Common Business Web Presence SEO Mistakes

Common Business Web Presence SEO Mistakes | Kinetic KnowledgeIn terms of visibility online, there is no ‘one SEO fits all business types plan’. Versus throwing money at a moving search engine results landscape and hoping that something sticks, it is best and most cost effective to get the fundamentals right first. Then measure and go forward with what proves to work. Some of the competition is going to be there, but most competitors fail to execute on even the most obvious requirements. Here is a list of the most common business web presence SEO mistakes the average company fails to manage online – at the cost of leads & new business. Where are you on these?

Common Business Web Presence And SEO Mistakes

1. A lack of detailed pages for each service offered:

The fact is, Google’s algorithm indexes and ranks pages based upon what it sees as subject specific content worthy of human consumption. One page with a list of services ruins any chance of competing for the qualified traffic searching for those very services.

2. A lack of a commitment to content, in general:

Google’s algorithm also seeks new timely information and so it likes websites that produce it. A website with no blog or timely news coverage for ‘question & answer topics’ the target market is searching … it fails to help Google to recommend that website.

3. A lack of mobile friendly content:

Hard to believe it today, but we still see it everywhere. Upwards of 50% of all people search from their phones and business owners ought to know that search engines do NOT want to recommend non mobile friendly content.

4. No geographic specificity:

Google believes a local business is the better local search result. For the business demonstrating location authority when Google looks for local answers, this is the low hanging fruit. Get established locally first, then build outward and conquer the rest of the world … or maybe just another town, a county or a state.

5. Incomplete contact information:

Hours of operation, for example, matter to Google when ranking a local web presence. Many fail to show hours with their contact information and are, at certain times, ignored in search results because of it. Note: and no. 7 explains, this information is also cross referenced against local listings, so you need to have it all accurate & consistent.

6. Incomplete Google My Business Tools:

Google favors certain types of content generated with its’ tools. Once verified and properly executed, these Google My Business tools ( especially when aligned with a primary website for accurate consistent information ) will matter a great deal.

7. Inaccurate search & directory listings:

Never to say they will outrank a content rich website, but consumers visit search and directory listing websites. Search engines crawl them as a highly weighted signal, seen as an information accuracy cross- reference (vs website and other listings). Listings consistent with a primary website presence for accurate contact information matters. In the end it doesn’t really matter if people find your business through yours or listing websites like Yelp, Yahoo, CitySearch, Topix or Google.

8. Sending reviews to the wrong place:

Google still rules for search; Google favors its own tools and local reviews published on Google map listings are prioritized in their Search Engine Results Pages (SERPS). Good reviews are hard to get, be smart and send them to where they are going to be seen the most by far = your Google listing.

9. Failure to leverage basic web page meta tag techniques:

Search engine crawlers ignore some, but PRIORITIZE other meta tags. There’s even a tag not used in competitive ranking, but that still serves as a tactical means for driving lots of traffic.

10. Failure to leverage basic web page link opportunities & techniques:

Search engines crawl & evaluate all links, including a) to other relevant pages on the website, b) that link off website to supporting information and c) that come in from other important websites. Do NOT fail to leverage these different links, for instance c) inbound links from trusted search & listing sites and/or industry associations the business is a part of.

11. Website solution choice:

Many website solutions limit fundamental tools, support or worse, trap the user’s web presence in its’ host environment. Why allow someone else to own the links, bookmarks, social likes, shares and the content keywords indexing a website accumulates over time? Cheap or free is likely serving someone other than you first; it rarely, if ever, is the best route. Business owners should own and control a website they can forever rely upon and grow.

12. Host solution choice:

The cheapest host solution is almost always shared, limits bandwidth, loads slow and offers minimal security at best. And good luck with any service.

13. A lack of management:

In this day and age, a serious business likely needs web presence and digital assets management. If assets aren’t managed in support of one another, any web presence will inevitably become a regrettable waste of time, effort and resources.

In Summary Of These Common Business Web Presence SEO Mistakes

There is no ‘one web presence SEO fits all business plan’. It’s why it is always best to start with the fundamentals, to measure performance & competition and then assess whether or not it’s’ enough to drive leads. Getting the fundamentals right not only saves money versus throwing it at a moving landscape, but sets a benchmark for determining whether or not a program can thrive in ongoing maintenance mode or if it needs expansion.

