Your online presence isn’t limited to your website. While SEO (search engine optimization) is essential for driving traffic, search optimization extends beyond your site and into every digital touchpoint — social media, Google Business Profile and online directories. A well-optimized, cohesive presence across these platforms improves your chances of ranking higher in search results, builds credibility and attracts your target audience.
Google Business Profile
Formerly called Google My Business, Google Business Profile is a free tool that helps local businesses get higher visibility on relevant local search results, including Google Maps, Google Search and Google Shopping.
Use keywords in your Google Business Profile that match how potential customers search for your products and services — not industry jargon. Sometimes, that can differ from what you think as an expert in your field, so do keyword research to determine top keywords.
In a perfect world, your company name would include a keyword; however, if that’s not its official name, Google could penalize you for “keyword stuffing” your company name if you try to add it now just for Google results.
The next best place to add keywords is in your category. You need to pick a category that reflects your specific services but is also the closest to your preferred keyword. Although you can add up to 10 categories, it won’t help if you add categories that are not relevant to your business.
Another way to optimize your Google Business Profile is to add high-quality, non-stock and relevant photos. Listings with photos get 35% more click-throughs to their website, according to Google.
Google will also refer to your company’s location, including the proximity of your business to the searcher, and having a physical address in the city that’s being searched will help determine results. While there’s not a lot you can do about moving locations, you can ensure that your business name, address and phone number are the same in every place your business is mentioned online.
Reviews on your Google Business Profile are also essential to how Google ranks. It’s better to have few reviews, and more positive ones, than hundreds of mixed reviews. Reviews that provide text and not just the number of stars are preferred, especially those that mention your keyword. Regardless of positive or negative reviews, Google likes businesses to comment on them.
Finally, always keep your Google Business Profile updated. Update photos when you get them, as well as new offers and promotions.
Social Media Optimization (SMO)
Social media isn’t just for engagement; it’s a powerful sales channel. Social media content is among the top five kinds of sales enablement content that is most effective in supporting salespeople in winning deals, according to Hubspot’s 2024 Sales Trend Report. Additionally, one-third of sales teams in that report said social media offers the highest quality leads.
However, you won’t get these benefits if your social media channels aren’t optimized to attract your target audience. One-quarter of U.S. adults use social media as their primary search engine, according to Statista, with Gen Z showing the highest preference among generations, making social media a favorite search engine, especially for younger users.
Social media optimization (SMO) is the tactics used to improve social media as a sales channel. This includes building a social media strategy based on current best practices, reviewing metrics and modifying efforts to improve your results.
When done well, SMO can drive more leads, strengthen your brand, and maximize your social media planning and investment. Some important SMO strategies include:
- Consistency across social media channels: Your business profiles, pictures, bios and handles should be consistent. Social media channels should align with your company’s brand and style guides, typeface, colors, voice, tone and more, so there’s brand recognition across your marketing efforts.
- Optimize for keywords: Similar to the benefits of SEO content on your website, using keywords you want to rank for on your profile bio, hashtags, social posts and captions can help users find your company.
- Focus on CTAs: CTAs on social media should be clear, compelling and action-oriented, whether in captions, videos or bio links. Use strong verbs and create urgency to drive conversions. Effective CTAs will turn your social media followers into customers.
- Create engaging content: Content that is helpful, authentic, matches your brand identity and resonates with your audience is the goal. Test out different content types and messages until you find what works based on what your metrics reveal.
Industry-Specific Online Listings
Beyond Google, platforms like Yelp, Yahoo!, Bing Places for Business and more, including business directories such as the Better Business Bureau, Nextdoor and YP (Yellowpages), can drive significant traffic to your business. You should keep these listings updated.
The same strategies discussed for Google Business Profile apply to any directory listings where your business is published, including industry-specific directories.
Here are some tips to keep them optimized:
- Claim your business listing to retain control over the information and keep it updated.
- Maintain name, address and phone number (NAP) consistency across all listings.
- Optimize all listings with keywords if you can add them naturally.
- If a directory allows additional content beyond basic information, create content that aligns with your brand style and voice and highlights what separates you from the competition.
- Monitor and update profiles and pages as necessary.
- Respond to all customer reviews. Encourage your happy customers to leave reviews.
Don’t Stop with Just SEO
While the best place to start your online optimization is with SEO to drive organic traffic and visibility to your website, you shouldn’t stop there. By updating and regularly reviewing your social media presence, Google Business Profile and other business directories, you help your target customers find you.
We’d be happy to give you a helping hand with your online optimization or if you need keyword research done. Schedule a consultation with one of Campfire Digital’s experts today.
