Get found: how to optimize your company's online presence.

• Author: Lewis, Di
• Position: Techknowledge

When it comes to finding a plumber, more people are going online than going to the Yellow Pages.

So why is it that many companies aren't paying attention to their web presence? From unclaimed Google Places listings to poorly designed websites, too many companies are neglecting the simple strategies that will get them more customers.

What's the Point?

Your company's search engine ranking matters. People frequently look only at the first page of search results, says Jenn Foster, owner of Online Marketing Utah. "It's not like the Yellow Pages anymore. You don't want to be AA Auto."

Because people are finding places to eat, stores and services online, the way to get found is through optimizing your web presence--making sure your company shows up at or near the top of search results.

Many businesses, particularly local businesses that have built up a following through word of mouth, just don't see the point of search engine optimization (SEO), Foster says. They think they've got a solid clientele and don't need to worry about showing up on Google. That's a mistake.

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While they might have a loyal clientele now, they will have a harder time picking up new business, she says. And as more and more people turn to the internet to find companies, those that don't have a strong online presence will lose out.

"If businesses don't have websites and they're not visible on the search engines, they're losing market share. It's as simple as that," says Greg Shuey, vice president of client services at SEO.com.

Everything Adds Up

Part of the problem is people don't realize what goes into making really effective SEO, says Joshua Steimle, co-founder and CEO of MWI.

There are things like coding changes and tags for the website, most of which is done up front while the website is being built. Then there's the long-term commitment to creating high-quality, useful content, he says.

"We have big clients come to us sometimes and we're like, 'Wait, you have no content on your website? You just have a big image and a lead form on your main page?' That's why you're not visible," Shuey says. Having little to no and poor quality content is a mistake companies big and small make.

Make sure the website is updated regularly, once a week or more, and the easiest way to do that is with a blog, Stiemle says.

Shuey says having a blog lets the search engine find new keywords to associate with the company. While the company may be very niche, the blog can talk...