(800) 689-1273
Facebook Twitter Youtube Linkedin
Prospect Genius logo

Prospect Genius

Menu
Log In
You are here: Home / Archives for Blog / Tips and Tricks

Three Truths All SEO Marketers Wish You Knew

Last Updated: February 25, 2016

In her recent article on Search Engine Land, Jenny Foster reveals some of the most significant “hard truths” that SEO marketers need their clients to know. Prospect Genius frequently echoes these same ideas to our own clients, so it’s validating to see them emphasized by such a prominent leader in the field.
SEO concept
Today, we offer a discussion of the truths Foster outlines in her article, “Setting Local SEO Expectations: 3 Points to Hit Early and Often.”

Be Patient With Google’s Regular Changes

First, Foster says she likes to emphasize the ever-evolving nature of Google. From the get-go, she primes her clients to be prepared for the lack of predictability when it comes to Google’s local system. Google often moves the goalpost for marketers by rolling out sudden updates to its algorithm, which means SEO requires a proactive plan based on in-depth knowledge and something close to ESP.
We remind our clients of this all the time. “Be patient,” we say. Your listing might be flagged inexplicably or your placement might have dropped suddenly, but it’s usually just because of a new Google update. We’ll get to the bottom of it in no time.

SEO Is About More Than Just Keywords

Foster astutely notes that effective SEO looks beyond keywords and phrases and understands user intent. You have to understand what kind of information local users are searching for; then, you can package valuable keywords in a more relevant context. For this reason, Foster tells her clients that she needs a bigger picture of their small businesses and their customers’ needs.
This describes the logic behind Prospect Genius’s in-depth interviews with new clients. We like to get as much information as possible about each small, local business so we can capture the highest-quality traffic and appeal to motivated customers nearby.

SEO Is Not a Bandage

Finally, Foster says what all marketers (including us) have been saying over and over for years: SEO is not a one-time fix. It must be a long-term investment if you wish to maintain rankings and grow your presence over time. Continued optimization is key for a stable, enduring online presence. 
This is precisely why we caution clients against stopping their campaigns once they’ve reached their goal lead generation numbers. They might feel like they got what they needed, but in reality, SEO must be ongoing in order to sustain those numbers. Otherwise, they’ll drop off pretty quickly.
Overall, Foster’s article is an accurate depiction of what so many marketers try to hammer home for their clients. These are three, need-to-know realities for any local business owner embarking on an SEO campaign. It’s a great read, so be sure to check it out here for more details. 

One Simple Way to Take Control of Your Online Presence

Last Updated: February 18, 2016

When it comes to maintaining your small business’s online presence, it can feel like there are too many variables out of your control. Search engines like Google seem to hold all the cards most of the time.
The truth is, unless you know how to plan and execute an effective online advertising campaign—or you hire a marketing specialist to take care of that for you—you won’t have very much control over what happens to your company’s online presence. However, there’s one thing you can control, and that’s the accuracy of the information you put online about your company.

Why Is Conflicting Information Problematic?

Maintaining consistent, accurate information about your business on all the different online channels is crucial. Google and other search engines want to present the best possible information to their users, so they gather data from around the web to verify what’s on your company’s listing. And when Google sees conflicting details about your company coming from different sources, it flags your listing for having the wrong information: Google won’t want to display your business as a search result if there’s a chance it’s not a legitimate company. This results in poor rankings and, sometimes, suspended listings.
Needless to say, if there’s a lot of inaccurate or inconsistent information out there about your business, your online presence will take a colossal hit. Conflicting information won’t just slow down your progress—it will blow your progress to smithereens. It’s a tripwire that businesses trigger over and over and over.
So how can you figure out if your business has conflicting information floating around out there? More importantly, what can you do about it?
Let’s find out.

What Does Conflicting Information Look Like?

First, you need to know what you’re looking for.
For example, if the information about your company on your Google listing doesn’t match what it says about your company on your Yelp listing, then you’ve got a case of conflicting information. This can take a variety of forms:

  • Mismatching spelling, spacing, and/or punctuation of company name, such as:
    • “B&B Appliance Repair” versus “B and B Appliance Repair”
    • “Mike’s Plumbing” versus “Mike’s Plumbing Service”
    • “Day and Night Heating” versus “Day and Nite Heating”
  • Mismatching address, such as:
    • Different cities
    • Wrong house numbers
    • Wrong street suffixes (Columbus Dr. versus Columbus Ave.)
  • Mismatching service offerings or business categories, such as:
    • Different main categories
    • Listing services you don’t provide
    • Not listing services you do provide
  • Mismatching website URLs

Take the time to fill out your online listings carefully and correctly. It may feel tedious and time-consuming, but it’s worth the headache you’ll save down the road.
However, no matter how diligent you may be, sometimes outside events can create a situation where your information is no longer consistent.

