susanna-fier-consulting

Mastering SEO Reputation Management: Essential Strategies for Success

susanna@fierconsulting.com (Susanna Fier) — Mon, 17 Feb 2025 19:52:35 GMT

SEO Reputation Management is crucial for businesses and individuals looking to maintain a positive online presence. In today’s digital landscape, where consumers rely on search engines to form opinions, a single negative review or unfavorable article can significantly impact trust and credibility. By leveraging strategic SEO techniques, companies can control search engine results, promote positive content, and suppress misleading or damaging information. Effective reputation management not only enhances brand perception but also improves visibility, customer confidence, and long-term success in competitive markets.

Set Up Your Online Presence

Establishing a strong online presence is essential for businesses. A strategic and well-crafted online identity enhances visibility, credibility, and opportunities for growth. A professional website, active social media profiles, and engaging content help showcase expertise, attract potential clients or employers, and build meaningful connections. With most consumers and recruiters turning to the internet for information, a strategic online presence ensures you remain competitive, relevant, and easily accessible.

Here are three essential steps:

1. Claim and Optimize Your Google Business Profile

Claiming online profiles, especially your Google Business Profile, helps businesses control their online presence and reputation. Verified businesses on Google are twice as likely to be considered reputable. Ensure all relevant social media sites and profiles are claimed and optimized, as they function as search engines that should direct users back to your business.

2. Establish a Presence on Review Sites

Monitoring and managing online reviews is a best practice for online reputation management and SEO. While positive Google Reviews are valuable, responding to them also helps improve search rankings and optimize SEO efforts. Reviews that include keywords can appear in search results, helping potential customers find your business while enhancing your online reputation.

3. Build Reputable Backlinks

Backlinks—links from external websites pointing to your business’s website—are crucial for SEO. Earning links from reputable sources improves search engine rankings and visibility. Backlinks serve a dual purpose: they drive referral traffic to your website, increasing brand awareness and revenue while signaling trust to search engines.

Engage in Online Reputation Management

Engaging in online reputation management has a powerful impact on brand credibility, customer trust, and overall success. A strong reputation fosters confidence among potential customers, partners, and stakeholders, influencing their decisions and driving business growth. Proactively managing online reviews, social media interactions, and search engine results helps businesses control their narrative, mitigate negative feedback, and highlight positive experiences. A well-maintained reputation also improves SEO rankings, ensuring favorable content is more visible.

Reputation management influences these three critical areas:

1. Protects Your Brand’s Image and Credibility

Online reputation management is key to establishing thought leadership and gaining online recognition. A poor online reputation can lead to lost business and negatively impact brand credibility. Effective management ensures users and search engines find the right materials when searching for a brand online.

2. Impacts Search Engine Rankings and Visibility

A strong online reputation enhances a business’s search engine ranking. Search engines prioritize companies with positive feedback, directly influencing click-through rates (CTR). Users are more likely to engage with businesses that have high ratings and positive reviews. Additionally, search engines value fresh content, making regular positive reviews a strong trust signal.

3. Positively Affect Customer Trust and Loyalty

Online reviews significantly shape public perception and are vital components of digital marketing. Consumers prefer reading authentic reviews from real customers, making online reputation management essential for driving conversions and customer loyalty.

Engage in Strategies for Online Reviews

Proactive review management helps maintain a positive online reputation and shape public perception. Encouraging satisfied customers to leave reviews and responding to negative feedback professionally are key strategies. Managing reviews effectively improves site rankings and enhances SEO reputation.

Address complaints promptly, fix issues, and improve customer satisfaction. A responsive approach to negative reviews demonstrates commitment to customer service and enhances brand credibility. Showing that you value feedback helps build long-term customer relationships.

Focus on Content and Keywords

Keeping your business website updated with fresh content is crucial for maintaining engagement, improving search engine rankings, and establishing credibility. Regularly refreshing content ensures visitors find relevant and up-to-date information, enhancing their experience and encouraging repeat visits. Search engines prioritize websites that frequently update content, improving visibility and attracting new customers. Updated content also reflects business growth, expertise, and responsiveness to industry trends.

Incorporate these strategies for success:

1. Continued Keyword Optimization

Updating keywords in marketing content is essential for maintaining relevance in search results. As search trends, consumer behavior, and industry language evolve, once-effective keywords may become obsolete. Regular keyword research and integration ensure search engines continue to recognize a website as valuable and authoritative. Optimized keywords improve rankings and enhance user experience by aligning content with audience searches.

