Every company has a digital footprint, regardless of how active you are with digital marketing. If you search your favorite restaurant, results might show the restaurant’s website and other websites featuring that restaurant. The same goes for your company and you might not even know all of the sites you are being featured on.
Your digital footprint is important because if you don’t take ownership of your company on these sites, incorrect and/or negative information could be one click away for current and potential customers.
Search results
Start scanning different search engines like Yahoo, Google and Bing. Scroll through the first few search engine result pages (SERPs) and see what comes up when your company name is searched. Check to see if your business is the first business that comes up within the search. If it does but the information is wrong, or it doesn’t come up at all, you have the ability to contact the search engine provider and work with them to make the necessary changes.
Keep a record
Your digital footprint is also something you’ll want to keep a record of. As you go through each search engine, create a list of all websites you are listed on and be as detailed as possible. Determine if the address and phone number are correct or incorrect, if there are images of your company on the page, or if you have the ability to claim the business as your own. Most third-party sites include something that asks if the business’ page you are on is your own. From there you can work with them to claim it and update information, which ensures that from that point forward you have control over how your business is listed.
Just like you used the same images across every social media platform you’ll want to do so everywhere else to always reassure customers the information is yours and that there is no confusion. Every site should at least have the same image, phone number, address and business hours. Depending on how much information you can provide you may also want to consider using the same bio as you did for your company's social media pages. This will help to make your online brand as cohesive as possible.
Negative reviews
While you are doing research you might also come across websites that allow customers to post reviews. Create a log of any negative reviews that might be out there and where they are. Be sure to address these reviews following your company’s policy.
If you don’t have a policy in place for handling negative reviews online, now is the time to make one. This policy should include what types of negative reviews warrant a response, whether you wish to publicly respond or follow up privately and the type of message you will want to include. This will ensure that everyone handling the company’s online presence is aware of how to handle each situation.
Continuously check your digital footprint at least quarterly, as sites may change in that period. As you continue to grow your business online your digital footprint will grow as well. Your digital footprint can grow through a higher social media presence, frequent posts to your website or blog and informative articles. In doing this you can get higher up on page one of your search engine results pages.
Your digital footprint is important because if you don’t take ownership of your company on these sites, incorrect and/or negative information could be one click away for current and potential customers.
Search results
Start scanning different search engines like Yahoo, Google and Bing. Scroll through the first few search engine result pages (SERPs) and see what comes up when your company name is searched. Check to see if your business is the first business that comes up within the search. If it does but the information is wrong, or it doesn’t come up at all, you have the ability to contact the search engine provider and work with them to make the necessary changes.
Keep a record
Your digital footprint is also something you’ll want to keep a record of. As you go through each search engine, create a list of all websites you are listed on and be as detailed as possible. Determine if the address and phone number are correct or incorrect, if there are images of your company on the page, or if you have the ability to claim the business as your own. Most third-party sites include something that asks if the business’ page you are on is your own. From there you can work with them to claim it and update information, which ensures that from that point forward you have control over how your business is listed.
Just like you used the same images across every social media platform you’ll want to do so everywhere else to always reassure customers the information is yours and that there is no confusion. Every site should at least have the same image, phone number, address and business hours. Depending on how much information you can provide you may also want to consider using the same bio as you did for your company's social media pages. This will help to make your online brand as cohesive as possible.
Negative reviews
While you are doing research you might also come across websites that allow customers to post reviews. Create a log of any negative reviews that might be out there and where they are. Be sure to address these reviews following your company’s policy.
If you don’t have a policy in place for handling negative reviews online, now is the time to make one. This policy should include what types of negative reviews warrant a response, whether you wish to publicly respond or follow up privately and the type of message you will want to include. This will ensure that everyone handling the company’s online presence is aware of how to handle each situation.
Continuously check your digital footprint at least quarterly, as sites may change in that period. As you continue to grow your business online your digital footprint will grow as well. Your digital footprint can grow through a higher social media presence, frequent posts to your website or blog and informative articles. In doing this you can get higher up on page one of your search engine results pages.
