Understanding SEO and how it pertains to your business goals will help you take advantage of search and drive more traffic to your website or page. Large and small companies will benefit from optimizing their online presence. By incorporating some of our easy tips, you can increase your company's ranking, resulting in more traffic and online sales.

What is SEO? The acronym stands for search engine optimization, and refers to writing content and developing websites with keywords, tags, and unique content that can increase the rank of an article, page, or the overall website.

Although Google is probably the best-known search engine, Bing and other search engines are also performers and will help drive traffic to your site. Both Google and Bing offer basic tools for business webmasters, and will alert you if problems arise.

Tips for How Your Business Can Take Advantage of Search

Identify the keywords or phrases that people would use to search for your business. These have changed slightly as mobile device usage increases, and people speak into their phones rather than typing them on a computer. If you sell shoes, then some of the keywords would include well-known brand names you sell, men's shoes, women's shoes, shoes for children, shoes in your specific location.

Use geo identifiers in your website. Google maps is ideal for this. You simply embed a map onto your website which includes the physical location. Digital photos taken at your place of business often include a geocache and can be placed on the website or page you want to rank for that area.

Don't forget to claim your business on social media. Some of these sites have pre-made pages that include a business name and location. You will need to go in and claim these, which may include returning a post card or phone call.

Set up social media accounts including Google +, Instagram, and Pinterest, as well as Facebook, Twitter, and Reddit.

Don't overlook the benefit of hashtags when posting links on these sites.

Find natural sites to place links to your site, through message boards and question/answer websites. You will gain more credibility if you actually go in and participate on these boards.

Carefully consider the overall layout and design of your website. Photographs draw the eye, but for a site to rank, it does need solid content.

Content should be written with both the reader and bots in mind. Engaging content that delivers true value to the reader is imperative. When writing content, most people will naturally use secondary keywords related to the main article keywords. Overall, the main keyword density should be 3-4%. The keyword should be used in both the first and last paragraphs.

"H" tags play an important role in how search engine bots read content. A title is typically written in an h1 format, while the remaining content will be posted in descending order from h2 on down. The "h" tags essentially provide a value to each of the phrases, with h1 being the most important.

Add content on a regular basis. You can add more pages to a website using a blog, or by adding more services or items. Whether you add it daily or weekly, be sure to add it on a regular schedule.

One of the most important, and often overlooked items is to make certain that your website has a sitemap and that it has been submitted to the search engines. Contact the Chamber for more tips and ideas to help your business grow.

Whether you're dealing with a conflict at home, with your neighbors, or at your place of business, it can be easy to become bogged down in old ways of working through problems.

Jay Baer is the author of five New York Times bestseller books and President of the global consulting firm Convince & Convert, and he's made a career out of helping companies learn how to deliver exceptional customer service - even in the face of a crisis.

According to Baer, "80 percent of businesses say that they deliver superior customer service; only eight percent of their customers agree."

Baer believes that old methods of dealing with difficult situations, such as complaints from customers, simply don't work in today's world. He asserts that the shift towards social media, real-time reviews, peer referrals, and consumer feedback sites like Google+ and Yelp! means that business owners need to get up to speed when it comes to modernizing their approach to customer service.

In his award-winning book titled "Hug Your Haters: How to Embrace Complaints and Keep Your Customers" Baer teaches readers how to 'reconfigure' their approach to customer service in a way that turns complaints into compliments.

Baer advocates that companies should always welcome feedback from their customers, regardless of how negative the feedback is, or where it comes from. He discourages businesses from discounting complaints from consumers for one simple reason - "every interaction between brand and human has the potential to delight or enrage - in short, to become memorable." Furthermore, he reminds readers that thanks to the widespread use of social media, negative complaints about a business or brand can "live on, and live in public, for a very long time".

Baer's take on crisis management is founded on the idea of 'hater-hugging' - finding a way to transform the negativity into a positive moment.

Looking to give your retail space a fresh new vibe? Want to freshen up your decor - without breaking the bank?

Investing in a few cans of spray paint is one of the most affordable, effective, and easiest ways to breathe new life into your outdated racks, fixtures, and signage. Available in virtually every color and finishes designed for both indoor and outdoor applications, with a little creativity spray paint can deliver an impressive return on investment for your retail space.

Freshen Up Your Furnishings
Give your retail racks, display cases, and counter tops a fresh look with a coat of spray paint. Because today's spray paint comes in specialty formulations for everything from wood to metal and plastics, you can quickly give low-priced, ready-made furnishing a custom look.

