April 7th, 2009
Where in the Web is Universal Exports?
Give me a hint
The Web is a seemingly endless source of information on anything and everything. Problems arise when the information is incorrect or incomplete. Suppose, for example, your company has a name like Universal Import & Exports. There are a lot of companies with this name and similar names, including Universal Exports, of James Bond fame.
So if a client looks for your company, what do they find? You? Someone with a similar (or even identical name, in a global context)? And what if they find you when looking for someone else? Should you care? To the last question, yes. Everyone is a potential client. Figure out why they are finding you. Some things you can’t fix, but some things you can.
I am not complaining. Nor insulting your site. People are obviously finding it. Take our site (please, for all of you Henny Youngman fans. All three of you still alive.) We have analytics that indicate people have come in from search engines using just the word “web.” Our name is the most frequent search sending people our way and then we do pretty well for services we offer. But “web.” While we are a Web company, there are almost 4 billion competitors for the word “web.” We are happy someone found us that way but we are not really optimized for that. Also someone found us for “Custom programming in Gujarat.” We are not in Gujarat, not even in India. (We are in Cincinnati). So again we are happy someone found our site, but that might not have been an easily converted lead.