The Importance of Business Visibility and Ways to Increase It: BRIDGE Project Case NATALIA PULAKKA It is essential for any company to consider visibility if it aims to succeed in business. If a company can’t be easily found online, its potential customers will not know that it exists. It is a mistake to think that just having the best product or service will make a business automatically successful. A company needs to make itself visible to everyone’s eye, to get a product out there and in front of the right people.
I M P O RTA N C E O F V I S I B I LIT Y
I N C R E A S I N G V I S I B I LIT Y
In business visibility means the overall presence of a company or its product or services. Business visibility refers to how well a company stands out from its competitors. It is a measure of how well a company can be found by its customers. (Reed 2021; Truong 2020.) The Internet has been existing in our lives for few decades and it has already changed the world significantly. According to Datareportal (2021), 4,8 billion people around the world used the Internet in July 2021. The Internet has become an integral part of human’s life. Everything now is on the Internet: we are communicating with each other, doing shopping, sharing information and much more. 81% of consumers do online research before making a big purchase (Cortes 2018). That is why online visibility is an important part of marketing strategy for any business.
There are a wide range of ways to increase visibility of a company, most of them are related to online visibility. For this article I have selected few of the most popular and effective steps, which in my opinion should be taken into action by any company. 1. Establishing and optimizing a website A website is the online business card of a company, the face of its brand. It is important to have a website, where customers can find information about a company, its products or services. Additionally, the website establishes trust with the customers and adds credibility to the business. (Mittal 2018.) Just launching a website and placing required information is not enough to maintain a company’s online visibility. It is important to utilize Search Engine Optimization (SEO) - the process of improving the quality and quantity of website traffic to help it to be ranked higher on search engine and thus to increase its 32
