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.
- “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. Tell the prospect who you are. Your name. The management team’s names. How long you’ve been in business. Your career path. The more personal the better, and, of course, lots of pics of you and the team.
- 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.
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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