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Marketing 101: How to use Google to Gain More Customers

Marketing
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With so much going on in your business day-to-day, it can be easy to let some things slip through the cracks. But the more you wait, the more deals you could be missing out on. We highly recommend ensuring you’ve implemented these powerful free marketing techniques.

When it comes to basic marketing tactics, Google is top of the list.

Clearly, ranking high on Google is a priority. After all, it dominates 95% of Australian searches - but things change so often it can be hard to determine how you actually maximise your chances of getting there.

Keep in mind that Google is always innovating and many people don’t just access search through a website, they use voice assistants and other apps too. There are more opportunities than ever for people to find you, and it’s possible that voice searches will outpace typed searches soon enough.

Given all those new searches, ranking higher and having your listing sorted is more important than ever.

So, how do you make sure you maximise your Google opportunities?

Set up alerts for your brand

It’s helpful to see whenever your brand is mentioned online - not just so you can be aware of what people are saying, but so you can take advantage of opportunities that arise as a result of those mentions.

It’s easy to do. Just head to Google Alerts and type the phrases you want to monitor. You’ll get an email every time there’s a mention.

List your Google Business page (especially Google Maps!)

To get the biggest benefits from Google, you need an account. Your business doesn’t need a Gmail account, you can link your existing one - but it’s probably the most important digital marketing move you can make.

Firstly, you need to use your Google Account to claim a Google My Business page - it’s a free business listing that will make sure when people search for your business, they only see the right, official details.

Plus, it helps your ranking in search results.

All you need to do is add your business name, address, along with other information like opening hours. You can also add more captivating content like photos and allow people to write reviews.

Think about what people are looking for when they search - you want attractive photos and a logo to prove your legitimacy at a glance to anyone who sees your business.

This also makes sure that when people search for you on Google Maps, all your relevant business details show up too.

I encourage you to Google your own business name - if it doesn't pop like the screenshot below on mobile or appear on the right hand side of your browser via a desktop search then most likely you haven't claimed your business property yet.

Google My Business
BTB details appear when you search

Something to keep in mind here is that Google doesn’t want you using search terms and keywords in your business listing. Just use normal language - that’s the best way to increase your SEO benefits.

Use Google My Business to find information about your customers

One of the biggest benefits of Google My Business (GMB) is the fact you can use the platform to discover how people find you.

The Insights part of GMB lets you determine how they’re actually searching for you, and if they’re seeing you on tools like Google Search or Google Maps. You can also track if they use Google Maps directions to find you, if they call you from Google results, and how many times people view your photos.

All that information can help you figure out how to best target customers, or where to put more marketing effort in the future.

Make sure your site is well structured

One thing Google looks for, apart from your business profile, is how your website is structured.

Do you have multiple pages on your site? If so, you may want to make sure the pages are laid out correctly, and they’re easy to read. Follow these guidelines for optimal performance on Google:

  • Headings in bold that summarise what the page is about. For instance, “contact details”, right at the top of a contact page.
  • If you have a lot of information on a page, make sure it’s broken up with sub-headings so Google finds it more useful.
  • Keep useful links throughout your content – Google is always looking to make sure you link to helpful resources.

Google is far beyond just searching for keywords now. They’re important, but so is giving the user a rich, authentic experience.

Update your site with content

Are you updating your site regularly with content? Google looks favourably on websites that update consistently, so think about making short posts or updates on your front page about news that customers may want to know about.

They don’t have to be long or extensive, but Google at least wants to see that you’re posting. Google prioritises sites that are active and fresh, because they know the information is more relevant.

Our partners can also re-use our blog articles that we post as the basis for your own articles – but keep in mind you do need to rewrite them in your own words as Google does not like duplicate content and will mark your site down for simply copying and pasting.

Don’t forget about other search tools...

It only has about 3% of the search market, but it’s still worth claiming your business on Bing Places as well. (Remember, your competitors probably haven’t!)

Make sure you exist on search!

Claiming your business on both Google and Bing won’t even take a day of work, you can easily do it yourself, and you’ll be setting yourself up for what may be the best free marketing move you make.

Every day you let it go by, potential customers slip through your fingers – if they can’t find you easily via search you may as well not exist.  So don’t delay. 

Posted by

Mark Grieve

Tags

Marketing