Website help: Getting found for what your customer is looking for
We have learned from some great articles on Evan Carmichael that being at the top of the search engines for your company name is of little value.
So what are you supposed to do?
How do you then go about finding the best keywords (the search terms) that people are actually going to use? To start with, consider the search from your ideal customer's point of view.
- What are they likely to type into Google in order to find what you sell?
- Ask others for their ideas, suggestions -
- Ask your customers too.
- Make a list.
- Complete the list.
So, schedule a day in which you will do nothing but play with your keywords.
On that day, take out a day's subscription to Wordtracker (there are other services, but I think Wordtracker is the most user-friendly and worth paying for a day to play in there) and get to grips with the results you will find there. It is pretty straightforward, once you find your way round, and you will end up following other phrases, and maybe even getting carried away (or perhaps that's just us Internet geek types). You can also use the free resource at Google too - more on that another time, and indeed there is a very powerful resource at Keyword Discovery.
From this you will understand just what people are searching for, and use this to good effect on and to your website, so making it easier for the search engines to understand how relevant your web site is to the people searching for you.
For instance - you can see below that I've placed my links on "internet strategy consulting" and on "website help" - now for the first phrase I'm nowhere at the moment (site only just live), but I'll gently work with that and see how I get on. "Website help" is on the third page already - that's encouraging but useless, and actually not many people search for that anyway, so I'm not overly concerned (indeed for that site I cannot settle on the best phrases anyway, so will not rely on the search engines for visitors).
Sourcing the right keywords can make a big difference - take a look at internet marketing action, I do much better there.
What keywords could you use that would make a big difference to your website traffic?