In this episode Zach talks about the importance of your PR and digital presence providing 7 recommendations on how to establish authority and utilize social spheres.  

1. Sculpting Search Results: Sculpting the results you want to see is possible. These results can include your website, social profiles, search results, reviews, awards and articles. Keep in mind that your website should always rank the highest. 
2. Articles and Awards: Focus on trends, growth in your industry or new hires as a way to pivot your business and turn these into articles. Register and apply for awards as these are great indicators of established trustworthiness in the industry. 
3. Google Search Console: A great tool to assess the health of your website. Google will provide specific tactics and strategies that will help you manage your information and ultimately rank higher. 
4. NAP listing: It’s your name, address and phone number across the internet. Google wants consistency and repetition. Yext or Moz local are great tools to help you control the NAP of your business across the web. 
5. Backlinks: Utilize backlinks to rank higher by reaching out to third parties on your own or through an established vendor. 
6. Social Sphere: Focus on the social profiles that are right for your business and your target audience to make sure google is indexing the most relevant and updated content.  
7. Digital public relations:  You can create microsites and landing pages by repurposing the content that you already have and focusing on the different aspects of your business such as community engagement or career pages. 

Links: 

1. https://www.yext.com
2. https://search.google.com/search-console/about

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