You can hang out a shingle and say you are in business, but until you begin to market yourself by optimizing your landing pages, no one will know you are there. Most new businesses start with some basic branding and a website.
There are the more traditional means by which you could advertise. Studies show that because the most effective messaging is rarely used, these do not produce the results expected most of the time.
It is also difficult to measure your results with these traditional advertising mediums.
Does Optimizing Help Me Get Found on Google?
Reaching the masses today means being in the space where consumers are looking for help with solving their problems. Not surprisingly 92% of U.S. consumers go to search engines such as Google and Bing to make a purchase, answer a question, or solve a problem.
Here is an example of how utilizing expertise in search engines can help you get found, and create business.
You are a CPA starting your own business and are in need of a website. Great! Should be easy enough. Design, contact forms, blog page, and…wait. We need to build pages with text about what you do.
We could create a “services” page and clearly list out all the services you perform. You might think that would be the best approach; everything in one spot so a consumer of CPA services can see it easily. The truth is, that is one of the most ineffective methods.
As a CPA, you offer accounting as well as other services such as bookkeeping, payroll, and business planning. When you list all your services on one page, search engines will not be able to make a solid match between what someone is searching for and what is on your page.
Since Google’s main function is to find the best match for each inquiry, it reduces the value of your page in its algorithm and lowers your rank for those keywords. Google will not be able to tell if it is a direct match to the query.
However, if you have one landing page for each service, Google can determine if one of your pages matches what a consumer is looking for. These pages are called landing pages. Searchers will “land” there instead of your home page.
Content and its location on a landing page determine whether landing pages are found for a specific service. Optimizing your accounting page for “accounting” or “CPA” is great. You will be competing with every other CPA firm in the country.
Being specific works to your advantage. You can increase your chances of getting found by being very specific in your optimization.
Let us say you specialize in bookkeeping for nonprofits. When you are only optimized for “CPA”, a consumer needing bookkeeping for a nonprofit in Chicago will not find you. Optimizing for “non-profit bookkeeping greater Chicago” area, however, will likely get you in the running.
Search engines have specific formulas to determine where your website will show up in search results. Learning these rules takes time and effort. This is effort you should be using to take care of your customers. SEOptiks is an expert in the major search engines and maintains knowledge of the ever-changing rules.