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TRUST TALK SPRING/SUMMER 2017 | Better Business Bureau
CHANGES IN SOCIAL MEDIA
IMPORTANCE OF SEO AND YOUR
GROWING BUSINESS Learn about how you can optimize your website, improve search results, and draw in more customers to your online presence.
9 THINGS
YOU MIGHT NOT KNOW
ABOUT BBB
Mediation Services, 24/7 access to BBB, Accredited Business Promotion, Live Chat, Community Outreach, BBB Scam Tracker and much more!
“ You are part of the most expansive network of trustworthy businesses in North America.” - Carrie A. Hurt, President & CEO
TA B L E O F C O N T E N T S BBB’s Mission, Vision & Standards
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BBB in your Backyard
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What your Business needs to know to get ahead in SEO
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BBB by the Numbers: 2016 in Review
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BBB Business Tips: Trade Shows
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9 Things you might not know about BBB
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International Torch Award Winner: Jon Wayne Service Co.
Letter from the CEO
Changes in Social Media
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Longevity Honorees
BBB Scam Tracker & Top 10 Inquiries and Complaints
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Disaster Preparation Tips
Media Stats & BBB in the Community
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OUR VISION
An ethical marketplace where buyers and sellers trust each other.
OUR MISSION
BBB STANDARDS FOR TRUST
BBB’s mission is to be the leader in advancing marketplace trust. BBB accomplishes this mission by:
Build Trust Establish and maintain a positive track record in the marketplace.
• Setting standards for marketplace trust. • Encouraging and supporting best practices by engaging with and educating consumers and businesses. • Celebrating marketplace role models. • Calling out and addressing substandard marketplace behavior. • Creating a community of trustworthy businesses and charities. BBB offers its national and local consumer services online and in person. Through our efforts, BBB helps millions of peo ple each year. • BBB sets standards for ethical business behavior and monitors compliance. • Over 385,000 Accredited Businesses meet and commit to our high standards.
Tell the Truth Honestly represent products and services, including clear and adequate disclosures of all material terms. Be Transparent Openly identify the nature, location, and ownership of the business, and clearly disclose all policies, guarantees and procedures that bear on a customer’s decision to buy. Honor Promises Abide by all written agreements and verbal representations. Be Responsive Address marketplace disputes quickly, professionally and in good faith.
• BBB helps consumers identify trustworthy businesses, and those that aren’t, through more than 6.6 million BBB Business Profiles.
Safeguard Privacy Protect any data collected against mishandling and fraud, collect personal information only as needed and respect the preferences of consumers regarding the use of their information.
• BBB sets standards for and evaluates thousands of advertisements each year to ensure that people can trust what advertisers say.
Embody Integrity Approach all business dealings, marketplace transactions and commitments with integrity.
• BBB sets standards for and evaluates the practices of thousands of charities so that donors know where their money is going. • BBB coaches businesses on ethical behavior and how to build stronger, more trusting relationships with their customers. 3
Advertise Honestly Adhere to established standards of advertising and selling.
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A LETTER FROM THE PRESIDENT AND CEO
PUBLISHER Carrie A. Hurt EXECUTIVE EDITOR Erin Dufner MANAGING EDITOR Dago Garcia LEAD DESIGNER Michael J. Slack SENIOR WRITER Tina Urbina CONTRIBUTORS Dago Garcia Kayla Vise STAFF PHOTOGRAPHER Anastassia Mitchell COVER ILLUSTRATION Michael J. Slack
2017 Better Business Bureau serving the Heart of Texas with offices in Austin, Bryan, Corpus Christi,
BBB serving Central, Coastal, Southwest Texas and the Permian Basin experienced another phenomenal year of growth, brand expansion and innovation. In 2016, BBB welcomed the Bryan/College Station and Deep East Texas, as well as Fort Worth communities, into our BBB family through two mergers. This larger BBB now serves over 20,000 BBB Accredited Business Locations and 10 million people across our 105-county service area. You are part of the most expansive network of trustworthy businesses in North America. Also in 2016, BBB launched several traditional and digital advertising campaigns and marketing initiatives to promote you, our BBB Accredited Businesses, to millions across Texas. BBB also revamped its BBB Business Profiles to improve the user experience and boost SEO. We will continue to find creative ways to promote BBB Accredited Businesses and establish marketplace trust. In 2017, your BBB aims to build on that success and continue to innovate and improve BBB’s communications with Accredited Businesses. BBB is proud to present you Trust Talk Magazine. This publication is the result of our new communications strategy we developed for BBB Accredited Businesses by using data from the Accredited Business survey conducted last year.
