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You may often hear discussion about building an online presence for your business, but what exactly does that mean?
In general, it refers to positioning your company to be readily found by consumers or other businesses looking for your products or services— and when they do, projecting a highly positive image.
The most effective approaches involve several well-coordinated activities. While social media and organic SEO have grabbed a lot of the spotlight, local SEO and reputation management continue to be vitally important.
With Google and Bing increasingly emphasizing local geography as a key search factor, businesses can realize meaningful ranking jumps through local optimization.
This is accomplished through a variety of means, but tactically presented inclusion in relevant local online directories provides benefit in two ways. In addition to being found through those directories, inclusion also boosts Google and Bing rankings.
A business being found by targeted prospects is the prime objective— unless, of course, the search result casts a negative image. Unhappy customers, disgruntled former employees, the media, or even competitors can inflict harm through unfavorable postings.
In order to mitigate this risk, companies are wise to engage in formal reputation management activities. This involves automated monitoring of all related Internet activity followed by proactively addressing any negative findings.
Unfortunately, lack of good local SEO and reputation management can insidiously impact sales across all business channels.