When it comes to search, Google is the leading player. Google has become so synonymous with search that internet users may use the term to refer to conducting an online search whether they are using the engine or not.
In short, Google is the “keeper of online search,” and this means that businesses have to become aware of all the tools Google offers, as well as their content standards. Here are a few stats that show how crucial Google search is to businesses:
- 3.5 billion Google searches are made per day.
- Approximately, 88.5 percent of searches made on a desktop computer is done via Google.
- Forty-six percent of all searches on Google are seeking local information.
- Search beats out social media by more than 300 percent as a traffic source, and is the number one driver of traffic to content sites.
The numbers don’t lie. Search engines, especially Google, are a crucial and worthwhile traffic source and tool for small business owners. So, how can you best leverage Google’s business search features to improve your company’s visibility and customer engagement? Read on for our tips below.
Google allows businesses to have a local listing profile with the Google My Business feature. If someone Googles your company, they should quickly see a listing of your business with a photo, ratings, website link, and an option to call directly from the listing. You can even post deals and offers that users can see along with your listing. This feature also allows you to check your metrics to see how many people are responding to the listing regarding calls, website clicks, and bookings. Unfortunately, 56 percent of current businesses have yet to claim their local business on Google. So, don’t miss out on an opportunity for engagement by taking advantage of this feature.
Invest in SEO
Google’s has indexed hundreds of billions of webpages. So, there is a lot of competition out there. Also, Google is continuously changing its content standards. As a result, you and your marketing team have to stay up on Google’s algorithm rules. One of the ways to do this is to invest in SEO strategies. Consistently update your website with new content or blog posts, use general and long-tail keywords in your website copy, optimize your metadata, and increase backlinks to your site. These are some of the standard ways to start ensuring your business website is showing up on your audience’s searches.
Add a Description to Your Business Listing
Google does have a variety of categories that you can pick for your business on the Google My Business feature. However, it may not always perfectly match what you do. This reason is why it is crucial to include a description of your business on the listing. With it, you can describe what you do, and even mention other mediums of communication (ex. social media platforms). You can use up to 750 words for the description, so ensure that it adequately speaks to what you do and who you are. Your customers are more likely to see this information before your website, so make every word count.
Take Advantage of Click-to-Call
On your Google My Business listing, there is a button that allows users to call your business directly from the listing. According to Google, 70 percent of smartphone users utilize this feature to contact companies. In contrast to what many may believe, phone calls are still a popular way potential customers choose to reach out to businesses. So, don’t just fill in your website address, or think you only need online messaging tools for customers. Make sure that you have the correct phone number listed for your business, and that you or someone on staff is prepared to follow-up in a timely matter.
Google maps aren’t just vital for following directions, but it is also an excellent way for potential customers to connect with local businesses. Eighty-four percent of people conduct local searches. So, in addition to ensuring your company has a Google My Business listing, another feature of the tool is having your company listed on Google maps. Google even allows you to include any notifications of new content, promotions, or special offers with your business location on Google maps.
Three out of every four people who search for something nearby on their smartphones ends up visiting a store that day. So, you want to ensure your business is listed when they begin their search. Getting a Google my Business listing, along with utilizing SEO tactics, make it much easier for potential audiences to find your business. Google has become a large part of the online lives of today’s consumers. So, utilize the tips above to ensure you use the search engine to its fullest potential to spur engagement and sales.
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