Who cares if search engines find you…if your clients can’t!
Lately, everyone I seem to speak to is so interested in Search Engine Optimization (SEO), that they seem to forget the whole point! The primary objective of search engines is to provide searchers with relevant results. Results that match as closely as possible to what the searcher is looking for.
It’s not possible to be well optimized if you are unclear on what keywords and phrases will drive quality leads to your business. Quality leads that will ultimately result in increased sales (last time I checked, most companies are in business to make money)!
The foundation of a solid online strategy has to be a comprehensive understanding of your client’s needs and search habits. It is important to note that this is not limited to website content, but any online presence you may have including Search Engine Marketing, Blogs, News etc…Basically, any digital content related to your business.
When you begin devising an online strategy there are some key questions you need to ask yourself. This is the time to put your green hat on and really brainstorm!
- What are clients looking for when they need my business? Get specific. Make a list of all the products, services and brands that you offer. Don’t forget about what differentiates you.
- What might clients type into the search box in an effort to find me? If a client wants a white watch, are they likely to look for ‘white watch’ or ‘jewelry store’? Search has changed, people look for what they want.
- What are some of the common requests I am asked for on the phone and in person? If a client calls a plumber, do they say ‘I need a plumber’ or ‘I need my toilet unclogged’? Think beyond the common business categories.
- Are my clients likely to use industry terms that I do? Is a client likely to look for ‘Expanded Polystyrene (EPS) Insulation’ or ‘foam insulation’? Don’t forget about the layman.
There are lots of different ways to come up with the answers, but first you need to start asking the right questions!
So, question… How relevant are you for what your potential client is looking for?
- Aleya Suleman