Replace Window Coverings With Frosted Glass Spray Paint
While curtains, blinds, and drapes work well to conceal storage spaces, diffuse direct sunlight, and provide privacy for dressing rooms, they can also be tough to keep clean in a busy retail space.

Frosted glass spray paint makes it easy to reduce the transparency of any indoor glass surface in a way that's clean, modern, and attractive. This innovative spray paint product looks great on everything from glass table tops to glass storage cabinet doors, and because it still allows some light in, it's great for spaces where you want to achieve privacy without blocking out the light.

Metallic Spray Paint
If you love the look of bronze, stainless steel, or matte nickle, be sure to check out the latest in metallic spray paints. These eye-catching paints are great for adding a touch of class to everything from door hardware to light fixtures and table tops, giving you the tools you need to upgrade what you already own.

Although metallic spray paints do cost more than most spray paints, they're still a bargain when you compare the cost with buying a ready-made fixture with the same finish.

Use Stencils For A Custom Look
Remember, most types of spray paint work well with stencils, giving you a low-cost way to add your business name or logo to everything from your front door to wall clocks and chairs. You can create your own custom stencils following the directions here, or contact your local sign shop to have some professional stencils made.

If you have a small business, you probably wonder from time to time whether you need an app. After all, you already have a website. Isn't that enough?

We encourage local businesses in our community to keep up to date with technology — and for many, that now means having an app dedicated to your business. Take a look at some of the reasons to consider upgrading your tech and developing an app.

An App Keeps You Visible to Consumers
The average person now spends more than two hours a day scrolling through their mobile devices. Don't you want to be visible to all those viewers? If your app is on a user's phone, they see your logo every time they unlock and use their device.

An App Lets You Connect With Customers Via the App Stores
Apple's App Store gets millions of hits each day. So does Google Play, the app store for the Android platform. When you have your own app, your business can leverage its spot in the app stores by optimizing content to be seen there. You'll attract more downloads, send traffic to your website, and get the kind of backlinks that help boost your page on search engines.

Your Tech-Savvy Customers Would Love an App
If you market your products or services to people who are particularly tech-savvy or who spend a lot of time on their phones, then they're ready and waiting for an app from you. If they already are fans of your content on social media platforms, then an app gives them more of what they already love.

Your Competitors Already Have an App
Why give your competitors an advantage? If they have one, surely you don't want to be behind the curve, losing your customers to them?

An App Provides Better Value to Your Customers
You want your customers to be engaged with your brand. Creating an app is a great way to facilitate that engagement. Use your app to create a loyalty program that rewards app subscribers for purchases — which in turn motivates them to make more purchases. If you want to be really high-tech, let your customers pay from your app to speed up transactions.

An App Creates a Direct Marketing Channel to Your Customers
With an app, you can push notifications of special promotions, sales, and offers directly to the people who are most likely to take advantage of them. When you connect with your best customers this way, you provide real value.

For many businesses here in our region, having an app is a great way to boost customer engagement and keep your company visible to your potential customers. We encourage you to use tech to keep your brand and our entire community moving forward.

If you're like many restaurant owners who think a menu is just a list of the food that you serve, you're not alone, but you're also misguided. There's a prevailing thought that even permeates some of the best restaurants in the country that simply typing out your options for food and beverages and calling it a day will get the job done.

You may not realize that some dishes make you more money than others, and having a menu that's too extensive won't benefit you or your guests. We want to help by giving you some tips to optimize your business and make more money: Here's how to use basic psychology to improve business, using a few small changes to your menu.

1. Optimize the Number of Options

There's a psychological theory known as the "paradox of choice" in which studies have found that although people may say they want more choices, they really don't. Quite the contrary, actually. The theory states that the more choices people have, the more anxiety they feel about making a choice.

So what can you do? It's simple. Reduce the number of dishes on your menu to a selection of your showcase dishes: your best-selling items (which should also be the items with higher profit margins). Guests have a great meal without having to make a tough decision, and you make money by having to buy (and waste) fewer ingredients for dishes that don't sell.

1. Ditch the Dollar Sign
   

Although it seems obvious, the dollar sign is a clear indicator of cost when processed in the brain. Without the dollar sign, guests are less likely to think of it as a representation of the money they're about to spend, and more likely just a number meaningless out of context.

