If your communications with prospects is being served up by Google and Bing (and it is), then you have to understand how they present you to your audiences. Learn how to correctly feed your information into the search engine results page (SERP), and if you don't do this yourself, check and make sure someone's doing it correctly for you.

Search Engine Land: SEO Changed Forever in 2013. How to Adjust and Thrive in 2014, 2013-Dec-3 by Jim Yu

Since the future SERP is already here, the time to start engaging these capabilities is now. Below are two keys to making sure your site appears in Knowledge Graph results.

• Implement structured data and rich snippets. Structured data allows Google to organize the information on your website and deliver it in rich snippets that help you stand out from the competition
• Claim your Google+ and Google Places for Business pages. This gives you greater control over what the search engine reads and displays to users, such as images, hours, current menus, rates and promotions.