Fort Worth, Midland, San Antonio and Waco BBB TRUST TALK is published by Better Business Bureau serving the Heart of Texas with offices in Austin, Bryan, Corpus Christi, Fort Worth, Midland, San Antonio and Waco 1005 La Posada Dr. Austin, TX 78752 512-445-2911
This magazine is just the beginning. Soon, you will be receiving new communications tailored towards your interests and focused on making the most out of your BBB Accreditation. A special thank you to our leadership team and staff who helped put this magazine together. Respectfully Submitted,
All rights reserved. Copies or reproductions of this publication in whole or in part are strictly prohibited without express written authorization from the publisher.
Carrie A. Hurt, President/CEO BBB serving the Heart of Texas with offices in Austin, Bryan, Corpus Christi, Fort Worth, Midland, San Antonio and Waco BBB TRUST TALK
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9 THINGS YOU MIGHT NOT KNOW ABOUT BBB Better Business Bureau is always innovating to meet the constantly changing needs of BBB Accredited Businesses. We champion businesses for ethical behavior and coach them on how to build stronger, more trusting relationships with their customers. Whether you are a newly BBB Accredited Business or in your 25th year of Accreditation, chances are you already know a lot about our organization. Here are 9 things you might not know about BBB.
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24/7 Access to BBB Visit bbb.org/central-texas to gain access to your Business Login and all things related to your BBB Accreditation. Here you can make updates to information displayed on your BBB Business Profile, track your BBB activity, download the BBB seal and monitor complaints at any time.
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BBB Accredited Charities
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Live Chat
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Request-A-Quote
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Community Outreach Programs
BBB Promotes Accredited Businesses The BBB Accreditation Support Team works with the media and public to promote the use of BBB through weekly television segments, press releases, speaking engagements and community events. We also assist with your company’s marketing needs such as: BBB seal codes, marketing collateral and online directory questions.
Scam Tracker BBB Scam Tracker is a free, interactive online tool that provides you with a place to report scams and fraud, and warn others of malicious or suspicious activities. Data is shared with law enforcement agencies for use in identifying and prosecuting scammers.
BBB Analytics provides you with a comprehensive look into the traffic you receive through bbb.org. Track your referrals and leads and see what consumers are interested in on your BBB Business Profile.
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Mediation Services BBB facilitates conciliation, mediation and arbitration services using unbiased professionals to help businesses and consumers settle disputes. This process can help save money in court costs and attorney fees.
BBB Analytics
In addition to businesses, BBB also evaluates and provides reviews of charities. BBB Charity Profiles can help businesses make informed giving decisions before making a charitable donation or starting a corporate giving program.
Not just for consumers, the Live Chat website feature provides real-time access to BBB experts. Use it to ask questions and find resolutions on anything relating to your BBB Accreditation.
BBB’s Request-A-Quote system is an easy-to-use tool for consumers to request estimates, quotes, proposals or general information exclusively from BBB Accredited Businesses. Qualified leads from potential customers are delivered right to your email.
As the nonprofit arm of BBB, BBB Education Foundation’s mission is to strengthen community through education outreach and scam prevention. Various educational efforts to help the local community include leading programs for Military Line, Shred Day, and Laws of Life.
BBB TRUST TALK
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CHANGES SOCIAL ME What’s new in the evolving social media landscape
S
ocial media: one of the greatest innovations in modern technology. It not only enhances our ability to communicate, but also our ability to market directly to our target audiences. Utilizing social media networks is an incredible resource for businesses looking to promote themselves online. The platforms themselves are typically free to use, but also offer paid advertising options for businesses looking to expand their reach to new audiences. Whether your goal is to create buzz for your brand, showcase a product or service, form relationships with potential customers or increase your website traffic, business owners seeking to establish themselves online need to make sure social media is a tool they have in their marketing toolbox. To create a successful social media strategy for your business, you should first familiarize yourself with some common social media guidelines to help establish credibility and relevancy with your potential customers and followers. Be Transparent: Don’t falsify your business persona online. Authenticity is key to developing trust. Engage: Be present and respond promptly to connect with your online followers. Give Back: Social media is about connecting, not only with your customers, but with other businesses as well. Listen: Social media not only allows you to hear what people say about you, but enables you to respond. Remember to listen first, speak second.
