SEO for Small Business: Increase Your Visibility

Thanks for visiting our guide on SEO for small organizations. In today’s digital era, using a strong online presence is essential for success. Small organizations, specifically, can greatly benefit from implementing effective SEO techniques to boost their visibility and reach their target audience. By optimizing their websites and content, small companies can increase their search engine rankings, drive organic traffic, and ultimately enhance their customer base.

In the following paragraphs, we are going to explore the importance of best SEO for small businesses and exactly how it may be a game-changer for their online visibility. We are going to discuss the impact of SEO, the real difference between small business SEO and native SEO, and why it matters. We will provide practical tips and strategies to assist small companies maximize their SEO efforts and stand above your competition.

Major Takeaways:

• Implementing SEO strategies can significantly boost the online visibility of small businesses.
• Small business SEO is different from local SEO, with unique considerations and approaches.
• SEO is a long term investment that may generate organic traffic and attract the correct audience.
• Creating compelling and localized content is crucial for engaging using the local audience.
• Maximizing SERP visibility, building brand awareness, and leveraging reviews are necessary SEO tactics.

Comprehending the Impact of SEO on Small Organizations

In this particular section, we shall delve into the idea of Small Business SEO and explore its effect on small businesses. SEO, which stands for Search Engine Optimization, plays an important role in improving online visibility and driving organic visitors to websites. By implementing effective SEO strategies, small businesses can grow their online presence and stay ahead of competition.

Precisely what is Small Business SEO?

Small Business SEO refers back to the optimization techniques specifically tailored for small organizations to enhance their visibility on search engines like Google. It calls for optimizing various facets of a website, like content, keywords, meta tags, and backlinks, to position higher in search engine results pages (SERPs) and attract relevant organic traffic.

The Main Difference Between Small Business SEO and native SEO

While Small Business SEO focuses on enhancing the online presence of small businesses generally speaking, Local SEO is much more geographically targeted. Local SEO aims to optimize a business’s online visibility for local searches, helping them reach potential customers in their specific location. While both Small Business SEO and native SEO share common optimization techniques, Local SEO puts more emphasis on factors such as Google My Business profiles, local keywords, and directory listings.

Why SEO is a Game-Changer for Small Companies

SEO has developed into a game-changer for small businesses, providing them with an inexpensive and efficient way to compete with larger businesses in the digital landscape. Here are some key main reasons why SEO is vital for small businesses:

1. Increased Online Visibility: By implementing SEO strategies, small businesses can improve their rankings on SERPs, driving more organic targeted traffic to their websites and increasing their online visibility.
2. Targeted Audience: SEO allows small companies to focus on specific keywords and optimize their site to attract the best audience. It will help in driving relevant traffic which is very likely to convert into customers.
3. Inexpensive Marketing: Compared to traditional marketing methods, SEO provides a cost-effective way for small organizations to advertise their products and services to your wider audience.
4. Long term Growth: SEO is actually a long term investment that may yield continuous outcomes for small organizations. By consistently improving their SEO efforts, small organizations can maintain and boost their online visibility, resulting in sustained growth.

Overall, Small Business SEO has the potential to become a game-changer for small companies, providing them with increased visibility, targeted audience reach, and expense-effective marketing opportunities. By embracing SEO strategies, small businesses can gain a edge against your competitors and thrive inside the digital landscape.

Importance of Google Business Profile for Local Visibility

In today’s digital era, possessing a strong online presence is essential for small organizations seeking to thrive. One powerful tool that may significantly enhance a small business’s local visibility is actually a Google Business Profile.

A Google Business Profile is actually a free listing that appears when individuals look for businesses on Google or Google Maps. It provides essential information about your business such as address, phone number, website, business hours, and customer reviews.

Optimizing your Google Business Profile may have a significant influence on attracting local customers. When individuals search for services or products within their area, having an optimized and updated profile increases the likelihood of your business being featured prominently inside the local search results. This heightened visibility can drive traffic to your site and ultimately increase conversions and sales.

Additionally, a Google Business Profile lets you showcase your business within a visually appealing way. You can add photos, videos, and post updates to engage with potential customers and give them a far more immersive experience.

Furthermore, testimonials and ratings play a crucial role in customer decision-making. An optimized Google Business Profile enables customers to depart reviews and ratings, building social proof and credibility for the business. Positive reviews and ratings can attract more customers and differentiate your business from competitors.

