It used to be that if you wanted optimal exposure for your tow truck company or plumbing business, all you had to do was name it A-1 Wrecker Service. Or if you were really creative, AAAA Plumbers Inc.
Stranded Ford Pinto drivers and regretful DIY sink repairmen would flip through the phone book and you’d be at their service, conveniently listed at the top.
But now that phone books mostly reside in the dusty depths of history, businesses striving for exposure have to do more than exploit alphabetization. Self-taught pipefitters, Pinto drivers, and even most everyone’s moms use internet search engines to identify nearby services in their moment of need.
So how can you clinch that oh-so-precious real estate right at the top of a search for your business’s services?
Search engine optimization and search engine marketing. Or, as the cool kids call it, SEO and SEM.
SEO: The practice of increasing the quantity and quality of traffic to your website through organic search engine results. (whitepages)
SEM: The practice of increasing the quantity and quality of traffic to your website through paid search engine results. (yellowpages)
Though Google’s exact ranking algorithm is a mystery, scoring in those top results requires a complex concoction of valuable content filled with plenty of relevant keywords that compels visitors to stay on your page for a long time.
There’s no easy trick for ranking high in organic searches. Coming in at the top for a given search term requires you to get into your audience’s head, then build a useful, intentional, and strategic website around that. Simple, but really hard.
Search engine marketing is a little more straightforward since you’re paying for your exposure. But to make the most of your dollar, you have to know the right keywords to get you in front of the audience you want.
Feeling overwhelmed? Here’s a free and easy resource to help your business be the answer to the questions your customers are asking.
Answer the Public is a tool that allows you to input a keyword (e.g. plumbers, tow-trucks) and find out the questions people ask around those topics (e.g. how do plumbers fix sinks? And why do tow-trucks use flashing lights?) Once you’ve identified the questions that are relevant to your business, develop your content around the answers to those questions. It may surprise you!
If you want to do even more to make your website stand out, we’d love to help you.
It might be a bit more complicated than thinking of business names that start with A, but it doesn’t have to be.
We get excited about helping our clients find the best strategy for gaining search engine exposure while making the most of their dollars.
Darting did it right
Darting Basketball Academy trains athletes in the foundational movements and techniques that make elite basketball players. Their camps are well attended and many graduates now play at the college level.
Search terms like Topeka + basketball + camp bring up Darting’s homepage, which is streamlined for users while capturing the energy of the game. The structure and overall excitement invites visitors to stick around, explore, and sign up for their email announcements.
That’s important. Search engines look at the length of time visitors stay on the page when determining result rankings. Google engineers infer that if visitors click to visit but then immediately exit the page, the website must not offer valuable or relevant information.
So a website that’s dynamic, with lots of content, while remaining easy to navigate are huge factors in showing up at the top of those Google search results. Money and time devoted to SEO and SEM are wasted if users don’t engage or can’t find what they’re looking for on your page.
Darting’s website was recently recognized by Elementor Site Builder as its top site of the month. Congratulations Kerry and all the team at Darting!