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Avoid Overselling: Social media is about creating a community, initiating conversations and building relationships. Don’t Rush: Building a successful community and following on social media is a process. You have to engage consistently over time. For better or worse, social media platforms are constantly changing how their users interact with businesses. As a business owner, it’s important for you to stay up-to-date on new trends and changes in order to more effectively get your message out to current and potential customers. BBB profiled some of the most popular social media platforms to help you market your business better. Here are some recent changes in those platforms you should be aware of as you maintain and grow your business’s online presence in 2017.
Facebook Facebook is the largest social network on the Web, both in terms of name recognition and the total number of users. Because of its far reach, Facebook is a great medium for connecting people from all over the world with your business. It’s arguably the most versatile network, and from an advertising perspective, it’s also the easiest to manage. It can be used to share photos, videos, important company updates and more.
IN EDIA Recent Updates to Facebook:
News Feed Algorithm Change Facebook changed its news feed algorithm so that it will more favorably promote content posted by friends and family of users. As a result, content posted by publishers or businesses will now be less prominent in news feeds. The changes will affect all types of posted content, including links, videos, live videos and photos. The impact can be lessened if most of a publisher’s traffic comes from individual users sharing and commenting on the publisher’s posted stories and videos. Content that your friends interact with will appear higher in the feed compared to posts shared directly by a publisher.
Facebook Live Facebook introduced its own streaming platform, Facebook Live, to share live streaming content with friends and followers. Facebook Live even allows your followers to receive notifications before you go live so they can tune in to your broadcasts. Facebook Live offers an easy and effective way to interact with people, especially if you use a question and answer style format that encourages participation.
Facebook Reactions Facebook users can now do more than just “like” a post. Users can express their reaction to content through emojis. Reactions include: like, love, wow, haha, sad and angry. Facebook now considers reactions to posts in its content algorithm, which determines what posts make it onto people’s news feeds. Facebook will infer from reactions and engagement of users that they want to see more of
that type of post. Creating engaging and reaction-inducing content can boost your social media presence.
Twitter With Twitter, you can share short text updates using up to 140 characters, along with videos, images, links, polls and more. You can easily interact with other users making it not only a great way to market your business but also an effective channel for customer service. Recent Updates to Twitter:
Twitter Moments
Easily identified by a lightning bolt icon, Twitter Moments is a content curation tool that allows users to gather and share a collection of tweets about a specific topic. Previously, Moments were only created by the Twitter curation team and a select group of publishing partners. Now Twitter gives all of its users the ability to create Moments. Highlighting a specific topic or event relevant to your business can increase engagement and spark conversation.
Verify Your Account Verified Twitter accounts receive a blue icon with a check mark next to the account name. This ensures that the public can distinguish between authentic accounts belonging to a public figure or entity and any impersonators. Anyone with an account can request that their account be “Verified.” There is no guarantee it will be granted, but accounts maintained by users in business are listed as a key area of public interest.
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Retweet Your Own Tweets Previously, you were limited to only retweet other user’s tweets, which meant that if you had a tweet that got great engagement you had no way to leverage that success by resharing it directly. Now with the update, you can easily retweet it yourself, but there is a limit of only one retweet per tweet.
Post Longer Videos & Tweets While the tweet limit still remains at 140 characters, media attachments including images, GIFs, videos and polls will no longer count against the limit. Additionally, Twitter previously limited videos to 30 seconds. The new video limit is more than four times that length at 140 seconds.
Pinterest Pinterest is a visually oriented platform that consists of digital bulletin boards where users can save and display content in the form of “pins” placed on “boards”. The online catalog allows users to create and organize their boards by category. Every post has to be an image or video, making it great for promoting products and services. Recent Updates to Pinterest:
“Pin it” Renamed to “Save” Digital objects on Pinterest, which can be anything from items to purchase, recipes, or articles will still be known as “pins.” However, anywhere the verb “pin” or “pin it” previously appeared on Pinterest or any of its partner sites has been renamed to “save” as the platform focuses on international expansion and making the site more intuitive to new users.
Ad Groups Pinterest is giving advertisers more control over their ad campaigns with the introduction of ad groups. Previously, Pinterest’s ad campaigns only allowed for a campaign and promoted pins. Ad groups now allow advertisers to target individual groups and budget against specific performance indicators.
Instagram Distinguished by its unique filters and editing options, Instagram, like Pinterest, is a visual social media platform based on photo and video posts. The network is owned by Facebook, and unlike the other platforms, it’s entirely mobile making it great for users that aren’t tied down to a desk every day. Simply use your smartphone to post and update.
