There are certain categories of information that you want to come up when people are checking out your business online. After you review this list you might want to do a quick Google search to see how many of these you have covered.
1. Content demonstrating your unique expertise – This is stuff that proves you know what you’re talking about. It could be articles, videos, blogs, webpages, whitepapers, newsletters, tweets, ebooks or any combination thereof. Each of these posts are ways to highlight what is unique and special about your firm, your voice and the specific way you help people. People go online to find out what you’re all about, so make it easy for them. Share that kind of information so they can get to know you.
2. Interviews supporting your thought leadership – This is where the media has asked to interview you about your area of expertise. You could be the featured expert or you could just be quoted as one of many in the resulting coverage. It could be a Q & A with a blogger, or a quick conversation on YouTube. This type of content is very powerful to have online because it demonstrates others are seeking out what you know. It is a great endorsement of your professionalism, so if you have never been interviewed by any media, you might want to set a goal for that to happen this year.
3. Pictures and images – You know how Google has a tab called Images? People can click solely to see visuals of you or your business, so you don’t want those results to come up blank. Be sure your website and online presence includes quality photographs. It could be someone demonstrating something, site pictures or images from an event. These visuals will give a fuller sense of you and your business beyond what words alone can share.
4. Testimonials – As a prospect is scrolling through your search results it would be ideal if they came across other people describing their experiences in working with you. You can have a testimonials page on your website, but don’t stop there. Use the testimonials section of LinkedIn as well, and identify third party websites in your industry where people share this type of information. Facebook and Twitter are also great places to share short endorsements too.
5. Participation in online conversations – As people search online for industry content, it is very helpful for them to come across you offering an expert answer to someone’s question or pointing someone else in the right direction. When these types of pages come up on Google, they demonstrate your expertise but also show your community involvement. You can even initiate a discussion if you prefer.
By proactively ensuring these five types of content appear in any Google search of your company, you position yourself as an expert in the best possible way and greatly enhance the probability of a prospect picking up the phone to contact you directly and do business.