Most consumers will narrow down their searches by entering local keywords like cities or states. This ensures the consumer a more concentrated list of operations for them to do business with, explains Swindale. This is to the operator’s advantage. Because consumers are searching locally, vending operators don’t have to compete at a national level. Instead of solely using the word *vending* as a keyword, operators can accompany that keyword with a geographical area they service, narrowing the number of sites they’re competing with and giving them a better chance of being found.
Free Local Business Listings
Search engines, such as Google, offer free local business listings. Swindale encourages vending operators to list with these sites as the search engine, in this case Google, will find keywords within the information and use them to suggest businesses for consumers searching locally. To sign up, create a Google account and visit the Google Places website (places.google.com).
All search engines allow businesses to pay for advertising on their sites. This can also increase SEO, according to Swindale. Operators can budget how much money they want to pay per click, and determine how much money per month they are willing to spend. The search engine will then act as an auction, giving precedence to the highest bidder of payment per click. There is no limit to how much a business can bid, and the search engine will generally only charge $.05 to $.10 more than the second lowest bid, explains Swindale. Once the bidding is complete, when a person searches the chosen keyword, for example vending, the vending operator whose bid was highest will have his or her business advertisement displayed on the top of the page.
William Mandile, president of Champion Vending in Astoria, N.Y., relaunched his Website three years ago. Using Swindale as a consultant, the new site focused on conversion as well as SEO and its entirely taken the place of his sales department.
“A vending company without a Website is like a store without a sign in front of it,” Mandile said. “A majority of people look online for vending [companies], and if you don’t dedicate the money to making the site the way it should be, it can really hurt your business.”
The digital marketing platform is something vending operators can’t ignore. With search engines and social media playing such a large role in how consumer’s gather information, being a part of the digital world is a must. An effective Website is a way for vending operators to set themselves apart from their competition all while sharing their brand with a potentially new client-base.