What Commonly Leads to Conflicting Information?

Even if you were extra careful when you originally created and filled out your listings, you may still find there’s a substantial amount of conflicting information out there. What could explain this?

  • You made typos or other manual errors.
  • You recently moved locations.
  • You recently changed phone numbers.
  • You previously worked with an online advertiser who left your listings in shambles.
  • You previously engaged in spam-like activity.
  • A directory auto-generated a listing for you using incomplete information from one of your listings on another site.
  • Someone (maybe a customer or a competitor) edited one of your listings on your behalf.

What Can You Do to Fix It?

Let’s start with a dose of honesty: Some of these fixes will be easier than others.
For instance, if it’s simply a matter of updating your listings after you moved locations or changed phone numbers, then you can easily fix those problems yourself. It shouldn’t take more than an hour or two to log in to all of your accounts and update the information accordingly. (Pro tip: Keep a running list of all the sites your business is listed on, including log-in information for each. Doing so will make this process much, much easier in the future.)
However, things get trickier when you’re trying to track down conflicting information you don’t even know about. If you worked with an online advertiser in the past, they might have left all of your old information up when you quit without giving you any indication of where it lives on the web. Similarly, if a third party sneakily edited one of your listings without your knowledge, you’ll be pretty much in the dark.
In these trickier cases, you have two options: Devote numerous hours to tracking down all of your listings and checking each one, line by line, for mismatching information—or pay someone else to do it for you. Many online advertisers offer affordable, one-time services designed to search for red flags and clean up conflicting information on your behalf. The initial search is typically performed by an automated system, while the cleanup is done manually by a specialist.
After calculating how much their time and sanity are worth, many business owners decide that hiring a specialist is worth it.

Regular “Maintenance” Is Key

It’s easy to feel like your online presence is out of your hands, but there are simple things you can do to take back some control. Avoiding inconsistent information is one of them. It’s an effective way to fulfill Google’s need to provide top-quality information to its users. When all of your facts are matching, Google won’t doubt you.
Keep tabs on all of your listings and correct mistakes as soon as you see them. It’s like car maintenance: You don’t have to change your tires or oil all the time, but you need to check them regularly so you can catch and fix problems as soon as possible. If you need to, invest in an advertising specialist who can help you with this maintenance. Whatever you do, keeping all of your information matching across the board is vital to the stability of your online presence.

Why Social Media for Small Businesses Is Essential

Last Updated: February 15, 2024

For businesses large and small, social media isn’t optional anymore. It’s essential. Does your business have a social media presence? If not, then you’re missing out on a staggering number of benefits—benefits your competitors are probably enjoying as you read this.
So, what are the benefits of social media for small businesses? How can you make the most of them? Keep reading to find out.

Social Media Fosters Connection

One of the biggest reasons for social media’s rise has to do with how easily and quickly it connects people. In your case, social media will enable you to connect with your target customers (and vice versa). By sharing, commenting, and generally interacting with current and potential customers, you’ll strengthen your relationship with them.
In fact, social media platforms like Facebook have become another channel customers are using to directly contact businesses. Whether it’s through public wall posts or private messages, customers may rely on social media to inquire about your products or services, send you valuable feedback, or to even ask for a price quote. Contacting you via social media is even easier than sending an e-mail (never mind making a telephone call), so the frequency of this method of contact is expected to rise.
As Lauren Friedman explains, 

Your customers are on Facebook throughout the day—especially those that work with the internet, so it’s only natural they would much rather stay on the same website rather than switch or pick up the phone to call you. Many of them use Facebook Messenger now like text message, chatting with their friends and family throughout the day.

However, if you aren’t on Facebook, then that’s one fewer way customers are able to contact you. And don’t you want to make it as easy as possible for customers to get in touch with you?

