Now, when a person decides they need to hire a company, and they walk up to this bridge and start talking to the gatekeeper, there are really only two types of searches they make.
- Referral Based
- Problem/solution Based
A referral-based search happens when someone searches for a business by name or a half-remembered version of it. This search usually stems from a want or need and then asking friends and family for a recommendation of who they should hire.
More often than not, the next step for that person is to hop on their computer or phone and look up that referred business. Usually, if for nothing else than to find the contact information.
Problem or Solution-Based Search
A problem or solution based search happens when a person doesn’t have a company referral to start from or the company they were referred to dropped the ball. So they search for something like “best XYZ company near me” or perform a search to gain further information in regards to what their problem is as well as their possible solutions and start their research for who to hire from there.
The truth is, most people would rather start with a referral-based search because they are more likely to find success with the company of choice that way.
So, because people would rather start with a referral based search, your efforts should first be focused on making sure that people can not only find your business online but that they will like what they find about you.
But remember, in order to do that, you must first ensure that the Search Engines have all the right info about your business.