2. Engagement Across Channels

Maintaining an engaged presence across various digital marketing channels is vital for shaping brand perception and expanding reach. Actively participating on social media, email marketing, blogs, and other platforms ensures consistent, relevant messaging. Engaging with audiences in real-time prevents misinformation, builds trust, and strengthens brand credibility. A multi-channel approach broadens brand exposure, increasing conversions and long-term loyalty.

Benefits of Working with a Professional Reputation Management Company

Partnering with a professional reputation management company can significantly enhance SEO and overall online reputation strategy. Experts such as Susanna Fier Consulting and Clover Creative Group use advanced techniques to monitor, manage, and improve digital presence, ensuring positive content ranks higher while minimizing negative content. By optimizing keywords, creating high-quality content, and leveraging strategic link-building, they boost credibility and visibility. Reputation management professionals proactively engage with customer feedback, address concerns, and promote a positive brand image across various platforms. This comprehensive approach strengthens online reputation, builds trust with audiences, and ultimately drives more traffic and conversions for businesses.

By implementing these SEO reputation management strategies, businesses can control their online narrative, improve visibility, and foster long-term success in today’s competitive digital landscape.

Mastering Keyword Research: A Comprehensive Guide for Marketing Managers and Corporate Officers

susanna@fierconsulting.com (Susanna Fier) — Fri, 01 Mar 2024 02:13:11 GMT

Elevate your SEO strategy with this ultimate guide to mastering keyword research. Designed for marketing managers and corporate officers, this step-by-step guide will unlock the secrets of effective keyword research and help you achieve online marketing success.

Keyword research isn't just a task; it's the backbone of any successful digital marketing strategy, especially for marketing managers and corporate officers aiming to steer their brands through the competitive digital landscape. Mastering keyword research is akin to unlocking a treasure trove of insights that can propel your online marketing to new heights.

Understanding Keyword Research

At its core, keyword research is the process of identifying the terms and phrases your target audience uses in search engines. It's not just about finding words; it's about understanding the mindset and needs of your potential customers. From short-tail keywords that define an industry to long-tail phrases that pinpoint user intent, each keyword type plays a crucial role in your SEO strategy.

Keyword Research Tools and Metrics

Navigating the sea of keywords requires the right tools. Platforms like SEMrush and Ahrefs offer a suite of features to uncover keyword gems. But it's not just about finding keywords; it's about understanding their value. Metrics like search volume, keyword difficulty, and CPC provide a glimpse into the potential impact of each keyword on your strategy.

Step-by-Step Keyword Research Process

The journey begins with identifying seed keywords, the pillars of your keyword strategy. Tools like Google Keyword Planner can kickstart this process. Next, dive into search volume and competition analysis to gauge the viability of each keyword. Understanding user intent is crucial; it ensures that your content resonates with your audience's needs. Finally, refine and prioritize your keyword list to align with your marketing goals.

Leveraging Keyword Research for Content Strategy

Keywords are the bridge between your content and your audience. Integrating them into your website content and blog posts enhances visibility and relevance. But it's not just about stuffing keywords; it's about crafting content that genuinely addresses the needs and questions of your audience, thereby improving your site's SEO.

Case Studies and Success Stories

Real-life success stories abound, showcasing how adept keyword research can transform a brand's digital presence. These narratives often highlight the strategic incorporation of keywords into content and the continuous optimization of SEO practices, leading to increased traffic and engagement.

Advanced Keyword Research Strategies

Venturing beyond basic keywords can uncover untapped opportunities. Long-tail keywords, though lower in search volume, often boast higher conversion rates due to their specificity. Analyzing competitors' keyword strategies can also offer insights into gaps and opportunities in your market. Employing keyword modifiers can further refine your strategy, targeting specific segments of your audience.

Tracking and Measuring Keyword Performance

The endgame of keyword research is not just rankings but tangible results. Regularly monitoring keyword performance, from rankings to organic traffic, helps in fine-tuning your strategy. Tools like Google Analytics provide a wealth of data, enabling you to make informed decisions and continuously adapt your approach.

Mastering keyword research is an ongoing journey, a blend of art and science. It's about understanding your audience, leveraging the right tools, and continuously refining your approach. For marketing managers and corporate officers, it's a strategic endeavor that can define the success of your online marketing efforts.

Frequently Asked Questions

SEO in 2024: Master These 10 Tactics to Outshine Your Competition!

Mon, 26 Feb 2024 03:26:25 GMT

In the ever-evolving digital landscape, the whispers of "SEO is dead" are as persistent as they are misguided. As we step into 2024, it's not just about disproving this myth; it's about showcasing how SEO is not merely surviving but thriving with more vitality than ever. The key to unlocking this potential lies in understanding and leveraging the latest strategies that are setting the stage for a new era of digital dominance.