1. Take Advantage of Language

If you're running a full-service, sit-down restaurant, make your menu reflect the atmosphere. Studies have shown that customers respond to the language used on menus, so much so that in a study where the same red wine was served twice, first labeled as being from California, and then again as North Dakota, the California wine won out overwhelmingly, simply because of California's reputation as the producer of finer wines.

People are fooled by what they read and it informs the way the experience what they consume. For example, instead of using a term like "spicy mayo" for a condiment, — which sounds more like something you'd find on a fast food sandwich — consider listing it as "zesty chipotle aioli".

1. Use Photos Whenever Possible

The mind is trained to want to see something before a person orders it, so if there are pictures on the menu, those dishes will naturally be your best sellers. Put high-quality images of your showcase items on your menu, those with higher profit margins, and you'll see orders for those items increase.

We're not saying you should trick your customers, by any means. We're just saying you're missing an opportunity if your current menu is just a few pages with words on it, and that definitely won't get your guests excited to eat at your restaurant.

Creating an environmentally friendly business is important now more than ever, and it is an essential step in taking a leadership role in effecting positive change. Fortunately, not only are green initiatives great for the world we live in, but they can also be great for your profits by helping you identify ways to conserve resources and save money in the long-term. Here are four steps that you can take toward making your business more environmentally friendly.

Minimize Waste in the Office
Office supplies are generally bought in bulk and are designed to be disposable. As a result, we've gotten into a habit of being quick – a little too quick – to throw things away. In the United States, four million disposable pens are thrown away every single day. Thirty percent of print jobs are never retrieved from the printer, and a whopping 45 percent of printed paper will end up in the trash by the end of the day. In just one year, the average office worker will use 10,000 sheets of paper.

Focus on reducing your paper usage by printing double-sided documents and only making copies and prints when it's truly necessary. Additionally, provide office workers with recycling containers that are just for paper recycling in copy rooms and next to each desk to significantly cut down on how much paper hits the trashcan. You can also invest in refillable pens and monitor how many pens are taken from the supply closet or cabinet.

Review Procurement Practices
Taking a look at your procurement practices is another simple step you can take toward environmental sustainability. Seek out suppliers who consider sustainability in the goods and services they provide and who don't use substances that are toxic or harmful to the environment. You should also look for suppliers that don't use excessive packaging and who offer a service where they'll take back packaging for reuse.

Investigate Green Web Hosting Solutions
It takes a lot of energy to run all of the servers in the United States; in fact, the amount of energy that the nation's servers consume is equivalent to that of five nuclear power plants. By switching to a green web hosting option, you can cut down on your business's energy use. With green hosting, part of the energy comes from a renewable power source. Not only is this better for the environment, but it's more affordable for your business. The hosting company generates its own energy, lowering its own operating costs, and as a bonus, the cost savings get passed along to their clients.

Dispose of Old Furniture and Electronics Properly
After completing an office renovation or upgrading your computers, what happens with the old furniture and electronics? Landfills across the country are already overflowing. Furniture can take decades to break down; in fact, many of their parts won't break down at all. Electronics contain heavy metals like mercury and zinc that can leach into the soil, poisoning plant and animal life and eventually contaminating our waterways. Fortunately, furniture and electronics can both be easily recycled, helping to minimize your business's environmental footprint.

Your business can set a valuable example to our community, modeling sustainability and environmentally friendly practices. Follow these steps to enjoy cost savings while doing your part for the community. 
 

Once the major financial hurdles have been addressed, handing a family business over to the next generation can be handled in a variety of ways to suit your personal needs and goals. Obtaining professional help for determining any tax or legal issues should be placed at the top of the agenda. We value our local businesses, and their commitment to our community. Our guidelines can help you identify what items need to be addressed to ensure a seamless transition when handing off the keys to the store to the next generation.

Many local businesses have been in the same family for years. Your children may well have worked in the store growing up, and as they have gotten older, attended business meetings and begun to learn the ropes. The ability to help them get started while you are still able to advise and help them as problems arise is a wonderful opportunity for everyone.

Tips for Successfully Handing off the Family Business Keys to the to the Next Generation

As the current owner, and possibly the person who started the store, you will need to determine how much, if any, monetary compensation is required. The business can be transferred in various ways, gifted, sold at full or partial value, or put into a family corporation or trust with a different person named as manager.

A business plan and a transition plan can help your successfully transfer the business. If you are relying on a set income from the store, it is important to identify the role you will play in ensuring you receive it, and to have a contingency plan if it is not able to meet the goals.

