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B2B Marketing – 5 Ways to Own the First Page of Google When Your Company Name is Searched

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Have you Googled your company name lately?  Go ahead and do it now by clicking here.  I’ll wait for you.

 

Were you surprised at what you found?   It’s important that when your company name is Googled that all of the entries in the first page belong to your company.

Here are 5 B2B Marketing practices that will help you secure the most listings on the first few pages of a Google search of your company name.

1 – Social Media

If you are sick of hearing about Social Media, you are not alone.  But that doesn’t mean you shouldn’t do it.  And the reason I am writing about today is one of the lesser reasons – but still very important.

Because so many people participate on Social Media platforms, Google gives those platforms a very high authority rating which has a very positive result in search.  Simply by creating profiles on those platforms, you create links back to your website from high authority sites.

When I went through the exercise I was happy to see that I owned all of the results on Page 1 – social media profiles accounted for three of slots: SlideShare, LinkedIn and Facebook.  Twitter, Vimeo, and others show up on subsequent pages.

2 – Press Releases and interviews with the media

The majority of other results that appear in the first, second, third pages (and beyond) of the search are press releases.  Whenever there is news about my business, I write and spend the money on paid distribution.  As a result of my investment in paid distribution, I tend to get a lot on postings on legitimate news sites.  These news sites have significant authority (number of visitors and length of stay), which is attractive to Google – as evidenced in the number of listings that appear when I search my company name.

When I Googled my name, I discovered that I had been quoted in an article on Accounting Today ‘Do You Exist Online?’ which I hadn’t realized was published.  Always make time to talk to editors and writers in your industry.

3 – Guest blogging and comments

Between doing the work my clients pay me to do (handling their social media, writing their press releases, creating direct mail campaigns, email campaigns, orchestrating monthly speaker series, etc.) I barely find the time to market my business, participate on my social media accounts, and do the critical daily work of writing blog posts for my website.  That said, I never pass up an opportunity to write guest posts for other blogs.

It may seem counter-intuitive to write something for a site other than your own, but it’s a smart thing to do.  You get another link pointing to your site (which Google likes) and you increase your reputation as a thought leader when someone respects and trusts you enough to invite you to post on their site.

I try to respond with comments to questions people ask online – just to be a good citizen in the network and to help out friends.  But sometimes those shared thoughts end up being mentioned in articles and here’s an example that showed up in my Google search:  Do You Check Your Twitter DMs Regularly?  

4 – Blogging

The more content you have about your products, services, expertise, client solutions, solutions to common pain points, etc. – the better you will rank.

If what you are selling is B2B expertise, there are others who sell the products and services you sell, but you have a particular expertise – you should be publishing at least one blog article every week.  The optimal frequency is once a day, but that is very hard to do without some help or extraordinary discipline.

Having these blog articles appear when a search is done on your company name is really a secondary benefit – the primary reason is to provide visitors to your website with quality experience.  Think about it: in many cases people are forming their critical first impression of you from your website.

Would you host an open house at your office and serve your guests ice water and saltine crackers?  Of course not!  But some companies offer the online content equivalent by not providing the website visitors with valuable information.  Be as cordial and thoughtful online as you are face to face.

5 – Directories

Here’s some homework for you – a list of 50 directories (compliments of Hubspot) where you can create a listing for your business.  They provide a nifty tool to help you complete the listings too – but even if you had to do each one by hand it would be worth it.  You have the chance to add 50 additional sites to your online footprint.

Hubspot put it best:

“Every individual directory that you submit to is another chance to get found online, so it’s important to make sure you’re listed in every directory possible. I have compiled a list of many popular local directories available on the internet. Filling out the forms over and over again can be a big pain, so here’s a link to an autofill add-on for Firefox that should help prevent carpal tunnel.”

What next?

  1. Take screen shots of the results of your search today
  2. Commit to each of these 5 steps
  3. Tackle one step every month
  4. In five months do another search and compare those results to today’s results

Further reading:

13 Ethical Ways to Increase Your Site’s Search Traffic: http://mashable.com/2013/09/09/increase-search-traffic/

 

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