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Is Your Spa Lost in Internet Searches

By: Will Scott
Posted: September 28, 2012, from the October 2012 issue of Skin Inc. magazine.

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Where do you start? As with any marketing endeavor, it’s important to fish where the fish are. But before you get started, you have to know what your name is. The fact is that many long-term businesses can have multiple versions of their name out there. Typically, a local business is started in the name of the owner. As it grows, it adopts a brand. You can publish versions of your name that include corporation marks, such as LLC. Once you know your name, stake a claim.

Start with Google maps (maps.google.com). Make sure your NAP matches the most authoritative version. Select appropriate categories. You only need to choose one of Google’s recommended categories; the others can be descriptive of your business. However, the standard is that they should be what your business is rather than what you do. For instance, you may be a day spa or an esthetician.

From there, work the list while maintaining the consistency of your NAP. Once done, perform some searches in your local area for what you do. Identify where your competition is listed, and see if you can get a listing there, too. Whenever possible, try to include images, videos and any special features about your business. Getting started is the hard part. Once you take control of your NAP and focus on your local listings, you’ll be surprised how quickly you find yourself moving up the list.

Founder of Search Influence, Will Scott has been working online since 1994. Search Influence specializes in search engine optimization (SEO), paid search management and social media.

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