TRUST. TRUST. TRUST
What if we told you that you need a person in charge of trust and safety at your business? You’d probably laugh. But Google Search has one in Laurie Richardson, and it’s an important position. Here’s why:
- WE ALL NEED NEW BUSINESS: Since one of the most valuable ways to get new business is from your website, you want to show up high on a Google Search Engine Results Page (SERP).
- THE MATH IS STRAIGHTFORWARD: The higher your page rank, the more people will find your site, the more people will click on your site, the more people will phone or fill out your form.
- HOW DO YOU GET A HIGH PAGE RANK ON GOOGLE? By presenting a website that creates trust in the prospect. We often take this for granted, but people buy because they trust you, your product and/or your service.
- TRUST. TRUST. TRUST: It’s the basis of why people buy. It’s the most important factor. Google knows this and has set up their algorithms to reward it.
- WHERE IS TRUST ON A WEBSITE?
- GOOGLE BUSINESS PROFILE: Start here and meticulously groom and update. This is a starting place for Google machines to learn about your business. Lots of pics of examples of your work.
- “ABOUT US” PAGE: Contrary to what we see so often, this is not a “sales” page. Please don’t repeat the benefits of doing business with your company. If you are not a well known brand, tell the prospect who you are. Your name. The management teams names. How long you’ve been in business.
- LICENSE NUMBERS: If you need licenses to perform your services be sure to list them.
- MEMBERSHIPS: BBB? Chambers of commerce? Trade organizations?
- AWARDS: Business of the year? Top performer? Best quality? Product of the year?
- ADDRESS OF BUSINESS AND PHONE: Seems so basic, but often missing. Really important. People will often do a “street view” before calling you.
You see we’ve moved into a new age of machines being able to actually understand the written word. This means less “gaming” of search and more identifying with your future customers.
Onward & Upward!
More info: Search Quality Evaluator Guidelines
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