Why a Website Is a Key Part of Any Business’s Online Marketing Strategy

 Posted on December 20,2018 in Search Engine Optimization

For many people, Google has largely morphed into “the new homepage for local business,” and some believe that the information provided within Google search results has replaced the need for a separate website. However, there is no overstating the value of a quality website. Even if it appears that websites are less important in today’s world, this notion is far from reality.

Changes to Google Search

Not long ago, a search for a local business on Google would bring up a search engine results page (SERP) with 10 local businesses and links to their websites. As the format of Google’s search results changed to make paid ads more prominent, the number of listed businesses has shrunk. Instead of sending searchers to company websites, Google now tries to keep users engaged on its own platforms. A SERP offers information in a Knowledge Panel that includes a business’s address, phone number, hours of operation, photos, and more, and for many users, this provides them with the simple information they need without searching further.

Why Websites Are Important  

While some users may never click through from Google search results to a company’s website, having a quality site in place continues to be essential in helping improve search rankings. Business websites that rank high on Google organically are likely to appear in the SERP “local 3-pack,” the listing you see on the first page of search results that includes a business’s address and description, as well as reviews and photos. The best way to end up in that 3-pack is to have the strongest website possible, which is achieved in part through:

• On-site optimization: Today, search engine optimization is an art as much as a science, and it involves crafting a site that serves as an authoritative resource for target audiences, rather than simply cramming each page full of search terms. The Google algorithm recognizes sites that are well-crafted and easy to navigate and ranks a site accordingly in search results.
• Relevant content: Whether in the form of informative and well-researched web pages or helpful blogs that link to pages throughout a site, content that answers key questions and satisfies a searcher’s needs also increases a website’s credibility and standing in the eyes of Google.  

A business without an expert-engineered and well-designed website lacks the necessary link-earning and brand-controlled platform needed to successfully influence Google’s organic rankings. Without that, the odds of ranking in those important local 3-packs is greatly reduced.  

Contact OVC’s Website Design Professionals

Investment in your website is an investment in the future of your business. It is the first introduction to your enterprise for most people, so it deserves the same level of care as your actual place of business. 

At OVC, we recognize the importance of Google rankings in the growth and long-term success of our clients’ law firms. This is evidenced by the carefully and strategically designed websites we create and maintain. Whether you need a new website or have a site that needs revitalization, we can help. Contact OVC today at 630-635-8000 to find out more about how we can help you build a successful online marketing strategy.