It is nearly impossible in 2018 to run a successful business without a strong Internet presence, and that means search engine optimization (SEO). Existing and potential customers need to see a link to your website when they search for whatever it is that you are selling. The art and science of SEO lie in figuring out what terms those customers will use when they search, and making sure you have a strong enough presence, either on your own website, or elsewhere, that your name will be associated with as many of those terms (keywords) as possible. Keeping up with the most popular keywords, and changes in search strategies can be a full-time job, and many businesses leave it to the professionals; marketers who live and breathe keywords, and stay up at night thinking of different words a potential customer may use when looking for a local pizza joint, plumber, or pet sitter. As an example, the best lawyer SEO company has to think like a potential client: Will the potential client search for a lawyer, an attorney, or a law firm? Perhaps he will search the type of matter he wants the lawyer to handle for him, such as personal injury, or worker’s compensation. Maybe he wrecked his motorcycle, and searches for “motorcycle lawyers.” SEO marketing is all about identifying those possible terms and making sure their clients’ websites contain as many as possible.
It’s not enough, though, to just keep track of keywords and plug them in. Business owners must always be aware of how their customers search for goods and services. For example, Google reports that over half of teens in the United States search by talking, not typing, and get their search results the same way. Voice searches are more conversational: instead of typing, “real estate agent”, a potential customer might say, “I want to sell my house.” As a business owner, you want your name to come up first in a voice search as well as in a traditional text search.
You may assume that your ranking on Google depends entirely on how often you can associate your name with specified keywords on the internet. In fact, other factors will affect your ranking. With the proliferation of mobile devices, it is becoming more important to make sure your website is mobile-friendly. Site speed is also a factor which can influence your ranking, as mobile users want information immediately.
What are the most popular search engines? If you answered, “Google,” you would, of course, be correct. If you answered, “YouTube,” you would also be correct. YouTube is actually the second largest search engine, but is often ignored as a marketing tool. Video can be especially effective when your business relies on your customers’ trust. Companies like Lifestyle Design International use video to introduce potential partners to the people with whom they will be working. Many law firms also use videos to convey a sense of approachability and friendliness. No matter what type of product or service you are selling, you may find that video content will one day be an essential component of your Internet presence.
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