Recent Updates to Instagram:
Instagram Stories
Instagram Stories allow you to post photos or videos up to 10 seconds long that vanish after 24 hours. Once your story is posted, you can view basic analytics, such as the number of times it’s been viewed and by whom. Instagram Stories offers an easy-to-use tool to create a connection with your customers by showcasing projects or narrating your work day.
Instagram Business Profiles Instagram’s new business profiles act like an Instagram version of a Facebook page, giving businesses more tools than a personal Instagram profile, like “insights”. A business profile will also have a different look than a normal profile and contain a contact button, a linkable location tag and a category for the business. To get a business profile and access to Instagram analytics, make sure your Facebook page is connected to your Instagram account.
Boost Your Instagram Posts Instagram’s business profiles come with a “promote” option, which allows you to “boost” Instagram posts like the feature available for Facebook posts. Once your billing information from your Facebook page is synced to your Instagram account, you’ll be able to seamlessly promote a post on Instagram. • • • The social media landscape is continually evolving, and while it’s important for your business to stay informed of new trends, make a point to invest time in your content. Whether your social media goal is to gain followers, raise brand awareness, get website clicks, generate new sales leads, advertise a product or promote an event, remember to be authentic and don’t be afraid to share the human side of your brand. By publishing original content, photos and videos consistently, you will generate more reactions and shares and connect more easily with current and potential customers. Most importantly don’t forget to promote your social media channels. Add links to your various social media channels on your BBB Business Profile and company website for additional exposure. Turn to BBB for additional social media resources and up-to-date information to keep your business’s social media marketing on track.
BBB TRUST TALK
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RECOGNIZING OUR LONGEVITY HONOREES APPRECIATING BUSINESSES IN THE SAN ANTONIO AREA
BBB serving Central, Coastal, Southwest Texas and the Permian Basin would like to honor longtime BBB Accredited Businesses that joined 20 or more years ago.* These anniversary announcements are a celebration of decades-long commitments to establishing trust and ethical business practices.
BUSINESSES 50+ YEARS
H-E-B
O’Krent FloorCovering Corp
Stowers Furniture Company, Ltd
40-49 YEARS
Alamo City Construction and Supply
C & H Roofing Inc
County Wide Service Co.
American National Properties
Cantwell Mattress Co.
Dan Mendez Construction Co Inc.
Baird Foundation Repair
Cavender Audi
Porter Loring Mortuaries
A & B Hearing Aid & Audiology Center
Bexar Fire and Safety Equipment Co., Inc
Cloud Roofing Company
30-39 YEARS
A-Tex Pools & Billiard Supply American Income Life-Carvajal Agency American Marketing Americus Diamond
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Brightwood College
Generations Federal Credit Union
Carlisle Auto Air
Perfection Roofing and Construction of Texas Inc
Central Transportation Systems, Inc.
Texas Auto Sales *Honoree information as of 2.28.17
BUSINESSES ACCREDITED 20 - 29 YEARS A & A Sewer Contractors Inc
Ingram Park Chrysler Jeep Dodge
Tip Top Construction Inc
A-Action Aire Inc
International Bank of Commerce
Vintage Reconstruction Inc
Action Roofing & Remodeling
Jonlee & Associates Inc.
Wright Mechanical Inc
Amazing Exteriors
Keith Zars Pools
Atlas/EDC Moving Systems
Liberty Builders Of Texas
Austin Van & Storage
Liberty Management Inc
B-Elite Building Maintenance
McCombs West Ford
Best Tickets
Meadowlawn Memorial Park Inc
BioTech Water Researchers
Monticello Homes
Bjorn’s Audio Video Home Theater
Olshan Foundation Solutions
Blue Haven Pools & Spas
Overhead Door Company of San Antonio Inc
Bryco Plumbing Company Inc
Pablos Collision Repair & Automotive Inc
Budget Movers Inc
Perry Homes
Cavender Chevrolet
Pied Piper Pest Control, LLC
Conn’s
Ram Jack Central and South Texas
Cowboy Cleaners LTD
Roto-Rooter Services Company
Cuellar Foundation Incorporated
Schertz Bank & Trust
Culligan Water San Antonio
Scobey Moving and Storage
Dura-Shield Inc
Southwest Exteriors
Fencecrete America
Tiger Services Air Conditioning
BBB TRUST TALK
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TOP 10 SCAMS ACROSS TEXAS Scam information is provided by BBB Scam Tracker, which is a free, interactive online tool for consumers to report and track scams and fraud. Scam Tracker began in 2014 as an innovative test among nine local Better Business Bureaus. A grant from Target Corporation enabled Council of Better Business Bureaus (CBBB) to expand the service to all remaining BBBs located in the United States and Canada in November 2015. Top 10 reported scams affecting our entire service area Dec. 1, 2016 - Feb. 28, 2017. 1.