SEO in 2024 is a vibrant tapestry woven with innovative tactics, each designed to enhance your online presence and magnetize your target audience. It's about adapting to the rapid technological advancements and changing user behaviors, ensuring that your website doesn't just exist in the vast ocean of the internet but stands out as a beacon, guiding users right to your digital doorstep.

This year, SEO is not just a tool; it's your digital lifeline. It's about optimizing for Core Web Vitals, ensuring that every visitor enjoys a seamless, swift, and stable experience on your site. It's about the intelligent use of AI-generated content, blending the efficiency of technology with the irreplaceable touch of human creativity. It's about embracing the mobile-first approach, acknowledging that your audience is more likely to visit your site from the palm of their hand than the desk in their office.

In 2024, SEO is about enhancing your internal linking structure, making your site not just a collection of pages but a connected web of information. It's about targeting those long-tail keywords, finding your niche in the vastness of the web, and speaking directly to the needs and intents of your audience. It's about implementing schema markup, making your content not just readable but comprehensible to search engines, turning your pages into rich snippets that stand out in the sea of search results.

As you delve into the depths of this guide, you'll discover that SEO in 2024 is a dynamic, living entity. It's about capitalizing on video content, optimizing for voice search, harnessing the power of local SEO, and keeping your content fresh and updated. Each strategy is a thread in the vibrant tapestry of SEO, and when woven together, they create a picture of success, visibility, and unmatched digital presence. Welcome to the new age of SEO – a realm where your website doesn't just survive but thrives and leads the way in 2024.

Optimize for Core Web Vitals:
Focus on improving user experience by enhancing your website's loading speed, interactivity, and visual stability.
Think of your website like a high-speed train. In 2024, the faster and smoother the ride (aka your website experience), the more passengers (visitors) you're likely to get. Google's Core Web Vitals are essentially the train conductors here. They ensure your website is up to speed, literally and figuratively. A site that loads quickly, interacts smoothly, and doesn't shift content around willy-nilly is like a first-class ticket to better rankings and more traffic.
Leverage AI-Generated Content Wisely:
Use AI to assist in content creation but ensure it's unique, valuable, and tailored to your audience's needs.
Imagine AI as a super-efficient assistant. It can help whip up content in no time, but it lacks the personal touch and understanding of your audience that you have. So, while it's great to use AI as a starting point or for help with grunt work, the final dish should always have your unique flavor. This way, your content stands out in the sea of generic AI-generated articles and genuinely connects with your readers, bringing more of them to your site.
Prioritize Mobile-First Indexing:
Design your website primarily for mobile users, ensuring it's responsive and mobile-friendly.
These days, everyone's glued to their smartphones, right? So, it's no surprise that websites designed for these small screens get the spotlight. By ensuring your site looks great and works seamlessly on mobile devices, you're essentially rolling out the red carpet for a massive chunk of internet users. Plus, Google loves mobile-friendly sites, so it's like getting a VIP pass to the top of search results.
Enhance Internal Linking Structure:
Create a robust internal linking system to help users and search engines navigate your site effectively.
Think of your website as a treasure map. Internal links are the paths that lead visitors from one piece of content to another, making sure they discover all the treasures (pages) you have. Not only does this make for a fun and easy exploration (keeping visitors on your site longer), but it also helps search engines understand and rank your content better. It's a win-win!
Focus on Long-Tail Keyword Optimization:
Target long-tail keywords that are more specific and less competitive.
Long-tail keywords are like the secret passageways in a crowded castle (the internet). They might be less traveled, but they lead you straight to your target audience. These specific phrases might not attract the masses, but the visitors they do attract are exactly who you're looking for. And because there's less competition, it's easier to rank for these keywords and get noticed by the right people.
Implement Schema Markup:
Use schema markup to help search engines understand your content and provide rich snippets in search results.
Schema markup is like your content's VIP badge. It tells search engines exactly what your content is about, making it easier for them to display it prominently in search results. This can lead to those eye-catching rich snippets that stand out and get clicked, driving more traffic your way.
Capitalize on Video Content:
Integrate engaging video content into your strategy and optimize it for search engines.
Videos are like magnets; they attract and hold people's attention. By incorporating engaging video content into your site, you're not just telling your story; you're showing it. This not only keeps visitors on your site longer (which search engines love) but also gives you a chance to connect with your audience on a deeper level, encouraging them to come back for more.
Optimize for Voice Search:
Tailor your content to answer questions and match the conversational tone of voice searches.
With the rise of digital assistants, talking to devices is becoming the norm. By optimizing your content for voice search, you're essentially joining the conversation. This means framing your content in a way that naturally answers the questions people are asking their devices, making your site the go-to source for answers and, consequently, traffic.
Utilize Local SEO:
Optimize your website for local search queries by maintaining an up-to-date Google My Business listing and gathering local reviews.
Local SEO is like the neighborhood billboard for your business. It puts your site front and center for local searches, drawing in nearby folks who are looking for exactly what you offer. Keeping your Google My Business listing fresh and racking up positive local reviews makes your business the talk of the town, driving both web and foot traffic your way.
Regularly Update Old Content:
Keep your content fresh and relevant by regularly updating old posts with current information and resources.
Think of your content like a garden. Just as plants need regular tending to bloom, your content needs regular updates to stay relevant and engaging. Refreshing old posts not only shows your audience that you're on top of your game but also signals to search engines that your site is a well-maintained source of current information, helping you attract more visitors.