To conclude, creating and optimizing a Google Business Profile is important for small organizations wanting to enhance their local visibility. By benefiting from this free and powerful tool, small businesses can increase their online presence, have more local customers, and ultimately grow their business.

Strategic Niche Research for Targeted Outreach

So that you can increase the visibility of small companies online, strategic market and keyword research plays an important role. By identifying relevant keywords, companies can produce targeted outreach campaigns that attract the right audience and drive organic visitors to their websites.

The entire process of strategic market and keyword research involves:

1. Understanding your target market: Conduct researching the market and develop buyer personas to achieve insights in to the preferences, needs, and pain points of the prospective customers.
2. Identifying industry-specific and site-specific keywords: Use niche research tools to find keywords which can be related to your business and location. These may include long-tail keywords, location-based keywords, and industry-specific terms.
3. Competitor analysis: Analyze the keywords that your particular competitors are targeting and identify gaps or opportunities which will help you get noticed in the search engine results.
4. Relevance and look volume: Prioritize keywords that have a great search volume and are relevant to your business. This may make certain you attract qualified traffic to your website.

After you have identified the relevant keywords, it is possible to incorporate them in your website content, as well as your headings, meta tags, page titles, and in the body of your own text. By optimizing your content by using these targeted keywords, you increase the chances of ranking higher in search engine results, making your business more visible to prospective customers.

Benefits of Strategic Market And Keyword Research for Small Companies
Higher search engine rankings
Rise in organic traffic
Attracting highly relevant leads
Improved sales
Enhanced online visibility and brand recognition

Creating Compelling and Localized Content

One of the key factors in attracting and engaging the local audience is creating compelling and localized content. This is crucial for best small business SEO companies trying to establish a strong online presence and connect with their potential audience. By concentrating on topics that resonate along with your local audience and incorporating local events and activities to your content, it is possible to effectively grab their attention and make a loyal following.

Identifying Topics That Resonate together with your Local Audience

To create compelling content that resonates with your local audience, it’s necessary to understand their demands, interests, and preferences. Take the time to research and identify topics that are related to your target market. Consider conducting surveys or interviews with your existing customers to achieve advice about their concerns, questions, and parts of interest. This will help tailor your site content to meet their expectations and supply valuable information that they find valuable and fascinating.

Furthermore, staying up-to-date with local news, trends, and events can also help you identify topics that resonate with your local audience. By including timely and relevant information in your content, you can position yourself as a trusted source of information and establish your business as a go-to authority inside your local area.

Incorporating Local Events and Activities to your Content

Local events and activities play an important role in shaping the material of the community. By integrating these events in your content, you could make feelings of connection and relevance along with your local audience. Consider writing blog posts, creating videos, or sharing social media marketing updates that highlight upcoming local events and activities. This will not only demonstrate your involvement locally but in addition provide valuable information and entertainment for the audience.

Additionally, consider partnering with local organizations, organizations, or influencers to co-create content that showcases local events and activities. This collaboration will help expand your reach and further strengthen your connection with the local audience. It’s a win-win situation, while you provide valuable content to your audience while also supporting and promoting local organizations and initiatives.

Samples of Incorporating Local Events and Activities into Content Creation

Content Type	Example
Blog Post	“Top 10 Local Events to go This Season”
Video	“Exploring Local Festivals: A Guide to the Best Food and Fun”
Social Networking Post	“Join us this weekend on the XYZ Farmers Industry for fresh produce and local artisans. #SupportLocal”

By creating compelling and localized content that addresses the interests and concerns of your own local audience while incorporating local events and activities, you can establish a strong connection and foster engagement. This helps your small business get noticed and make a loyal client base within your local community.

Maximizing SERP Visibility Through Effective SEO Tactics

So that you can boost their online visibility and reach a larger audience, small organizations must implement effective SEO tactics that may maximize their presence on Search Engine Results Pages (SERPs). This section will explore various strategies and tactics that small businesses can employ to make sure maximum visibility on search engines like google.

One main factor in maximizing SERP visibility is on-page optimization . By optimizing website elements like title tags, meta descriptions, and headers with targeted keywords, small companies can improve their ranking on search engine results pages. Additionally, creating high-quality and relevant content which is optimized for both users and look engines can further enhance visibility.

