Online marketing is an absolute must nowadays, no doubt about that. However, as a small business owner, digital marketing might not exactly be within your field of expertise. This can make reputation management and decision making about your business’s online presence really complicated. We know that data-driven marketing is the best way to make your website visible online. Therefore, we have designed a solution that gives SMBs all the data they need to make the best possible marketing decisions. However, now that you have activated your rankingCoach FREE account, you might wonder how to make the most of all the data you are given and what steps you need to take to improve your digital presence. In this article, we’ll help you understand your rankingCoach FREE reports and we’ll guide you through the next steps you need to take.
rankingCoach FREE gives you the following information you need to be able to work on:
Your visibility in search engine
Your local visibility
Your online reputation
Your social media strategy
Your Google Ads campaigns
Let’s now have a look at what it concretely means. If you already have a paying rankingCoach 360 account, check out this article to learn all you need to know about the features included in your subscription.
How to work on my SEO and my visibility in search engines with rankingCoach FREE?
Before we start talking about how to improve your SEO, let’s have a quick look at your keywords to make sure you have the right ones. Go to your rankingCoach dashboard and click on “General” in the left menu and then on “Keywords”. Check whether you have chosen keywords that accurately match the products or services that you offer. The level of achievability of your keywords should also be accessible and their search volume above zero. If you need help choosing your keywords, please read this article.
Once you have the proper keywords settings, all you have to do is keep an eye on your ranking reports in the “Search Engine” tab of your rankingCoach FREE dashboard.
If you are not currently ranking for any of the keywords you selected, it means that you need to work on your website’s SEO and optimise its content. Discover what SEO is in this article. Start with optimizing your homepage by adding your three most important keywords to your meta description, your meta title, your headings and your content. If you need help with optimising your website, you should maybe try rankingCoach 360. The platform gives you access to step by step video tutorials customized to your CMS. With rankingCoach 360, doing SEO has never been so easy!
If your reports show that you are not ranking for some of your keywords, it might mean that you need to update the content of some of your pages. The most important thing to keep in mind is that search engines always try to provide their users with the best possible answer to their query. This means that in order to rank well, you need to make sure your content answers the possible questions your potential customers have.
If your website is already optimized, use the reports to monitor your rankings and your competitor’s ranking. Don’t forget to activate the email notifications. They will keep you informed about any major changes in your rankings or in your competitors rankings. To activate email notifications, go to your rankingCoach dashboard and click on “General” and then on “Manage projects”. Then hover over your project and click on the graphic icon on the left to open a pop up window. You can edit the email notifications settings in the “Notifications” tab.
If you need help understanding your keywords reports, check out this article. You will see that fluctuations in rankings are normal, but if you notice an overall negative trends in your rankings over several weeks, think about checking :
if any new core update of Google’s algorithm has been announced and what could help you get your rankings back;
if any new big company has been entering your market;
if any of your main competitors designed a new effective SEO strategy (if so, figure out what they are doing that is working so well and try to do the same);
if you have changed any of your website’s URLs;
if you might have lost any valuable backlinks and try to get them back;
if your internal links and redirects are in order and fix them if you notice any issue;
if your website is optimised for mobile navigation;
if your website is loading fast enough;
if you or your colleagues significantly modified the content of the website.
As you can see, competition analysis plays an important role in SEO and in digital marketing in general. Therefore, in order to get the best results, make sure you have chosen relevant competitors. You need to select companies which have the same size as yours and target the same customers as you do. You can change your competitors at any time thanks to the “Competitors” tab in your rankingCoach dashboard.
When working on your SEO, remember to check your Google Analytics insights. They will give you valuable information about your customer’s behaviour and reactions to your content.
How to improve my local visibility?
The first thing you need to do is connect your Google My Business account to rankingCoach. If you do not have an existing account yet, please note that you can also directly create one through your rankingCoach dashboard. Click here for more information on how to connect or create a Google My Business profile with rankingCoach. Connecting your Google My Business account enables you to have access to all your Google My Business insights from within your rankingCoach dashboard. You’ll therefore be able to see how many users checked your profile, how they found it and what actions they took.
Once you are done with Google My Business, check the “Local Marketing” tab of your account. In this section, rankingCoach compares the data you entered during the setting up of your account with the existing data in online directories to see whether your company is already listed on them. Local directories play a key role in your online visibility. Check out this article if you want to know more about them.
All you need to do is create a profile in all the directories where your company is not yet listed. Please note that you should make sure to use the same company name, address and phone number for all of your entries. The orange crosses in the Local Marketing reports indicate that only part of the data on the profile are matching. You might therefore want to check your profile in these directories to update them with the right information.
It is very important to keep your Google My Business account and all of your directories profiles up to date. So remember to check them on a regular basis! If you don’t want to do it manually, rankingCoach 360 has a feature that enables you to automatically register your company on all of the most important directories and update them in one click. Click here to learn more about rankingCoach’s automatic sync feature.
If you have a local business that is only operating in certain cities or areas, make sure to indicate it in the settings of your rankingCoach account, in the “General” tab. Don’t forget to enter their name.
