How to Have Your Product & Service Offerings Found More Often

Can Prospective Customers Find You By Your Products & Service Offerings?

As a business owner, it is in your best interest to have this happening. We all want this to be happening — Do you really know if this is happening? How can you tell — By considering the information that follows and conducting this simple two-step test you should be able to get a better idea of how well your present website is working.

Two Main Types of Customer Prospects to Consider

There are two primary types of Internet searches that prospective customers make – Searching for your business by your name; and searching for providers of the products and services for which searchers are looking.

The Best Kind of New Customer Prospect

We all agree that reputation is important and the best kind of new customer prospect is a referral. This type of new customer prospect and existing customers likely already know your name and approximately where you are located.

They are looking for ways to contact you: your phone number; your business address (if you are a “brick & mortar” business), confirm directions to your location; and your hours of operation – in short, they are looking for information used to be sourced most commonly from the telephone book. Previously when a prospective customer knew your name they looked you up in the white pages section of the telephone book.

The Other Type of New Customer Prospect

The other potential new customer doesn’t know you and doesn’t know which business has the knowledge, expertise or is the most convenient location to purchase the products or services they seek. They may not even know what product or service may be the best solution for the problem they are trying to solve.

Previously the best source of this information was the yellow-colored pages of the phone book; your product or service category was consulted and if your company name began with “A” you were the first listing or you paid a lot of money, your bigger display ad was positioned first.

Review Your Website with This Simple 2-Step Test

After reading the above background information, you are now ready to get a better feel how easily prospective customers can find your company and products and services on the Internet. Using your browser and search engine of choice (Google, Bing, Yahoo, etc), complete the following two steps:

STEP 1: Search for your company by name.

  • Do the search results from your own Internet pages appear somewhere on the first page of Search Engine Result Pages (SERPs)?
  • Do your your own content appear in the SERPs before directory service listings that include your company’s name?
  • Do the resulting Internet page links and directory listings exclusively show your company name or are your competitors listed with and/or before you in the results on on the connecting pages?

Remember – If you do get good SERP rankings for your own content, this type of search results are dependent on the prospective customer knowing your name.

Remember this is only helpful if searchers are already know your company name.

STEP 2: Now Search the Internet for product and services your company provides. Run multiple queries and do so thinking like a customer that may not know your technical jargon, search using 2-3 word queries using general/common names for your primary products and primary services – those that together provide 80% of your business revenues.

  • Do you see SERPs within the first 20 organic search (after any initial paid ads), where pages exclusive to your company Internet content are displayed? If you do, that is good.
  • Within the first two pages and results, how are your results related to those of your “true” competitors?
  • Are the SERPs primarily Yellow Book® or Yellow Pages®, other directory listing services or Angie’s List-type service reviews – many of these may include your company but also will feature your competition (in a listing where placement and ranking can be purchased).

Are you Satisfied or Disappointed?

What do you think? Are your current efforts working very well for you? Would you like to achieve better search result positioning?

Do you have reporting and tracking methods to tell measure how much business is coming to you and what particular content and pages are performing well and which are performing poorly? Or are you just holding your moistened finger in the air as a gauge how well things are working?

Interested in Measurably Better Performance?

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