enough to do this without a webmaster and/or digital consultant… start with your website by making sure it’s optimized for visibility on both desktop and mobile. Be sure to have a cohesive brand and adhere to Google NAP. Have a site audit and start monitoring Google Analytics to see how your site is performing. Spend some time seeing where you rank currently in SERPS, do some keyword research. Digest…and repeat! (Don’t forget to be social and keep your web content fresh and relevant.)
Top 10 free tools to improve search engine results for your business
- Google: Analytics, Keyword Planner, Google Trends & Webmaster Tools
- Rank Checker
- Responsive Design Checker
- MOZ Local: Mozbar
- Screaming Frog
- Similar Web
- Copy Scape
(Good luck…this really does take a team to do effectively!)