#positionning

You cannot try to be something that does not fit the way your prospects position you. This often painfully true in the most common service in this country: the small service company.

Prospects for these services - compagnies with from one to twenty employees generally - take the one thing they know about the service - its small size - and draw inferences. Unfortunately, most of these inferences are negative: Why aren't you bigger? Why have I never heard of you before? Why aren't you working in a company I have heard of? Some service companies do not recognize this problem, and they tilt at windmills. They try to hide their size or ignore the prospect's concern about it. These companies describe their service as second to none, when the prospect's clear perception is that the company is no better than fifth to many.

The small service must start with smallness - just as Oregon started with rain and Avis started with Number Two - and turn it into a positive. The small service must start with small. It must dance with the one that bring it.

In positioning, don't try to hide your small size. Make it work by stressing its advantages, such as responsiveness and individual attention.

Website viewers like images, search engines like text. Having said that it is also true that Google considers that an image added to a post illustrates the content and then gives better credit to your post.

To increase your ranking and get the most of your images, Google needs to read and undestand what is the image about.

When posting, always name your graphics with target keywords that you separate with dashes. Don't use more than 4 or 5 words that will give essential information about the image. You can also choose to include the geographic location of the picture in the title or description to help Google categorising your image.

Adding text or keywords in the Alt tag is also a valuable information for Google and an easy way to increase ranking i.e. <... alt="architectural structure of Eiffel Tower Paris" ...> it helps Google to understand the image and gives an indication that is more than a touristic snapshot.

Anchor text that links to images should include the keywords used either in the title or the Alt tag of your image. Google can interpret the link that also becomes a call to action i.e. which anchor text are you more prone to click on: 'click on the photo here' or 'click to discover the amazing architectural structures of the Eiffel Tower'

Format of your image is important and JPEG, GIF, PNG, BMP and SVG are the ones accepted by Google. Consider weight of your image when choosing your format, JPEG being the most commonly used compressed format.

Finally, surround your image with content related to the image published or linked and include some of the keywords used in the captions or the title to inform Google of the topic of your post.

Continue reading to discover top articles or be in touch with us to plan your next digital marketing campaign.