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Getting your business found online

Whatever product or service you’re selling, motivated consumers are searching for it right now on the internet. If you’re not there, you’re missing an ever-growing market share. Every business needs an online presence. The internet has changed the way consumers shop for goods and services. People use the internet to research and compare products, services and pricing, and they’re logging on 24/7.

What they want is comprehensive, accessible information at a time that is convenient for them. They want their questions answered without having to speak to anyone. So in effect, your website will act as a virtual sales person (and possibly storefront) – providing potential customers with all the information they need to know about your services and your business. But there’s more to maximising the potential of the internet than setting up a great website. You need a website that search engines can find, one that conveys the right message about your business. Your website is the foundation of your online presence, so put it to work – cross-promote with social media and online directories, create interesting content to capture the attention of potential customers. Close the communication gap with email newsletters and an informative Facebook page. Used well, the internet is a powerful, yet low-cost, marketing tool. So let’s take a look at how to jump in and start creating an influential, professional online presence for your business.

Once your website is online and looking good, you need to make sure that potential visitors can actually find it, but the search engines have to find it first. When customers are using search engines to find business information, not many of them will look passed the first few pages of results. To maximise your website’s visibility – and traffic – you want it to place high in search engine results. And this is where good SEO comes in. SEO, or search engine optimisation, is the process of improving your website's placement in natural search engine results. Search engines such as Google are designed to help people pinpoint relevant information from the vast reserves of the internet. There are differences in the ways various search engines work, but they all perform three basic tasks:

  • They search the internet – or sections of the internet– based on important words
  • They keep an index of the words they find, and where they find them
  • They allow users to look for words or combinations of words found in that index.

One of the most important elements to building an online marketing strategy around SEO is understanding your audience. Once you figure out what the average searcher, and more specifically, your target market, is looking for when they conduct a web search, you can more effectively reach and keep those users.

Keywords are the words or phrases that potential customers would type into a search engine to find a business like yours. Search engines index your website based on the keywords they find in your website copy.

When identifying keywords, try to think like your potential customers – what words might they use to search for your type of business?

Use your keywords effectively

  • Place your primary keywords in your headline and sub-headline. These areas of content have greater weight to search engines.
  • Pick a primary keyword for each page of your website and focus on optimising that page for that word. If you oversaturate a page with too many keywords, search engines won't have a clear idea of what the page is about. Use no more than three of your keywords per page.
  • Include the keywords in the body content, but don't use them out of context. Make sure they are relevant with the rest of your content.
  • Don't forget the pictures - search engines will recognise keywords in the filename of images (eg. yourkeyword.jpg), or you can include them in the ALT tag.

Keeping up-to-date with the ever-changing field of SEO can be tricky. Watch recorded webinar how to get your website found on Google