It’s no surprise to anyone: in 2018, your online image is just as important as your store or office. Before a customer even calls you, they’ll have Googled you for more information, judged you on the quality of your website and asked their Facebook friends for recommendations! In this article, I’ll sum up the 3 elements that form the foundation of your online identity. Your resolution: build or maintain your web reputation!
1. Search engine optimization
To be seen on search engines, a website must also be optimized for organic search rankings. This is called SEO (search engine optimization). A well-built website is a first step toward being found online, but it’s far from a guarantee! Google uses “Googlebots” that constantly crawl billions of web pages. A page’s ranking is determined by a precise algorithm that has an annoying habit of changing so that no one can “cheat.” Google stores data so it can show the most relevant websites for each user’s search. In an ideal world, people would find your website not only when they search for your business name, but also when they use keywords related to your business. For example, if someone searches for “veterinarian Saint-Eustache,” your clinic would show up first. So the first question to ask yourself is: where are you in this ocean of the web? Your website’s search ranking is essential, but so is your online reputation! You have some control over what’s on your website, but not necessarily over what’s around it. If someone Googles your business, or even the name of your president or director, what comes up? Your own name will probably lead to your personal Facebook page, then LinkedIn, then other sites where your profile is public. Have some fun and click the links in a private browser window to see what comes up. Are you shown partying? Change your Facebook profile’s privacy settings. Are you shown at a fundraising dinner for a cause? Excellent news. Publishing blog posts on other websites is another simple way to create external content and boost your credibility. For example, this article was written by me (Christelle from Paradoxe Communication) and published on Cyberimpact’s website, which ranks well... excellent news! In short, SEO isn’t just useful for finding your website; it also reinforces who you are, your skills and what you do. Unfortunately, your reputation may not be spotless, and in those cases you need to work twice as hard to push down the pages that could harm your reputation in search results, so that Google replaces them with more relevant and positive results!
2. Your visual identity and graphic quality
Do you sell a professional product or service? Your image should reflect what you offer. Just as people judge someone by their appearance, decision-makers judge the brand image of the business in front of them. A strong brand image showcases a business or product so the public clearly understands its identity and values. When applied well, it ensures consistency across the business and helps it stand out. So it’s essential to apply it everywhere and not neglect your online promotional tools. You wouldn’t put up crooked shelves in your house, so don’t build a crooked website.
3. Social media
For the purposes of this article, I’ll focus on Facebook as an example, but the following recommendations also apply to other social networks! Does your Facebook page’s last post date back to 2016? The impression you’re giving is that you don’t care about your followers. You’re neglecting them! Your image Your Facebook page should be an extension of your website. People should recognize that it’s the same entity! Why not simply use your logo as your profile picture? Your cover image should reflect your business, and avoid cluttering it! The quality of your posts The main purpose of social media is to create a sense of community. Talk to your fans, tell them who you are and about your promotions, but show them that you’re close to them. Avoid always talking about the same thing and only promoting yourself. Show that you’re experts in your field! Reviews Don’t neglect reviews; they’re a crucial point of reference! Your potential customers will pay close attention to your star rating on Facebook and will take the time to read comments on Google or Facebook. A negative comment? It happens to everyone. Use it as an opportunity to show the quality of your customer service by replying politely and offering a solution. Invite the person to contact you directly to avoid a long public discussion on social media. And why not suggest that your happy customers leave a review? Groups and other pages Social media isn’t just about what you do on your own page, but also about what you can bring to other community members. Join discussion groups and take part! It’s the key to getting known as an entrepreneur. I’m not just Paradoxe Communication; I’m Christelle Serei from Paradoxe Communication, an entrepreneur specializing in web, design and social media. It’s up to me to show others! Help your community and it will return the favour. In other words, use your expertise to benefit others. You’ll build trust and demonstrate your skills without having to brag. After seeing your name and reading your comments often enough, people will remember you. But be careful: never advertise directly. Communities are looking to help each other, not to promote themselves. In short: advice, advice and more advice! “Give and you shall receive” is the motto of many networking groups, and the same applies online. To sum up, your 2018 resolution: work on your online identity!
About the author
Mother of 3 boys and co-president of Paradoxe Communication, a web, mobile and branding agency. Christelle holds a degree in communications from the Université de Montréal and has worked in the field for over 15 years. Because everyone is an expert in their own field, her mission is to explain our world in plain terms so you can demystify it and reach your business goals!