You’ve invested a lot of time to build and market your business and gain customers. If a potential customer heard about your business by word-of-mouth, they should be able to find you when they search for your business name online. Unfortunately, that doesn’t always happen.
Why? If your business name isn’t near the top of a paid search, it’s possible your customers are finding your competitors instead. If you aren’t purchasing your own business’s name as keywords for search, companies with similar names or competitors can bid on and buy ad placement to direct this traffic to their website rather than yours.
An ounce of prevention. One of the best ways to defend your business name is by using a search engine marketing (SEM) service to help secure your business name online and prevent competitors from stealing customers. Plus, it can improve visibility by helping keep a business’s name at or near the top of leading search engine results pages.
Big-time potential. According to Pew Research Center, there are 60 million searches performed on major search engines every day. That’s a lot of potential customers, and owning your brand keywords is a cost-effective way for small and medium-sized businesses to reach local prospects, who may be searching for a business online.
Improve your visibility. Even if you always appear at the top of an organic search results page, there are a number of reasons your business should consider buying your company’s name in keywords. Even big-time retailers such as Walmart, Amazon, eBay and Domino’s Pizza recognize the importance of buying their business names as keywords and have made it a cornerstone of their online marketing plans. Here are three reasons why you should consider it for your business:
1) Closer to the top of the page. Having a paid search ad with your business’s name is valuable real estate. It ensures you appear near the top and makes you easy to find because prospects don’t have to scroll down. Equally important, it ensures your competition gets pushed further down the page. Additionally, it enhances your overall presence and provides the consumer more ways to find you.
2) Strengthens your brand. Increasing your brand’s presence increases your credibility as a business. It communicates to consumers that you’re well-established and builds brand awareness—even if a prospect doesn’t click on you.
3) Prevents competitors from pilfering prospects. If you’re not bidding on your business name in keywords, you could be making it easy for your competition to distract or steal your potential customers. You don’t want prospects getting lost by the competition on their way to make a purchase with your business because they couldn’t find you right away.
Protect yourself. Make it easy for repeat and referral customers to find you online and increase your visibility today. If you’re not already buying your business’s keywords, there’s a decent chance some of your competitors are. Don’t let them ride your brand’s coattails and distract your customers online when they’re really trying to find you.