Type your business name into Google, Bing, and Yahoo. Right now.
What did you discover?
Does your company dominate the first five pages of search results? The first page? Does your business appear at all?
Hopefully, your company Web site is listed first in the search results.
The first page of listings should also include your Web site’s “About” page, your blog, and your Facebook business page.
If you’re active on LinkedIn, Twitter, or YouTube, links to those profiles will also appear.
Other results should include trade associations of which you’re a member; links from newspapers, magazines, and Web sites in which your company is featured; and local business directory entries.
If a search for your business turns up only a sprinkling of listings — or no listings — don’t panic. You can put your business on the virtual map by creating an online profile.
Also called a bio or ‘About’ page, your profile shares vital information and molds others’ perceptions about your business.
The foundation of your online presence, your profile must be personal, professional, and polished.
I recently came across a bio for a public speaker who described herself as “compassionate, elegant, motivating, and able to deliver soul-piercing keynote presentations.”
Instead of telling us about all her wonderful qualities, this businesswoman should have showed us a video snippet of her motivating an audience.
Or, she should have shared an anecdote that showed us her compassionate nature.
Online bios are intended to impress. But the most impressive bios use a light touch. Rather than rattling off a string of adjectives, share stories about who you are and what matters most to you.
Businesspeople tend to equate “professional” with “boring.”
Rather than limiting your profile to a list of dry statistics, inject a little humor. Be energetic, but not hyped on steroids. Help readers understand why you love what you do.
“I am a successful entrapenuer” [sic].
When I spotted that phrase on a profile, I vowed I’d never work with that “entrapenuer.”
People do judge a bio by its spelling.
And its punctuation.
And its grammar.
If you’re not gifted in those areas, spend a few bucks and hire someone who is.
A good editor will make your profile sparkle.
Publish your full profile on your company Web site and blog; those pages usually appear at the top of search results.
Then adapt your profile for social media.
First, create a Google Profile (google.com/profiles).
A Google Profile guarantees that your name or business name will be featured in Google’s search results (usually on the first page). Your Google profile can include photos, a map of your business location, contact info, and links to your social media sites.
Second, post your business profile on LinkedIn. This online resume gives a snapshot of your skills, work experience, and education.
Third, condense your profile for Twitter and Facebook.
Google recently began integrating real-time search results from popular social networking sites. If your business is active on them, you give yourself more opportunities to achieve a higher Google rank.
Finally, register with local business directories.
You can display maps of your company’s location, business hours, coupon specials — even customer reviews.
At the very least, create profiles at Bing Local, Yahoo! Local, Google Local Business Center, Seattle Citysearch, and Yelp.
In our wired world, a business that doesn’t show up on Google doesn’t exist. In the same manner, a company that’s easy to find remains top-of-mind.
Make sure your business is easy to find. Introduce yourself to the search engines.
Laura Christianson owns Blogging Bistro (www.bloggingbistro.com), a Snohomish-based company that helps businesses enhance their relationship marketing through Web sites, blogs, Twitter, and Facebook. Contact her at 425-244-4242 or laura@bloggingbistro.com.
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