If you take a look at any well-established brand, you’ll find a few simple things run true when it comes to their online presence: they are everywhere, and they are consistent. Take Target for example. If you look at their website, Facebook, Twitter, and even their print ads, you’ll find a lot of familiar content. You’ll find their short and simple slogan in every bio, the title “retail store” placed perfectly, the routine red and white logo, and the main website listed in ever available location. Why is this? The reason is simple, and it is the same reason every other company, big or small should be following the same practices. Consistency is key.
Not every business has the same funding and resources as a monster retailer like Target, but you can take a page out their playbook. Whether you’re just starting out or trying to grow an existing brand, online presence can make or break your available market. Take a look at the top business in any market, whether globally or small town. They all have a consistent and abundant online presence.
When you create a new website or social media account, Google has the task of placing you on certain searches. Wanting to keep a professional reputation as a top search engine, Google sets priority on those sites it finds are more legitimate than others. In order to prove this, Google crawls the internet for consistent information. It searches Facebook for the same website URL, social media for active posting, and even search engine optimization (SEO) for similar terminology. Basically, Google wants to make absolutely sure it is getting their users the correct information. To do this, it scours the internet for evidence the only way it knows how, through consistency.
You can create a Facebook page, maintain your Google My Business listing, and utilize the best SEO practices all you want, but the reality is if you’re not listing the same name, address, phone number, and website URL, Google won’t know you from Adam. So, if you’re going to spend money on ad campaigns, do yourself and Google a favor, stay consistent.