If you’ve spoken to anyone who is worried about their web site rankings, you’ve probably heard them talk about their “keywords.” Another word they may use interchangeably is “key phrase.” No matter which term they use they’re talking about the word or words that folks type in to the search box of their search engine of choice.
The major mistake that business owners make is assuming their customer searches for the product or service the same way the owner does. Usually business owners or managers are so deeply enmeshed in their industry that they think everyone else uses and understands their industry jargon. Don’t expect your customer to have the same intimate knowledge of your industry. There are lots of free tools that will let you get a feel for the way users are searching. Take a look at your web site analytics – they’ll give you some great insight into what words your customers use to find your web site online. Try a variation of the “Grandma Test” – ask a friend who’s not overly familiar with your business to find your web site using their favorite search engine.
If you’ve determined exactly how your customers are searching online, make sure your site reflects those keywords and key phrases. Believe it or not, search engine optimization is not all about the links in to your web site – it’s really about providing compelling content in a search engine friendly web site structure! I’m sure there are folks who will disagree, but for MOST businesses who are interested in selling their product or service to a local market – the site and its content is the foundation.
Get the basics right first – the traffic will follow with time and hard work.