Another significant aspect is backlink building . Building a strong network of high-quality backlinks from reputable websites can not only drive targeted traffic to a small business’s website but additionally signal to browse engines that this website is authoritative and trustworthy. This can result in improved visibility on SERPs.

In addition to on-page optimization and backlink building, small businesses should consider other effective SEO tactics including:

• Making a user-friendly website with clear navigation and fast loading times
• Optimizing website images by reducing file sizes and ultizing descriptive alt text
• Utilizing social networking platforms to engage with audiences and drive visitors to their site
• Implementing local SEO strategies to target specific geographic locations
• Monitoring and analyzing website performance using analytics tools to distinguish areas for improvement

By implementing these SEO tactics and staying updated using the latest industry trends, small organizations can enhance their visibility on SERPs, reach their target audience, and ultimately drive more organic traffic and conversions.

Table: Effective SEO Tactics for Small Organizations

Tactic	Description
On-Page Optimization	Optimizing website elements and content to improve SERP rankings
Backlink Building	Acquiring high-quality backlinks from reputable websites to improve website authority and visibility
User-Friendly Website Design	Creating a website that is certainly simple to navigate, fast-loading, and responsive
Image Optimization	Reducing image file sizes and ultizing descriptive alt text for improved search visibility
Social Networking Engagement	Using social media marketing platforms to have interaction with audiences and drive traffic to the web site
Local SEO	Implementing strategies to target specific geographic locations and attract local customers
Website Performance Monitoring	Using analytics tools to monitor and analyze website performance, identifying areas for improvement

Building Brand Awareness with SEO

In today’s digital landscape, building brand awareness is crucial for the success of small businesses. One effective way to achieve this is through strategic SEO strategies. By optimizing their online presence, small companies can establish brand authority, improve brand visibility, and attract a loyal customer base.

SEO plays a crucial role in establishing brand authority. When small businesses consistently produce high-quality, relevant content that aligns making use of their target audience’s needs and interests, they position themselves as experts inside their industry. This helps to develop trust and credibility, making customers more prone to choose their brand over competitors.

Improving brand visibility is another key benefit of implementing SEO strategies. By optimizing their website and content for search engine listings, small businesses can improve their visibility on search engine results pages (SERPs). Which means that when potential customers search for relevant keywords or phrases, the business’s website is more likely to appear in the top search engine results.

By appearing inside the top search engine rankings, small businesses can attract organic traffic, generate leads, and improve their chances of converting visitors into customers. This increased visibility likewise helps to amplify brand awareness, as more people are exposed to the business’s name and offerings.

Additionally, SEO will help small businesses attract a loyal customer base. When organizations consistently deliver valuable content and provide a seamless user experience, they generate positive associations with their brand. This enhances customer satisfaction and encourages repeat business and word-of-mouth referrals.

Advantages of Building Brand Awareness with SEO
Establishes brand authority
Improves brand visibility
Attracts a loyal client base

Tailoring Your SEO Strategy for the Niche

On the planet of SEO, one size will not fit all. It is vital for small businesses to tailor their SEO strategies to their respective niches to accomplish optimal results. By customizing SEO approaches based upon industry-specific needs, small companies can effectively boost their online visibility and remain in front of the competition.

Customizing SEO Approaches for many different Small Business Types

Each small business type has its own unique requirements and target market. Customizing SEO approaches involves understanding the specific needs in the business and tailoring strategies accordingly. For instance, a store may give attention to local SEO and optimizing product listings, while services-based business may prioritize content marketing and customer reviews.

By conducting thorough research and analysis of the target market, small businesses can uncover the very best SEO tactics that resonate using their niche audience. This can include identifying relevant keywords, optimizing website content, and implementing on-page and off-page optimization techniques.

Analyzing Competitors to enhance Your SEO Game

One in the key steps in tailoring an SEO technique for the niche is analyzing competitors. By studying the SEO tactics and techniques utilized by competitors within the same industry, small companies can gain valuable insights and identify areas for improvement.

Competitor analysis helps small companies comprehend the keywords, content, and backlink profiles which can be driving their competitors’ success. This info may then be utilized to refine and grow their own SEO efforts. By learning from competitors’ successes and failures, small companies can optimize their SEO strategies and acquire a competitive edge in the digital landscape.

