Don't be a ghost company: how to increase your online visibility
Are you sure you are doing everything you can to make your services visible online? Why are other companies in the industry making a profit, even though you're the one with a bigger range of services, better equipment and a more experienced team? The answer can be brutal - your business is simply invisible. You operate, you invest, you send out offers, but potential service recipients don't know you exist. And the rule of thumb these days is simple: if you're not visible on Google, you don't exist for most customers.
Why your company is not visible on the internet
Most companies do not have a problem with the quality of the service, but with its presentation.
Owners often focus on logistics, equipment and documentation, forgetting one thing - communication.
As a result, their companies operate in the real world, but in the digital world they are only a shadow - a 'ghost company'.
The most common reasons for lack of visibility are:
This is not malice on the part of the algorithm, but the natural result of a lack of presence.
Search engines promote those who share knowledge, not those who operate quietly.
What it takes to promote a company on the internet
The following clearly demonstrates why it is worth promoting your company online
| AREA | COMPANY WITHOUT PROMOTION | COMPANY PROMOTING ITSELF ONLINE |
|---|---|---|
| Visibility in search engines (e.g. Google) | Limited or none | High - emerging as a response to industry enquiries |
| CUSTOMER CONFIDENCE | No opinions or publications | Opinions, evaluations, articles, expert reputation |
| NUMBER OF ENQUIRIES | Irregular, mainly from referrals | A steady stream of customers from searches |
| IMAGE | A "ghost" company | A partner that customers return to |
| COSTS | Apparent savings | Sustained return on content investment |
As you can see, the difference between 'being' and 'visibility' is not in the budget, but in the approach.
The internet rewards those who can speak the language of the audience.
How one article builds visibility
An excellent example is our article "Waste transport permit in Austria - changes from 2024"which is currently ranked number one in Google for the phrase "waste permit Austria".
We did not promote it with payment. We did not support it with advertising. A content marketing strategy worked: a precisely chosen phrase, specific information and answers to real questions from hauliers. This is because the text informs about important changes to the conditions for transporting waste to or through Austria.
The result?
Steady organic traffic and enquiries from companies that previously did not know our company at all.
A similar effect was achieved by our text on waste transport permit in Germany, which remains in the top three searches and about which we wrote in the previous article on company promotion.
This goes to show that one well-written article can work on a company's visibility for months or even years.
How to increase your company's online visibility - quick steps
Why visibility is no accident
Visibility is not the result of luck or chance. It is the result of consistent action and thoughtful strategy. Google rewards those who create valuable content, help users and update information.
convinces Paweł Makowski, marketing and seo specialist
The internet does not reward the biggest budgets. You can spend crores on advertising and still not grow your customer base. The web rewards companies that precisely understand their audience's needs and consistently answer their questions. Therefore, it is the thoughtful content strategy - based on user intent and measurable goals - that wins out over the most expensive advertising campaigns.
This is how our publications work - they educate, inspire and bring in the right audience.
Because even if someone is not looking for a service, after reading a good article they begin to understand that they need it.
How do you increase your online visibility? Take the first step
You don't need an agency or huge resources. Instead, you need knowledge of what your potential customers need and how to meet their needs.
This is because all it takes is a thoughtful publication that demonstrates your knowledge and experience.
Get noticed by your customers
Contact me - I'll suggest ways to reach businesses that are looking for your services and prepare a publication strategy that will deliver better results than costly advertising campaigns.
p.makowski@ekologistyka24.pl , +48 517 862 602