By weaving these strategies into your 2024 SEO plan, you're setting the stage for a website that's not just a destination but a journey that visitors can't resist embarking on. Here is to a great 2024!!!

The Granite YMCA Named 2022 Community Tennis Association of the Year

susannafier@gmail.com (Susanna Fier) — Tue, 13 Dec 2022 00:36:01 GMT

In a recent press release, the United States Tennis Association (USTA) of New England named The Granite YMCA its ‘Community Tennis Association of the Year.’ In the USTA statement, it said, “The Granite YMCA is the largest YMCA association in northern New England, with six New Hampshire facilities. Tennis takes place at the Allard Center in Goffstown, where programs are offered for adults and youth starting at age 4.

Two years ago, the tennis staff worked to establish a free community tennis program in Manchester to give underserved youth and families the opportunity to play weekly. During quarantine, the staff taught them how to practice tennis in their driveways and at home. The Y also donated and delivered tennis equipment to households throughout the community.

During the summer of 2020, when most camps and programs were closed, the Y hosted free tennis lessons outside in Manchester for all to learn the basics and play matches safely.

In the past year, USTA programs at the facility have gone up 43%.

The Y is the definition of a community organization that includes so many who dedicate their time to give back to the sport. The organization recruits adult and junior volunteers to help with tournament and league matches, court reservations, team travel and more.” 2022 Award Winners Announced (usta.com)

The Allard Center tennis program offered through The Granite YMCA includes everything from developmental level tennis to competitive and tournament play for youth and adults. “The program focuses on creating community through the sport of tennis,” explains Dave Brown, Tennis Director. “Being named USTA’s Community Tennis Association of the Year is a huge honor and confirms to us that our hard work is recognized as making a difference in the lives of the people we serve through tennis,” added Brown.

The goal of the YMCA’s tennis program is to get people onto the court and teach them a sport that builds new skills, encourages confidence, boosts physical health, fosters new friendships, teaches etiquette and is fun. There is even a level of competitive play and in the spring of 2022, an entry level tennis team at The YMCA Allard Center of Goffstown played their way into the USTA National Championship.

Allard Center to Serve as a USTA Premiere Pilot Facility

The Granite YMCA has also been selected as a USTA Premier Pilot Site. As a USTA Premier Pilot Site, The Granite YMCA, and Allard Center will receive a funding grant in the amount of $2,500. In addition to the grant funds, the program benefits include 4 tickets to next year's US Open, a Premier Facility banner, free registration to the United States Professional Tennis Registry (USPTA) and Professional Tennis Registry World Conferences to include many educational and networking opportunities with the other premier sites around the country.

“We are one of only 3 or 4 facilities in New England being selected for this pilot program and I could not be prouder of our tennis leadership for years of dedication to this sport and what it can do for the community, “explained Michele Sheppard, President & CEO, The Granite YMCA. “The invitation to participate as a Premiere Pilot Facility and to receive grant funding tells us that the US Tennis Association holds us in very high regard and respects the outcomes of our program for adult and youth tennis players alike,” Sheppard added.

The USTA describes the purpose of the grant as providing the facility with funding that can be utilized to actively engage new and returning players into the sport of tennis in a safe and meaningful way. This could include events, facility enhancements, professional certification, equipment, and other means which are driven to enhance the overall experience for tennis customers. This is the first year of the USTA Premiere Pilot Site Program.

About The Granite YMCA

As one of the state’s longest standing and most enduring non-profits, The Granite YMCA focuses on youth development, healthy living, social responsibility, and family strengthening. Across the state, its six branches engage 30,000 men, women and children – regardless of age, income or background – to improve their health and well-being and provide opportunities to give back and support neighbors. In 2021, The Granite YMCA provided financial assistance and free services valued at just over $1.29 million to 10,868 individuals. To learn more, please visit www.graniteymca.org .

