Jean Christofferson, www.RelevantTools.com

If you Build it, they will NOT come

After all the hard work you put into building your website it can be disappointing not to be flooded with business that your new website has generated.  SEO and social media marketing  is critical.  By doing your homework and promoting your website you can make sure your website is working for you.

You need to make sure that the foundation of your website has been well built with proper Search Engine Optimization.  You also need to make sure that the search engines such as Google and Bing know about your website and can properly index it.

Then you will be ready to start promoting your website to get people to come to your website.  When they arrive at your website you need to make sure you have a clear call to action so that the website visits eventually result in new business.

Search Engine Optimization Checklist

• Search Term Usage
  • Title, meta description different for each page with good use of desired search terms
  • Good use of search terms on page especially in titles
  • Make sure to also use alt image tags with good search terms
  • https://moz.com/researchtools/on-page-grader
• Check to be sure you have a sitemap
  • www.yourdomain.com/sitemap.xml
  • Usually created for you by word press sites and other content management systems

Google Search Console

Google is now rebranding Webmaster Tools as the Google Search Console.  Go to:

https://www.google.com/webmasters/

Test and submit your sitemap.xml file so Google will know what pages exist on your website.  Most content manage systems such as WordPress will automatically generate and update this file for you as you update your website.  You should periodically revisit the Google Search Console to make sure there are no issues.  There are also some high level statistics about search visits to your website.

Google Local: Get on the Map

For many businesses Google will have created a Google Local or Google Business entry for you.  If they have you need to claim it and get your physical address and email address verified.  This is a great way to promote your business with pictures, hours of operation, and a clear description of the services that you offer.  People can also review your business on Google Local and those reviews can help generate new business.

 

Mobile Friendly Pays

Google will display your website before a similar competitor if your website is mobile friendly and your competitor is not.  To make sure your website is mobile friendly so a search on your phone and check to be sure the Mobile friendly designation comes up next to your website.

Being mobile friendly is also important so that visitors to your website have a good experience visiting when they are using their phones.  Mobile access is increasing (check your analytics reports to see) and you want to be sure that someone using their phone to learn about your business is getting the information they want quickly and easily.

Promote your Business with SEO and Social Media Marketing

Pick one social media channel and become a master.  Find your social media competitor, learn from them, and surpass them.

• You want to establish yourself as an expert in your field on this social media channel
• Look at the number of followers/comments/influence your competitor has and watch what they do
• Be dedicated and consistent
  • Daily activity is wonderful
  • But best to pick something you can do – try twice a week
  • Follow people that are complimentary to you
    • same industry, different geographic area
    • complementary industry, same area
    • If they don’t follow you back, drop them
• Give to the community – be a leader

Create a Landing Page and Promote on Social Media

 

Create a offer with specific information that will entice people to visit your landing page. Your goal is to collect their email address and other contact information in exchange for giving alway something of value.

Measure and Make Adjustments

Make sure that your social media promotions and landing pages are working toward accomplishing your business goals.  Results are not instantaneous so make sure to give it enough time but don’t hesitate to make adjustments if it isn’t working effectively.