Leveraging Reviews and Social Proof in SEO

In today’s digital landscape, online reviews and social proof play an important role in the prosperity of small companies. Search engines like google like Google consider customer reviews and social engagement as vital ranking factors. By leveraging reviews and social proof effectively, small organizations can significantly increase their SEO performance and boost their visibility online.

The Impact of Positive Reviews on Search Rankings

Positive reviews serve as a powerful type of social proof that may influence potential customers and look engines. Whenever a small business includes a high level of positive reviews, it signals to browse engines that this business is trusted and reputable. As a result, search engines like google may reward the business with higher search rankings, ultimately causing increased visibility and organic traffic.

Generating and Showcasing Social Proof

Small companies can actively generate and showcase social proof to enhance their SEO efforts. Below are a few strategies:

1. Encourage satisfied customers to leave reviews: Small businesses can ask happy customers to go out of reviews on platforms like Google My Business, Yelp, or industry-specific review sites. These reviews can enhance credibility and have more customers.
2. Reply to reviews: Engaging with customer reviews demonstrates that the business values customer comments and cares about customer care. Responding promptly and professionally may have a positive impact on search rankings and customer perception.
3. Showcase testimonials and endorsements: Small companies can feature customer testimonials and endorsements on their website or social networking platforms. These testimonials work as social proof and can build trust.
4. Monitor and manage online reputation: Regularly monitoring and addressing negative reviews or comments is important. Promptly resolving issues will help mitigate any potential negative effect on search rankings and brand reputation.

Final Thoughts

Leveraging reviews and social proof is an important part of a powerful SEO technique for small organizations. By harnessing the power of positive reviews and effectively showcasing social proof, small organizations can boost their online visibility, attract more customers, and ultimately drive business growth.

Localizing Your SEO Efforts with Geo-targeted Keywords

Understanding the Power of Local Keywords

To be able to improve your small business’s online visibility, it’s important to understand the power of local keywords. Local keywords are search terms which are specific to a particular geographic location, allowing you to target potential prospects in your area. By including these keywords to your website content, you can increase the chances of you appearing in local search engine rankings and attracting relevant traffic.

When selecting local keywords, it’s vital that you think about the unique characteristics of your audience as well as your local market. This should help you choose keywords that resonate with your potential customers and align making use of their search intent. By knowing the specific terms and phrases that the local audience uses when looking for products or services like yours, you can optimize your content to fulfill their requirements and enhance your website’s visibility in local search engine rankings.

Integrating Local Keywords to your Website’s Metadata

Integrating local keywords to your website’s metadata is an effective approach to signal to browse engines that your particular business is applicable to local searches. Metadata means the information which is a part of the code of the web pages and is also not visible to visitors. By optimizing your metadata with local keywords, it is possible to provide search engines like google with valuable details about your business’s location and improve the chances of you appearing in local search engine results.

For instance, you can contribute local keywords inside your page titles, meta descriptions, and image alt tags. It will help search engines comprehend the context of your content and hook it up to relevant local searches. When making your metadata, make sure you include compelling and relevant information that entices users to click your site in search results.

Along with metadata, it’s important to incorporate local keywords naturally throughout your website’s content. This can include your page headings, body text, and image captions. By weaving local keywords seamlessly into your content, it is possible to boost your website’s relevance for local searches and increase your odds of attracting local customers.

By localizing your SEO efforts by using geo-targeted keywords and integrating them effectively to your website’s metadata, it is possible to improve your small business’s online visibility and attract local customers who are actively searching for the products or services you are offering.

Image Optimization along with its Impact on SEO Performance

When it comes to improving SEO performance for small organizations, image optimization plays an important role. Optimized images not just improve the appearance of a website but in addition bring about reduced loading times, ultimately boosting the site’s overall SEO.

Reducing Loading Times with Optimized Images

Long loading times can negatively impact user experience and search engine rankings. By optimizing images, small companies can significantly decrease the time it takes for webpages to load. This might lead to better user engagement and increased organic traffic.

There are numerous approaches for optimizing images:

• Compressing images without compromising quality: By reducing the file dimensions of images, organizations can ensure faster loading times without having to sacrifice visual appeal.
• Making use of the appropriate image file format: Choosing the right file format, such as JPEG or PNG, in accordance with the image content can help optimize loading speeds.
• Implementing lazy loading: This method involves loading images only when they are visible on the user’s screen, further improving page load times.

