Part 1A | Part 1B | Part 2A | Part 2B | Part 3A | Part 3B
In the prior post of the Small Business Marketing Infographic series, the “front” to the “back” shown here, we posed the question as to whether the 86% of web surfers who are searching online for local businesses to patronize can find you and your business. But it's more than a rhetorical question, because it can be answered with empirical data. In fact, you can (and should) see the data first hand, and evaluate it yourself.
When you take the Google Test, you will very quickly see whether your web presence is making the grade or not. First, you'll see if you're showing up on page one at all. You'd be surprised (or maybe not) how many small business owners don't even know if they do or not. Of course, the ones that do show up on page on are usually quite aware of it, because it normally translates into a lot of calls and business!
If you're showing up, let's hope you're in the top 3 slots. Those get 70% of all the clicks. Further, if Google Places/Maps is present, are you showing up there, as well? Google has done an excellent job of “training” the public with their products, and many never look down the page past the map itself. They look for the nearest establishment and click the digital pushpin for more information.
No matter what ways consumers make use of the Google listings, the fact remains that if you aren't showing up for the keywords people are searching for, you're in big trouble. Period. End of story.
The simple Google Test answers the question from the “front” of this infographic. Can they find you to buy from you?
No matter where you are on the Google listing, and whether you show up on Google Places/Maps or not, your positioning is not written in stone. Rest assured that it can very quickly be improved with the right small business marketing strategy.
Now here's something most small business owners don't know. It's kind of an open secret in SEO circles. Here goes: you can “own” more than one slot in Google! Yep, it's true. So, instead of having just one slot on page one for your keyword phrase, you can have three, or five, or even more!
Think about the implications of that for a moment.
See, if you do it right, you can have more than just your website showing up on page one. You can have secondary sites, videos and even local directory listings appearing there as well. And what do you think that does for? Yep… more clicks! Lots more.
Better still, when you grab multiple slots, you're actually denying the competition the opportunity get all that new and repeat business via Google.
Now it's true that not every market is conducive to multiple listings on page one. In a few, the competition is already too fierce, and you're “lucky” to get a single entry (luck having nothing to do with it, actually). But in many markets all over the USA and beyond, the Google listings are wide open to serious businesses that take the initiative.
Total online marketplace domination is not just possible, it's very, very achievable – if you know what you're doing and you have the time and resources necessary to make it happen. It won't happen overnight. But you'd be surprised how fast it can happen, too.
There's a flip side, of course. By the same token that you can dominate your local marketplace, your competition can do the same.
But whether we're talking a single listing (preferably at the top) or multiple ones, your business simply must be on page one or you might as well forget about getting any action from Google. Most people never go beyond page one, and most pick from the top few results.
And not to trouble you further, but the fact is that the longer you wait, the worse it gets. Those who achieve success in their local marketplace online are thereby positioned to benefit for years and years to come. Those who wait until it's too late will rue the day when they “coulda, shoulda, woulda.” Don't let that be you.
There's more in the Do You Know Small Business Marketing series, Part 2…another test!