Phishing
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Travel/Vacation
3.
Online Purchases
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Debt Collection
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Sweepstakes/Lottery/Prizes
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Tech Support
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Government Grant
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Credit
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Employment
10. Tax Collection Scam Tracker Map of the San Antonio Area
To get the most up-to-date information on reported scams in your area, visit bbb.org/scamtracker.
TOP 10 INQUIRIES AND COMPLAINTS Below is a list of the Top 10 most inquired and complained about industries in our BBB Directory. This list was generated by data provided by the BBB Database for inquiries between Dec. 1, 2016 to Feb. 28, 2017.
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Top 10 Most Inquired About Industries
Top 10 Most Complained About Industries
Roofing Contractors
Camping Equipment
845
19,334
Home Builders
7,976
Insurance Companies
123
Construction & Remodeling Services
6,421
Banks
105
Contractors - General
5,527
Apartments
62
Plumbers
5,524
Roofing Contractors
60
Camping Equipment
4,997
Furniture - Retail
47
Insurance Companies
4,587
Payment Processing Service
41
Air Conditioning Contractors & Systems
3,921
Auto Dealers - New Cars
39
Auto Dealers - Used Cars
3,782
Credit Cards & Plans
32
Attorneys & Lawyers
3,672
Auto Dealers - Used Cars
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BBB IN YOUR BACKYARD Did you know there’s a local BBB office near you? Pop in weekdays between 9 a.m. - 4 p.m. to talk to a BBB Regional Director who will be happy to answer any questions you have about BBB Accreditation. There are several ways to contact your local BBB office:
Address: 425 Soledad Street, Suite 500 San Antonio, TX 78205
Email:
[email protected]
Phone: New Braunfels: 830.387.7002 San Antonio: 210.828.9441 San Marcos: 512.691.4075 Laredo: 956.229.6957
Fort Worth Midland Waco
Your local BBB office serves these counties:
Bryan Austin
Atascosa
Gonzales
McMullen
Bandera
Guadalupe
Medina
Bexar
Karnes
Real
Comal
Kendall
Uvalde
De Witt
Kerr
Val Verde
Dimmit
Kinney
Webb
Edwards
La Salle
Wilson
Frio
Lavaca
Zavala
Goliad
Maverick
San Antonio
Laredo Corpus Christi
I’m here to ensure you are making the most out of your Accreditation. I work every day to put BBB Accredited Businesses front and center. Feel free to contact me with any questions.” - Miguel Segura, Regional Director, San Antonio
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WHAT YOUR BUSINESS NEEDS TO KNOW
TO GET AHEAD IN SEO 10 techniques to start increasing your online ranking
What is SEO? Search Engine Optimization (SEO) is a marketing practice focused on enhancing your website’s visibility in non-paid search engine results. All major commercial search engine sites such as, Google, Bing and Yahoo, have primary search results where webpages and other content like videos and local listings are shown and ranked based on what search engines consider most relevant to users. The order in which the search results are displayed is based on complex algorithms. These algorithms take a number of factors into account when deciding which websites will appear in the top positions of the search results.
How do search engines work? Search engines have two major functions: 1. Crawling and indexing and 2. Providing answers. The end goal is delivering the best solution to searchers in the fewest amount of clicks. Crawling and Indexing: crawling and indexing the billions of documents, pages, files, news, videos and media on the internet. Providing answers: providing answers to user queries, most frequently through lists of relevant pages that have been retrieved and ranked for relevancy. When a person performs a search, the search engine’s automated robots – known as “crawlers” or “spiders” – examine billions of interconnected documents, including webpages, PDFs, JPGs and other files on the web. They only return those results that are relevant or useful to the searcher’s query and rank those results according to the popularity of the websites serving the information.
Why does my website need SEO? Every day, millions of Internet users turn to search engines for answers to their questions or for solutions to their problems. In today’s competitive market, optimizing your website for search engines is more important than ever to boost your online presence, increase authority and improve your ranking over competitors. Businesses that utilize SEO for their website, blog or online store will have a distinct advantage over those that don’t. Benefits of utilizing Search Engine Optimization for your business include: Increased web traffic and visitors. Implementing SEO can help increase rankings so that your content will be placed where searchers will more readily find it. Increased trust. Users trust search engine results, and having a top position presence for their keyword search increases your website’s trust by association.
