Google your company name. Go on, we’ll wait.
What do you see? A full page of results featuring your corporate website, social media handles, directory listings, and favorable media mentions, perhaps? Or a disappointing scattering of similarly named businesses, ambiguous subpages, and tepid user reviews?
You know as well as anyone the stakes of this question. It’s your responsibility — and your marketing team’s — to make sure that your search engine results pages work for your company, not against it.
And that means taking proactive steps to ensure they’re the results you want to see when you Google your company name.
Whole books have been written about comprehensive SEO strategies; we’re not going to get into the weeds here. For now, let’s take a look at six things you can do this week to make a measurable impact on your company’s online presence — and, if you’re not seeing a whole lot of relevant results on those search engine results pages, to give your corporate profile a quick boost.
- Start Publishing Regular LinkedIn Updates
Perhaps you don’t need to devote a permanent browser tab to your LinkedIn profile, but it doesn’t hurt. Commit to posting at least two short updates to LinkedIn each week, plus one longer post that dives into the problems and solutions you encounter (and offer) on a daily basis. The more you publish, the more engagement you’ll generate.
- Create a Crunchbase Profile
Boost your visibility in the all-important search engine results pages by building out and optimizing your company’s Crunchbase profile. This trust and corporate services firm profile is a great example of what to include on Crunchbase. As time allows, build out profiles for your key employees (C-level and founder, at least) as well.
- Make Sure Your Yelp Profile Is Accurate (And Similar Directories Too)
Let’s not sugarcoat it: Yelp is a cesspool of inaccurate information and incomplete listings. That’s not Yelp’s fault, of course; you can blame the business owners and social media managers who should know to claim and update their listings.
Don’t be like them. Make sure your Yelp listing, and any other high-authority directory listings, has accurate contact information and appropriate search terms.
- Create a Medium Account and Begin Writing
No corporate blog? No problem. If your company’s website isn’t highly visible to searchers, or you don’t have the energy to manage your own WordPress blog, turn to Medium — a social blogging platform that’s great for reaching curious prospects and building brand awareness. Get in the habit of publishing at least one original Medium post per week.
- Link to Your Corporate “About” Page from As Many High-authority Domains As You Can
Leverage the free, high-authority listings to which you’re entitled — LinkedIn, Crunchbase, Yelp, Medium, and so on — to generate high-quality backlinks for your corporate website. Without a visible company website, you’re not going to achieve the credibility you deserve, and you will miss out on sales.
From Obscurity to Ubiquity
A world-class web presence doesn’t materialize overnight. Creating a website and social media ecosystem that turns heads is a time-consuming process that’s never really done. Understand that there’s no sprint to the finish line here, because the finish line is always just out of reach.
Then again, there’s no time like the present to begin raising your digital profile. Your competitors certainly aren’t waiting on you.