“Your brand isn’t what you say it is, it’s what Google says it is.”
Your business has worked hard to build it's brand and get it's name in front of your customers, but how is you online reputation? Have you Googled your business? Where does your page rank? Do you update the information on your page to keep it current? Do you respond to online reviews? Have you determined your S.M.A.R.T. goals and mapped out your plan? These are all important questions to ask yourself as you begin discovering your online identity.
SEO - Search Engine Optimization
SEO is short for Search Engine Optimization, and there is nothing really mystical about it. You might have heard a lot about SEO and how it works, but basically what it is is a measurable, repeatable process that is used to send signals to search engines that your pages are worth showing in Google's index. It is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results.
SEM - Search Engine Marketing
The objective of (SEM) is to drive traffic to your website with the intent of converting those visitors into customers. With SEM, it is important to have your business site listed near the top of the search engine rankings since very few internet users will actually look at search results beyond the first couple of pages. SEM can be divided into two categories: organic and paid. Both are important.
Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is available to anyone with a Google account. Google Analytics is geared toward small and medium-sized retail websites. The service has limitations that make it less suited to more complex websites and larger enterprises.
A S.M.A.R.T. goal is defined as one that is specific, measurable, achievable, results-focused, and time-bound.
Specific - simplistically written and clearly define what you are going to do
Measurable - so that you have tangible evidence that you have accomplished the goal
Achievable - they should stretch you slightly so you feel challenged, but defined well enough so that you can achieve them
Results-Focused - should measure outcomes, not activities
Time-Bound - should be linked to a time frame that creates a practical sense of urgency
Reviews and Conversation
Your company provides a service to your customers, and those customers communicate their experience to the world through an online medium, often online reviews. Customers use sites like Google and Yelp to find out what other people have experienced when doing business with you. If you are not responding to the good, as well as the bad, it can put a damper on a potential customer's view of how much you value your customer's opinions.