Creating a site and getting started on the Internet may seem simple at first! However, you then have to create relevant content, to gain visibility of your online business and promote your business. Let’s see how:
Any company that wants to get started on the Internet through a website, and with the help of a presence on social networks, cannot stop there if it wishes to gain visibility and by extension work on its image.
The basis: Create content to make yourself visible!
One of the major objectives for structures present online is to gain visibility so that they can be found quickly by Internet users and by their customers (future and current). If you legitimately want to be first on Google for your keywords, you need real work of thought before writing content.
Thus all companies, whatever their nature, must produce content to gain this sought-after visibility and thus develop their online business. However, it is not about producing content to produce content as one might hear it. The articles written by a company must be the result of work, according to a strategy defined upstream and especially by considering natural referencing.
Companies regularly think that the best way to gain this visibility is to talk about oneself, its services, its products, its know-how, its expertise, etc … But this is not the case if we consider that few people know your existence. How could I find a service provider who only talks about himself and his services?
Example: A financial structure will draw up a set of issues and cut out its services to put them in a context linked to web research, for example: to distinguish between a business loan and a loan intended for individuals, and detail the different procedures, in order to be able to claim it. If it is rather a financial agent: set up a credit rate comparator. These are concrete enough examples to be better found on the net.
This is why the content to be produced must follow certain rules! Firstly according to the issues of the structures, for which we seek to make ourselves visible. But also by following the rules established by the Google search engine which remains essential to this day.
What type of content should you produce?
If we take a few concrete examples, we will see how it is possible to gain visibility without talking about yourself openly, or from the first lines of its content. The first thing to do is to put yourself in the user’s shoes and ask the right questions for them. These questions will be expressed in the form of queries, which he will enter into Google.
Long queries: They aim to find content that responds precisely to the query. Also referred queries long tail (long tail)
- Who offers the best mortgage rates?
- Online credit comparison
- What is the recipe for Norman apple pie?
- What are the steps to take before traveling abroad?
Short queries: They aim to find quickly and fairly general information on a universe. We are talking about direct queries on a keyword or a strong keyword phrase. On the other hand, it is on these requests that it is more difficult to gain visibility when looking to position yourself because the competition is stronger.
- Best web agency
- Content strategy
- Digital transformation
- Natural reference
Let us see below 2 examples, which aim for the first visibility above all, and for the second rather than the image.
1. Example of a service provider who offers business creation services
This service provider will then have to concentrate on all the issues related to its activity and the questions that its future customers will ask. Let’s take an example of content: Which legal status to choose? in the event that a person is looking for information on the articles of association, and what to know before starting a business.
If this service provider deals with the issues and questions posed by future business creators, he will have a better chance of being found, than if he talks about himself and the services he offers. This last part is rather in the corporate or so-called static section of the site.
Here the service provider delivers relevant information, which is systematically sought by business creators. He will thus address a set of topics related to the questions that his community and future clients are asking.
He will work on his visibility by showing regularly (we hope) the first results of Google. And if it eventually reaches the top of Google results, it will work alongside its image and can be seen and perceived as a key player in its universe.
2. Example of an insurer offering automobile insurance
Problem: How to promote your new insurance contract? Some will say: by putting it forward and by exposing all its advantages (never the disadvantages for that matter). However, one cannot gain the confidence of a motorist by doing so.
When looking for a good car insurance contract, the customer will rather go to comparators or to insurance recommended by a friend or relative. This is where you have to play on the image, sometimes more than on visibility. How to do it? It is always a question here of positioning oneself on the issues but by delivering useful content.
Concrete example: How to fill out an amicable report? by positioning itself on this request, a well-known insurance company will work on its image. The more it appears in the first Google results, the more it will be perceived as a company that provides services to motorists.
This is how when an Internet user looks for a new contract, he will first think of this company which helps him in the event of a problem. At the end of the content, the company can simply put a call-to-action (CTA), in order to learn about the new contract. Here too, Internet users will know where to find it easily.
A company wishing to work on its visibility, must in all cases learn to work on its content, by listing all the problems encountered by Internet users and its customers. At the same time, she will therefore have to consider a lot of SEO work to optimize her articles and try to reach the top 3 of Google search results. An objective that is acquired over the medium / long term.
Image is by extension what we are looking for next, and a brand or a company that is already known will work more on an information role with its customers and Internet users. Its objective will be to be the brand or the company we are thinking of when we want a specific product or service.
The work in this last case is almost subliminal, by acting on the unconscious. The Internet user must have the reflex to think of the mark in question if it is always present within the requests on a very precise universe.
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