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April 14, 2021

How to Land Your Company on the First Page of Search

GUEST: Chris Dickey, Founder and CEO at Visably

 
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You have a great product. You know who your audience is and how to help them solve their problems. Now you need to get in front of them. You need brand saturation — and these days, that means getting into Google's top five search results. 

To help you learn how to do that, we sat down with Chris Dickey, Founder and CEO at Visably: a company focused on helping organizations manage their brand visibility in search.

 

The Essentials of Brand Visibility

Organic search is key

The buyer's journey is complicated these days — consumers have more power to research solutions well before they buy, and they use it. If you want to succeed, you need to get in front of them at every stage of the funnel.

Organic search is the most crucial component to achieving conversions because it's where the vast majority of traffic comes from.

“Twenty to 30% of traffic is on that first organic link, and the first five organic links receive almost 70% of all the traffic. So you really need to be right there.” 

Chris Dickey, Founder and CEO at Visably

Sponsored results are less effective

While there are arguments for getting your company name seen on the first page even if consumers don't click, the truth is that money is better spent elsewhere. Since the early days of the internet, people have learned to avoid clicking the ads. I mean, think about it — even if the sponsored result is the same as the first organic result, which one do you click?

“People navigate toward the organic links, that is just something that's wired from the early days of the internet: These are the most important things on the page.” 

Chris Dickey, Founder and CEO at Visably

SEO isn't always your best approach

If you can make it to the top through SEO, more power to you. In reality, it's about as tricky to unseat titans like Amazon from the top five as it is for Owen Wilson to get through a whole movie without saying "Wow." That's why Visibly exists — they take a PR approach to finding alternative routes to the top.

Strategies that work

The surround sound approach

You need to get in front of people in whatever way you can. Landing on the top of search results is a surefire way to do this — but it's not the only way. You need to get seen across multiple channels to always be in front of your buyer at every stage in their journey.

Taking a PR approach by getting other authoritative voices talking about your brand is one of the best ways to do this short of tattooing your company logo on the inside of your target audience's eyelids.

Identify search intent

Google needs to figure out what people want to do when they type in a keyword — and so do you.

  • Are people trying to buy something?
  • Are they trying to learn something?
  • Do they want to go somewhere?

 

Brand saturation is everything

Building your brand is the key to your organization's success and, although it seems like a daunting task, it is doable when you break it down into its component parts. 

Take the above tips to heart, and you'll be well on your way to maximizing the visibility of your brand. 

Now that you know how to land your company that top search position, are you ready to dive into how AI is revolutionizing content marketing or how to get the most out of your CRM? Check out the full list of episodes: The B2B Revenue Executive Experience.