By implementing these optimization techniques, small businesses can produce a better user experience and improve their website’s overall SEO performance.

Utilizing Alt Text and File Names to enhance SEO

Alt text and file names are critical elements for optimizing images and boosting SEO. Alt text provides textual descriptions of images, which not just helps search engines like google comprehend the content but additionally improves accessibility for visually impaired users.

When crafting alt text, you should use relevant keywords that accurately describe the picture. This allows search engines like google to associate the picture with relevant search queries, improving the likelihood of higher rankings in image search engine rankings.

As well as alt text, optimizing file names is essential. When saving image files, small companies should use descriptive file names that incorporate relevant keywords. This can help search engines understand the image’s content and improves the overall SEO performance.

By optimizing images through alt text and file names, small businesses can boost their online visibility and attract more targeted organic traffic.

Ensuring Mobile Responsiveness for User-Friendly Experiences

In today’s digital landscape, mobile devices are becoming the most preferred method for accessing the internet. Being a small business, it is crucial to prioritize mobile responsiveness to provide user-friendly experiences for your audience. Furthermore it boost the overall usability of the website, it also includes a direct influence on your SEO agency performance.

Mobile responsiveness refers to the ability of any website to adapt and display properly on different screen sizes and devices. It makes sure that your site looks and functions seamlessly, no matter whether it really is accessed on the desktop computer, smartphone, or tablet.

In terms of SEO, mobile responsiveness plays a substantial role in search engine rankings. Search engines like google, like Google, prioritize websites offering a mobile-friendly experience to users. Mobile-friendly websites are more likely to rank higher in search results, ultimately causing increased visibility and organic traffic.

Optimizing your website for mobile devices involves various factors. Firstly, you have to make sure that your website was created using a responsive web design framework. This enables your website to automatically adjust and adapt its layout depending on the tool and screen size it is actually being viewed on. The content, images, and overall design needs to be optimized to match smaller screens without sacrificing quality or user experience.

Additionally, page loading speed is an additional crucial factor for mobile responsiveness. Mobile users expect fast-loading websites, and slow-loading pages can result in high bounce rates and minimize search rankings. Optimize your images, minimize CSS and JavaScript, and leverage caching techniques to improve loading times on mobile devices.

Usability is vital on mobile devices, and this includes having easy-to-navigate menus and clickable buttons that are suitable for touchscreens. Implementing mobile-friendly features such as collapsible menus, larger buttons, and simplified forms can greatly enhance the user experience on mobile devices, ultimately causing increased engagement and conversions.

By ensuring mobile responsiveness for the small business website, you are not only serving the evolving needs and preferences of your audience but in addition enhancing your SEO performance. With increasingly more users depending on mobile devices to gain access to information, products, and services, providing an individual-friendly mobile experience is essential for the success and expansion of your small business.

Wrapping It Up

SEO is not just a quick-term fix for small businesses; it is a long-term investment for sustained growth and enhanced online visibility. By implementing effective SEO strategies, small organizations can improve their online presence, get more targeted visitors, and ultimately increase their revenue.

With regards to SEO, patience is vital. It requires time for search engines like google to identify and rank websites based on their optimization efforts. However, the long term benefits of SEO allow it to be an important tool for small business growth. It allows organizations to determine their brand authority, connect to their audience, and stay competitive within the digital landscape.

Key takeaways for enhancing small business visibility online include conducting thorough keyword research and implementing targeted outreach campaigns. By understanding the needs and preferences of your own local audience, you could make compelling and localized content that resonates along with them. Optimizing your website with geo-targeted keywords and ensuring mobile responsiveness will also be crucial for providing an individual-friendly experience and improving search engine rankings.

Remember, SEO is not a one-time task; it takes ongoing effort and monitoring. By consistently monitoring your website’s performance, analyzing competitors, and leveraging reviews and social proof, you are able to refine your SEO strategy and remain in front of the competition. Using a solid SEO foundation, small companies can reap the benefits of increased visibility, organic traffic, and sustainable growth.

FAQ

What exactly is Small Business SEO?

Small Business SEO means the procedure for optimizing a small business’s website and web-based presence to boost its visibility and rankings on search engine results pages (SERPs). It calls for implementing various strategies and tactics including market and keyword research, on-page optimization, and link building to draw in more organic traffic and potential customers.

