Every brand wants to boost their online visibility. After all, it’s an important step in guiding consumers along the purchasing funnel.
Written by Emily Leary
How can online consumers use you if they cannot see you? When it comes to the food and beverages industry, there’s intense competition globally and locally, with total revenue in Australia amounting to $2,246 million in 2018, and it’s expected to grow to $3,512 by 2023. So, you need to place yourself in the best position to be above the rest, and that starts with your online presence. According to the 2018 Telstra Small Business Intelligence Report, 76% of business owners consider ‘word of mouth’ to be the most significant driver of new sales, but for 71% of consumers, it comes behind online search and online reviews. Furthermore, it’s estimated 62% of customers will stop considering a small business if they can’t find information about it online. This just proves how important your business’ online visibility really is. Below is a simple guide and some resources to help strengthen your online presence as a business in the food industry.
Make SEO your friend
The whole point of Search Engine Optimisation (SEO) is to make sure your website is ranked highly on search engines like Google so that you get more traffic to your site, and ultimately – more customers. Without a website and a strong SEO strategy, your business is virtually invisible online. Here are the main things you need to incorporate into your SEO strategy.
As a food business, you need to understand what potential customers are searching online that relates to you. What is being searched, that you need to utilize, are called keywords and key phrases. You can identify these keywords by using an array of keyword research tools. After you’ve created a list of relevant keywords to your business, you need to identify and prioritize keywords that you’ll use and disperse throughout your site. You can use a trial and error system here, as some keywords will yield good results, while others won’t be useful; so you’ll need to test and try.
Optimize Your Web Pages
Using your priority keywords, populate your web pages with relevant phrases in your URLs, title tags, meta descriptions, and on-page copy. For additional keyword ranking opportunities, consider running a blog page with optimized content. Remember, you shouldn’t just jam keywords into your content. The content you host should be relevant and readable by humans. You want to strike a good balance between raising your profile in the search engines and engaging your human readers/customers. Struggling to know how to use keywords in your content? Find out how to here.
Create A Link-Building Plan
Once you’ve mastered your on-page SEO in the first two steps, it’s time to turn to your off-page SEO strategy. In order to increase your website’s authority in the search engines and ultimately boost your online visibility, you need to attract inbound links, which are links from other websites. You can learn how to create a link-building strategy here.
Track Your Progress
It’s ideal to track your progress consistently, preferably every six to twelve months. There are a wide variety of SEO tools you can use to assess your website’s growth. You might want to keep a spreadsheet of your activity and track your keywords trials and add new terms if you’re testing new keywords. If SEO is about as straightforward to you as a Masters in Computer Engineering, Officeworks has a great SEO Guide for small businesses to help you get started. Create shareable content to build brand awareness Video, influencer content, interactive assets… the web has never been more full to the brim of creative and versatile content. That’s why it’s important to build content that stands out and is above all, shareable.
When creating shareable content, your aim is to appeal to users, not the search engines. That being said, it’s ideal to optimize content for search engines where possible; so that you are hitting two birds with one stone; so to speak. You should also think about how you tailor your content for different platforms. If you have a great video and article to put to use, it might be a good idea to create its own landing page or upload them together in your blog. However, when creating a social media post, on Facebook, Twitter and Instagram, linking back to your new content hosted on your website; it would be ideal to take the best small snippet of copy from your article and a shorter version of the video, in order to optimize it for social media users.
Below are some great examples of shareable content by brands:
Content/Campaign: Social media posts featuring user-generated content
Brand: Rip Curl
Content/Campaign: “The Search” blog
Brand: Keen’s Chilli
Platform: Website, Facebook & Instagram
Content/Campaign: Interactive Recipe Map using Influencer Content “Chilli Recipes from Around The World”
About the Author
Emily Leary, 25, is an ex-radio newsreader and current health, travel and lifestyle writer from Sydney, with a special interest in travel, health, and mental health. She enjoys music, is a lyricist and sings in an electric pop duo band – Amos & Emily. She also enjoys reading, eating out and patting every dog she sees