Protecting the business against inter-family disputes should be discussed with a lawyer prior to transfer. Divorce, death, and changes in income can lead to problems between family members.

Ensure the person who is taking over the keys to the family store has the knowledge they need to operate it. If this person has not been active in all aspects of the business, they will require training. You will want to begin this process at least six months to a year prior to transferring the business.

Discuss with all family members what each person's role, if any, will be in the business throughout the succession, and after, if you are keeping a portion of ownership.

Create a succession timeline and plan based on both of your needs. Some owners prefer a gradual turnover, while others do so all at once.

Accept that some things with the business will change. New products and technology are changing the way businesses operate and a fresh set of eyes may identify areas that are currently not performing as well as they should. Encourage your family to put their own personal stamp on the store.

We at the Chamber encourage all stores and family businesses to use our resources to increase their ability to be successful and continue to grow our community.

Job Seekers Also Report Surprising Employer Behavior
Comedians Tripp and Tyler Parody Best Practices

Unemployment may be low, but so, too, is the behavior of some job applicants. A new survey by Express Employment Professionals of business leaders reveals the shocking and bizarre behaviors witnessed during job interviews.
 
“On the way, without asking, he grabbed a donut, brought it into my office and proceeded to eat it during the interview.”
 
“A person wanted to show me they could do the splits and a back handspring.”
 
“A lady showed up wearing bunny slippers.”
 
Certainly, such behavior is the exception, not the rule. But there are plenty of unprofessional behaviors that interviewers witness regularly.
 
Express asked respondents, “Which of these behaviors have you witnessed from a job candidate during an interview?” Respondents were able to choose multiple answers.
 

• 85% report a job candidate “showing up late.”
  
•  83% report a job candidate with “inappropriate clothing.”
  
• ·49% report a job candidate with “inappropriate language.”
  
• 48% report a job candidate “eating or chewing gum.”
  
• 39% report a job candidate “responding to text messages.”
  
• 37% report a job candidate “answering a phone call.”
  
• 31% report a job candidate “bringing a child into the interview.”
  
• 31% report a job candidate “bringing a friend into the interview.”
  
• 26% report a job candidate “bringing a parent into the interview.”
  
• 24% report a job candidate being “under the influence” of drugs or alcohol.
  

 
Comedians Tripp and Tyler parody how to improve interviewing for jobs on behalf of Express, but these tips aren’t just applicable for job seekers. Shocking interview behavior is a two-way street. Express also surveyed job applicants, and they report some surprising behaviors from interviewers as well. Respondents were also able to choose multiple answers.
 

• 63% report an interviewer “showing up late.”
  
• 58% report having an interviewer with a “lack of preparation.”
• 51% report an interviewer “answering a phone call.”
• 39% report an interviewer “oversharing.”
• 30% report an interviewer “asking discriminatory questions.”
• 28% report an interviewer “wearing inappropriate clothing.”

 
Express experts have witnessed many of these behaviors in their careers.
 
Express experts offer a few basic and simple rules for job applicants to present themselves professionally during a job interview, including: showing up early, dressing appropriately, doing some research on the employer and turning off your cell phone.
 
Also, a simple follow-up after an interview, whether an email or a call, can help a job applicant stand out and show an employer they really want the job. Further, preparing and tailoring answers for the specific job is important.
 
Job seekers need to be aware that the interview starts the minute you enter the building or call the office, so treat everyone professionally and with respect.

Job applicants—and interviewers—must remember that in an interview, everything will be scrutinized. Express provides Job Genius, a free video-based program for students, to help the future workforce with everything from interviewing etiquette to soft skills for career success. 
 
“An interview is an opportunity to show your future employer your full potential,” said Bill Stoller, CEO of Express. “If you don’t show you care about the interview or respect the time and influence of the person who will hire you, no one will believe you’ll care about doing a good job. If you answer a phone call during an interview, you might as well tell the caller you didn’t get the job—because it’s a pretty safe bet you won’t. Interviewers need to be self-aware, too. In this tight labor market, the smallest thing could turn off a qualified candidate, and that’s not something you can afford.”
 
The survey of 310 business leaders and decision makers was conducted in June 2019 through the Express Refresh Leadership blog. The survey of 212 job seekers was conducted in June 2019 through the Express Job Journey blog.
***

The Durango Express office is located at 321 So Camino Del Rio and serves the Four Corners. Local businesses and applicants are encouraged to stop by, visit Expresspros.com or call (970) 403-8780.