Rank Higher in Search Results by Having the Right Keyword Strategy for Your Business

susannafier@gmail.com (Susanna Fier) — Wed, 10 Nov 2021 19:14:43 GMT

Oftentimes, I find that I am so busy working on behalf of my clients, that I ignore my own business. By that, I mean failing to take a pause to review how my website appears to all of you, and what I have to do to enhance the content that defines what I do for my clients. When is the last time you looked at your website? Since I cannot remember, for me it’s been too long! Updating your website with current content about your services, and how you provide the best value as compared to your competition is just one obvious part of website maintenance. Remember, your website is your storefront and when viewed by potential new customers and clients, the content you provide may convert them to your next new client.

How can you achieve the best results with your website? It takes time, constant attention, research, and intentional writing. The manner in which we all search the internet is through the use of keywords. Keywords define the topic or subject matter of interest. Refreshing and updating content on your website, writing new blogs, establishing landing pages, and adding to your social media will help funnel people right to your “door” especially if you have included those keywords in your writing. The real secret is in knowing which keywords you have to include to enable search engines to find you. With expert help, it is possible. For example, a recent client asked for new content as he was feeling that new patient numbers were dropping off. When looking at his local Search Engine Results Page (SERP), he was not even among the top 20 healthcare providers, right in his backyard. With intentional writing and using the keywords that we know people are using when looking for a dentist, he began to rank among his competition and the phone has indeed begun to ring.

In addition to updating website content and writing blogs, consider whether you have shared recent organizational news, bigger “wins” and even how you connect to the community. Your philanthropic efforts are appreciated and some even seek to work with organizations because they are both civic minded and focused on diversity, equity and equality. This is a way to show your company culture, share pride in what you do outside of your core mission and often enables you to spotlight your employees and their passion for others.

Another critical and often completely missed focus has to do with staying abreast of all of the Google recommendations for providing a good user experience. Your website cannot perform well, and you will not rank highly among your competitors without constant monitoring for newly released Google recommendations and updating your website to meet them. My clients tend to learn this for the first time when we meet and conduct their website audit. It can be shocking to learn that the website you love so much is not ranking well, due to a recent algorithm update, or worse yet, you are failing Google’s core web vitals. With the right help and focus this can be changed and your website performance can be greatly improved. When coupled with fresh and updated content, you will be recognized by Google and even rewarded with that higher ranking we all set out to achieve when specific keywords are used in searches. After all, if you can be found, your company has a shot at attracting the next potential client. Without ranking, you won’t even be found.

This type of work is never done, but it is necessary as part of your ongoing operations. Get professional help staying on top of the keywords that are most meaningful in your industry and keep your storefront current with strategic writing, blogs, website content, website maintenance and meaningful social media posts.

Media Envy? Get in the Game!

susannafier@gmail.com (Susanna Fier) — Thu, 04 Mar 2021 14:01:21 GMT

Don't sit back and watch your competition take center stage

Many organizations work extremely hard to be the best in their field, achieve rewards such as “Best Place to Work” and even participate in the community making local non-profits a priority in their volunteer work and philanthropic giving. While the priorities of your organization are not set to establish a place in the media, at the end of the day, news coverage and a spotlight in local publications is worthy of your attention. Let’s face it, everyone notices when their competition is given center stage and credit for things that your organization is doing as well.

If you have media envy and feel that the press never seems to pick up on the great work and achievements of your staff and organization, it is likely your own doing. Working with the media to establish rapport takes time, but you have to start somewhere. You may be best served by remembering this simple tip: the press cannot report on or cover your great work, achievements and good deeds if you never invite them to take an interest in you. In fact, most media outlets and the many reporters I have interacted with throughout my career appreciate it when you tell them about the newsworthy events of your organization. Pitching a story is not in everyone’s comfort zone, but without a pitch, press release or even an email to a news editor, you will never get press attention and the spotlight you may well deserve.

So how do you begin? You need two things at a minimum. One is a list of media contacts. This is typically easy as most media outlets have a place on their website to pitch stories to the news editors. You need multiple media contacts because it is not always the case that your story will be picked up if you only invite one media source to cover it. By sending your story to multiple media outlets, you may get one to take an interest. The second thing you need to do is know your pitch (the story you say is important and should be shared through press coverage). A well written document with your message (usually a press release) is the best starting place. Writing forces you to be disciplined about what it is you really believe is both newsworthy and important to your core message. When you send your press release to media sources, the hope is that you will get a call. If you have taken the time to establish a written document with your core message, you will be prepared to respond when the desired call comes your way.

