Let’s start with a simple test: Do Google, Yahoo, and Bing searches for your business.

Don’t do this by name, because unless a prospective client already knows about you, you are not what they are searching for. Start with: <insert your city> wedding planner, then try: <insert your city> weddings, and now the big one—search your own name.

Aside from your company coming up via the major wedding portals you pay to list on, you might discover that you are not coming up on the first one or two pages where prospective clients would find you.

I’m willing to bet that if you can’t find your business, things might not be growing as fast as you’d like. The competition for wedding planners is growing every day, and while your membership in professional associations and education will help set you apart; they still have to find you to know about this.

So, why aren’t they finding you? You have a beautiful website!

Search engines are attracted to content not, pretty pictures. They pick up words and phrases and catalogue them. If you are not adding new, searchable content to your website, they are not finding you. Updating your website’s content to include key words couples are searching might be the first step.

Lately, I’ve been spending a lot of time reading wedding websites and blogs. Planners, venues, caterers, bakers—you name it, I’ve looked at their content.

I’m truly astounded at the number of businesses who claim, “ We are the top (fill in your favorite service) in our area, “ We provide personalized service and treat your wedding just like it was our own wedding,” “ Our team will hold your hand step-by-step throughout the planning process.” But who is “we”?

Including content like this will help a lot—“Master Wedding Planner, Mark Kingsdorf, is the owner of Wedding Ghost, a freelance writer and blogger based in St. Petersburg, Florida. Mark writes blog and website content for wedding planners and wedding and event professionals across the country.”

Immediately you know who I am, what my credentials are, the name of my business, and what services I provide. There are lots of words related to my business that attract search engines. (freelance writer, blogger, Master Wedding Planner, wedding, event professionals) not to mention my name and the business name.

Targeted content alone isn’t going to start a flood of inquiries

Consistent, new content that tells search engines “HEY I’M HERE,” is the next step. Well-written, consistent blogging is a huge boost also. “Consistent” means regular blog posts of about 300 words of targeted content makes it easier for search engines to find you. Biweekly is the absolute minimum you should be posting new content. This will help you make some gains in search engine ranking.

If you reached out to a friend once a week and got no response; how long would you keep checking back? This isn’t just about search engines; couples and fellow professionals who come to your page for expertise and ideas will stop checking in if there’s nothing new.

Blogging has two basic components – interesting content and searchable content. We’ve talked a little about searchable content; good content is anything that your prospective clients, fellow wedding and event professionals, and the press might find interesting.

It can range from real weddings and events, to helpful tips on whatever service you might provide, talking about trends in your area of expertise, or “Top 10” lists that readers might find helpful.

Start with the basics to help you get things rolling

I’m not sure about you, but I really like buying things and doing business with people I know (and like). Do you like when your server tells you their name, when your doctor or the guy at the garage introduces himself to you?

Your first introduction to a prospective client is your website and blog. You want to introduce yourself to them, connect, and have them feel like they know and trust you.

Use several blog posts to introduce yourself and your team. This is a great way to allow prospective clients to get to know you; I mean REALLY get to know you. Ideally, you want them to see a glimpse into your “authentic self” so they can connect with you on an emotional level.

It can be accomplished in a short Q & A format. Writing a portion of your text in third person allows you to occasionally reinforce your name and the name of your business as well as your position in the market. It also makes it easier to talk about yourself when you write in third person!

Sharing a bit of my personality has attracted wonderful clients to my business; whether it was couples and families when I owned The Queen of Hearts Wedding Consultants in Philadelphia or wedding and event professionals since launching Wedding Ghost.

Investing time and energy in consistently blogging interesting, targeted content and infusing yourself into it are the key to getting your business found on search engines, engaging prospective clients, and branding yourself as an expert in your area as well as your industry.

- Mark Kingsdorf, MWP™, Wedding Ghost, St. Petersburg, Fla.