Social Media Makes You Feel Real to Customers

When you’re active and engaged on social media, you’ll also be showing off your personality and the real people behind your company. This will build a relationship between you and your customers. They’ll begin to see you as a group of living, breathing individuals. Eventually, this will lead to more business. As Internet entrepreneur Evan Carmichael says, “People buy from people, not companies.”
At the same time, a professional social media presence will also give you the appearance of a cohesive, legitimate company. Prospective customers will see your regular updates and posts on Facebook or Twitter and feel you’re genuinely invested in your business.

How to Make Social Media More Effective

Social media for small businesses doesn’t have to be complicated. It may feel like a daunting project at first, but once you get into the swing of things, you’ll barely even think about it. Heck, you might even enjoy it!
Here’s how to make your social media presence as effective as possible:

  • Be active. Don’t just create a Facebook page and forget about it. Regular activity is key.
  • Share status updates, photos, helpful articles and videos, and any other content that will give your audience a peak behind the curtain. Make yourself and your team seem as real as possible.
  • Regularly check your message inbox, as well as your page, and reply to anyone who has reached out to you about doing business with your company. You can’t reap the benefits of a direct line of contact if you aren’t there to respond!

How Prospect Genius Can Help

Feel like there’s not enough time in your day? Can’t figure out how to get started? Fear not! Prospect Genius is here to help.
Our selection of social media packages offers assistance at all levels. Whether you’re just starting out or you want a more advanced, fleshed-out campaign, we’ve got you covered. Here’s what we offer:

  • SocialStart: For clients who are just getting started on social media, we’ll create accounts on Facebook, Twitter, and Google+. Then, we’ll write several blog posts for you that we’ll share on your accounts so you have a handful of posts right out of the gate.
  • SocialStream: For clients who are established on social media and want to share content regularly, we write a set number (determined by you) of blog posts each month and share them on your accounts.
  • SocialBuzz: For clients who want to be engaged on social media but don’t have the time to share updates on their own, we create and share weekly status updates on your behalf.
  • Paid Facebook Advertising: For advanced clients looking to expand their reach, increase visibility, and drive more traffic to their website, we create and manage targeted Facebook ad campaigns.

No matter where your business falls on the social media spectrum, Prospect Genius has a solution for you.
Social media for small businesses is critical, but that doesn’t mean you should lose sleep over it. Have fun with it! Sharing details about your company and interacting with your customers can be rewarding and even eye opening.
If you’re having trouble keeping up with Facebook or Twitter, simply give us a call and we’ll see how we can help. There’s no excuse for abandoning your social media presence!

Common Social Media Pitfalls to Be Aware Of

Last Updated: January 27, 2016

Today, in 2016, the importance of social media for local businesses has been well established. We all know it’s a vital way for businesses to connect and engage with potential customers nearby. Ask any online advertiser, and they’ll tell you the same thing.
However, digital marketing strategist and author Roger Rogerson raises an incisive point:

“Everyone is telling you to use social media – but who’s telling you to be careful?”

In his recent article, “The Hidden Social Media Dangers for All Businesses,” Rogerson describes an exhaustive list of scenarios that could get a business into trouble on social media. From disgruntled former employees posting irate messages on your wall to an employee accidentally sharing top-secret company news, he proves there are countless social media pitfalls your company must watch out for.
Young business man under stress
Other scenarios include:

  • Dissatisfied customers publicly complaining about your business.
  • Poorly worded posts being misconstrued and causing backlash.
  • Competitors slandering your company and spreading rumors.
  • The local media getting wind of something (such as an erroneous post or a bad customer experience) through social media and escalating the story.
  • Employee(s) exhibiting unprofessional behavior.
  • Nasty Internet trolls calling you out publicly or even harassing you.

Unfortunately, the list goes on.
Rogerson’s article is not meant to intimidate or scare business owners away from engaging on social media, though. It’s simply a warning about the various social media pitfalls that can damage a company’s entire web presence.
What you should take away from this article is that your company’s social media accounts must be handled by an employee you trust and respect. This will minimize the damage that can be done internally. You should also take time to develop a company-wide policy for dealing with negative customers, competitors, and other individuals who attempt to provoke you or do you harm. This way, you’ll have a go-to response tactic in place so you can react as quickly as possible. Of course, every situation is unique, but it’s a good idea to at least have a guideline.
Check out Rogerson’s article over on Search Engine Watch for the complete details.