Another strategy for garnering media attention is to host a press conference for truly ground-breaking or unique news that impacts the organization, the clients you serve and/or the greater community. Press conferences allow the media a defined date, time and place to get the story and have access to your spokesperson for follow up questions and interviews. It also provides a visual backdrop for the story, if done well.

Many organizations are so busy with their core business that they never give positive public relations the time it deserves. Your organization can generate positive PR, but not without some effort in partnering with the media. So, stop feeling media envy. Invite the press to tout your success, innovation, community commitment, and expertise. Inviting reporters into your world is the surest way to get members of the media to share your good news.

Marketing Strategy

susannafier@gmail.com (Susanna Fier) — Wed, 20 Jan 2021 20:13:18 GMT

SEO, PPC, Social Media...oh my!

What is online marketing and what is the best way to do it?

Despite the fact that online marketing has been around for like 15 years now, it's still pretty hard to find proper answers to those questions, isn't it?

Some people will tell you that online marketing is just about having a nice website… in these days such websites also need to be responsive, in other words optimized for mobile devices.

Other people will claim that what you really need is a SEO search engine optimization - a set of techniques that can help your website to get better results in major search engine. Go PPC you will also hear, advising you to invest in pay per click campaigns to support the search results. And who hasn't heard about social media yet? There is an opinion that the only marketing you need is your online presence and content creation on the major social networks.

So, who’s, actually right?

Well, in fact none of those statements are entirely correct since what you really need is a strategy - an essential document which defines how to interconnect all the marketing channels to work together in a perfect synergy because that's the only way to reach your goals to improve your business effectively and save you money.

And who can help you with that? Well, we can!

At Susanna Fier Consulting we will analyze your current business state carefully, prepare a custom marketing strategy exactly for your needs and finally help you manage all the channels of your marketing plan.

I like my business website as it is, so do I have to do anything else to maintain it?

susannafier@gmail.com (Susanna Fier) — Fri, 08 Jan 2021 21:24:30 GMT

I like my business website as it is, so do I have to do anything else to maintain it?

Absolutely. The internet and especially search engines like Google and Bing are changing all of the time. They change the way they crawl websites, and they change the standards they expect all website owners to follow. These changes directly impact your business. According to searchengineland.com , Google will update their algorithm around 500 to 600 times a year. Most of these updates are minor and will not be noticeable by users, but at least once annually and sometimes more often, there is a major update that changes the way search results will rank your business based on your website’s performance.

Think of your website as your home and search engines as the Home Owners Association (HOA). The HOA wants to make sure you are following their guidelines when it comes to security, design, and just about any changes to your property. The goal is to maintain and elevate the value of the community. In the world of search engines such as Google, their goal is to provide the best possible search engine experience for everyone who chooses to use them for their search purposes. As Google implements an update, it then compares your website to their standards. This means that poorly maintained websites that do not comply with updates and that fail to provide the best possible user experience according to Google will not rank well.

What are the updates typically addressing? Generally, search engines will ask that you maintain a specific level of security and make sure your design and site structure meets the needs of everyone searching. If you provide a secure, well designed and high-quality website you will be rewarded with a higher ranking in search results, so long as it is maintained year over year. Another way of looking at it is to consider your website as part of a search engine community that is trying to provide a premium experience to individuals who use them. Adapting your website when algorithms change and following search engine recommendations for best practices is therefore both necessary and ongoing. When done well, you are rewarded as providing a positive user experience and thus a higher search engine ranking.

At a minimum, we recommend having a monthly audit of your website to make sure you are staying in Google's (and other search engines) good graces. That means, no broken links, images are sized correctly, your website meets the security recommendations, and your website loads quickly on all devices – especially mobile phones.

Let’s use broken links as an example. A broken link does not refer to only the links to other pages within your website. Many business websites have links that take the user outside of its website. Let's say you have a link to great content that an association you belong to posted last year. This year that association updated their website and changed the location of that content. Or, the page you linked to has been updated and given a new name. In either case this means the link on your website is now broken and it can negatively affect your visitors' experiences, as well as negatively affect your search ranking. Within Google, this issue would directly impact your ranking if you are not maintaining your site.

There are many examples of issues that linger within our websites when it comes to search engine algorithms and the need to maintain our business websites according to their standards. Audits illuminate these issues for you and help direct attention to the areas where improvements can be made. Since all websites should be considered an extension of your business and they require regular maintenance, make sure you are paying attention to the storefront and working with professionals who understand the importance of knowing, understanding and meeting the updates taking place among search engines that you rely upon to attract visitors to your site.

