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Listing regular business hours establishes a sense of
consistency, and assures potential customers that when
they visit your listed location it will be open. Your business
hours can also be updated and edited for special hours
during holidays or special events.
• Capitalize on Google My Business Reviews – Positive
customer reviews are one of the greatest opportunities to
maximize business visibility and increase of the odds for
attracting customers using Google My Business.
Customer reviews provide word-of-mouth marketing both
online and offline, and when you respond to the reviews
customers leave, it shows that you value your customers
and their feedback.
Beside using Google My Business to boost your web presence,
another strategy to put in the toolbox is barnacle marketing. By
leveraging the high search rankings of other websites, businesses
can “latch on” by having their brand and website listed, linked to,
mentioned, or talked about on other websites.
When your business is listed in multiple places, a Google search will
not only come back with the GMB listing, but also search results
with all the other websites where you’re mentioned. Oftentimes
results can range from YP.com and Yelp to social media channels
such as Facebook.
In the last several years social media has begun to play a larger role
in digital marketing. There’s a wide spectrum of platforms available
to businesses that offer their own individual benefits in addition to
a large audience, including:
To prove social media’s growing importance, look at how social
Technical Optimization — Behind
media is being used with customer service today. According to a
recent study, social media statistics included:
• By the end of 2012, 80% of companies planned to use social
media for their customer service
• Customers who engage with companies through social
media spend 20–40% more money
• 71% of customers who have a positive social media
experience with your business go on to recommend the
• Roughly 1/3rd of customers use branded social media pages
on Facebook to ask product questions
Note: In the past, black hat practices such as paying to have your
link listed on link farm websites helped boost some site’s rankings;
however, Google has updated its algorithm to be smarter and looks
for relevant, contextual placements. Advertising is great! Barnacle
Marketing is great! Paying for link farming can get you black listed.
In addition to your extended visibility from GMB, work behind the
scenes to optimize your site for Google search in order to increase
the likelihood that it appears in organic results.
• Site Speed – Google rewards business websites with higher
search rankings for faster site speeds. When websites load
slowly, visitors are more likely to leave the site and return to
To test the speed of your own site, another free tool
provided by Google is Page Speed Insights (PSI), which
allows you to view the speed of your site, as well as
suggested optimizations from Google.
An additional tool you can use when measuring site speed
is analyzing the page loading waterfall to see where exactly
speed optimizations are needed.
• Turn Off WordPress Plugins – Having many plugins
installed and enabled on your WordPress platform can slow
down your website speed by creating additional and often
unnecessary http requests.
By removing plugins and reducing the number of hoops to
jump through before the page loads, businesses will see site
speeds—and search rankings—improve.