This will allow you to see your rankings for these specific locations in your “Search Engine” reports. Having location specific data is very important if you want to have the best possible SEO strategy.
How to manage my online reputation?
If you haven’t connected your Google My Business account or activated the email notifications yet, now is the time to do it! Check this article if you need help changing the settings of the email notifications. rankingCoach FREE notifies you as soon as your brand is mentioned on a website or a forum or as soon as a new online review is published. Now that you will never miss any of them again, it’s your turn to act!
The key to successful online reputation management is reactivity. Try to answer reviews within 24 to 48h and don’t forget to answer all of them, bad or good. Customers do not only pay attention to other customers' opinions, they are also interested in the way you react to criticism. If you are tired of always having to juggle between different platforms to answer your reviews, discover the review management feature of rankingCoach 360. It allows you to answer all of your reviews from your rankingCoach dashboard.
Answering reviews is a good start, but it’s only one part of reputation management. Check out this article to get more tips on how to handle bad reviews and learn how to generate positive ones.
How to build an effective presence on social media?
In the last few years, social media has become an unavoidable marketing channel for most businesses and if you want your business to succeed on Facebook, Twitter and the others, you need to come up with the right strategy. To enable you to do that, rankingCoach FREE helps you know what is going on on these platforms. You can connect your Facebook and Twitter accounts to rankingCoach to have access to data linked to your posts’ performance. Moreover, thanks to the instant email notifications and the news feed in your rankingCoach FREE dashboard, you will know what your competitors are up to at every moment.
Once you are all set and have the information you need, start by defining your goals: are you on social media to get people to know your brand or to generate sales? Do you want to increase engagement or grow your audience? Knowing this will help you define the perfect action plan and the type of posts you should be posting on social media. If you are not sure where to start, check out this article. It will give you great tips on how to set your goals and what type of content you should create.
The real added value of social media is that it gives a more informal tone to your communication and your brand. It is not there to replace your website, but to complete it. It is a great addition to your marketing toolbox. Social media is an excellent platform to offer customer support, build a relationship with your customers and potential customers and establish a good online reputation. Users have the feeling that they can talk to you directly and get close to you. Be active and interact with your community, that’s what matters. As users also expect you to be reactive, make sure you don’t have more social media profiles than you can manage. There is no point in being on 7 different platforms if you cannot keep up with what’s going on and answer your customers’ questions or comments in time. In short: post, like, comment, share and be creative, that’s the key to good social media management.
A few extra tips when it comes to social media is to:
Use the information about your competitors to see what is working, what is not and adapt your strategy. It will enable you to perform better and stay one step ahead of them.
Plan and schedule your posts; have a structure. Spontaneity is good, but you should not solely rely on this to get successful on Facebook & Twitter.
Think about the audience you want to target and what they want. You might have different target audiences based on the social media channel you use, so don’t use the exact same content and strategy for all the platforms, you need to tailor your posts to each of them.
The focus of your social media strategy should not be to always advertise your products and push customers to buy. Your content should bring value to your customers, either by helping them, teaching them something new or entertaining them. If your customers see that they benefit from your posts, they will be more likely to recommend you to others and help you grow your online community and reach out to new potential customers.
How to improve the performance of my Google Ads campaign?
Google Ads is the perfect solution to gain instant visibility on search engines. If you don’t know what Google Ads is or how it works exactly, read this article.
rankingCoach FREE notifies you every time one of your competitors launches Ads for the keywords you are targeting. You even get to see how the Ad looks like.
If you already have an Ads campaign running, use this information to improve your ads and make sure your text is more attractive than theirs. Try to use keywords in your title and your description and add CTAs like “Contact us” or “Discover our offer” to prompt users to click on your ads. Moreover, don’t forget to customize the link in your ads. You don’t want to redirect all of the traffic to your homepage. You need to make sure each link redirects your visitors to a page linked to the product or service advertised in the ads so that they will immediately find what they are looking for.
If you don’t have any Ads campaign running yet, now might be the time to think about it if you want to stay competitive. With their Ads, your competitors are assured to have their website displayed before yours in the search engine results and they will undoubtedly steal your trafic. Do you find Google Ads rather daunting to navigate? Don’t worry, rankingCoach is a certified Google Partner and offers in it’s rankingCoach 360 solution a very easy to use Google Ads feature that enables you to create a professional campaign in only three steps!
rankingCoach FREE is a great monitoring tool that helps you stay on top of what is going on online, but knowing what’s happening is not enough to be successful: you need to act if you want to increase and improve your online visibility. So now that you have all the data you need, don’t waste any more time: Start working on your digital marketing strategy today & get successful online! Do you feel like needing an extra little push to get there? Discover rankingCoach 360, the all-in-one Digital Marketing solution, and its step by step SEO tasks, its automatic synchronisation in online directories and its Google Ads creator. rankingCoach 360 is a user-friendly and affordable application that was specially designed to help SMBs take their digital marketing strategy into their own hands. Check out this article if you want to learn more about the rankingCoach 360 application and how it can help you!
If you have any questions, please contact our support team, we are happy to help you.
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