For more information or to schedule an appointment to discuss your marketing and communication needs, email Susanna Fier at info@fierconsulting.com .

City of Manchester Mayor's Kind Words of Appreciation and Encouragement

Mon, 21 Dec 2020 15:07:26 GMT

Humbled when I received this thoughtful message from Manchester Mayor Joyce Craig.

Mission to Gain Margin

Sat, 07 Nov 2020 04:03:47 GMT

When I think about the phrase, “No margin, no mission” I lean into MISSION and the importance mission and particularly mission statements play in business. When she uttered the words “No margin, no mission,” Sister Irene Kraus’ message was about fiscal stability and strength. She used words that made her point masterfully and it stuck! Mission statements are no different. Your mission statement must be impactful, motivating, and memorable. When mission statements are long and arduous to remember it is highly likely that your staff does not know it, cannot recall what it says, and thus are not tied to it in their daily work. Particularly for companies with culture challenges, this can be a great starting point to set a positive tone for the internal staff and to showcase to customers that you stand for a stated purpose.

When a workforce is engaged together around a single mission, they better understand why they are doing what they do and typically feel a pride and ownership in the success of the organization. I have seen it first-hand. In fact, when I was working in healthcare as the VP of Public Affairs and Marketing, I was asked to re-write the mission of the then 125-year old organization. The task felt extremely daunting and impossibly important to “get it right.” I felt pressure knowing that the newly drafted mission statement would then become the responsibility of thousands of people to carry it out. I knew it had to strike the right tone, evoke emotion and be motivating. After all, if it was not motivating, what purpose would it have at all? After much work, we tested, tweaked and then committed to a revised mission statement. It came down to three words that people agreed had meaning, motivated them and was memorable…Inspire, Heal, Serve.

For new businesses, my advice is to take care in this process and make sure your mission statement reflects who you are and what you aspire to be for your customers. For organizations that have existed for decades, dust off your mission statement and test it. Does it still carry the same meaning it did when it was first written? Do the people who carry out your mission know it? Are they motivated by it? What do they really feel? The answers to these basic questions may lead you to want to consider revising or completely rewriting your mission statement. The result could have a striking impact on the organization as a whole and infuse camaraderie and pride in your greatest asset, your people. It does not matter if you are a large company, small company, new or mature, it is known that happy motivated people will undoubtedly help you achieve both goals…mission and margin.

For more information about mission statements, value propositions, brand personality and more, email me at susanna@fiercomnsulting.com or visit my website at www.susannafierconsulting.com .

Corporate Communication in a Crisis: Five Touchpoints

Fri, 23 Oct 2020 18:52:12 GMT

There is no greater example of the need for communication in a crisis than the events of the past seven months during the Coronavirus pandemic. Every organization, large and small, was forced to talk, at the very least, about the impact on operations, staff, and customers being served while managing the massive amount of information coming from local, state and federal sources.

Consider these five touchpoints the next time you are tasked with creating formal crisis communication:

ISSUE: At the outset of the communication, state the issue as clearly as possible and use language that is easily understood by everyone.

FACTS: Make certain that the information you give is based on facts and explains the current state of the organization as it relates to the issue. The better you can communicate the facts as you know them and how they relate to the issue, the easier it will be to move to the next critical aspect of your message.

PROCESS: Given the issue and the facts, what changes and what stays the same about the operations of the organization. Set a clear roadmap for impacted staff and tell them what to do and what they should refrain from doing. In times of crisis, most people want to help and do what is best for the organization and community. By providing clear guidance and setting expectations, people will perform more effectively.

TIME: Typically, in a more stressful environment due to a crisis, people function more productively when they know new and updated information will be forthcoming. Set clear expectations about when you will provide a status update and then make sure you do not miss those deadlines. Even if there is nothing new to report, communicate that and again, provide any additional news as to the timing for the next round of communication.

GRATITUDE: Especially in a crisis, share your gratitude for leaders and staff and their commitment to the organization and the customers served. Embedded in your closing, always express appreciation for the care, concern and work taking place to continue operations and address the issue at hand. This creates calm and reinforces collaboration and teamwork.

Of course, there is always more information that can be included in your communication, such as pointing out a web address for updates and FAQ’s, or even a hotline for questions and concerns. No matter what you choose to include or exclude, these five touch points should provide a framework that will enhance your ability to effectively manage and communicate in a crisis.

For more information or to discuss your corporate communication needs, contact me at susanna@fiercomnsulting.com or visit me on the web at www.susannafierconsulting.com .

