How do people find out about you or your brand on the Internet? Do they Google it? Bing you? When it comes to getting your brand seen online it is important to understand how people can find you, so that you can make sure that you are optimizing the strength of your presence online. Most people will find you by:
Searching through a search engine:
1. Names- Someone knows your brand and uses a search engine like Google, Yahoo, or Bing to find you by name.
2. Keywords- Someone is looking for your products or services, but may have never heard of you by name.
Through a Referral:
- Direct Links (control)- They're visiting one of your web properties and their clicking on a link to another one of your web properites. Includes:
- Email marketing/address linking
- social links
- Random (no-control)- Your brand, product or service emerges from being shared, publicizied or mention. Includes:
- walll posts and comments
You can see that there are three areas you have control over: Names, Keywords, Direct links (Okay sure, you can control the "random" section also, but I'm not going into detail on that in this post. I'll save those for another day). To get more visits to your website or other web property, you need to take a look at how they are searching for you, and note that not every search engine is the same. Google, for example, uses a calculation which measures over 200 factors! For comparison, Twitter's Find People search engine only searches a Twitter accounts "name" field.
Note: Facebook's Page Search only searches the title field.
Since not every search engine is the same, prioritize which search engines you want to optimize your results in; research and test what fields they search, then analyze how you have filled out those fields. You'd be amazed to find out how many people fail to include the vital stuff that will increase your searchability.
For referrals, make sure your site is easy to share and that you are promoting your social links in relevant places. You can do thinks like claim a nice and tidy url like a Facebook vanity url (Short urls make it very easy to recreate by memory or by a copy and paste). Interlinking your social networks make it easier for your audience to navigate between web properties which is especially important for the people that might not be on Twitter, but are always on Facebook.
So now you know a little SEO, search engine optimization. I encourage you to continue to explore how people are finding you and be proactive in making it easier for them to do so.