We all know you can’t just build a website and wait for people to flock to it, any more than you can open a shop secure in the knowledge that the hoards will come with their wallets bulging.
It is obvious you need to tell people you are there and give them a good reason to try you. This means getting involved in marketing, which can be a bit tricky.
Marketing is tough
In ancient times, this was easier. You listed your business under the appropriate heading and made sure you were in Yellow Pages and other directories, trade bodies and relevant organisations. It was a simple matter – if you were a plumber, you had to be under the heading of ‘plumber’.
You still had to promote and build awareness and reputation, but the search facilities were limited and straightforward.
Now we have the web and the world is not so easily classified. It can be hard to know with any accuracy what terms may be used to search the internet for the services you offer. Which, let’s face it – especially in the UK – means Google.
Keywords are an important part of your website construction and there is much to laearn about how to get them right and how to use then properly.
Google itself provides a lot of help. It helps you by telling you that you need keywords to describe your site and its’ content and that these should be matched to the words that prospects use to find what they want.
Google even provides a keyword tool to help with this: punch in any term and get 500 keywords and phrases relevant to that search term – mind you, they will need going through in some detail to sort the wheat from the chaff.
There are all sorts of tricks to gain more insight: look at the phrases listed at the bottom of the Google results page, get phrases from Google Analytics (you have analytics on your website, of course), not to mention asking customers and prospects what they used.
Getting more from your website
All this helps you hone in on the key words and phrases that people use to find what you are selling.
Naturally, you still need other forms or marketing to achieve your goals. Keywords are just one tool in the SEO armoury, but if you don’t get them right, how does Google know you sell what it is being asked for?
If you would like to find out more about keywords and their use in building your business then this seminar will help: Keyword Mastery, Colston Office Centre, 18th July 2012. Click on the link and sign up – this is a free event – make sure your site is not just hanging around waiting for customers to happen by.