Communications and PR Expert Opens Consulting Firm

Thu, 08 Oct 2020 16:49:40 GMT

Susanna Fier Consulting established to serve New Hampshire’s Business and Non-Profit Community

MANCHESTER, NH – OCTOBER 9, 2020 : Well-known and highly regarded for her years of service to Elliot Health System as Vice President of Public Affairs and Marketing, Susanna Fier is proud to announce the creation of her new public relations consulting firm, Susanna Fier Consulting, LLC, offering her skill and years of expertise and relationships to New Hampshire’s business and non-profit communities.

“When the pandemic struck several months ago, I heard continuously from friends and business colleagues in need of communication advice and expertise,” Fier explains. “These are challenging times and I believe my strategic and communications experience may be helpful for those seeking to either navigate difficulties or take advantage of opportunities. With this new venture, I am thrilled to formalize what I have to offer in a small business setting to allow me to service clients with high quality work at a fraction of the cost many face with larger PR firms.”

Susanna Fier Consulting, LLC – www.susannafierconsulting.com - was formed to enable clients from the for-profit and not-for-profit world to access an experienced and proven professional when the need arises. Susanna recognizes that especially now, hiring employees to do this important work is costly. Working with Susanna provides a client with access to public relations expertise and other valuable branding and marketing services from an individual who knows and deeply understands the New Hampshire landscape. In times of crisis and when communication and controlled messaging is critical, Susanna is proven in her ability to navigate and manage difficult and sensitive situations.

About Susanna Fier: Susanna is a graduate of the University of Vermont with B.A. in Political Science. In 1993, she received her Juris Doctor from the University of New Hampshire School of Law. Susanna practiced law as a civil litigator before joining Elliot Health System in 2001 where she fell in love with the vital mission driven work of healthcare. Initially, Susanna participated in all aspects of philanthropy, cultivating relationships and garnering support to help meet the needs of Elliot Hospital patients in the greater Manchester area. Her success resulted in her promotion to the Elliot’s Vice President of Public Affairs and Marketing, where as a member of the senior leadership team she served for more than a decade. In that role, Susanna had day-to-day responsibility for overseeing the Elliot’s marketing, branding, communications, media relations, crisis management, strategic communications planning, and social media efforts.

To contact Susanna Fier or to learn more about Susanna Fier Consulting, LLC:

Phone: 603-568-0383

Email: susanna@fierconsulting.com

Website: www.susannafierconsulting.com

Preparing for a News Media Interview

Mon, 05 Oct 2020 17:03:02 GMT

Preparation is critical to the successful outcome of a story.

Before stepping in front of a camera or even taking a call for a media interview, preparation is critical to the successful outcome of a story. Often, the news media will call on the leadership of an organization to obtain statements about a breaking news topic or story of interest. At other times, the media may have received a tip about the inner workings (often turmoil) of an organization and they are attempting to draw out a sensational story. Finally, at other times, the media is working hard to share a positive story about you, and they want your statements to support the facts.

Whether it is a crisis or the best possible news, your interview will impact the outcome of the story and thus, the public perception of you and the organization you represent. The power of persuasion should not be overlooked and in fact, should be harnessed in your media preparations. First and foremost, gather facts, and know the facts. Once you have a clear understanding of the facts related to the media inquiry, ask this question: What is my central message? Once you’ve established the core point you wish to convey, write it down and say it out loud. Does it truly sound and appear to capture the full spirit of your central point. If so, and especially if you will be the subject of a television interview, make your core message clear, concise and comprehensible. You will likely be given only seconds in a sound bite to make your case.

Once you have established the central message and you feel confident in it, think about the challenging and even uncomfortable questions that will be asked of you. Spend time preparing for these lines of questioning and know that as you prepare responses, you must learn to pivot or “loop” back to the core message. It is a skill that is not easy at first, and often honed over time as you are exposed to more interviews.

The best rule of thumb is to assume you are never “off the record.”

As for the moment you do stand before a camera or take a Zoom/call interview, ensure you are dressed professionally and take the time to be intentional about your body language and facial expression. Assume from the moment you are with a reporter, you are “on the record.” This point is important because everything you say and do (even when the camera does not appear to be on) is fair game for the reporter to use in the story - don’t let your guard down. If you say, “this part is not for the story, but just to explain…” everything you are saying is still on the record and may be used. The best rule of thumb is to assume you are never “off the record.”

After the interview is complete, ask the reporter when and where the story will air so that you have an expectation of when the public will see it. If you prepared and felt you were able to convey your core message, the likelihood that you controlled the interview is higher and the story outcome a better reflection of what you needed and wanted to accomplish.

For more in depth media training and tips for success in working with reporters, contact Susanna Fier Consulting, LLC at www.susannafierconsulting.com . Initial consultations are free of charge.