Don’t build a “Cathedral in the desert”

August 10, 2015

So, you’ve started up your own business and the first thing you want to do is get online so that more people can find you. Or maybe you’ve been established for a while and already have a website that you are proud of. Your website has been professionally designed to reflect your brand identity and your company’s ethos. It represents who you are and what you do, perfectly. But nobody knows that it’s there! There are over 858 million websites online, so without other marketing efforts to direct people to your website, people aren’t just going to stumble across it.

Here are a few ideas to make your website more discoverable online:

Search Engine Optimisation

If your website isn’t optimised for search, then it’s unlikely that it will appear high up enough on Google to be seen, unless someone searches for your company name specifically. Think about the product or service that you are offering, if someone was looking for this online, what words or phrases would they use to search for it. You should keep these keywords and phrases in mind when writing the content for your website, and try to include them a number of times. This way, if someone typed that phrase into Google, your site will appear in the results.

Whether or not your website is mobile-friendly also affects its SEO, particularly since Google’s changes to their search algorithms earlier this year. If your website is not responsive then Google will downgrade it in its search results, meaning you’ll appear lower down in the results. Most people won’t go past the first or second page when searching for a website, so you’re much less likely to be found if you don’t appear until page 3 or 4.

Social Media

Lots of companies and brands have taken to social media to promote themselves, and it’s not just for the big businesses. Social media marketing helps you to increase brand awareness and improve your online presence. Some people will say that they tried it and it was a huge waste of time, well it was because they are doing it wrong, they are probably trying to sell to their followers with each update they post instead of engaging with the users and building authority in their industry.
Post interesting content and engage with other users so that more people will respond to you and share your posts, exposing you to even more users. Plus, you can post content that links back to your website, driving more traffic and therefore increasing leads.

If people share your posts which contain links to your website, this creates more inbound links to your website from external sources, which also helps improve your SEO.

Blogging

Having a blog on your website which you update regularly has a number of benefits. Firstly, providing useful and interesting content for your users will give them a reason to come back to your website repeatedly. You can use this content to establish yourself as an expert in your field or the first port of call for local or industry news.

Blogging also helps with search engine optimisation because Google and other search engines love fresh content! If your website is seen to be constantly up-to-date then it is more likely to be prioritised by search engines. Plus, you can use these blog posts to pack in more keywords relevant to your business.

These are just a few ideas to get you started with improving your business’ online presence, but there are many more marketing methods to try. Offline, try using print media such as posters and leaflets to guide people to your website or social media channels. The trick is to find the right methods for your business and combine them to achieve the best results.


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