Businesses of all sizes, from across many different industries, can benefit from turning their attention to generating and curating positive reviews, as part of a process that we call online reputation management.

Time and again, studies have highlighted the remarkable power of positive reviews. For instance, did you know that 92% of customers read online reviews, and 68% trust a local business more if it has positive reviews? Or that brands typically see a 5-9% increase in revenue by improving their Yelp rating by just one star?

And one of the most important benefits of cultivating and sharing glowing reviews is (almost) as old as the internet itself. We’re talking about our geeky bread and butter: search engine optimization, or SEO.

What do positive reviews have to do with search engine success? Where do stars and SERPs overlap? How does getting more five-star reviews equate to greater rates of organic traffic – and more conversions – for your business?

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SEO is an art, a science, a skill, and a mindset. And, at times, it can also feel like a bit of a mystery - even to experts in the industry. 

SEO 101

Let’s back up a second. First thing’s first, it’s important to note that SEO is shorthand for “search engine optimization,” the process involved in getting website content to rank highly with search engines like Google or Bing. With an SEO strategy in place, a brand can make sure that its content is high on the list of a search engine results page, or SERP - a powerful way to secure inbound traffic and warm leads, without having to spend and strategize on paid advertising. 

SEO is one of the most effective and dependable forms of inbound marketing there is. Every day, millions of eager searchers turn to Google and other search engines to find everything from “new car” to “how to unclog toilet.” This is a massive audience that can be directed from a SERP straight into your conversion funnel, whether they’re at the very beginning of their buyer’s journey, or almost ready to make a purchase. 

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Based in Chicago, with services available in San Diego and the San Francisco Bay Area, Cage + Aquarium Productions is a premier event DJ, emcee, and photography service. Cage + Aquarium connects event hosts with industry-leading DJs and photographers. Their expansive roster of DJs offer in-depth music knowledge and hundreds of hours of training on turntables with Scratch DJ Academy, while their photographers bring a natural eye for visual storytelling and the skills to realize their clients’ vision. 

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Is your website primed for lead generation and conversions? Let’s dive in and talk about what this important question really means - and how you can take concrete steps towards generating more leads right now.

Conversions: A Major Part of the Digital Marketing Puzzle

When all parts of your digital marketing strategy are working in harmony, something amazing happens. Your website is well-designed and responsive. It hosts stunning, informative content, which you amplify over email and on social media to extend your brand reach. Your on-page and off-page SEO are on-point, generating consistent, quality traffic to your site. Everything operating like clockwork - that’s a beautiful thing. 

But even in cases like this, it’s still possible that you’re not seeing the conversion rate that you might be hoping for. And at this point, worry sets in. 

After all, you may be thinking, what use is all of this traffic and brand engagement if people aren’t actually signing up or buying anything? 

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As recently as a few years ago, we had a better grasp on what “content” meant online. It referred to individual posts – blogs, vlogs, infographics – typically stored on your site and discovered or shared through different channels, including search engine rankings, social media, and email.

But today’s internet works differently. There are more social channels, more types of media to pick from, more content creators than ever before. And as a result, users’ preferences have changed over the years. The ways in which we consume content have changed fundamentally, for example; we multi-task more than ever, and are more likely to “skim” articles than read them in their entirety.

More broadly speaking, even the ways we think about content have changed fundamentally in recent years. It’s no longer discrete, but omnipresent, built into the very fabric of the way that we use the internet now. Readers and searchers have grown more savvy and media literate, and your approach to content creation needs to be as sophisticated as they are – crafted in a way that consumers find appealing and made accessible on the channels that your audience is already using.

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For a long time, Facebook leaned heavily on the idea that it was free – and always would be. Similarly, Twitter, LinkedIn, and Instagram have absolutely no barrier to entry for individuals or organizations, as long as they’re old enough to sign up.

This low bar is what, in many ways, led to the social media marketing boom; potential customers signed up, and brands followed suit, leading to an online ecosystem full of constant conversations and access on both sides unlike anything that had ever been seen before.

So if social media is free, why do so many businesses hire marketers to handle their profiles? Well, the reality now is that…

Successful Social Media Actually Isn’t Free Anymore

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FourStar Wealth Advisors is a Registered Investment Advisor firm headquartered in Chicago, with advisors located in offices around the country, including Massachusetts and Nevada. FourStar Wealth Advisors takes an independent and client-focused approach to wealth management and financial planning, helping their clients define what is most important to them and then formulating the strategies that are suited for their needs, whether they are accumulating wealth or investing for income, solidifying a retirement plan, or devising a distribution approach that meets their  lifestyle and legacy goals.

Our Mission 

FourStar Wealth Advisors is a next generation wealth advisory firm, focused on using new and innovative technologies and finding creative ways to communicate with their clients. FourStar came to Geek Chicago looking for a modern site that spoke to their independence and their commitment to industry-leading innovation. 

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G&G Law Offices 

The attorneys and staff of Chicago’s G & G Law Offices know a thing or two about good business. As small business lawyers with clients throughout Chicago’s neighborhoods and suburbs, G & G works with small business owners just starting out, as well as established organizations with millions in revenue.

As a 21st-century neighborhood law firm, G & G Law is known for thinking outside the box, incorporating technology and automation to make their services more efficient for their clients, while always maintaining a close personal connection and developing lasting professional relationships. 

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How do you showcase the ideals of an old school Chicago family-run business in a digital world?

That was the opportunity Geek took on when we began working with J. Blanton Plumbing, a plumbing and HVAC company based on Chicago’s North Side.

The answer? Stay authentic, stay real, and stay engaged with the community.

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Their Story 

For more than 15 years, the talented teams of Sweeping Dimensions Cleaning Service have been providing clients all over Chicagoland with high-quality customized cleaning services, in a professional and trustworthy manner. Offering both residential and commercial cleaning services, Sweeping Dimensions has earned a stellar reputation for its exceptional work and superior customer service. 

As a company, Sweeping Dimensions is also known for its generosity and its strong commitment to giving back. SDCS is all about empowering the community, investing in people, and working for a better world — including putting a significant focus on using sustainable cleaning solutions and working to clean up our rivers and oceans. 

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