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Increased social media promotion. Users who find your website through search engines are more likely to promote it on social media channels like Facebook and Twitter. Increased user experience. Practicing good SEO habits also improves the usability and user experience of your website. SEO and your BBB Accreditation. BBB.org is an important online directory that consumers use to consult before making purchasing decisions. In addition to receiving more than 10 million unique website visits every month, BBB also ranks highly on search engines. Your business’s SEO benefits from simply being associated with BBB because it’s a good link. The more good links that lead back to your website, the more traffic it generates on your website.
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Whether you’re new to SEO or just need to freshen up your skills, BBB offers 10 easy-to-follow tips to start improving your website’s search engine rankings without any serious technical knowledge needed. Publish quality content. Content is the number one driver of search engine rankings. Great content should be written to solve a specific problem, to provide entertainment, or thoroughly explain a topic with a target audience in mind. Your content should be well researched, organized and formatted for readability, and ideally be between 750 - 1200 words in length. Keep in mind more doesn’t always mean better, but regularly updated content is viewed as one of the best indicators of a site’s relevancy.
The digital landscape has changed dramatically over the last few years, but SEO still remains an effective and important marketing strategy for business owners.”
A link on bbb.org to your website increases your referral traffic. Essentially, BBB is passing approval and credibility onto your page. Your BBB listing or BBB Business Profile can rank well for brand-name searches, which can establish additional trust with users. BBB Accreditation is also a good NAP (Name, Address, Phone Number) citation and important for businesses wishing to rank well in local organic search results. A citation is the mention of your business’s name with another piece of information, such as a phone number, address, website, or a combination of the three. Search engines use this data when determining which businesses to show in geo-targeted searches. For this reason, make sure all of your business information is up-to-date and consistent on all online listings and social media channels. The more citations your business has from a quality and reliable source, the more likely your business is to rank.
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Tips for Improving Your SEO
Practice internal linking. One thing you can start doing immediately is linking to your own content from within your website. Essentially this practice keeps users engaged with more of your content for longer, which helps with lead generation. Internal links won’t have as much of an impact on SEO as backlinks from other websites, but they do help.
Link to authoritative sites. Linking to other websites can improve your SEO as well. The key is linking to an authoritative website that’s relevant to your content. This shows search engines that you are a trusted resource because you are helping people find the best information online. When you combine this technique with internal linking, it raises the value of your internal links as search engines see your content being mentioned and linked alongside authoritative sites. Also, it makes your own content look more crdible. Descriptive title tags. Title tags are used by search engines to display a page in search results, as well as appearing at the top of the browser. These tags tell “spiders” and users what your page is about. Using descriptive title tags helps you gain greater visibility and a higher click-through rate. It’s important to keep descriptions short, compelling and relevant as search engines only display the first 65-75 characters in the search results.
by increasing the opportunities your site is found which is especially crucial for those users who use text-only browsers. Include optimized photos. Photos are great for SEO. They provide more content for search engines to “crawl,” show up in image searches and make your website more appealing to users. To increase the SEO benefits, you should optimize your photos. Include keywords in the image title and alternative keywords, write an alt-tag and add captions when applicable. Try to include a few images in every blog post and at least one on every page of your site.
Simple URL structures. URLs are the addresses for documents on the web. The best URLs are human-readable and don’t include lots of parameters, numbers and symbols. While a descriptive URL is important, minimizing length and trailing slashes will make your URLs easier to copy and paste and will be fully visible in the search results. Target keywords. Keyword placement throughout your site is perhaps one of the most important SEO tactics. How would your target audience search for information on the specific service or product you are offering? Use those keywords and phrases frequently throughout your site. Be careful not to overdo it as “spiders” are programmed to ignore keyword-stuffing, especially for unrelated terms as this can lead to your site being flagged as spam. Use alt tags. Every image and video on your site can have alternative text descriptions, which are descriptive words added to its imprint. This allow for search engines to locate your page using the keywords found in your image and video descriptions, as well as the usual text throughout the site. Therefore, using alt tags could raise your page rank
Add video content. Inserting original videos you’ve created to the core pages on your website will be engaging for users and improve your SEO. Add a 200+ word description to the video on YouTube to increase the video’s organic rankings. This allows you to get a high-quality backlink to your website from YouTube and also generates traffic from YouTube searches. Optimize for mobile. Mobile optimization is the process of ensuring that visitors who access your site from mobile devices have an experience adjusted for their device. When building online interactions with customers, think mobile first; their experience should be convenient, accessible and natural. Because more and more users are consuming content on mobile devices, mobile-friendly websites rank higher on search engines. • • • Although, the digital landscape has changed dramatically over the last few years, but SEO still remains an effective and important marketing strategy for business owners Today, the majority of web traffic is driven by search engines and has become the primary method of navigation for most internet users. Following the tips above can help your website rank higher on search engines and improve user-experience. The value and benefits of SEO for your business are limitless.