What is the distinction between Small Business SEO and native SEO?

While Small Business SEO focuses on improving the overall online visibility of a small business, Local SEO specifically targets optimizing a business’s presence in local search engine results. Local SEO emphasizes geo-targeted keywords, optimizing a Google Business Profile, and leveraging local directories to attract customers within a specific geographical area.

Why is SEO a game title-changer for small organizations?

SEO is really a game-changer for small businesses as it levels the playing field and enables them to contest with bigger brands. By implementing effective SEO strategies, small companies can improve their visibility, attract targeted organic traffic, and build brand authority within their industry. This might lead to higher website traffic, better lead generation, and ultimately, increased sales and revenue.

What is the importance of using a Google Business Profile for small organizations?

Having a Google Business Profile is vital for small businesses as it enhances their local visibility and credibility online. A Google Business Profile provides essential information like business hours, contact details, and testimonials. Optimizing this profile ensures that small organizations show up in local search engine results and make a positive impression on potential customers.

How can strategic market and keyword research benefit small businesses?

Strategic market and keyword research helps small organizations identify the most relevant and valuable keywords for industry, target market, and business goals. Through the use of these keywords inside their website content, blog posts, and other digital marketing efforts, small organizations can get more organic traffic, enhance their search engine rankings, and increase their chances of converting visitors into customers.

Just how can small organizations create compelling and localized content?

Small companies can create compelling and localized content by identifying topics that resonate using their local audience and incorporating local events and activities within their content creation. This consists of addressing local interests, highlighting community involvement, and showcasing unique aspects of the neighborhood area within their blog posts, articles, and social networking content.

Exactly what are some effective SEO tactics for maximizing SERP visibility?

Some effective SEO tactics for maximizing SERP visibility include on-page optimization techniques like optimizing meta tags, headings, and URL structures, building high-quality backlinks from authoritative websites, creating engaging and shareable content, and optimizing website loading speed. These tactics help small companies achieve greater rankings on search engine results pages and get more organic traffic.

How could small businesses build brand awareness with SEO?

Small organizations can build brand awareness with SEO by establishing brand authority through high-quality content creation, enhancing brand visibility through local SEO efforts, and attracting a loyal subscriber base by consistently delivering value and meeting customer needs. SEO helps small businesses interact with their audience, increase brand recognition, and ultimately, boost their brand presence online.

How could small businesses tailor their SEO strategies for different business types?

Small companies can tailor their SEO methods for different business types by understanding industry-specific needs and analyzing competitors. This requires conducting thorough consumer research, identifying target keywords, and customizing SEO approaches in accordance with the unique requirements and goals in the specific business niche. Additionally, analyzing competitor strategies can provide valuable insights for optimizing SEO efforts.

How can small organizations leverage reviews and social proof in SEO?

Small organizations can leverage reviews and social proof in SEO by generating positive reviews from satisfied customers, addressing reviews to show engagement and trustworthiness, and showcasing these reviews on their website and other online platforms. Positive reviews and social proof not just boost search engine rankings but in addition instill trust in potential customers, leading to increased conversions and business growth.

The reason why localizing SEO efforts important for small businesses?

Localizing SEO efforts is essential for small organizations because it enables them to target specific geographic areas and attract relevant local customers. This involves using geo-targeted keywords, optimizing local directories and listings, and tailoring website content to handle the unique needs and preferences of the local audience. By concentrating on local SEO, small organizations can increase their visibility and competitiveness in the local market.

So how exactly does image optimization impact SEO performance for small organizations?

Image optimization plays a substantial role in improving SEO performance for small organizations. By optimizing images for webpages, like reducing file sizes and looking after appropriate dimensions, small companies can improve website loading times, enhance user experience, and enhance their chances of ranking higher on search engine results pages. Additionally, utilizing relevant alt text and descriptive file names for images can further boost SEO visibility.

Why is ensuring mobile responsiveness necessary for small business websites?

Ensuring mobile responsiveness for small business websites is crucial because an increasing number of users access the internet through mobile devices. Mobile-friendly websites improve user experience, reduce bounce rates, and increase the likelihood of higher search engine rankings. Optimizing websites for mobile devices improves the overall SEO performance for small companies and helps them attract and retain mobile users as prospective customers.