Feedback from our clients tells us that more than ever, it is critical that your web site show up on Page 1 of the Google listings, where potential customers are looking for you.
My favorite analogy demonstrates this:
Let's say your business is lawn care on Long Island.
Imagine the web as a series of file cabinets, and your potential customers ask Google ( the file clerk ) for any files having to do with "Lawn Care on Long Island".
Your website pages are like single file folders, all arranged in this filing cabinet.
If the file cabinet drawer has a blank label on the front of the drawer, not filled out, then Google could not see at once if there were pages filed in that drawer about "Lawn Care on Long Island." So Google would not take your pages about "Lawn Care on Long Island" and present them to your potential customer. Google would skip that drawer and look for a properly labeled drawer with promising content.
Now imagine that somehow Google stumbled upon your file cabinet, and opened your drawer, but Google found that the tabs on all the file folder tabs were blank - they are blank! The tabs should have been labeled "Lawn Care in Long Island", but no one did it.
Google could not know from looking at the blank tabs on a folder that it contained valuable information for your customer about "Long Island Lawn Care." So it moved on, looking for labeled tabs having to do with lawn care.
Lastly, imagine if your competitor DID HAVE a clearly labeled file cabinet for Google with appropriate business search terms; and each hanging folder was also well labeled, and each individual manila folder was also well labeled with specific business search terms...
Well then unfortunately, Google would prefer to choose your competitor's well-labeled file cabinet to your unlabeled one, and Google would quickly hand over your competitor's web pages to the customer. Naturally.
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