Did you ever watch that amazing movie “Field of Dreams” with Kevin Costner? His message was “Build It And They Will Come”. A lot of people build a website and then operate from this principle. Sorry, it isn’t going to happen!
How do potential customers find your website? The first way is that they already know about your business and key your business name into the search engines, hopefully they find your website and then check out what you have to offer.
The problem is that most businesses today need a lot more customers than the people who already know about them. You want to be attracting customers who are looking for your product or services but have never heard of you.
When potential customers are looking for a particular product or service, they are often in a buying mode, these are the people you want to attract.
Lesson 5: Can Customers Find Your Website?
Can customers find your website by keying in a search term that matches a product or service you offer? For instance, if I was new to the area and wanted to find a conveyancer for the purchase of your new home. If you are a conveyancing solicitor in my area, would I find you on the first page of Google? Or, if I needed to have the locks changed on my new home and I keyed in “locksmith near me”, would I find your business on the first page of Google?
What Are Your Customers Keying Into Google Search?
This brings me to another point. Do you even know what your customers are keying into Google to find your products and services.
Not sure how many times we have had conversations with business owners who tell us they are at the top of the first page of Google. When we ask them for which keyword, they tell us the name of their business. Again, this is great for people who already know the name of your business. Besides if you aren’t number one for your business name, you have a serious problem.
To attract people who don’t know about your business but want to buy your product or services you need to know what they are searching for and be above the fold in the search engines for that term.
The other thing we find is that businesses tell us they are number one for a particular keyword and when we check they sure are, but there are no searches for this term.
You used to be able to go to the Google Keyword Tool and enter your keyword and check the number of searches. Since the middle of 2016, and only if you have an account, the Keyword Planner as it is now known, only shows a range of search numbers, say 10 to 1000, and this is completely useless for doing research. If you have an active Adwords Campaign up and running (this means you are paying the almighty Google) then you can extract meaningful data for the keywords you are interested in.
Another feature of Google search which can give you valuable information, is called “autocomplete”. Start typing your products and services into a Google search and see what keyword suggestions Google is showing you. It’s said that the autocomplete feature is showing your the search terms that people are currently typing into Google (or speaking – iPhone’s Siri for instance)
You can get some seriously good data from this type of research.
After typing in a search query go right down to the bottom of the page and see what other keywords Google is suggesting are related.
Google Organic Results
Organic results (as opposed to paid ads – the first 4 results for a typical Google search) are broken up into as many as three sections these days (April 2017 at the time of writing);
- The first result on an increasingly number of queries, sometimes referred to as the Zero (0) result is the Knowledge Graph, and is typically the answer to a question.
- Local Maps – They used to be called Google Maps and then Google Places and even Google Plus One. There are now only 3 spots where there were once 7. Your business needs to make the most of this opportunity, but again it is not just a matter of claiming your spot, it needs to be handled carefully and it also needs to be fully optimised.
- Organic Results – the 10 results below the local maps section
Keywords Are The Key To Your Online Success
The whole point of the Internet is keywords, topics and things. It’s how people find your business. So you need to get your website set up correctly and this is how you can can claim one of more of the results on the first page of Google.
Search Engine Optimisation List
So if you want to go down the SEO road yourself here is a list of what you need to do to even stand a chance:
- SEO the structure of your website to make it google friendly
- Add Meta Descriptions to all of your pages
- Create meaningful and relevant content that is based on your keywords
- Add Images to your pages that add to the conversation.
- Add new quality and relevant content every 2 – 4 weeks that is based on a keyword variation
- Then broadcast this content throughout the web.
- Add links from pages on your website to other pages on your website.
- Acquire high quality backlinks – links from other websites to your website
Search Engine Optimisation or SEO, is a very complex process these days. We probably spend an hour a day each on keeping up with the changes and the most effective techniques. The average business owner can’t spend a fraction this time as they have a business to run.
Of course, we can do SEO for you while you get on with handling all those new customers
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