Want more online leads? Focusing on paid search, map listings, and search engine optimization will boost your business to the top.
Statistics show how important search is when it comes to marketing your business:
- 46% of Google searches are looking for local information
- 86% of people rely on the internet to find local businesses
- 92% of users will choose businesses on the first page of local search results
When potential customers perform a search query, the search engine results page (SERP) generally displays those results in three primary sections:
- Paid Search
- Organic Search (Non-Paid Positioning)
- Maps (Business Listings)
In a perfect world, you’d have a presence in all three. Why? Because different users tend to prefer different sections.
1. Paid Search
Due to the easily accessed placement of paid search ads, up to 75% of users click on them. Compelling ad text, a strong call-to-action, and extensive keyword analysis all play a part in the creation of a successful search campaign. Additionally, switching your focus from cost per click to cost per conversion can greatly increase your success rate. After utilizing a conversion-centered bid strategy, one of our home services clients received a 500% year-over-year increase in search ad conversions – all without raising their overall ad spend.
2. Maps (Business Listings)
Did you know that people are willing to spend 31% more on a company with excellent reviews? Consumers want to work with companies they trust, and online reviews connect them to reliable businesses. A strong star rating, combined with numerous reviews, helps businesses gain social credibility. These ratings primarily display on Google Maps and Facebook, and they dramatically boost a consumer’s willingness to do business with you.
So, what can you do? Make sure you have a proactive reputation management strategy that solicits positive reviews from happy customers. Through the use of apps and email platforms, you can easily check in with consumers after you’ve provided them with your products or services. Taking initiative will make all the difference when it comes to your company’s reputation.
3. Organic Search (Search Engine Optimization)
While there are hundreds of actions involved in search engine optimization, laying down your website’s foundation with strong cornerstone pages is at the top of the list.
Cornerstone pages describe your primary services. For example, AC repair would be a main cornerstone page for an AC company. These pages must contain clear information that is both friendly to search engines and helpful to the customer. Following structure guidelines, such as including your main keyword at a two percent saturation and creating short, easy-to-read sentences, will enhance your page’s search rating. Google’s algorithms measure this data using Flesch reading scores and the user’s time on page.
Now it’s time to follow through.
After reaching your site through one of these three opportunities, a user needs an easy way to convert. Forms should be simple and easy to fill out, and all phone numbers should be clickable and prominent on the page. Following these simple practices will make a huge difference when it comes to turning your website into a lead generation machine.
The Rooks Agency is a full-service marketing firm. Contact us today to learn more about how our team can help your business increase leads and sales!