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How to maximize your presence on Google.
Best practices in actively monitoring, engaging and creating content are all basics for managing your global brand and web reputation. You need to constantly strengthen your online brand identity, and create positive assets in managing your online reputation.
The key to Internet dominance is to think integration – naturally, the first steps include a quality site and synching it with your social media, business listings, inbound links and other elements.
Despite warnings here and other places, many small businesses have made a tactical error in thinking Facebook is considered the crème de la crème in marketing. A Facebook page can be helpful as part of your marketing mix, and a large volume of fans might enhance a site’s ranking on the search engines.
However, aside from privacy, security issues, Facebook is a threat two ways. It’s also worth noting that the majority of business Facebook fans aren’t local. Plus, fans usually change their minds. Within a month or so, they decide a business’ Facebook page offerings are boring.
As for advertising, it rarely helps small businesses to insert their ads on the social medium. It’s better to save the money or budget it for prospects to offer them loss-leader discounts to try your products or services.
By virtue of its 3.07 billion global members as of July, 2025, Facebook is highly ranked. Despite the Facebook buzz, it’s lost members in North America and Europe. Facebook’s growth has been in emerging Third World countries.
Moreover, if not managed well, a Facebook page will dilute or cannibalize your site’s presence. You never want to let any social medium presence outclass your Web site ranking. You want to use a social medium to enhance your site’s presence and drive traffic, not have it stop there.
Moreover, if not managed well, a Facebook page will dilute or cannibalize your site’s presence.
If used well, social media is an excellent tool and accomplishes two goals – connecting with your existing customers and attracting fans for new business. So, there are ways social media can work well.
How to maximize your search-engine listings
In U.S. market share, according to the various ranking services, Google consistently has about a 65 percent share, and Bing and Yahoo each have about 15 percent. Of course, there are others but most use Google for search. Worldwide, Google has a 90 percent share.
So develop a quality Web site. If budget is a concern, it’s possible to use free online tools for an adequate site. Insert your Facebook and X widgets. If you cater to a professional clientele, include LinkedIn.
If a consumer searches for a local product, Google weaves the top seven results at the top. Normally, the top three business listings attract the most customers.
So, the big Kahuna to generate local customers is to utilize Google My Business.
Maximize it in four ways:
1. Complete all the information – physical address, telephone number and your relevant categories.
2. Insert professional pictures and a video.
3. Synergize your listing on CitySearch, Local.com, Manta, Yelp, YP.com and mobile sites such as Foursquare and Facebook Places. Produce an informative video for YouTube.
4. Entice your best customers to insert reviews. Then take the necessary steps to profit from reviews. If feasible, encourage them to take a moment to write a review before they leave your business.
Always immediately and professionally respond to positive and negative reviews. Timely, public responses are vital. You’d want all readers to think of you as transparent with customer-centric attitudes.
Reinforce your Web presence
Even though you’ve done all the footwork to create a Google Places presence, you’re not done. Next, protect your turf. Yes, many businesspeople have been stunned to learn their listings were deleted.
Also, you can strengthen your position with search-engine press releases. Be sure to insert links in your press releases to your site. Additionally, not only will you attract visitors, but you’ll benefit from valuable links to your site from the press release company.
Here are five necessary preventative measures:
1. Regularly update your site. On your home page, every week make a change, even its small such as a loss leader or testimonial. Again, include your social media widgets if you have a blog, insert the latest headline. Customers and prospective customers will notice. Just as importantly, so will the search engines.
2. Strategize media centers of influence. Write search engine press releases and submit them to local media outlets if you have a newsworthy item. If you need PR but don’t have a budget, leverage the news media. In addition, insert a press page on your site and include your releases. The news media will be a big source of credibility.
3. Be careful about republishing. With blogging success, others will want to re-publish your work it or otherwise link to you. Don’t allow them to do so, if they have an inferior Web presence. The first step is to check their site’s Google page rank. (You might also want to check your site’s ranking.) That goes for any other site links you insert on your pages. Check their page rank to make sure it’s at least equal or higher than your site’s ranking.
4. Regularly monitor your Web presence. To monitor your Internet presence, set up alerts. Harness both Google Alerts and social listening tool, Brand24. Daily search for what’s being written about your business as well as your competitors, and evaluate any changes to your search rankings and customer reviews. Respond quickly. So develop a prototypical emergency response strategy including templates.
Some competitors of businesses are gaming the system with false reviews for their gain or to badmouth others to enhance their online presence. They furtively do this and can quickly dominate the Internet by downgrading your presence.
So keep a careful record of your business listings, and have template responses ready to insert in advertising along with key words ready to implement on the search engines and other sites. This includes responding to journalists, social media and other online forums.
5. Use crisis management protocols. That means a plan that outlines who will handle communications with the media with the public if a crisis occurs and to issue apologies if they’re warranted.
Make employee training a priority in managing a crisis and to be brand ambassadors.
Every business is different. These are merely the basics to cover most situations. But if you implement these steps, you’ll be on your way to strong results.
From the Coach’s Corner, here are related resources:
Are You Attacked by Bad or Bogus Reviews? 5 Tips to Respond — Certainly you only want positive customer reviews. Internet-savvy shoppers read reviews to make buying decisions. Reviews can make or break you.
For a Bounce in Revenue, Try Strategic Press Releases — How companies succeed in marketing because of their effective press releases for publicity on TV, radio and podcasts.
4 Tips to Quickly Fine-Tune Strategies in Digital Economy — To win, you must become adept in the interactive process inherent in the digital economy. Everything depends on your ability to rapidly make decisions – to protect your turf and grow your business for a competitive advantage.
Checklist for Branding, Marketing Your Biz as Green — Consumers love environmentally sensitive businesses. You might think it’s a slam dunk for businesses to market themselves as green. Well, yes and no. There are precautions to take. They include educating your audience on your eco practices.
Winning in Branding, Sales – The 6 Key Characteristics of a Logo — One key element for a company’s branding and sales that often gets short shrift is a great logo. Whether you’re an entrepreneur entering a brave new world or an established company needing profits, a great logo helps ensure top-of-mind awareness.
“Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program.”
–Timm F. Crull
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