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BBB BUSINESS TIPS: TRADE SHOWS Beware of common scams surrounding trade shows and conferences Trade shows are an excellent opportunity to showcase and demonstrate your products or services, establish your brand and connect with potential customers. But before making a financial commitment, BBB advises business owners and trade show exhibitors to be aware of common trade show industry scams. Scam artists, fraudulent companies and vendors will often target exhibitors participating in trade shows. Here are some of the most common trade show schemes.
Scam 1: Fake Events This scam occurs when companies pay an upfront fee to reserve a space for a trade show or exposition they’re planning to attend. Unfortunately, the event is fake and never takes place. When businesses try to contact the company, they find they’re unable to reach the trade show organizer and get their money back.
Scam 2: Directory Listings Scammers mail letters to organizations asking them to update their contact information for a trade show or exhibition they attended or plan to attend. The letters state they need to update the form, sign it and mail it back. Unfortunately, some businesses don’t notice or read the fine print saying they agree to pay a hefty yearly fee to be listed in a directory that has no connection to any trade show.
Scam 3: House Poachers Third-party companies misrepresent themselves and try to convince attendees that an offer is being made on behalf of the event. Sometimes even promising rooms in hotels where they do not actually have rooms. There is the potential to be left without a room, to lose money paid in advance or become the victim of identity theft.
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When considering participating at a trade show event, BBB advises businesses to: Do your research. Be wary of any websites promoting trade show events that do not list the name, address and contact information of the trade show organizer or promoter. Get everything in writing. This includes booth placement at the event as well as what advertising is taking place beforehand to draw consumers to the venue. Read the fine print. Don’t assume a letter or form is legitimate because it looks credible or has a logo you recognize. Do your research and be cautious before signing anything.
Verify event information. Check with the venue directly to confirm the time and location. Confirm the details. Carefully review the terms and conditions, as well as add-on costs, such as fees for electricity and internet hookup, tables and tablecloths and other charges that may not be included in booth rental fees. Use preferred providers. Use caution when doing business with solicitors, and avoid companies that require upfront payments. Use a credit card. If the services are not rendered as promised, it may be possible to request a refund through your credit card provider.
INTERNATIONAL TORCH AWARD WINNER: JON WAYNE SERVICE COMPANY While many businesses strive for great customer service, few go the extra mile to guarantee the best services, products and care. That’s the case for 2016 regional BBB Torch Award Winner and International Torch Award Winner, Jon Wayne Service Company. Founded in 2001 by Don Rackler and his family, Jon Wayne Service Company has been a BBB Accredited Business since 2003. Headquartered in San Antonio, Jon Wayne Service Company has over 140 employees and is the largest residential service replacement contractor in South Texas. We sat down with owner Don Rackler to discuss what makes Jon Wayne Service Company special.
Q: What does being a BBB Accredited Business mean to you?
Q: What stands out about your business practices?
A: Customers are full of fear. And by being associated
which goes back to what my dad taught me. If we made a mistake to a customer, the first thing we are going to do is take responsibility for it. Then we’re going to apologize for it. We tell the truth, we do what we say we’re going to do, we answer the tough questions, and if for some reason we come up short or make a mistake, we make it right. That’s how we run our company.
with BBB that is one thing that helps us get over that hurdle of them being afraid to call or trust our company. [Customers] know if you’re part of BBB, you have to be checked out and you have to be a good company.
Q: What do your employees mean to you? A: My employees mean everything to me and are my greatest asset. We are a service company, and without my employees, nothing happens. They’re the people out in the field and in the trenches doing what we say we’re going to do every day.
A: I think it goes back to the principles I base my business on,
I take a lot of pride in my business, and [Jon Wayne Service Company] takes a lot of pride in our integrity. I teach everyone here, that’s all we have is our integrity. It’s not for sale to anyone, at any price, ever.