Ask us about our affordable hands- on SEO ( see: https://www.kineticknowledge.com ), including what canbe fundamentals based only programs and also overall digital assets management options. Let us help you get organized, drive leads and save money!

What Search And Directory Listings Will Do For Your Business When Managed

Listings = Citations What Search And Directory Listings Will Do For Your Business When Managed

Citations are simply a reference on other websites for your information, including Name, Address, Phone Number ( NAP info ), hopefully the all important hours of operation, a primary website link and, if the owner allows, other service related information with back- links. Search and directory listing providers happen to be websites that 1) people visit, that 2) search engines crawl for information and 3) that can dramatically improve an overall web presence.

What Listings Can Do For Your Business

A business with LOTS of accurate information- rich citations out on the web has a much better chance of being ranked high in Google local search results. Wait, what was that?! Most people search and find business websites on Google, SO WHY would a business owner who has a website bother with chasing other citations? Or better yet, “Who is ever going to search for Home Builder or Inspector, for instance, on Topix.com, yellowpages.com or Yelp.com ?”

Well, Google is a search engine (albeit it is also a business listings directory = citations provider via Google My Business & Maps) that is looking to serve the searchers’ interest in the best answers possible. It needs to find and the compare the relevant information on any subject. When there are lots of accurate consistent references to a particular business, especially when consistent with the website’s info, well that’s where citations come in. Logically, a business with plenty of citations on the web will have a far higher chance of being ranked better in Google local search results because the references all support an overall competitive and consistent local presence.

And while Google isn’t disclosing which listing sites they trust or value the most, you can certainly do a quick search and start to draw conclusions. Many of the search and directory sites are there!

What You Need To Know About Listings

But who has the time to register, manage a verify- process and go through a per directory learning curve of option- driven steps in order to get a complete set of listings?  Who has the time time to then update them, for instance when a phone number changes?  It’s even more challenging when you consider that no one knows which citations truly matter to Google.

It’s where a citations service shines! Its also a quick easy way to build some back- links safely, without running the risk of raising red- flags. And while Google doesn’t necessarily count all listing back- links, its algorithm certainly does count some!

Our Listings Service Benefits

For some, the management support for listings/citations is welcomed support, so that a person can focus on your business. We can add a businesses information to most all of the large meaningful search & directory listings sites so that it will not only have the benefit of multiple quality business citations and a better competitive set of signals needed for higher Search Rankings, but potentially more leads and customers. Check out our search & directory listings service, which can add that all PLUS a great deal more for your marketing mix:  https://www.kineticknowledge.com/search-directory-listings-management-plan/

Customer Reviews Matter, But Faking Reviews Can Get You In Trouble With The Law

Reviews On Google Plus LocalWhat Kind Of Digital Advertising Do You Pursue? 

Are you a business owner that doesn’t do too much advertising? Maybe you rely on the ‘word of mouth’ method? If so, a growing number of businesses are turning to the raw power of customer reviews. It’s not only to demonstrate their local presence in a way that mimics good old ‘word of mouth’, but search engines like Google will reward it! For example, what could be better for business than a prospective client seeing other happy business owners singing your praise out in the open? Right!? If you agree – do us a favor: go to Google.com and type in the name of your business plus town & state. It’s likely you will be able to pull up your Google local listing on the right sidebar, even if you haven’t done a thing to locally verify and competitively optimize it. Now look at how many reviews there are for your business?

80% of consumers say they research a business, product or brand online FIRST, before purchasing; however,  90% of consumers say that online reviews influence their buying decisions. So 80% of consumers are looking for businesses just like yours online AND 90% of them are including your online reviews in their decision about buying from you. Google reviews also play a significant role in your local search engine rankings (website content ranks better when reviews reinforce the brand). Folks, if you’re not set up to ask for good client reviews you are missing a huge opportunity!

Faking Reviews Qualify By Law As ‘False Advertising’ 

There’s one small catch: your Google reviews have to be real and genuine. They must come from real customers who have frequented your business or experienced your product or service. You cannot pay people to write fake reviews for your business online, although you will find companies out there offering to do just that. Companies have done this before, and are now paying the price. NY Attorney General Schneiderman just announced that 19 companies, some local businesses and some SEO and/or marketing firms, that will pay fines of up to $350,000 for their role in soliciting and writing fake online reviews. It’s also known as ‘Astroturfing’, and it qualifies under the law as false advertising! Here’s part of what Schneiderman had to say in a recent press release:

“Consumers rely on reviews from their peers to make daily purchasing decisions on anything from food and clothing to recreation and sightseeing. This investigation into large-scale, intentional deceit across the Internet tells us that we should approach online reviews with caution. And companies that continue to engage in these practices should take note: “Astroturfing” is the 21st century’s version of false advertising, and prosecutors have many tools at their disposal to put an end to it.”

