EP07: Leveraging Your Company Anniversary to Boost Search Rank

Did you know that you can leverage your company anniversary for search engine optimization? In this episode, your host and marketing expert Lindsey Wigfield will explain four ways that you can boost search rankings by using your company anniversary.

With the right plan, your company anniversary will generate visibility and brand awareness for your business. If you'd like to work with Lindsey on a campaign plan for your business, reach out to her at LINDSEY at WIGFIELDCO dot COM.

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Transcript

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Thanks for joining me on the Credible Brand Podcast. I'm your host, Lindsay Wigfield, marketing expert and company anniversary campaign planner. In this episode, we're going to discuss how to boost your search engine ranking using your company anniversary. It might sound strange to leverage a milestone like this to accomplish other marketing goals. However, it's truly one of the easiest ways to boost your online presence. Your friends, family, partners, and customers want to celebrate with you, and they are eager to hit that like button, comment their congratulations, or join in the celebration whenever you present the opportunity. The key is that you have to present the opportunity. With the right plan, your company anniversary will generate visibility and brand awareness for your business. Even if you aren't celebrating a milestone anniversary this year, I hope you'll stick around and listen because you can still implement some of this advice. Okay, for those of you who are at the milestone anniversary, the first thing you're going to do is create a targeted landing page. So take everything that you're doing for your company anniversary celebration and put it on one dedicated page on your website. Link to that page on all content related about your anniversary. If you're running any ads, have them directed to this page and include all promotions or events on this landing page. Make sure you have Google Analytics or another analytics tool set up so that you can see the flow of traffic once visitors find that landing page. You're doing this because if someone is searching for an event that you're doing or a promotion that they heard about on a radio or podcast ad or maybe they even saw a social media post but they don't remember exactly what it was about, they might go straight to search and type in whatever they can remember. We want this landing page to show up. If you don't have the content on your website, then nothing on your website is going to show up in search results. So you need to have the content on your website. So that's what we're doing with this dedicated landing page. The second thing you're going to do is actively research and reach out for backlink opportunities. A backlink is when another website has a hyperlink to your website. In the eyes of search engines, this is kind of like a pat on the back from other sites. It's, especially if it's a quality site. And when you hear quality site think, something like a newspaper, a local newspaper or some other sort of organization that gets a lot of search traffic and has, a lot of visibility in your area. If you're an overworked marketing professional or a business owner who's being pulled in several different directions, it's difficult to spend time creating content or pitching articles in the hopes to get a backlink to your website. This is typically the way of doing it. Your company anniversary, though, presents an opportunity for you to have an event, like a party or a celebration, that's open to the public that you can then get listed on a bunch of other websites that have a calendar of events for the community. For example, your local Chamber of Commerce. Especially if you are a member of the organization, would likely love to give you a room on their calendar to have a backlink. And again, you're linking to that landing page that we mentioned that you have this event going on, you want people to come to this event that you're doing, so you're linking, you're driving all traffic to that landing page, and you're getting a backlink to your website. So it should be on your domain, whatever your business domain is. And if you have a kid friendly celebration that provides even more opportunities by getting it featured on family sites where the parents are looking for something to do with their children. Even if you aren't a member of the chamber and maybe you're not planning a family friendly event, there are plenty of opportunities to have your event published on another site with a backlink to your website. You can think about local newspapers, bloggers, or publications in your area. Check out their website, see if they have a calendar of events where you can submit details of your event. Hosting some sort of public event related to your company anniversary also provides an opportunity for you to reach and meet new people, which helps generate leads that are outside your existing circle. So if you were thinking that maybe it's not right to have a public event, or maybe you think it's too much effort or energy, it doesn't need to be anything big. You can have a two hour event that's open to the public and you have some. Appetizers or something. You have something, some draw that's a small thing and just gives you a little bit of an opportunity to meet new people and generate more leads for your business. The third thing that you're going to do is create featured articles using popular searched phrases for a business like yours. Your company anniversary provides an opportunity for you to create content that talks about yourself in a credible non salesy way. People might be searching for a reliable plumber in your area and by leveraging your anniversary You could create an article titled ten plus years providing reliable plumbing services And then you can dive into how you are reliable what it means to celebrate this anniversary How you'll continue to be dependable in the future Depending on your industry, you could take whatever adjective people tend to be talking about and use it to your advantage. A few more examples could be affordable, local, locally owned, professional. I would try to avoid words like cheap, because you don't want those customers and ultimately you want to think about how are you driving quality website traffic to your site because you want those higher end customers. You don't want someone who's... Looking for cheap plumbing. They often are a lot more headache than they are helpful. I'd also avoid words like best because the top search results for those key phrases tend to go to sites like Yelp that are creating a list of 10 best restaurants or 10 best tax preparers in your area. So to see what words would work for your business, I recommend using SEMrush's keyword magic tool. All I do is type in the service that I'm looking for, for example plumbing, and then I scroll the all keywords list on the left side to see what adjectives jump out at me. You can do this for your offerings to find the best option and just try each one and browse. It takes a little bit of time but it's not, it's not a whole lot of effort. It's pretty easy. I do have a link to a free 14 day pro trial in the show notes, or you can visit our podcast page on my website, wigfieldco. com. And finally, you can leverage your company anniversary to ask for reviews from your customers. So Google determines local ranking by three categories. You have relevance, distance, and prominence. Review count and review score are taken into account under the prominence category since that's something that we can control to some extent. It is beneficial to send out something like an email campaign or a social media blast or blitz, whatever you want to call it, just have some social media posts around it that ask for a review so that it helps you celebrate this milestone, kind of phrase it as like a, this is your gift to us, or help us celebrate by leaving us a review. And as an extra bonus, you now have additional social media content because you can take those reviews that are publicly available, and you can repurpose them for social media. So those are four ways you can leverage your company anniversary to increase your search engine ranking. You can create a dedicated landing page for your anniversary, work with other websites to build backlinks for your celebration event, create articles using key phrases, and ask your audience to leave you a review. If you'd like to work with me on a company anniversary campaign for your business, please reach out to me at lindsay at wigfieldco. com. I hope you enjoyed this episode and remember to take the time and celebrate your business.