Q & A was transcribed from 2016 interview with Don Rackler. BBB TRUST TALK 20
DISASTER PREPARATION TIPS Is your business prepared for a natural disaster? BBB offers tips to help deal with unpredictable Texas weather.
Update Your Inventory When you submit an insurance claim, you will need to provide an itemized list of damages. Having an accurate inventory prepared prior to a natural disaster will help you assess the situation and determine what your needs are in order to get your business back to normal operating capacity.
Create an Office Disaster Plan Work with your team to develop plans and procedures for how to deal with risks and hazards you’ve identified. Once your plan has been formulated, it’s important that it is tested. Conduct drills, test procedures, evaluate results and reformulate if needed.
Educate Your Staff
In Texas, a natural disasters include floods, tornadoes, hurricanes, drought, thunderstorms, winterstorms and wildfires. Catastrophic weather can impose hardships on your employees, customers, sales or property. As a business owner, it is wise to prepare for the worst case scenario. Protect your business by having a proactive approach and being prepared for the unexpected.
Post the plan of action in your place of business or include it with new employee manuals. Stage regular practice drills and offer first aid and emergency preparedness training to help keep staff safe in the event of a natural disaster.
Develop an Emergency Communication Plan
BBB offers the following advice to assist with your planning:
A plan should be established to communicate with all parties that have regular contact with your business. Include information on how to account for any outstanding customer orders or projects, and information on how to update web and social media sites should you need to communicate any critical information to the public.
Identify Potential Risks
Identify Critical Business Systems
Start by identifying which natural disasters are most common in your area and determine your business’s risk factor. Look for any vulnerabilities that could be susceptible to damage should an event occur. Prepare for emergencies that have the highest odds of impacting your business first.
Get Organized Important documents that should be safely stored in your place of business include employee records, customer information, vehicle titles, property deeds and copies of insurance policies. Store these items in a fireproof box or safe, or in a bank’s safety deposit box for safe keeping.
Review Your Insurance Policy Know what type of natural disasters are covered and what your role is should one occur. Determine if you require additional coverage by reviewing the coverage limitations associated with each natural disaster. Also, check your deductible and have a plan to meet it. 21 SPRING / SUMMER 2017
Identify what functions are vital to your organization’s survival should something happen. Include any functions that would be most sensitive if you have to shut down temporarily. Establish a plan to recover computer hardware, connectivity and electronic data to support critical business processes.
Manage Expenses If your business closes temporarily due to a natural disaster, make sure you have a way to process expenses, such as accounts payable and payroll. Compile a list of all expenses along with account access information in order to continue to be able to operate at normal capacity.
BBB ACTIVITY REPORT: DEC 1 - FEB 28 Your BBB wants to make sure you know what we’re doing to support BBB Accredited Businesses across our service area. Below are key statistics on what we have been up to.
BBB IN THE COMMUNITY Here are a few things your BBB is up to in your community. Visit our site to sign up for News & Events alerts: go.bbb.org/centex-news.
Job Shadow Your BBB recently hosted a job shadow event with high school students from Westwood High School. These students sat with members of our Communications team to discuss career paths and what they should do to get ahead.
Student Video Content Ever year, dozens of students from all over Central Texas compete in the BBB Central Texas High School Student Video Competition. This contest is open to all public and private high school students in Round Rock ISD, Hays Consolidated ISD and Austin ISD. BBB serving Central, Coastal, Southwest Texas and the Permian Basin is the local host of the contest. Student entries are 30-second videos that best represent the theme of Trust. To view all of the entries, visit our YouTube page youtube.com/CentralTexasBBB.
Laws of Life Essay Contest - San Antonio The purpose of The Laws of Life Essay Contest is to help middle school students determine the values which will guide them throughout their lives. All of the young essayists are honored at a ceremony held in their schools with their parents, teachers, school administrators and members of the community. Congratulations to this year’s winner, Rebecca Taylor!
Heather Massey, Regional Director with local service members - Midland, TX
Military Saves Week This year, your BBB observed Military Saves Week on social media by sharing military-specific saving tips and ways to shop safely. American servicemembers are often targeted by scammers, and BBB is dedicated to educating military families in our service area. In 2016 alone, BBB provided 76 classes and served 3,914 military personnel and their families. BBB TRUST TALK
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Trust Talk Magazine is a new opportunity for BBB Accredited Businesses to get recognized. Reach up to 20,000 BBB Accredited Business locations by advertising with us. Want to advertise solely in your region? We offer regional advertisement spots too. Want to learn more? Contact Elizabeth Hays by phone at 512.206.2861 or by email at
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