Online reviews are deemed so powerful, so necessary for any business small or large, that the act of writing or having fake reviews written for a company resulted in legal action and culminated in multiple companies paying hundreds of thousands of dollars in fines.

How Do You Manage Getting Good Reviews?

If you’re going to stick with your trusted word of mouth advertising strategy- you must get into the digital age.  Develop and execute a plan that targets your satisfied customers and asks them to write reviews for your business online. Here are some tips to do that:

1)     Create an email template to send to a satisfied client after they leave your business.  The template should thank them for their patronage and ask them to leave an online review.

2)     Make it easy for them. Set up a reviews page, from it provide a direct link to your Google+ local account where they can easily leave the review. Don’t expect people to fish around online trying to find it. If you don’t know how to find it, ask us.

3)     Develop a way to follow up with customers to see if they leave a review or send a gentle reminder to do so. Consider creating a spreadsheet to help you track this. Again, if you need help with that, ask us.

4)     Set a goal for yourself to obtain a certain amount of reviews each month. You can track this in the spreadsheet.

5)     And don’t forget, there are a series of other Local SEO factors that (combined with good Reviews) can really make things explode for your business!

Online reviews musts become a component of your local SEO strategy along with locally targeted content development, social media management, consistent listing citations and more. If you would like help putting together ideas for setup and a monthly plan for your locally targeted online success, give us a call at 732-722-5915 for an overview of your website’s content, a plan for gathering great reviews, a look at how citations are seen by the search engines and all the local SEO elements that matter.

About Kinetic Knowledge

Based in Monmouth County, NJ, Kinetic Knowledge is a full service digital marketing agency offering custom website design, SEO / Local SEO, social media management, ghost writing, graphic design, print advertising design, e-commerce and custom app solutions. Visit us online at www.kineticknowledge.com

Evergreen Content Supports SEO!

It’s no surprise to read that without good content there is no competitive search engine optimization(= no SEO). Any chance of competing for visibility in search results begins with content, so let’s define a type you may not have heard about called evergreen content‘. Really just a buzzword in content strategy, the practice has proven to be a key factor in the battle for search visibility. ‘Evergreen content’ is a page (or post) that is NOT timely; it should remain relevant to a degree that it stands the test of time!


What Does Evergreen Content Offer ?

Because it will always be considered up-to-date, in theory, ‘evergreen content’ will always be of primary interest to visiting readers. With detail, it should define authority for subjects your company is the leader for. In cases where being relevant in a particular area, county or city is important, it can define authority geographically as well.

In contrast a page on the topic, “Current Pay Per Click Advertising Best Practices” is not a good example because it’s meant to be relevant right now. Current, by definition, is about now and so, for instance, “Current Pay Per Click Ad Best Practices” would become less relevant as platforms & strategies advance or change.

Evergreen Content Examples Include

  • Frequent Question & Answers
  • Tutorials Or “How To” guides
  • Useful Resource Lists
  • Support With Related Laws
  • Industry Terminology Definitions
  • Geographic Authority For A Product or Service In A Particular Area

Be careful! Even an evergreen topic can change ever so slightly, so periodic reviews in order to be sure they remain 100 percent correct is recommended. Ideally, the topics should minimize any follow-up needed.

Evergreen Content Does Not Include

  • Evergreen content is not news
  • Evergreen content is not statistics
  • Evergreen content is neither seasonal
  • Evergreen content is no trend
  • Evergreen content is NEVER a bunch of random subjects sprayed all over one page
  • Evergreen content should always be comprehensive coverage & subject specific, so it can stand the test of time!

The chance of competing for visibility in search engine results pages begins with content. When it’s capable of remaining useful to many, if not most, visiting readers for a great deal of time then the likelihood it will motivate signals (i.e. time spent on page, links to the page, bookmarks, likes, shares, pins) search engines use to rank content is much greater.

Needless to say, evergreen content has become an important competitive content strategy that will improve your SEO!