How to Make the Right Change in Advertising for Your Small Business

Last Updated: January 21, 2016

Are you planning on switching up your online advertising? Nervous about making the transition? Whether you’re switching to a whole new advertiser or just setting a new advertising goal, taking the next step involves a lot of uncertainty. However, with the right tools and mindset, you’ll be able to confidently change directions and put your small business in the ultimate position for success.
Moving escalators stairs, good bad sign
In this post, you’ll discover how to make sure your next step is the right one—no matter which direction you’re headed.
Let’s get started.

What Kind of Transition Will It Be?

First things first: Decide what kind of transition you’re going to make.
For example:

  • Do you want to transition away from a trackable microsite and build your own, high-level website?
  • Do you want to shift your focus toward a different kind of campaign, like paid advertising instead of organic?
  • Do you want to change your advertising provider entirely?

Once you’ve set a specific goal, you’ll be on the right track.

If You Want a Higher-Level Website…

Small business owners often dream of having a dazzling, fully customized website to impress potential customers and blow the competition out of the water. Their budgets, on the other hand, often squash that dream. Most small business owners have to settle for a practical, streamlined website without the bells and whistles.
It’s not unreasonable for you to want a jaw-dropping website for your company. However, you must maintain realistic expectations. If you’re seriously considering upgrading your website and, subsequently, your SEO campaign, then you need to make sure you can afford to pay thousands of dollars per month for top-level web design and SEO.
We aren’t exaggerating. That kind of work costs a pretty penny. Make sure you know what you’re committing to before you make the jump.
In the end, you may be better off asking your current SEO provider if they can add some razzle-dazzle to your site for a smaller price. They just might have a cost-effective solution you aren’t aware of!

If You Want to Shift the Focus of Your Campaign…

Sometimes, it feels like organic advertising moves too slowly. You wish you could strap a jet pack to your campaign. Sadly, until Google launches its new jet pack feature, paid advertising is the closest you’ll get.
Paid advertising, usually in the form of PPC (pay-per-click), generates leads much faster than SEO alone. That’s why it’s fairly common for small business owners to want to ditch SEO and go for PPC, instead.
However, did you know that you can’t just switch from SEO to plain PPC? You can add PPC to your campaign, but you can’t use it on its own. It won’t work. You need SEO along with PPC to boost your AdWords Quality Score; otherwise, you’ll be bidding too much on ads that won’t even display prominently.
If you want to shift to paid advertising, then the first thing you should do is see if your current provider offers a PPC package. This way, you won’t have to completely switch providers. Your current provider already knows all the ins and outs of your business’s online presence and history, so it’s wiser to stay with them if you can.
If your current provider does not offer PPC, then you’ll have to make an even bigger switch…

If You Want to Switch to a New Provider…

Do you feel like your current provider’s limitations are holding you back? Do you feel like you aren’t getting enough out of your campaign? It may be true that your provider can’t deliver the results your small business needs. However, it’s more likely that your feelings are due to a lack of communication, instead.
Before you make any decisions, have a candid conversation with your provider. Whether you aren’t satisfied with your service or you have new goals for your advertising, tell them. Talk about it. They might have the perfect solution for you in their tool kit.
So often, we see clients who are dissatisfied with the direction of their campaigns, only to discover they simply weren’t using the right packages for their needs.
But what happens when your current provider doesn’t have a solution for you?
Transitioning to a new advertiser can be a complicated process; however, it’s well worth it if you find the right advertiser to switch to. So, first things first: Vet your next advertiser thoroughly.
Once you’re ready to make the jump, notify your current advertiser and work with them to transition all of your backlinks. You should also have your web presence cleaned and tidied from top to bottom. Most advertisers offer cleanup services specifically for this purpose.
When you’re organized and forthcoming with your old and new advertisers, the transition process will be relatively pain free.

Brace Yourself for Change

Change is hard. Regardless of your new direction, make sure you’re mentally prepared to navigate unfamiliar terrain. Whether you’re working with a brand-new web designer or setting a click budget for the first time, be open to collaboration and discovery.
And if you do end up switching over to a whole new website and corresponding campaign, be aware that you’re going to see a slight dip in leads as a result. This is because it will take time for your new URL to gain traction with the search engines. Don’t worry, though: It’ll pick up again before you know it.
When you follow our advice, you’ll make a smart decision for the next phase of your small business’s advertising!

Sign up for our newsletter!

Join our mailing list and receive regular updates on how to effectively market your small business, along with exclusive service promotions.
Please enable JavaScript in your browser to complete this form.