When you’re not the top Google result for your company name

This time last week I discussed the problem of what to do if a Google search on your company name is not producing the perfect result. I thought it might be worth looking at some of the different scenarios where there’s room for improvement, and the first of these is where you’re top of the search results for your formal company name, but not for other versions, including – critically – the ones by which customers usually refer to you by. For example, it’s no good being top for “The Blue Widget Company Ltd” if you know that people will inevitably search for you by typing in “Blue Widget Co” or “BWC”, abbreviations which you may or may not have actively promoted.

Let’s use a real-life example. Orthos (Engineering) are a small, lively process equipment specialist in Leicestershire. Type “Orthos Engineering” into Google, as many people do each day, and the first result is a well formatted link to the company website. Excellent. Whether the person looking for the company knows them by their location, or by what they sell, it’s easy to see at a glance that this is the company they’re looking for:

Orthos on Google

However, not many people type “Orthos Engineering” into Google. Everyone knows them as “Orthos”. And they’re not number one for that – far from it. “Orthos” is also the name of some software, more than one unrelated company, and a species of butterfly. To work their way up the results for a search on just “Orthos”, the company is probably going to have to get a lot of external links with the company name in. That might be a major exercise. My advice would be to look for all the relevant free directories, such as those covering businesses in their locality, those covering businesses in their market sector, trade associations, events, etc., and ensure they’re providing good clean links (not redirects) to the company’s site, with the word “Orthos” as the underlined link. Even so, the competition is likely to be too great.

The solution then is to advertise on your own company name using Google AdWords. Here’s what you now see when you type “Orthos” into Google:

Orthos on Google with ad

For many companies, the cost to do this can be less than £100 a month. That’s an absolute bargain, both in terms of branding and to ensure that people actually looking for your company actually find you without being distracted. We offer it to all of the companies for who we manage Google AdWords campaigns, as it makes so much sense. We can get you up and running with this and more traditional product-based AdWords advertising for as little as £600 a month – just email Tony Rand or Rob Hancocks to arrange a chat about what we can do.

The next article in this series will cover what to do when your parent company beats you in Google.

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