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How Can You Maximise Your Business’s Visibility on Google’s SERP?

Visibility is important for all businesses. You see advertisements of businesses on billboards, over the radio, and on the daily papers. They’ve always been likened to your shadow that stalk you everywhere you go. Some find it irritating. some find it frustrating. Personally, I often find ads boring after watching them repeatedly. Why then, do companies still continue to market themselves up to such a point? One reason – To contest for the attention of the viewers.

The human mind is susceptible to infiltration, especially when we experience it on a daily basis. It’s hard to avoid when it’s everywhere – both physically and virtually.

Under the Spotlight

In a 2015 Internet Trends Report by KPCB, it shows that an average adult spends 5.6 hours with Digital Media including desktop, laptops and mobile devices. That’s about a quarter of an average person’s day, or a third of our waking moment.

internet-usage-engagement-growth-solid
Kleiner, Perkins, Caufield Byers (2015), Internet Trends 2015 – Code Conference

Now, how does this apply to your business? In a separate report by Google/Nielsen Mobile Path to Purchase in 2013, it shows that 74% of mobile customers use Search Engines in their shopping process. Doesn’t that make you wonder about what happens to the businesses who fail to appear on Google’s Search Engine Results Page (SERP)?

majority-of-mobile-consumers-use-search-in-the-shopping-process
Google/Nielsen (2013), Mobile Path to Purchase – Five Key Findings

Well, it would be safe to assume that they lose out on opportunities that are widely and easily available, should they have put in more effort in their rankings.

Good news? It’s never too late to start, and here’s how you can get started! 

The Areas of Visibility

1. Google MyBusiness

Google MyBusiness is one of the easiest way to appear on Google Maps or when potential customers are searching for your Brand Name. What’s more – it’s free!

google-mybusiness

Statistics also show that 71% of consumers used a Store Locator to find a store. Personally, I regularly search for a restaurant before I head down – be it for its location, reviews, making a reservation, or just finding promotions.

But what if your business doesn’t have a brick-and-mortar store? You can still create a Google MyBusiness listing – having a MyBusiness Snippet Feature attributes legitimacy of your business in the eyes of the viewers on Google’s SERP.

Setup is easy with these few steps!

  1. Start Now
  2. Search for your Business
  3. Verify your Identity

If all it requires is such little effort for increased visibility for your business, why not spend a couple of minutes setting up a listing for your business? 😄

2. Google AdWords

Next, Google AdWords is another way that you can appear on Google’s SERP. Commonly known as Search Engine Marketing, you’ll get your ad shown on Google when someone searches for a keyword that’s relevant to your business. Do note though, positions are bid for, so attaining a better placing as compared to your competitor would require a higher bid.

google-adwords

Positions and visibility remain as long as you remain in the top few bidding positions, provided that your budget allocated has not be used up.

There are naysayers against AdWords who may prefer SEO to boost their visibility organically, however no one can deny that AdWords gives you quicker results. In the bigger picture, it will also contribute to your overall visibility on the Google’s SERP.

3. Google Organic Results

Businesses can also increase their visibility through Google’s Organic Results. This method is commonly known as Search Engine Optimization (SEO). It usually requires the most effort out of the 3, however results are definitely worth the hard work.

According to research by GroupM UK and Nielsen in 2012, while only 6% of click distribution goes to paid results, 94% of click distribution goes to organic results. It is important to note that while increased visibility equates to increased brand, service and product awareness, increased clicks equate to increased purchase potential.

Going one step deeper, these were the click distributions based on purely organic search results –

  • Rank 1: 48%
  • Rank 2: 12%
  • Rank 3: 8%
  • Remainder: 32%

If you ever wonder why there’s a growing need for businesses to invest in SEO, just take a look at these statistics. 68% of clicks go to the 3 highest results – that’s a whooping 2 out of 3 clicks!

Now You See Me

With these 3 strategies in place, your business will be positioned for success with the visibility of searches in your locale and the virtual space.

Should you struggle along the way, you can keep on top of the game with weekly tips from our blog, or reach out to our professional team of marketing strategists to bring your business to greater heights (or rankings).

Don’t let your business miss out on opportunities for virtual visibility today!

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Zachary is a Business Development Executive in Appiloque. In the after-hours, he serves as a Division Agent, taking back the city of New York when all else fails.

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