Now, what really caught my attention is her statement about restaurant searches, when she said Yelp and Google results do not provide quality, written content about services. She then followed up by stating how most people don’t use Google – they search for food and businesses using yp.com.
Timeout! Most people don’t use Google or Yelp? Let’s take a look at the statistics According to Alexa US Traffic Ranking:
- Google – 1
- Yelp – 46
- YP.com - 41,037
She was right about having quality content written on your website. I waited for her to use the phrase Search Engine Optimization, but she didn’t. Wait, maybe she will just reference it as SEO? No. She was so focused on their presence on one page, then the entire web presence.
For any business, it is important to monitor your entire web presence and what your customers are saying about you on the web. Here are a few things to keep in mind when building your complete brand web presence.
- Listen. While your content on your YP profile page may have well-written content, you need to understand and identify your audience, and listen to them. What are they saying about you on Yelp? Twitter? Foursquare? Good brands/companies listen to what their customers are saying and engage with them. If you choose to ignore them, the conversation will go on without you.
- Home Base. Building and maintaining a “home base” – a brand/company website to direct all of your traffic too – where you can provide your overall, consistent message. You have more control on the look and functionality of the site.
- External Site Profiles. Monitoring and maintaining your complete web presence involves understanding where your customers are and what they are saying about you. Whether this is a Facebook page or Twitter account, you need to constantly update and monitor what individuals are saying about you on the page, as well as providing your audience with quality content. To that point, you need to develop of what your audience is looking for in your content. All of these external profiles should point back to your home base.
- Monitoring. Using tools like Google Alerts or Google Analytics will provide you with a idea of when your brand/company is mentioned on the web and data on who is visiting your website, while tools like HootSuite and TweetDeck provides you with a dashboard to monitor and manage all of your social network profiles. But having an understanding of what all of the results mean and how to use all of the data is important.
While this post started as a conversation I overheard – not necessarily by choice – I hope it lends itself as a guide to not focus on one page of your web presence, but your entire web presence. Time for more coffee.