Written by Evelyn Mytka, Contributing Writer
When someone needs a product or service, there’s a good chance their search starts online.
They might search Google, look for nearby businesses on Google Maps, browse social media, or read reviews before deciding where to go. If your business doesn’t show up, or the information they find is outdated or unclear, they may move on to another option.
The good news is you don’t need to be an expert in search engine optimization (SEO) to make your business easier to find. A few simple steps can help more potential customers discover your business online.
Think About How Your Customers Search
Start by putting yourself in your customers’ shoes. What would they type into Google if they were looking for a business like yours?
They might search for:
- A specific product or service
- A type of business near them
- A product or service in their city or community
- A solution to a problem they’re trying to solve
For example, someone looking for help with their yard might search for “landscaping company in Edmonton” rather than the name of a specific company.
Think about the words your customers would naturally use and make sure those words appear throughout your website and other online profiles.
Set Up Your Google Business Profile
For many small businesses, a Google Business Profile is one of the easiest ways to improve their visibility online.
Your profile can help your business appear in Google Search and Google Maps when people are looking for businesses like yours.
Make sure your profile includes accurate and up-to-date information, including:
- Your business name
- Address or service area
- Phone number
- Website
- Business hours (include your holiday schedule!)
- Products or services
- Business category
- Photos
Check your profile regularly, especially if your hours, services, or contact information change.
Make It Clear What Your Business Does
When someone lands on your website, they shouldn’t have to search around to understand what you offer.
Use clear language that describes your products or services and where you provide them.
For example, instead of a homepage that simply says:
“Welcome to Green Thumb.”
You could say:
“Residential landscaping services in Red Deer.”
The second version gives both customers and search engines more information about the business.
You can apply the same idea to page titles, headings, service descriptions, and social media profiles.
Keep Your Business Information Consistent
Your business information may appear in several places online, including your website, Google Business Profile, social media accounts, and online directories.
Make sure important details such as your business name, address, phone number, website, and hours are consistent.
If one platform says you close at 5 p.m. and another says 7 p.m., customers may not know which information to trust.
Take a few minutes every few months to review your main online profiles and make sure everything is still accurate.
Make Your Social Media Profiles Searchable
Social media isn’t only a place to connect with existing followers. It can also help new customers discover your business.
Start with your profile. Clearly explain what your business does, where you are located or the area you serve, and how someone can learn more or contact you.
When creating posts, use words that describe your products, services, and expertise. A clear caption such as “Custom wedding cakes in Calgary” gives people more context than a caption that simply says “Another one of our favourites!”
You don’t need to force keywords into every post. Focus on creating useful, clear content that reflects the kinds of things your customers are interested in.
Encourage Customer Reviews
Reviews can help potential customers learn more about your business and decide whether it is right for them.
Make it easy for satisfied customers to leave a review by sharing a direct link after a purchase or service. You can also respond to reviews to show customers that you’re listening.
Avoid offering rewards in exchange for positive reviews. Instead, simply ask customers to share their honest experience.
Search for Your Own Business
One of the simplest ways to understand your online presence is to see it for yourself.
Try searching for your business name and check what appears. Is your website easy to find? Are your hours correct? Do your social profiles appear? Are the photos and information up to date?
Then try a few searches a potential customer might make without knowing your business name.
For example:
“Coffee shop near me”
“Bookkeeper in Lethbridge”
“Dog groomer in Grande Prairie”
“Custom home builder Alberta”
Seeing what appears can help you understand where your business is already visible and where there may be opportunities to improve.
Focus on the Places That Matter Most
You don’t need to be everywhere online.
A local service business might get the most value from its website, Google Business Profile, and customer reviews. A product-based business might focus more on its online store, Instagram, or other platforms where its customers spend their time.
Start with the places your customers are most likely to look for you. Make sure your information is complete, accurate, and easy to understand. From there, you can continue building your online presence over time.
The goal isn’t simply to show up in more places. It’s to make it easier for the right customers to find you when they need what your business offers.
Get Support With Your Digital Marketing
Want to make it easier for customers to find your business online? Business Link’s Digital Marketing Program can help you strengthen your online presence and build your digital marketing skills.
Through the program, eligible Alberta entrepreneurs can access free one-on-one support to explore areas such as social media, websites, search engine optimization (SEO), online advertising, and more.
Learn more about the Digital Marketing Program and see if it’s right for your business.
