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What's in a Name? What you don't know can hurt you online, so keep a close eye on your brand to make sure your company appears in its best light.

By Catherine Seda

Opinions expressed by Entrepreneur contributors are their own.

The good news is, it's easy to get exposure to millions of web users. That's the bad news, too. Are you checking yourself out online? You might be shocked at what's being said. Remember to use internet marketing to build your brand, protect it and repair it when it's been burned--your sales are at stake.

In your quest to reach new customers online, you might be overlooking the most profitable group of prospects: those who are seeking out your brand. Every month, you should use the most popular search engines to look up the names of your company, products or services, and key executives. These names are part of your brand. Study the first few pages of results, since that's what your prospects, potential partners and the press will do when considering your business.

If your website isn't at the top of the search results for the main names associated with your business, search engine marketing should be your first step. Use pay-per-click for instant visibility until your search engine optimization campaign kicks in.

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