Why did you open the doors to your business? Today's business owners often say it's because they want to make a difference, fill a need, solve a problem, or support their community. There's little doubt that business ownership isn't just about making money; it's about making a difference. What role will your business play in supporting, molding, and developing our community? That's left up to your goals.

Our Members Make a Difference Daily
Our members make a difference in many ways. There are countless ways and opportunities to support our community, give back, or open doors for those living here. We've seen members take on incredible challenges or offer simply support.

Creating Important Jobs
Your business is already doing so. For example, you're creating jobs for the community, which ensures that people can find a way to support their families and to work towards reaching their financial goals. Sometimes, the jobs our members offer can provide new opportunities not otherwise present in the community.

Empowering Employees
Our members also empower their employees. Imagine the opportunities to learn, grow, and expand. Some help to support the educational goals of their employees by supporting flexible scheduling, tuition reimbursement, or continuing education access. This can change the future path of an individual, allowing that individual to achieve his or her goals. Many times, they come back to the community to use those new skills to better it as well. It's comprehensively worth the investment from all sides.

Contributing to the Positive Culture of the Community
Our members also contribute to the positive culture of the community in many ways. As an independent local association, we help facilitate opportunities to do this by communicating needs. However, many of our members find ways to contribute on their own. They may help to support a sports team by contributing financially or purchasing uniforms. They may help to sponsor an event taking place to raise money for a charity. Though some do so through well-recognized events, festivals, and programs, others do so behind the scenes. They contribute because they believe in supporting the efforts of the organization, residents, employees, or just the community as a whole.

Are You Building a Legacy?
Some entrepreneurs build their businesses themselves as their legacy. They work hard to grow and scale. Others view their greatest impact as what they leave behind within the community. It is the steps they take to make the community better than they found it. Do you hope to leave an imprint? Do you plan to achieve incredible goals?

Many of our members look to find the good and praise it. They volunteer, give away their time, providing discounts on products or services, or simply give their knowledge. They work to support charities, children's activities, and seniors. They listen, learn, and act to help others in our community to achieve their goals or meet their needs.

As the Chamber of Commerce, we're proud of the business's efforts to take these steps. We encourage every member to take another look inside to find out they can build a legacy.

Economy // Talent // Workforce
The talent shortage is affecting businesses across a variety of industries. As our world has moved firmly into the digital age, more and more businesses are looking to hire employees who have digital skills, including web design, digital marketing, social media and more. However, many businesses are finding that there just aren't enough job applicants who possess the required skills, resulting in a talent shortage.

It is not that recent graduates aren't getting quality educations, but rather that educational institutions have not yet incorporated the needs of today's job market into their curricula. The end result is that there are numerous jobs available in the digital areas of business, but those applying for the jobs don't have all of the skills required.

If you have children, of course you want them to have the best possible chance of success in their future careers. Particularly in the digital space, it is important not to rely solely on formal education to develop the skills needed to be successful in the modern business world. Until the world of education catches up with the rapid pace of growth in this area, students may need to take it upon themselves to learn these crucial skills.

Encourage your children to expand their knowledge outside of traditional outlets. The more experiences you can expose them to, the greater their chances of discovering where their passions lie. Take the time to sit down with each of your children individually to discuss their goals for the future. Then, you can advise them on which skills will be most desirable to employers.

Of course, finding employment is not the only goal of getting an education, but it will help your kids find a way to get paid for doing what they love. Encourage your kids to think outside the box in terms of career opportunities and courses of study. When your child finds what he or she is truly passionate about, you'll know which avenues of education make the most sense and which areas may need to be studied independently.

Talent shortages are not uncommon in the business world and most often occur after rapid advances in technology and techniques. The current workforce must act quickly to adjust to the latest trends, and those just entering the industry are in the best position to make the most of the latest developments. Because they won't be bogged down by the way things were done in the past, your children can focus on driving future development and growth.

If your grown children are struggling to find employment in today's rapidly changing business environment, don't let them get discouraged. With a bit of creativity and effort, they can find a suitable job that makes the most of their innate talents and personal passions. Taking some time to further their education with the most in-demand skills in today's market is often a better choice than trying to force-fit themselves into a job that isn't quite right. Although we may never be able to eliminate the skills gap entirely, our children have the chance to minimize it as best they can.