Introduction
While the best way to gain organic visibility through Search Engine Optimization (SEO) is to have great content with keyword-rich copy, here are five simple steps to increasing your visibility throughout Google’s ecosystem.
1. Claim your Google Business Profile
Control how your business appears to organic customers on Google Maps, localized Google search results, Google Assistant, and Google Home Devices.
A Google Business Profile provides businesses with the ability to create and control business information, such as name, address, phone number, website, hours of operation, and more. Organic customers can find your business profile by searching directly in Google Maps, using “near me” searches, asking Google Assistant about local businesses and services, and by using voice commands on their Google devices. It is important to ensure that the information in your Google Business Profile is relevant and up to date. Otherwise, customers may have a bad experience and not return to your business.
To learn more information, see our guides on claiming your Google Business Profile and ensuring that information in your profile is relevant and up to date.
2. Claim your Google Knowledge Panel
Control how your organization appears in Google search results, Google Discover, and, in some cases, Google Images.
Like Google Business Profiles, the Knowledge Panel is a feature that appears in Google search results and provides a summarized overview of well-known entities, including businesses, organizations, public figures, landmarks, and more. It appears on the right-hand side of the search results page—and offers a comprehensive snapshot of the entity, including basic information, images, related links, reviews, social media profiles, and additional details. The information displayed in a Knowledge Panel is generated by Google’s algorithms, which aggregate data from various sources to provide users with relevant and accurate information about well-known entities.
To update or change the information in a Knowledge Panel, you would need to ensure that the information about your business or entity is accurate and up to date across various online sources. This includes managing your Google Business Profile, providing accurate information on your website, and ensuring consistency in your online presence across directories and listings.
To learn more information, see our post about claiming your Google Knowledge Panel.
3. Engage with Customer Reviews
Show Google and potential customers that you are actively engaged by responding to Google reviews.
Each Google Business Profile allows customers to review their experience with a business. It is considered a best practice to respond professionally to reviews, whether they are positive or negative. For example, when responding to positive reviews, take the opportunity to express your gratitude and highlight specific aspects of the customer’s experience. This reinforces their positive feelings and encourages repeat business.
For negative reviews, address the customer’s concerns directly and empathetically. Acknowledge their experience, offer a solution if possible, and invite them to discuss the issue further offline. This approach shows that you care about resolving issues and are committed to customer satisfaction.
To learn more information, see our guide on addressing customers in Google reviews.
4. Post to Your Google Business Profile
You can use your Google Business Profile to post about offers, updates, and events. Regular posting increases online visibility by enhancing search presence (posts can appear in search results) and increasing customer engagement. Regular posting can even increase your ranking in local search, as search engines value fresh content.
For example, you can use posts to showcase a recent win.
To learn more information, see Google’s guide on posting to your business profile.
5. Engage with Your Community
Hosting local events and posting them online can create opportunities for local businesses, organizations, or media outlets to link back to your website or event page. These backlinks can enhance your online visibility and improve your website’s search engine rankings.
Actively participating in relevant online communities, forums, and industry-specific platforms can help establish the company’s expertise. Providing valuable insights, answering questions, and engaging in discussions can attract attention and drive traffic to the company’s website or online presence.
For more information on increasing your online visibility with organic visitors, please see our Search Engine Optimization series.