I seem to write a lot about the importance of using the correct keywords but seeing as I’ve been getting more questions than normal I thought I’d put finger to ‘board once more…
Almost any business these days needs to have a ‘strong’ web presence and in many instances, offline business activity will increase if the number of visitors that reach the website increases. Cause and Effect — Economics 101. But there are so many methods that will increase site visitors, but (and this is a big but — not ‘big butt’ as in Jennifer Aniston in the scene of her dancing and singing to her baby in Friends) more web visitors do not necessarily bring higher profits to a business. So it’s vitally important to attract the relevant traffic and keep non-targeted searchers away (more on that in a bit…)
Relevant traffic (i.e. those individuals that are looking to ‘buy right now’) depends on the quality and type of the keywords and keyword phrases that you use on your website, blog etc… And you have to identify what those keywords and keyword phrases are before you publish the content on said sites.
When someone starts a search, he/she/they will key in a keyword or a keyword phrase in the search engine box, and based on that, the browser will show a list of sites that match the query. Now, and this isn’t a Eureka moment — what you want here is to get your site to display in the search results (SERPs — search engine results pages) on the very first page, — preferably in the top 3 positions in those result pages.
But let’s work a small example through, and for examples sake let’s say that you sell Moisturising Wipes for Men… (chosen because I don’t know anyone that sells them… I think you can imagine that there would be several specialised (niche) keywords and keyword phrases that would be used like ‘moisturising wipes for sensitive male skin’, ‘how to moisturise your face with stubble’ etc. that should be utilised to promote this item. These sorts of keywords and phrases will increase website traffic and direct those website visitors, that are most likely to purchase something or leave some type of contact information through an ‘opt in’ feature on your website. But, if you make use of keywords that are too generic like ‘wipes’ or even ‘moisturising wipes’ you may bring in a huge amount of site visitors, however these visitors will offer little profit for your business.
So now it’s back to the ‘un-targeted traffic’. All businesses that I speak with, large and small, that use ppc marketing with Adwords (pay per click) lose so much money on traffic that isn’t interested in buying. The % that do click through leave without doing anything — and it’s just cost the business £s for the privilege!
An interested website visitor will spend more time on your site, searching through the items, reading content and making other searches — as long as your site has a search function that is… So you must endeavour to increase your traffic, reasonably and profitably by focusing on a your specific areas of what you do that is relevant to what people are searching for. The old adage of “you can lead a horse to water but you can’t make it drink” really applies here. But once they are on your site make it easy for them to ‘discover’ the other ‘gems’ that you provide and show them that your content is constantly changing as this will position you as a ‘go to source’.
This continuous need to update a site is, for many businesses, deemed a waste of time and resources. However if a company is trying to increase the amount of relevant traffic to its site then creating site content should be approached in the same professional way as the products or services you sell or provide and not be not substandard.
Otherwise the effort you put into the website will make about the same difference as taking a bucket of water from the sea would do to reduce the rising sea levels!