Do you know what the biggest mistakes are with any website campaign or online business? The most neglected decision and consequently biggest mistake is finding the targeted keywords you wish to rank for in the search engines.
Keyword Research: If you are selling a product or service and are hoping your website will rank well in the search engines, can you answer this question? What keywords are you trying to rank for in the search engines? If you can answer that then great, but then if I dig a little deeper, do you know how many searches there are a month in your country for these specific keywords?
If you can understand what people type into search engines to find your product or service, you will have a greater opportunity to target these searches when optimising the website. One final question, are your keywords targeted towards buyers and potential customers or are they broad singular words?
Companies with big budgets and marketing resources will be able to rank for broad searches far easier than a local business with a limited budget just due to the amount of content they can generate and the contacts and leverage they will have for marketing.
So what do I mean by targeting? I'm going to talk about 2 different items the first of which is finding what buyers are typing into search engines to find your service/products.Website A: Sells art materials and supplies. Trying to rank for the word 'art' in searches is completely pointless and won't get you any business. Let's break this down a level and say Website A sells art canvas for people to paint on. What do we get when we type in 'art canvas' into a search engine? Competition from people who are selling already painted art canvas'. But before you quit thinking there is too much competition across spectrums of keywords, go one step further. Use the established brand name such as 'Daler Rowney', use the word 'blank' so that a search now reads 'blank art canvas', and with the help of the keyword search tool you'll soon be able to spot where business will come from if you target long tail keywords.
Website B: Has a great service that they provide that they've branded 'Freedom Solutions'. This 'Freedom' will be built up within the company values and mission statement as the core of the company business. The problem is, 'Freedom' to everyone else has a completely different meaning, and no one is going to search for the keywords 'Freedom Solutions' in the search engines to find this specific search. If you follow the same process as described above to find what potential clients are typing into search engines to find this service, then the website can be optimised to rank for them. If someone DOES type in 'Freedom Solutions', they already know about your company and the brand and you don't stand to gain new business. Finding the keywords related to what new customers would type is the foundation to finding new business and making it sustainable. They come to you.
So how does this affect the website and optimising it for the SERP'S?
Let's say the website service page has the following information that can generically be changed to work for the targeted keywords:
1. Permalink structure
2. Title, description, keywords meta tags.
3. H1, H2 and H3 text
4. Content of the website
5. Alt Text on the images
6. Any videos
7. Internal links
And more are ways of changing the way your website proves its relevance in the search engines for a specific keyword search term. Quite simply, wherever you have 'Freedom Solutions', change it to the keyword you want to rank for in the search engines.
It is still important to keep a sense of corporate branding for the website, but by utilizing these steps, creating the foundations of an SEO campaign by understanding what ACTUAL people type into search engines to find your business, is the key to creating sustainable lead generation through your websites.
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